The New Bedford Whaling Museum in Massachusetts has turned an unexpected viral sensation into a successful merchandise campaign, embracing a one-star Google review that called the museum the "worst aquarium ever".
The review, which was posted in 2020 by a visitor who mistakenly referred to the museum as an aquarium, has since been printed on T-shirts, sweatshirts, and tote bags.
The merchandise has sent sales soaring by 250% in just one week, with the designs featuring the review on the back and a whale skeleton on the front.
Staff at the museum took a chance on turning the criticism into a design last fall, and it has recently gained national attention after being featured in multiple news outlets.
The unexpected success reflects the institution's personality, according to Annelise Conway, chief engagement officer at the Whaling Museum.
"It just sort of happens," Conway said. "There isn't a strategy to be authentic."
The museum's bold move has caught the attention of social media users, with many praising the institution for leaning into the joke.
"I think it takes courage to walk into a museum with the word 'Whaling' in the name and think, 'I bet there's a dolphin show'," one commenter joked.
The museum has also recently opened a 250-gallon saltwater tank featuring local marine life, including blue crabs, sea stars, and northern puffer fish, as part of a partnership with the University of Massachusetts Dartmouth's School for Marine Science and Technology.
"It's honestly a great museum," a user commented. "I love that it's gone viral because it's just a wonderful place to support."
