Using PR to Drive Attendance: The Door Winter Opened at Clearwater Marine Aquarium. Media has been a big driver of the success of Clearwater Marine Aquarium. Since the day Winter arrived, local, national and international media attention has generated tens of billions of media impressions for CMA. The value of this coverage is enormous, in the hundreds of millions of dollars. Global brand awareness through these and other marketing efforts, combined with the success of the Dolphin Tale movies, continues to be an important element of the marketing mix.