When Georgia Aquarium opened, in 2005, it was the biggest aquarium in the world. During its first year more than 3.5 million visitors came to see its exhibits, which feature some 120,000 animals spread across 60 habitats in more than 8 million gallons of water. “We didn’t have to do any marketing at all,” says Carey Rountree, the senior vice president of sales and marketing. “It was a case where you’re closing the doors and they’re coming in through the windows.”
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