SeaWorld has launched a new ad campaign after a highly critical 2013 documentary left the park with declining revenue and attendance.

The campaign will start with print ads in major newspapers such as the New York Times and USA Today and will be followed by television spots.

SeaWorld's ad campaign is the latest effort by the company to respond to "Blackfish," which was critical of how killer whales are kept in captivity at the company's marine parks. The company initially sent out an open letter defending its operations in several newspapers after the documentary's release and also created a web site, seaworldcares.com, to counter allegations made by animal rights' activists.

In the campaign, the company will highlight being a leader in the field of killer whale care and combat what they deem to be false accusations from activists.

The digital aspect of the campaign is designed to be an open dialogue, a sort of question and answer online, with SeaWorld staff openly answering questions sent from the public via Twitter.  SeaWorld said the responses will be centrally housed in one online location.

In April, Joel Manby will take over as president and CEO of SeaWorld Entertainment.  In the meantime, the company's chairman and interim CEO, David D'Alessandro, released this statement:

There's been a lot of misinformation and even lies spread about SeaWorld, and we recognize that it has caused some people to have questions about the welfare of killer whales in human care. This long-term campaign will address those questions head on. We want to provide the facts, so people can make up their own minds on this important issue.

SeaWorld will face another attack Tuesday with the release of a tell-all book written by a former SeaWorld trainer.

In his book, Beneath the Surface, former SeaWorld senior orca trainer John Hargrove criticizes SeaWorld’s use of killer whales at all of its parks.  Hargrove worked at SeaWorld’s parks in San Antonio and San Diego and with MarineLand in the south of France. He resigned from SeaWorld in August 2012.

Last month, SeaWorld reported a big dip in attendance and revenue in 2014.

The company said 22.4 million people visited the parks in 2014, down a million from 2013.