AOL, Six Flags Strike Marketing Agreement
Just in time for the summer theme park season, America Online stakesout a place in the roller coaster line.
If you’re America Online, where better to reach your family-oriented Internet newbie target audience than a theme park in the summer?
That’s the thought behind a deal the ISP giant struck on Thursday with Six Flags Inc., the regional theme park company that operates 36 parks in the United States, Europe and Latin America. The agreement is another example of online companies partnering with firms with real world outlets, so each can leverage the presence of the other.
“The powerful combination of the AOL and Six Flags brands offers significant mutual benefits,” said Kieran Burke, chairman and chief executive officer of Six Flags.
“Promoting Six Flags across AOL’s brands can drive attendance and revenues at our parks. More and more, our customers are looking online before coming to visit our parks and we couldn’t ask for a better partner in promoting Six Flags online than AOL. We look forward to working with AOL to make this a very successful alliance.”
Under the terms of the agreement, AOL’s brand will be splashed throughout the Six Flags parks, advertising, and other offline channels. These offline channels include park guidebooks, AOL sponsorship of certain rides and attractions, and promotion of AOL in Six Flags’ television advertising. In addition, the theme park company will distribute AOL software as its exclusive online service.
Six Flags will also offer AOL members special benefits. The two companies will jointly hold a ticket giveaway promotion for AOL members beginning this summer, and Six Flags will develop savings packages for AOL members.
AOL will also promote Six Flags, giving its Web site prominent promotion across several AOL brands. Six Flags will also be the official theme park sponsor for AOL Moviefone’s Summer Movie Fun Park.
