Success Story: Six Flags Georgia Festival Drives Ad Revenues

Jan 12, 2004  •  Post A Comment

Theme parks may be family fun, but they can also be quite lucrative for cable operators.
To boot, they are a great way to target specific consumer groups. To help celebrate Hispanic Heritage Month, Comcast Atlanta teamed with Six Flags Over Georgia to present a Latin Fest called “Festival Viva la Independencia.”
Money didn’t change hands between Six Flags and Cable Advertising in Metro Atlanta, the interconnect operated by Comcast that represents nine of the DMA’s multiple system operators.
Instead, CAMA generated its ad revenue from vendors who received airtime on Telemundo and from kiosks or retail displays at the theme park as well as from title sponsor GMAC.
“It is a multifaceted marketing campaign to help drive people to the park,” CAMA General Manager Jeff Stone said. “We also partnered with [local newspaper] Mundo Hispanica and the Spanish radio [network] Radio Que Buena.”
Ads led people to the 20 to 30 participating retail locations, mostly restaurants, for a buy-one-get-one-free ticket discount. In addition to media schedules, sponsors received signage at the event, on all posters and on T-shirts.
This is the second year for us,” said Six Flags spokesman Jim Taylor about the event filled with live mariachi bands, salsa lessons and performances by popular Latino recording artists.
“CAMA got us lots of airtime on Telemundo, which went a long way. I’ve come to see that Telemundo is a strong medium for the Latin American community.
People came out of the woodwork to attend the [September] event. We had around 7,000 attendees, up from 5,000 last year.”