March 20, 2004
Oklahoma City, OK -- For the first time in seven years, Six Flags is launching a national advertising campaign and introducing a mysterious new icon representing family fun. National spots that begin airing this week feature an exuberant, irresistible character who beckons families to escape their overscheduled, stressed-out, hectic lives for a day of playtime at Six Flags.
"Our campaign research showed that today's families spend more time at work than ever before - they are overscheduled, over-worked and stressed out," said Charles Salemi, Six Flags' senior vice president of marketing. "And, what families need most, what they desire most, is playtime together."
The surprisingly spry, bald-headed character featured in the television spots travels in a colorful retro style bus bringing his signature music - "We Like to Party" by the Vengaboys - and an irresistible invitation to leave the boredom, stress and pressures of everyday life behind, to families across America. He quickly has Dad dropping the rake, Mom putting down the garden hose, and Junior abandoning the lawn mower in an easy decision to take the short trip to Six Flags and a day filled with sheer enjoyment.
"Six Flags is the solution to consumer's overwhelming need for relaxation and escape," said Salemi. "Our new campaign shares the excitement of a day at Six Flags, giving everyone, parents included, the freedom to let loose and enjoy the benefits of playtime."
Six Flags' brand strategy is to provide consumers with the "ultimate release" - a release from busy schedules, economic pressures and the ongoing responsibilities of work, school and home. The over-committed nature of today's world is the exact reason families need a day of pure fun. Six Flags parks, which are located in or near 35 of the 50 largest metropolitan areas in the U.S., are close to home and offer a compelling package of thrilling rides, water attractions, live shows, family entertainment and children's rides.
The national television spots that began airing Tuesday, March 16 can be seen on prime time programs including FOX's American Idol, ABC's Hope & Faith and NBC's Law & Order SVU. Spots will also be airing in local markets, timed to coincide with each park's opening schedule.