Six Flags Entertainment Says ‘We’re Serious About Fun’ in New Spots

Last year, Six Flags merged with Cedar Fair Amusement Park Company to create the largest national regional amusement park company – Six Flags Entertainment Corporation. Now, with the start of the key spring/summer outdoor season, Six Flags is launching its first national brand campaign since the merger. Titled 'We're Serious About Fun,' the campaign is designed to drive park visits along with sales of the park’s Daily Tickets and Season Passes.

“When it comes to family entertainment, there are any number of options people can choose, from amusement parks to ballgames, movies, zoos, beaches, and more,” said Stella Smith, VP of advertising and creative services at Six Flags Entertainment. “The goal of our campaign is to convince these fun-seekers that Six Flags offers ‘one-of-a-kind fun’ – a can’t miss, immersive experience that combines the fun, adventure, nostalgia, escape, and lasting memories that you cannot get from any other destination outlet. And at a great value.”

The new brand campaign launches this month and will run regionally throughout the spring/summer season. Created by TMA, Six Flags’ creative agency partner, the full-throttle effort includes TV, digital, out of home, social media, and email, among other elements. The platform theme of 'serious fun' focuses on what makes Six Flags its own unique space. Advertising stars a 'Funsultant' – a dedicated specialist whose mission is to improve every little park detail until they are better, bigger and more fun than ever before. She is the boss of all things seriously fun. As she says, “When I see their smiles, I’m overcome with joy. This is my resting joy face.”

Four TV spots will debut this month introducing the Funsultant and Six Flags’ new brand positioning. Spots include:

'Meet the Funsultant,' which introduces the Funsultant and showcases many of Six Flags’ fun attractions

'Any Season,' which promotes the park’s Silver and Gold Passes and the various events and attractions offered throughout the year.

'Thrill Seeker,' where thrills are measured via the park’s 'Funtern' who is, in fact, very afraid of heights.

And 'Uncanny Family,' which celebrates the uncanny togetherness families can enjoy when they spend a day at a Six Flags Family Park.

Additional videos and tactics will be rolled out over the course of the year, highlighting other park improvements. Advertising will run in select markets where parks are located and will appear in programs such as the NBA Playoffs, 'American Idol' finale, NFL Draft and assorted other high profile and prime time programming.

“More than merely talking about how much fun people can have at Six Flags, the advertising highlights the serious kind of thrills and fun the parks offer. No detail is too big, as in our world’s tallest roller coasters, or too small, as in the smallest detail on the smallest snack,” noted Harris Wilkinson, chief creative officer at TMA. “Simply stated, no other entertainment destination pours as much thought and dedication into ensuring every experience is as much fun as possible.”

In addition to TMA, Zimmerman Advertising handles Media, Omnicom Production oversees production, and Ketchum handles Public Relations.