Six Flags Creates DO Division

Six Flags themes parks are creating one of the nation's largest integrated digital out-of-home networks, combining the DO assets of 19 theme parks visited by over 25 million people per year. The theme park chain will offer advertisers targeted and network-wide ad sales through the new, dedicated DO division, including custom-branded content created by Six Flags' video production team.

The new division will be headed by vice president Adam Oliveri, who previously served as vice president of national sales for IdeaCast, and national account director at Screenvision, a leading cinema advertising network. Assisting Oliveri will be dedicated DO sales teams at Six Flags offices in New York, Los Angeles and Chicago.

Six Flags Media Networks is also expanding the theme park chains' DO platforms with new distribution channels, including "Menu Board TV," consisting of 220 digital menu boards in park restaurants. The new digital menu boards, which feature multiscreen video capabilities, come on the heels of an expansion of the Six Flags Television Network. It now includes over 550 45-inch plasma televisions, which play a mix of entertainment and advertising, reaching guests waiting in line for attractions throughout the parks.



It's also launching the new Jumbotron Network in 10 of the 19 venues.

The DO division also includes the In-Park Theater Network, which reaches visitors at nine parks. Altogether, the network will deliver 65 million annual impressions in 2010 -- rising to 100 million when the build-out is complete, according to the company.

The DO network is just one of an array of media offerings from Six Flags, which also include Six Flags Radio, Six Flags Print, Six Flags Outdoor and Six Flags Outdoor Spectacular, Six Flags Attraction Integration, Six Flags Experiential Marketing and Six Flags Online.

Six Flags Print produces park maps, guides and daily schedules, while the outdoor division includes billboards and interactive (digital) signage, also equipped with Bluetooth to spur engagement with passersby. Some are equipped with cool mist showers -- a natural draw in midsummer.

The related "Outdoor Spectacular" category gives advertisers access to prominent marquee advertising, such as signs over entrances and throughout the park. Attraction Integration allows advertisers to put their messages on roller coasters, water rides and near lineup areas for attractions. The experiential-marketing division provides one-on-one engagement for products appropriate to the Six Flags venue. Finally, the Six Flags Web site runs banner ads and streaming video, online promotions and sweepstakes.

All these assets were combined in Six Flags Media Networks, created in January 2008 to offer advertisers and marketers integrated cross-platform campaigns.

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