Amusement park company Six Flags Entertainment has selected Dallas-based agency Moroch Partners as its media agency of record, the companies confirmed Wednesday.
Six Flags, which has 18 parks in the U.S., Canada and Mexico, spent nearly $38 million on ads in the U.S in 2014, according to Kantar Media.
BPN, the IPG Mediabrands unit had previously served as Six Flags media agency. It was not clear if the shop was invited to pitch against Moroch.
“We realize that in order for us to maintain our current growth strategy, we need to embrace new media vehicles and work with an agency who can provide smart, creative media solutions in a nimble environment,” said James Geiser, Corporate Vice President of Sales and Marketing at Six Flags.
The agency will handle media planning and buying for Six Flags across traditional and digital channels. Matt Powell, Executive Media Director at Moroch, said, “In order to reach today’s tech savvy youth who live and breathe on digital platforms, we need to shift our traditional thinking to a more comprehensive digital approach. With this strategy, we’re looking forward to elevating the company to new heights, both figuratively and literally.”
Six Flags says that some 28 million guests visit its parks annually.