Chrysler has agreed a new partnership with Six Flags, the world’s largest regional theme park company, to promote its vehicles.
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The automaker will have a “significant presence” at 10 parks across the US during the 2008 summer with more parks added in 2009. Chrysler models will also become the ‘official vehicles’ of the parks.
Deborah Meyer, Chrysler’s chief marketing officer, said: “With approximately 25m people visiting Six Flags theme parks each year, this is a great opportunity to showcase our products and to strategically engage consumers in a fun and interactive way.”
Activities, which will vary by park, include interactive vehicle displays, special park events and sweepstakes, attraction sponsorship, ride-and-drives, in-park marketing, and dealer and employee ticket discounts.
Chrysler and Jeep will be featured sponsors at five parks with Dodge at five more.
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By GlobalDataVehicles will be displayed at each park while Six Flags Media Networks, a mix including television, radio, billboards, experiential marketing, on-line and signage, will promote the partnership and vehicles with a combination of specially-produced content and existing product advertisements.
Special events and promotions will take place at various parks throughout the summer including on-site driving experiences and sweepstakes.
All 10 parks will participate in a 4 July celebration featuring fireworks sponsored by the Dodge Journey, the brand’s first crossover.
The Best of Texas festival in September at the park in Arlington will showcase the Dodge Ram and a special military appreciation month promotion in autumn will include a vehicle give-away at each park.
Current vehicle owners will be offered special discounts to parks while dealers’ and the automaker’s own employees will also receive park admission discounts.
Six Flags will offer its approximately 32,000 employees the Chrysler Friends and Family discount on the purchase of most new vehicles.
Chrysler has partnered with Six Flags Theme Parks in the past, holding special events for vehicle owners.
