Dole Fresh Fruit has teamed with Six Flags Entertainment Corporation, the world's largest regional theme park company, to bring its Go Bananas After Dark promotion to Six Flags parks throughout North America.
According to the fresh produce giant, the agreement spans most of Six Flags' US theme parks, as well as La Ronde in Montreal, and encompasses various in-park, online and experiential activities to increase the awareness and consumption of Dole bananas throughout the day.
To support the partnership, Six Flags has created a marketing programme promoting Dole bananas through a variety of in-park media network channels such as commercials on television and use of the parks' online assets.
A highlight of the deal, the group notes, is the combination of Dole's promotion with Six Flags' own 'Coasters After Dark' promotions, combining to create a special after-hours event at Six Flags St. Louis on 3 August and at La Ronde on 27 August, with visitors bringing a special voucher and a Dole banana sticker to the parks on those dates getting an extra hour in the park on those nights.
Dole, meanwhile, is promoting the partnership with special 'Go Bananas After Dark' stickers featuring the Six Flags event microsite, a special mobile campaign and in-park 'Go bananas' signage.
'The public's response to 'Go Bananas' continues to amaze us,' says David Bright, vice-president of marketing for Dole Fresh Fruit. 'Banana lovers across the country are embracing America's most popular fruit in a whole new way this summer – so much so that we knew we wanted to partner with another summer icon to push the boundaries of banana cuisine even further. Six Flags is that perfect partner.'
David McKillips, senior vice-president of corporate alliances and partnership marketing at Six Flags, also expressed his delight at the agreement.
'We're thrilled to partner with Dole and offer consumers a fun way to enjoy an exclusive evening at Six Flags, complementing the 'Go Bananas After Dark' campaign,' he added. 'This programme truly delivers quality, value and thrills for our shared family-friendly customers.'
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