Publication: Brandweek
By Elaine Underwood
Six Flags late this week will start mailing one million pitch letters for a co-branded credit card with MasterCard, making it the first piece of plastic with a Time Warner brand on it and a forerunner in the theme-park/entertainment sector.
The deal also puts Six Flags, No. 2 theme park operator to Disney, ahead on one count. Industry watchers have long expected Disney and its strategic partner American Express to introduce a CO-branded card.
Plans call for the Six Flags Entertainment Card to ultimately encompass more than just the company’s 12 theme parks. In addition to rewards redeemable at Six Flags parks, the card would offer discounts on a range of Time Warner products like Warner Bros. videos and merchandise from the studio stores.
“That element will be added as we grow,” said Mike Kent, vp-advertising and promotions at Six Flags. The debut pitch letter does highlight rewards from Six Flags partners’ Thrifty Car Rental and Best Western.
Enrollees also will receive a year’s free membership in Dining a la Card, a discount restaurant program, which has a list price of $49.95. Another upfront incentive is 10% off any food and merchandise charged with the card at Six Flags. Rewards start with a day’s free entry to a park, a $30 value, after $1,500 of charges, a hefty amount for the payoff.
“It would take the average consumer a year to get there,” said Rick Barlow, president of Frequency Marketing, Cincinnati, who nevertheless praised the concept. “We’ve brainstormed some stuff for other companies like Disney and Sony. Entertainment has potency.”
Time Warner owns 49% of Six Flags with Boston Ventures controlling the majority. But it takes all entertainment cues from Time Warner. Looney Tunes characters stroll the parks and Batman inspires rides. Time Warner’s massive database also plumped up the mailing list. Some 75% of Six Flags attendance involves groups with children under 18.
“Families with children are obviously our most significant prospect,” said Kent.
Credit card booths are going up at each of the parks to capture trade from the 25 million customers expected to visit this year. Kent is also considering testing a television and print campaign later this summer if the card needs an extra boost. He puts Six Flags success rate at between 250,000 and 300,000 enrollees, in keeping with the trend in the credit card industry toward highly targeted CO-branded cards.
For Six Flags, the card heralds national brand ascendancy. The parks switched from a regional to a national media strategy this season. A national survey conducted by Six Flags also revealed that its awareness levels had grown 10% over last year bringing it to 67% unaided awareness to Disney’s 75%.
