The Be-Spectacled, Dancing, Nationwide Phenomenon is Back - New TV Spot Reveals His Winter Home
Oklahoma City, March 24, 2005 - In 2004 Six Flags launched its first national ad campaign in seven years. The spots featured an exuberant, be-spectacled character who quickly became a nationwide phenomenon as he danced his way across the country inviting families to escape their overscheduled, hectic lives and enjoy a day of playtime at Six Flags. In 2005 Mr. Six is back and as spry as ever. The new national spots unveil where Mr. Six spent the winter and show him working to get the company's theme parks ready for a new season of ultimate fun.
The national spot, internally called "Retirement Home," opens with a sunny shot outside Shady Oaks retirement home. As the home's resident nurse flings open the curtains to welcome the nice weather that has finally arrived, viewers see their favorite, bald senior citizen begin preparations for this year's first visit to Six Flags. He dons his favorite tuxedo, cranks up his well-known bus and heads to Six Flags where he immediately gets to work preparing the park for "opening day."
The camera catches Mr. Six oiling front gate turnstiles, buffing a roller coaster, washing windows, trimming hedges and blowing leaves - all in anticipation of welcoming excited theme park guests. As the lights come on throughout the park, Six Flags' Ambassador of Fun "flips the switch" on the theme park company's biggest year ever just as his signature music, "We Like to Party" begins to play.
"The buzz generated by the Mr. Six campaign launch has been phenomenal," said Hank Salemi, Six Flags' senior vice president of marketing. "The ads scored #1 in likeability in Ad Age's 2004 Quarterly survey and hit number two in favorability and effectiveness in USA Today's Year-End Ad Tracks consumer poll. Our guests love him so we had to bring him back!"
Regional spots featuring Mr. Six will also run in Six Flags markets around the country to coincide with each park's opening schedule. Numerous park-specific spots will highlight Six Flags' record-setting introduction of new rides, attractions and live shows set to open in 2005.
With 19 of Six Flags' 30 properties opening major new attractions this year, the chain of theme and water parks really is getting ready for its biggest year ever. As the national commercial's voice-over states, "there's a new level of excitement throughout the park" including not only great new thrills but a "100% commitment to making your day (at Six Flags) great."
The new excitement is headlined by the tallest, fastest roller coaster on Earth opening at Six Flags Great Adventure in New Jersey, the world's largest interactive waterplay structure at the new Six Flags Hurricane Harbor just outside Chicago, and Northern California's first dolphin touch and feeding pool at Six Flags Marine World.
Every Six Flags park is celebrating the new season with a renewed commitment to improving guest experience that includes park specific initiatives ranging from improved employee recruitment and guest service training, including a mobile Playtime Patrol that will seek out guests to make sure they are having a great day, to more live entertainment and improved ride times.
Fans of Mr. Six can see the "Retirement Home" spots, which air nationally this week, on their television set or by visiting www.sixflags.com.