[Download the full Six Flags case study PDF.]
Aletheia helped Six Flags increase website traffic 19.33% and season pass sales 43.15% year over year through an integrated, full-funnel media strategy.
Our Media Intelligence experts connected national brand awareness with hyperlocal targeting across a portfolio of 16 parks. Audience and Messaging Intelligence helped align creative with refined audiences, improving conversion to sales and helping drive record-breaking park attendance.
Results
- 19.33% increase in website traffic year over year
- 43.15% increase in season passes sold year over year
- Stronger brand cohesion across a portfolio of 16 parks
The Challenge
During our 2023–2024 partnership following the pandemic’s impact on tourism and entertainment, Six Flags faced significant hurdles in driving attendance and revenue.
Public reluctance to gather in large crowds kept ticket sales low, requiring a comprehensive and strategic approach to rebuild momentum.
Six Flags needed to:
- Rebuild brand awareness
- Increase park attendance
- Maximize its strategic marketing investment
A Full-Funnel Media Strategy
Aletheia developed a full-funnel media strategy tailored to Six Flags’ varied national and park-specific needs.
As a full-service media agency, we connected media planning and buying, audience intelligence, messaging intelligence and performance measurement to bridge the gap between corporate brand goals and individual park promotions.
Our approach included:
- Integrated Campaigns
We leveraged radio, television, OTT, display, programmatic and streaming audio and video to support corporate sales and awareness.
- Localized Targeting
We developed hyperlocal advertising strategies using proprietary Zenzi™ values-based testing to tailor messaging to each park’s regional audience.
- Negotiated Added Value
Our media team explored barter options and added-value opportunities to maximize the resources available for media placement.
- Agile Data Analysis
We introduced a customized results dashboard for cross-channel analysis, allowing us to refine media spend and strategy in real time.
Why Values Mattered
In behavioral science, understanding someone’s values is key to building deeper connections and meaningful engagement.
At Aletheia, uncovering values and integrating them across audiences, messaging and media strategy is our superpower. This approach helps brands connect with audiences on a deeper level, deliver messages that inspire confidence and action, and reach people at the right moment in their journey.
For Six Flags, those insights helped inform audience selection, localized messaging and media investment across individual park markets.
Leveraging Our Claritas Partnership
Aletheia’s success for Six Flags was accelerated by our preferred partnership with Claritas.
Claritas is an integrated marketing optimization platform that helps marketers identify ideal audiences, execute precise multichannel engagements and optimize media spending across online and offline channels.
Through the partnership, Aletheia combines its full-service media strategy and execution with Claritas’ premium audience intelligence, activation and measurement capabilities.
Using Claritas Audience Performance, Aletheia campaigns delivered:
- 1.3x higher click-through rates for Claritas-targeted paid social campaigns
- 1.5x higher click-through rates for Claritas-targeted display advertising compared with non-Claritas-targeted display
- 2.6% higher return on ad spend for Claritas-targeted paid social compared with non-Claritas-targeted paid social
By combining Claritas’ audience intelligence with Aletheia’s strategic media execution, we helped ensure campaign dollars delivered greater impact.
Campaign Highlights
Throughout the partnership, Aletheia:
- Designed a market-tiered coverage plan with harmonized national and local campaign integration
- Implemented Audience Intelligence alongside data-driven strategies for more precise media targeting and budget allocation
- Deployed AI tools to support influencer engagement, social media and website optimization
- Continuously tested creative and media performance across channels
- Reallocated budget toward the highest-performing channels and opportunities
“I hired Aletheia because they are strategic, they are nimble, and they are in my business.” — Edithann Ramey, formerly Chief Marketing Officer/Chief Commercial Officer for Six Flags
The Aletheia Advantage
Aletheia Marketing & Media is an independent, full-service media agency serving national and multi-location brands across the U.S. and Canada. We combine media planning, buying, optimization and measurement with behavioral science, proprietary audience intelligence and AI-enabled messaging intelligence to improve message relevance and media performance.
Our integrated capabilities include:
- Strategy, media planning and buying
- Digital, traditional and programmatic media
- Audience research and messaging intelligence
- Cross-channel measurement and optimization
- Data warehousing, modeling and attribution
Need One Media Strategy Across National and Local Markets? Let’s explore how Aletheia can combine media planning, audience intelligence and continuous performance optimization to drive better results for your brand.