GRAND PRAIRIE, TX: Six Flags Entertainment, the theme park group, believes that thrills and authenticity are key marketing propositions can be translated across cultures.

"All cultures across the world understand the language of thrill," Stephanie Borges, VP/ North America Strategic Marketing & Partnerships at Six Flags Theme Parks, told Portado.

"We found that staying true to our 'thrill' brand heritage while communicating the brand in a manner that is relevant to each culture and tailored to the market and language is the key to success."

Six Flags claims to be the world's largest amusement park corporation with properties across North America and plans to expand in the Middle East and Asia. Its Mexico City location is one of its top-performing parks and it has stepped up its marketing to US Hispanics.

Borges explained that the Hispanic market has always been important but as it has grown, "we have put a dedicated focus on creating unique and innovative platforms in partnership with other brands that want to reach that demographic".

That has included programs centred around festival days such as Cinco De Mayo, Día Del Muerto and Fiesta Fin De Verano. For example, it teamed up with Mexican food brand Ortega for Cinco De Mayo, with on-pack promotions that utilised its in-park assets.

It has also hosted concerts featuring up-and-coming Latino artists, where brands such as Takis snacks have run sampling activations.

"As a brand, we purchase Spanish-language media in markets across the US," Borges explained. "We constantly monitor media consumption and the growth of Spanish-language audience delivery and, each year, we have increased our Spanish-language media investments."

She added that Spanish-language TV provided programming that delivers co-viewing by parents and children – especially relevant for its target audience.

"We will tailor advertising developed in the Spanish-language, but always communicate how Six Flags delivers thrills on a broader level," she said. "Our 'Go Big' campaign in the general market becomes 'A Lo Grande' for the Hispanic market."

Data sourced from Portado, Skift; additional content by Warc staff