Six Flags Expands Marketing

NEW YORK Six Flags said today it has created an entertainment and marketing department to help the company expand beyond its theme parks.

The department, based in New York, includes in-park entertainment, promotions, licensing agreements, advertising, communications and investor relations. Mike Antinoro, evp of entertainment and marketing, heads the new unit. Angelina Vieira, svp of entertainment and marketing, and Wendy Goldberg, svp of communications, report to Antinoro. All three are veterans of the entertainment industry.

“At Six Flags, our mission is to surround the best rides in the world with entertainment from the fields of music, theater, sports, film and television,” Mark Shapiro, Six Flags president and CEO, said in a statement. “We want to be about more than rides. Six Flags must be about a wider, more fulfilling experience. We also look forward to recharging our broad relationship with Warner Bros. through such great brands as Looney Tunes and DC Comics.”

TV ads have featured a character called “Mr. Six.” Six Flags annually spend more than $70 million on ads, per Nielsen Monitor-Plus. Independent Doner, Southfield, Mich., is the lead agency.

—Brandweek staff report