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Marketing to Hispanic Consumers, Stephanie Borges on Six Flags’ Strategy to Target U.S. Hispanics

Stephanie Borges, VP for North America Strategic Marketing & Partnerships at Six Flags Theme Parks, shared insights on how the park deals with marketing to Hispanic consumers.


What: Stephanie Borges, VP for North America Strategic Marketing & Partnerships at Six Flags Theme Parks, shared insights on how the park deals with marketing to Hispanic consumers.
Why it matters: Six Flags Theme Parks is trying to expand by targeting U.S. Hispanics. It is also growing in the Latin American market.


Six Flags Reinforces Its Marketing to Hispanic Consumers

Portada: Why did you decide to reinforce your marketing strategy towards U.S. Hispanics at this particular moment?

SB: The Hispanic market has always been important to us. With its growth, we have put a dedicated focus on creating unique and innovative platforms in partnership with other brands that want do Hispanic marketing.

Portada: What have you discovered in these consumers that makes them great clients?

SB: Our research shows that Hispanics are very family-focused and want opportunities to spend quality time together.

Portada: How are you approaching U.S. Hispanics?

Six Flags Marketing to Hispanic ConsumersSB: As a brand, we purchase Spanish-language media in markets across the U.S. We constantly monitor media consumption and the growth of SL audience delivery. Each year, we have increased our SL media investments. From a partner perspective, we have built a variety of in-park Hispanic focused programs. Through “Festival Latino,” “Cinco De Mayo,” “Día Del Muerto” and “Fiesta Fin De Verano,” brands and guests interact in a relevant way. As an example, Ortega was a “Cinco De Mayo” partner, utilizing Six Flags’s in-park assets, and conducted an on-pack in market retail program. Additionally, Six Flags host concerts with some of the hottest and up-and-coming Latino artists.

Also by Portada: Multicultural Marketing: How to Use Seamlessly in Total Market Campaigns

Differences Between Hispanics and General Market

Portada: What differences have you found in how you do marketing to Hispanic consumers compared to your strategy for targeting the general American market?

SB: From a marketing perspective, we recognize the importance of family. We understand how it connects the Six Flags experience with moments and media we select to reach the Hispanic audience.

For example, Spanish-language TV provides programming that delivers co-viewing and enhances our opportunity to motivate a family visit to Six Flags. We will tailor advertising developed in the Spanish-language, but always communicate how Six Flags delivers thrills on a broader level. Our “Go Big” campaign in the general market becomes “A Lo Grande” for the Hispanic market.

Portada: What advertising platforms are you using and which ones have been working best?

SB: Broadcast TV and radio have been our primary mediums for reaching the Spanish-language market. Six Flags buys media on the local level, and these mediums help us reach our local Hispanic markets while tailoring relevant creative for each. Spanish-language TV and radio also offer us the opportunity to bring our brand to life with messages that deliver news, reasons to visit and a sense of urgency.

Growing in Latin America

Portada: You are also growing in Mexico, where you are opening a new water park next year. How important is the Mexican market for you?

SB: The Mexican market is very important for us. Our existing park is the gem in Latin America and we are excited to add a water park in that market that will open in early 2017.

Portada: Are you using similar marketing strategies for reaching out to U.S. Hispanics and Mexicans? Why does it, or doesn’t it, work?

SB: We have found that all cultures across the world understand the language of thrill. At its core, the Six Flags brand is synonymous with delivering thrills for all ages.

As a result, we have found our park in Mexico City to be one of our top-performing parks, and recently announced the addition of a new water park to open in the spring of 2017.


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