.

Superman Ultimate Escape Hyper Roller Coaster Launch.

Previous situation:
Six Flags Mexico needed to consolidate its positioning as the numer one park in the country. After several years of succesful operations, Six Flags requiered a new and refreshing attraction to surprise locals and to attract new visitors, and at the same time position itself as a world-class company.

Objective:
Consolidate Six Flags Mexico as a world-class amusement park. Number one in México and Latinamerica because of its state-of-the-art technology, security, quality and service.

Strategy:
Our PR strategy focused on conveying to several audiences, through media coverage, values such as security, convinience, modernity, state-of-the art technology and sense of proudness. All these values proved to be important to our custumers. Superman Ultimate Escape launch relied in third party endorsement to communicate how cool the ride is, as well as how secure.

Actions:
After developing our communications strategy, we developed a detalied timeline that included responsibilities for all the parties involved inthe organization.
A well planned schedule of meetings and a very effcient communication structure allowed us to foresee any possible diffuculty with the launching and media campaing.

Some of the actions Toni Torres developed and supervised to assure a succesful launching were:


o Media Relations:

• Media database


• Media Alerts


• Media invitations


• Follow- up

o Government relations

• VIP database


• Invitations and negotation for Third Party Endorsement


• Atention to special visitors/ Mexico´s City Mayor


• Coordination of security display for government officials

o Community relations

• PR campaign with neiborghing communities


• Negotiation with neighbors associations

o Writing and design bureau

• Design, writing and production of press kits


• Design, writing and production of teasers


• Draft announcement speeches


• Decorations


• Event


• Goodie bag


• Food and beverage / Catering


• Attention to government authorities, corporate attendees and special guests


• Sound and ilumination


• Photography

Results
Superman Ultimate Escape launch was considered a big succes both by Six Flags company and by our custumers. The park is now positioned as the best amusement park in Mexico City ans Latinamerica. Foreign visitors think it is as well equiped and secure as any park located in the main cities of North America or Europe.

This Hyper Roller Coaster brough new life to the park, thanks to a well planned and developed PR strategy. As a result of our media campaign we achieved a total of: 102 published stories in written media, internet and cable, tv and radio.
These 102 stories had a total of 64´199,000 impacts with a commercial value of more than 8 million pesos.

MEDIA COVERAGE SUMMARY CHART: