THANKS TO a more kid-friendly newsletter-complete with value-added offers for moms-visits to Sesame Place by season-pass holders were up 15% this spring.
The mailing was sent to pass holders six weeks before the Langhorne, PA theme park’s season opening May 16.
Sesame Place vice president of marketing Diane Oaks declined to comment on the number of pass holders, but did say that 12,000 newsletters were printed for the mailing and for distribution at the park.
The spring issue of “Neighborhood News” features bright colors, lots of graphics, teasers about upcoming events, and discounts and free offers from local merchants.
“We really tried to make this something more than just a flier,” Oaks says, “something the family keeps around and puts on their refrigerator with a magnet to refer to later.”
Oaks doesn’t track responses to local merchants’ offers but says many advertisers have renewed for the next issue.
In addition to the mailing, Sesame Place runs local DRTV and radio spots as part of a co-advertising campaign with the state of Pennsylvania.
The ads, aimed at moms in New York and Philadelphia, feature a toll-free phone number, 800-VISITPA.
Plans are under way to offer an exclusive link for season-pass holders on the park’s Web site (www.sesameplace.com) this fall highlighting events and offers.
Oaks says the increased attendance is great but some of the credit may have to go the debut of the park’s first roller coaster ride, Vapor Trail-a speeding space capsule that plunges six stories through a starry universe.
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