Cedar Fair announces deal with Coke

Posted Thursday, October 25, 2012 9:41 PM | Contributed by Jeff

[Ed. note: We actually broke this unofficially about two weeks ago in a forum thread. The following is an excerpt of a press release. -J]

Cedar Fair Entertainment Company (NYSE: FUN), a leader in regional amusement parks, water parks and active entertainment, and The Coca-Cola Company today announced a 10-year agreement, making Coca-Cola Cedar Fair's "Official Refreshment Beverage" of its parks beginning January 2013.

The new agreement includes product offerings and fully-integrated marketing and sponsorship opportunities designed to maximize marketing collaboration and activation. Coca-Cola beverages will be made available to park guests throughout Cedar Fair's regionally dispersed network, which encompasses 11 amusement parks, 6 waterparks and 5 hotels, including Cedar Point, which has been voted the "Best Amusement Park in the World" for 15 consecutive years. Guests will have the opportunity to purchase the beverages at a broad array of venues throughout the parks, including restaurants, mobile carts and vending areas. Products will include Coca-Cola®, Diet Coke®, Sprite®, Coca-Cola Zero™, PowerAde® and Dasani® bottled water, along with energy drinks, teas and juices.

"We are thrilled to be partnering exclusively with The Coca-Cola Company," said Bob Wagner, Cedar Fair's corporate vice president of strategic alliances. "We look forward to developing a comprehensive alliance which enables park guests to create memorable moments with their family and friends while enjoying Coca-Cola's iconic brands. We welcome the opportunity to take our relationship with The Coca-Cola Company to the next level through new marketing initiatives and products which will be debuted next year."

Through the agreement, Cedar Fair and Coca-Cola will co-develop and introduce comprehensive marketing initiatives which will capture the attention of guests through a broad range of mediums, including property specific programs and campaigns tailored specifically to regional preferences. In addition, Cedar Fair and Coca-Cola will launch a fully integrated joint campaign, targeting broader audiences through social media, TV, radio, internet and cinemas.

"We are excited by the opportunity to expand our relationship with Cedar Fair and refresh guests with our broad array of brands," said Stefanie Miller, group vice president of strategic partnership marketing, Coca-Cola Refreshments. "We look forward to leveraging our brands, programs and resources to enhance the guest's experience when they Open Happiness with a Coca-Cola during their next visit."

Read the entire press release from Cedar Fair.

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