SOURCE: Dole Food Company

Dole Food Company

Dole Food Company

July 20, 2011 08:00 ET

Dole Teams Up With Six Flags for Bananas and Coasters After Dark

Special "Coasters After Dark" Events Slated for Six Flags St. Louis and La Ronde in Montreal

WESTLAKE VILLAGE, CA--(Marketwire - Jul 20, 2011) - Dole is encouraging guests of Six Flags parks to go bananas this summer.

Dole Fresh Fruit (dole.com/bananas) has teamed up with Six Flags Entertainment Corporation (NYSE: SIX) (sixflags.com), the world's largest regional theme park company, to bring its Go Bananas After Dark™ promotion to Six Flags parks throughout North America. The multi-faceted deal spans most of Six Flags' U.S.-based parks, and La Ronde in Montreal, and encompasses various in-park, online and experiential integration tactics to increase awareness and consumption of DOLE® Bananas beyond the customary breakfast and lunch.

Dole Fresh Fruit is a division of Dole Food Company (dole.com/bananas), the world's largest producer and marketer of high-quality fresh fruit and fresh vegetables, including fresh and organic bananas.

In support of the partnership, Six Flags has created a unique marketing program promoting DOLE Bananas through a variety of in-park Six Flags Media Networks channels including commercials on Six Flags Television and use of the parks' online/digital out-of-home assets. Park guests will be able to enjoy DOLE Grilled Bananas topped with whipped cream at food locations in 10 Six Flags parks across North America.

A highlight of the deal is the combination of Dole's "Go Bananas After Dark" with Six Flags' "Coasters After Dark" (sixflags.com/dole) promotions, resulting in special after-hours events at Six Flags St. Louis (sixflags.com/stLouis) on Aug. 3 and at La Ronde (laronde.com) in Montreal on July 21 and Aug. 27. Theme park and banana fans who bring a special voucher available at sixflags.com/dole and a DOLE Banana sticker to the Six Flags park on the event date will receive a wristband entitling them to an extra hour of in-park thrills on that night only.

Dole is promoting the partnership with special "Go Bananas After Dark" stickers featuring the Six Flags event microsite, a special mobile campaign and in-park "Go Bananas" signage.

Dole's Go Bananas After Dark was conceived by Dole in 2010 to challenge the country to rethink its conventional habits of eating bananas solely for breakfast or lunch, and offers banana lovers fun, intriguing new ways to enjoy the iconic fruit.

A highlight of the program is an expanded Go Bananas After Dark recipe library including not only grilled banana entrees and side dishes but also banana-themed desserts and alcoholic and non-alcoholic cocktails.

"The public's response to 'Go Bananas' continues to amaze us," explained David Bright, vice president of marketing for Dole Fresh Fruit. "Banana lovers across the country are embracing America's most popular fruit in a whole new way this summer -- so much so that we knew we wanted to partner with another summer icon to push the boundaries of banana cuisine even further. Six Flags is that perfect partner."

"We're thrilled to partner with Dole and offer consumers a fun way to enjoy an exclusive evening at Six Flags, complementing the 'Go Bananas After Dark' campaign," said David McKillips, senior vice president of corporate alliances and partnership marketing. "This program truly delivers quality, value and thrills for our shared family-friendly customers."

For more information on DOLE Bananas, including recipes, serving suggestions and nutritional information from Dole and the Dole Nutrition Institute, go to dole.com/bananas or facebook.com/dolebananas. High-res photography of DOLE Bananas, recipes and serving suggestions and marketing campaign are available.

About Dole Food Company, Inc.
Dole, with 2010 net revenues of $6.9 billion, is the world's largest producer and marketer of high-quality fresh fruit and fresh vegetables, and is the leading producer of organic bananas. Dole markets a growing line of packaged and frozen fruit and is a produce industry leader in nutrition education and research.

About Six Flags Entertainment Corporation
Six Flags Entertainment Corporation is the world's largest regional theme park company with 2010 revenue of nearly $1.0 billion and 19 parks across the United States, Mexico and Canada. Six Flags Over Texas, the company's flagship location, is celebrating its 50th anniversary season in 2011.

Contact Information

  • Media Contacts:
    Bob Ochsner
    DGWB PR
    (714) 881-2310

    Sandra Daniels
    Six Flags
    (972) 595-5178