Cedar Fair (NYSE: FUN), a leader in regional amusement parks, water parks and active entertainment, has named the Chicago office of Cramer-Krasselt its advertising and public relations agency of record following a review. The agency will handle strategic planning, branding, advertising, media buying and planning, digital, retail, public relations and social media duties for all ten Cedar Fair amusement parks in the U.S., including Cedar Point and Knott’s Berry Farm.
“As we continue to grow the amusement park business, we felt the time was right to reassess our marketing and communications strategy, ” said Matt Oiumet, president, Cedar Fair. “C-K’s strategic strengths combined with a proven ability to drive retail results and deliver fully integrated thinking made it the ideal partner as we seek to engage new and existing customers before, during and after they visit our parks.”
“We’re thrilled to be partnering with Cedar Fair to help them develop an even stronger emotional connection with people as they evolve from a group of individual regional parks to a collective brand of premier amusement parks, ” said Karen Seamen, chief operating officer and EVP/general manager of C-K/Chicago. “These properties already have a unique offering, superb reputation and legions of thrill-seeking fans that we’ll be looking to leverage as we reframe how Cedar Fair connects with consumers.”
C-K’s first new efforts for Cedar Fair will debut next spring. The consolidated media spend in previous years has been estimated at around $50 million.
Cramer-Krasselt is the second-largest independent marketing and communications agency in the U.S., with billings nearing $1 billion. An Advertising Age “Agency to Watch” three of the past four years, C-K has grown by more than 50 percent since 2005. C-K is frequently recognized for its insight-driven creativity—spanning advertising, digital, engagement strategies and public relations—that helps clients change the conversation within their category. Headquartered in Chicago with offices in New York, Milwaukee and Phoenix, it represents major brands across virtually every industry, including: Benihana, BISSELL, BRP (Ski-Doo, Sea-Doo, Evinrude), Corona Extra, Edward Jones, Heinz (Ketchup, Classico, Smart Ones, Ore Ida, Steam n’ Mash), Hilton Hotels Worldwide, Johnsonville Sausage, Porsche, Spice Islands and Zicam. For more information, visit Cramer-Krasselt at www.c-k.com.
About Cedar Fair
Cedar Fair is a publicly traded partnership headquartered in Sandusky, Ohio, and one of the largest regional amusement-resort operators in the world. The Company owns and operates 11 amusement parks, six outdoor water parks, one indoor water park and five hotels. Its parks are located in Ohio, California, North Carolina, South Carolina, Virginia, Pennsylvania, Minnesota, Missouri, Michigan, and Toronto, Ontario. Cedar Fair also operates the Gilroy Gardens Family Theme Park in California under a management contract. Cedar Fair’s flagship park, Cedar Point, has been consistently voted the "Best Amusement Park in the World" in a prestigious annual poll conducted by Amusement Today newspaper.