Creation of Unified Booking Tool for a Shared Shopping Cart Means One-stop Vacation Planning for Families

Definition 6, a unified marketing agency, announced today that it has been selected by Herschend Family Entertainment (HFE), the nation's largest family-owned theme park corporation, as its partner to re-build websites for five of its largest properties, including: Dollywood.com, SilverDollarCity.com, StoneMountainPark.com, NewportAquarium.com and AdventureAquarium.com. The goals of the project are to create a seamless booking experience for the company's guests, bring the experience of visiting one of the properties to life online and deliver a strong brand identity on each site.

Part of the work Definition 6 plans to do involves creating an enterprise level booking engine platform, a scalable content management system and a more robust collection of marketing tools. These upgrades will improve the check-out process, the ability to manage the website on a day-to-day basis, the ability to present video in a more engaging way, and social and mobile integrations as these platforms continue to grow in importance.

"We are extremely excited about starting this new project with Definition 6. Their in-house expertise in strategy, technology, creative design and website development proved a strong selling point in our decision to partner with them for this redesign." says Jonathan Karron, vice president interactive marketing for HFE. "At HFE, our goal is to create family-oriented atmospheres. We want to bring that same level of comfort to our online customers as they explore and book their vacation experiences. With our primary user typically being a busy mom, we want to make her online experience as pleasant as her time spent at our theme parks and attractions."

"Our expertise with unified marketing strategies aligns perfectly with HFE's goals of better user experiences and consistent brand identity across sites," says Michael Johnson, account director for Definition 6. "Our strength in creating full-scale solutions for companies like HFE, bridging the gap between strategy and implementation, is a key differentiator for us."

This project is expected to go live in the third quarter of 2011.

ABOUT HERSCHEND FAMILY ENTERTAINMENT

Widely recognized as the premier privately held theme park operator in the U.S., HFE owns, operates or partners in 26 entertainment, tourism and hospitality properties in 10 states. HFE's original park is Branson, Missouri's Silver Dollar City theme park, which celebrated its 50th anniversary in 2010. In Branson, the company also owns and operates Showboat Branson Belle lake attraction, White Water water park and The Wilderness at Silver Dollar City campground.