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Cedar Fair Entertainment Company Extends Partnership With Merkle Supporting CRM Strategies

August 13, 2014
Columbia, MD

Merkle (www.merkle.com), a leading technology enabled, data driven customer relationship marketing (CRM) firm and the nation’s largest privately-held agency, announced that it has been selected by Cedar Fair Entertainment Company, a leader in regional amusement parks, water parks and active entertainment, to build its innovative Season Pass-holder Benefits Center, adding to the multi-faceted relationship.

“We looked to Merkle to build the online functionality for our Season Pass-holder Benefits Center as they have already proved their expertise when delivering the Guest Preference Center in 2013,” said Daryle Powers, VP, CRM for Cedar Fair Entertainment Company.

Merkle’s relationship with Cedar Fair Entertainment Company began with the build-out of the company’s Connected CRM (cCRM)™ database two years ago, combining data across all 11 parks and 9 hotel properties. The database enables Cedar Fair to leverage the integrated customer data for highly tailored messaging and smarter marketing tactics. Most recently, Cedar Fair engaged Merkle to develop and launch a custom Season Pass-holder Benefits Center. The goal of the portal is to keep members engaged throughout the year by providing them with added value benefits for being a current Season Pass-holder including exclusive offers and up-to-date important park and ride information.

“Merkle is proud to partner with one of the largest regional amusement-resort operators in the world. It is our privilege to partner with them on the Season Pass-holder Benefits Center, where we aim to personalize, optimize and mobilize positive customer experiences for their Season Pass-holders,” said Andrew Hoeberichts, SVP, Leader of Merkle’s Travel, Media and Entertainment Practice. “This relationship exemplifies our focus on serving the customer-centric needs of the entertainment industry.”

About Merkle

Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 7,000 employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkle.com.

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