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Herschend Family Entertainment Signs with Definition 6 for Re-Build of Properties’ Websites

ATLANTA, April 19, 2011 /PRNewswire/ — 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.


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. HFE is an operating partner with Dolly Parton in the Dollywood Company, which owns the Dollywood theme park and Dollywood’s Splash Country water park, both in Pigeon Forge, Tennessee. The Dollywood Company is also the largest shareholder in the Dixie Stampede dinner attractions located in Branson, Pigeon Forge and Myrtle Beach. In Georgia, HFE operates Atlanta‘s Stone Mountain Park in conjunction with the State of Georgia, and owns Wild Adventures Theme Park in Valdosta. HFE also owns Adventure Aquarium in Camden, New Jersey and the Newport Aquarium in Newport, Kentucky, as well as Ride The Ducks amphibious tours in Branson, Philadelphia and San Francisco. Ride The Ducks also operates at Newport Aquarium and Stone Mountain Park in Atlanta


Definition 6 creates brand experiences that unite brands and people in motion. Through imagination, innovation and insight, we execute ideas that deliver continued value across all brand interactions. Since 1997, Definition 6 has been helping clients redefine brand experiences by unifying the disciplines of marketing and technology. With offices in Atlanta and New York, Definition 6 supports a fast-growing client base that includes The Coca-Cola Company, HBO, La Quinta Inns & Suites, VeriFone, Cox Enterprises, Nickelodeon, Mitsubishi and Cinnabon.
Judith Rubin
Judith Rubin
Judith Rubin ([email protected]) is a leading journalist, publicist, strategist, blogger, content marketing specialist and connector in the international attractions industry. She excels at writing about all aspects of design and technical design, production and project management. Areas of special interest include AV integration and show control, lighting design and acoustics, specialty cinema, digital video and world’s fairs. Judith has ties to numerous industry organizations. From 2005-2020 she ran communications, publications and social media for the Themed Entertainment Association (TEA). In 2013, she was honored with the TEA Service Award. She was development director of IMERSA, and co-chair of the 2014 IMERSA Summit. She was publicist for the Large Format Cinema Association in the 1990s, now part of the Giant Screen Cinema Association (GSCA) and has also contributed to the publications of PLASA, IAAPA and the International Planetarium Society. Already making her mark as a magazine and book editor, Judith joined World’s Fair magazine in 1987, which introduced her to the attractions industry. Launching as a freelancer in the mid 1990s she has contributed to dozens of publications and media outlets including Funworld, Lighting&Sound America, Sound & Communications, Urban Land, The Raconteur and The Planetarian. She joined InPark in 2010. Judith earned a Bachelor of Fine Arts from Pratt Institute. She has lived in New York City and the San Francisco Bay Area, and now makes her home in Saint Louis, where she is active in the local arts and theater community.

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