In response to declining sales, an amusement park secured a beverage company sponsorship to help develop special promotions for season ticket holders who renewed for the following year. Each season ticket holder who renewed received the #AP7600 Atchison® The Big Chill Cooler imprinted with the amusement park logo. Inside was a commemorative, reusable cup imprinted with the beverage company logo. Ticket holders were entitled to bring their cups throughout the following year for free refills during visits.
The cooler recipients loved the promotion as they encouraged families to bring lunch into the park, and they could also save on beverages for the entire year. Season ticket renewals remained flat in the first year the park began the promotion, so they continued the campaign in the following years with new colors and designs. The park saw a steady increase in overall season ticket sales over three years and the coolers quickly became “collectibles” to park goers.