The objective of the Annual Pass buttons is to build Passholder loyalty/brand advocacy and incentive visitation. These buttons have become collectibles to the APs and when they sell out they’ve been known to make their own. The buttons are handed out every month, and usually consist of some insider knowledge only true APs would know. It’s a way for them to brag and proudly wear this exclusive item. These buttons have sparked conversations and engagement amongst Passholders on both social media and in the parks.
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