 The March of Dimes's objective was to greatly increase fundraising while motivating the collection of pledges by the program’s deadline.The promotion was conducted simultaneously in 67 cities throughout the western United States.This cause marketing campaign and partnership raised an unprecedented $2.4 million to become the most successful promotion in the history of Chapters West of the March of Dimes, while providing hundreds of thousands of dollars in free publicity and stimulating a 2.2 million person attendance, a regional theme park record, for the opening year of the Marriott entertainment complex.