DOLLYWOOD
GROWTH MARKET ADVERTISING PLAN
THE SITUATION
As Dollywood dealt with unprecedented growth of product the knowledge of the brand to the consumer was not keeping up with growth. In order to reach new audiences, Dollywood wanted to begin targeting new higher population markets to bring new guests in and build a new generation of Dollywood fanatics.
THE PROBLEM
Customers outside of the regional market don't understand the full breadth of the Dollywood product and see the destination as a niche for Dolly Parton fans or a small children's park similar to other Pigeon Forge/Gatlinburg "tourist traps".
Develop and deploy a strong campaign that showcases the Dollywood and the Great Smoky Mountains experience that not only ties Dollywood to the Great Smoky Mountains but also makes Dollywood a must-do and see for any Smoky Mountain Spring Break.
THE STRATEGY
EXECUTION
