Best Family Rich Media Online Campaign

Pigeon Forge, TN is home to Dollywood Theme Park, Dollywood’s Splash Country, The Titanic Museum Attraction and over 5 miles of family-friendly theaters, shows, dining, shopping and more. The hotels are themed and the ‘cabins’ have flat screens in every room, gourmet kitchens and great views of the mountains. To showcase Pigeon Forge as the capital of entertainment and activities for families and couples alike, we created the “Wholesome Indulgence” campaign featuring creative and videos of actual characters from the shows and attractions in Pigeon Forge (including Dolly herself). The goals were to promote trip planning in an unpredictable economy, encourage social engagement, generate opt-ins and travel guide requests, and drive traffic to our outtakes/youtube.com channel. The campaign included outbound emails to targets, rich media digital ads on YouTube.com, Meredith Group Network, AJC.com, Tripadvisor.com, Hulu.com, CNN/travel, SpotXchange video channels, Familytravelfiles.com and Facebook, plus geo-targeted paid search on Google and Bing (Yahoo!). Weekly tracking reports allowed for optimization and reallocation if necessary. RESULTS: Over 30.6 million impressions and 207,680 clicks. CTR for outbound email was 10%. The campaign received 11,363 contest registrations, 6,742 opt-ins and 5,195 travel guide requests. Video outtakes had over 4,600 views.

Contributors:

Executive Director, PFDOT:	Leon Downey
Marketing Mgr., PFDOT:	Sue Carr
CCO, USDM.net:	Clifford Ward
Dir. Web Dev., USDM.net:	Jason Hays
VP, Digital Media:	Ross Ramon
Media Coordinator:	Amanda Orrell
Media Traffic Manager:	Erica Hernandez

USDM.NET

Location: USA