Best Leisure Online Campaign

Overview
Pigeon Forge, TN is TRULY the Land of More. More shows, more food, more attractions, more Smoky Mountains AND more fun – the town is loaded with things to do. There’s 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. Summer is a key travel time for families and many of the 10 million+ people who visit each year, so the Land of More campaign was created to showcase the season and family fun times in Pigeon Forge.
Goal
Showcase the destination as the capital of entertainment – the Land of More. Drive awareness, interest and conversion to travel to Pigeon Forge in the summer months. Promote trip planning, encourage social engagement, generate opt-ins and travel guide requests.
Target Audience
Moms plan the travel for this destination. They are mobile, social and bombarded daily with messages. Top feeders are drive market – Atlanta, Nashville, Knoxville, Birmingham, D.C., Lexington, etc.
Results
2013 summer gross revenue (Jun-Aug) averaged a 10% increase over 2012 for theaters, amusements and restaurants. Lodging saw an average of 5% increase YOY.
The campaign ran May 7 – July 7, 2013.
• 15,941,197 impressions
• 196,065 clicks/visits
• 54.25% Outbound email open rate
• 78,649 Registrations
• 49,525 Opt ins for eNews/remarketing
• 41,329 Travel Planner requests

Contributors:

Executive Director, Pigeon Forge Tourism:	Leon Downey
Marketing Director, Pigeon Forge Tourism:	Sue Carr
CCO,USDM:	Clifford Ward
Dir. Web Dev, USDM:	Jason Hays
VP Media, USDM:	Ross Ramon
Media Traffic, USDM:	Erica Hernandez

USDM.NET

Location: USA