We’ve had the important task within the last year of helping brands not only cope with the pandemic but also face it head on with strategies that are focused on safety tactics—a feat that has saved the livelihoods of many brands.
Here are a few of our reopening campaigns that encourage visitors to get outdoors safely.
Gatlinburg Fall TV Campaign
Gatlinburg CVB came to us for help bringing visitors back to the mountains and reminding them that the mountains are a great place to have safe fun.
What we did:
- Focused on the pillars of Gatlinburg’s success: natural beauty, arts and crafts, food and shopping and, above all, family fun.
- Drove home the message that “The Mountains Are Calling”.
- 30-second TV ads for DMAS across the U.S. Southeast, Midwest and Northeast.
- 15-second spots for digital and social
Thanks to all the hard work, Gatlinburg was named Tripadvisor’s 2021 #1 Trending Destination in the US and #5 in the world.
Zoo Knoxville - Support Zoo Digital :30 spot (UGC Campaign)
In the midst of the pandemic, Zoo Knoxville needed to emphasize its safe reopening message to encourage visitors to return and enjoy the outdoor spaces on the zoo campus.
What we did:
- Developed “You, Safely Back at the Zoo” messaging and illustrated graphics.
- Launched a call for user-generated content. Users came through, sharing their memories, photos and videos using the hashtag #BackAtTheZoo.
- Curated and edited the content for a 30-second spot.
Greenwood Ready to Ride Campaign
Greenwood, South Carolina, wanted to stay top of mind with potential visitors who were looking for a place to have safe, healthy fun during the pandemic and beyond.
What we did:
- Targeted residents looking for safe day or weekend trips.
- Created a plan that would compliment our ongoing Stories of Greenwood campaign.
- Developed the “Ready to Ride” campaign to showcase Greenwood’s charm and outdoor attractions.
- Offered six itineraries on the Ready to Ride—Roadtrip to Greenwood microsite.
- Shot video and photos of Instagram influencers Clint and Alexandra McNeal (an outdoorsman and an artist, respectively) fishing, boating, and exploring Uptown.
- Captured video and photos of other families visiting local farms and historic attractions.
- Added an interactive map and a playlist to the travel-planning toolkit.
- Promoted the new microsite with social media and digital ads, as well as a blog post detailing Clint’s and Alexandra’s trip and enthusiastic impressions of Greenwood.
Regal Return to the Movies Video
When Regal Cinema was ready to reopen for a time during the summer of 2020, they came to us to create a video to encourage viewers to return to the theaters in person.
What we did:
- Created a video with a cast of movie-going characters to find out what made them want to make a comeback at the movies. Is it the big screen, the popcorn, the social element? Actually, it’s all of the above.
- Used snackable content for social media, including user-generated content and trailers for new films, to support the concept of the main anthem video.
Roane County, TN - Get Outdoors Campaign
Roane Alliance came to us for a new fall campaign to bring visitors to the county, where they can enjoy unsurpassed outdoor recreational opportunities in spite of the pandemic.
What we did:
- Showcased things to do in Roane and encouraged safe travelling and social distancing activities such as fishing.
- Drove visitors to a refreshed “Get Outdoors” landing page via paid social carousel and dynamic ads.
- Dedicated sections to birding, fishing, water sports, parks and other outdoor attractions.
- Created a new brochure that includes an overview of outdoor activities, with photography, realistic botanical and wildlife drawings, maps, charts and icons to make choosing locations easier.
- Designed a new rack card that visitors can access in the moment at a visitor center.
Through the success of these campaigns, we’ve seen high engagement and conversion across both traditional and digital platforms. It’s been an honor to help these businesses shape and shift in innovative ways throughout the pandemic. Through it all, we’ve learned something that is best conveyed through the immortal words of Queen: the show must go on.
