Designsensory kicked off the Gatlinburg partnership with a deep dive into their available media performance, analytics reports, current assets, and an industry trend analysis. We took all our findings, as well as notes from our conversations with the client team, and recommended a digital and OTT campaign, as well as a strategic and creative brief that outlined baseline performances and potential opportunities to increase performance in key markets with unique marketing tactics. We also considered co-op advertising with the state of TN and destination partners. Once approved, we negotiated all digital placements for the best ROI and added value, and we provided ad creative to support all placements.
To begin traditional media planning, we researched potential target markets prior to making recommendations for broadcast placement. Based on the available budget and agreed-upon target markets, broadcast campaigns were provided via a flowchart for client considerations and approvals. Upon approval, the campaign was negotiated and placed. Co-op advertising with the state of TN and destination partners were also considered.
Designsensory started the placements using assets from Gatlinburg’s archival libraries. This allowed for a transition period, during which we could evaluate ongoing seasonal and year-over-year performance. We followed this initial period with a messaging update to Gatlinburg’s ongoing tagline “The Mountains Are Calling.” We also developed a new ecosystem for broadcast, digital and out-of-home (OOH) visitor intercept billboards.
We also set up a media performance dashboard that could be accessed by the Gatlinburg CVB team 24/7. This dashboard can be customized based upon client needs. Designsensory also provides daily monitoring of performance.