The Mountains are Calling Campaign
As travelers began to venture back out into tourist destinations in 2021, Gatlinburg Convention & Visitors Bureau came to us for help with traditional and digital media placements. They needed dynamic new creative to help drive traffic back to one of people’s favorite destinations.
We had pre-existing target audience data, as well as industry insights, media performance and analytic reports to help guide the process. Messaging, across all channels, had to remain fluid to address the changing circumstances surrounding COVID-19.
We developed a plan to address changes in the travel landscape and shifting health precautions. We made quarterly adjustments based on upcoming events, ongoing media placement evaluations and thematic seasonal changes. This strategic plan influenced our visual direction for the new, adaptable media placement strategy and creative.
To capture our audience’s attention and remind them of their love for the great outdoors, we used seasonal photography of the mountains, rivers and spectacular views. Combining these images with photos of families and friends returning to the Smokies, we invited visitors back with an anthem they couldn’t resist: “The Mountains are Calling.” We produced a full range of print and digital ads, as well as 30-second TV ads flighted for multiple DMAs in the US Southeast, Midwest and Northeast, to reach long-distance and nearby travelers. The 15-second sports ran on digital and social media, reinforcing the sentiment.
