Pigeon Forge Case Study

pigeon forge multimedia campaign
pigeon forge logo

About the Client

Set against the backdrop of the Great Smoky Mountains National Park, Pigeon Forge is a family-friendly tourist destination that boasts attractions such as Dollywood and the Titanic Museum—plus dinner theaters, shopping, restaurants, outdoor adventures and much more. Competition for the tourism dollar is fierce in this area, but the city set a new record for revenue in 2017, bringing in nearly $1.3 billion.

Objective

This account wanted to host an “America’s Got Talent” type of contest in the Cincinnati market called the Path to Fame. The grand prize winner would receive a trip to Pigeon Forge, studio recording time, a consultation with award-winning artist Kelsea Ballerini and much more. The goal was to have about 70-80 people audition in the Cincinnati market. They targeted 115 registrations, knowing that some wouldn’t show up for the audition. They just weren’t sure how to promote it.

 

Timing

12 days leading up to the 4/14 event (4/2/18 – 4/14/18)

 

Strategy

We suggested to set a date of 4/14 and hold an 8-hour audition and have one of our radio DJs be on a celebrity judges' panel. We put together a :60 radio commercial schedule on WUBE/WYGY, WKRQ and WREW. The campaign also included a Facebook post on each station’s page, as well as targeted ads on Facebook.

 

What we delivered

This multi-media campaign included radio and social media assets. The campaign investment was approximately $15,000. We delivered more than the 115 registrations needed. As such, they had us pull back some of the digital ads the last few days before the event because we had surpassed their registration goal.

We have far surpassed our goal for audition registrations. There was great feedback from the event. We auditioned 72 people. Thank you so much for your help! Your team’s quick action helped us make our goal.”

Bridget McCulley, Media Group Planning Director, Pigeon Forge

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