Dollywood attracts around 2.5 million tourists every year; however, these visitors are mainly from Southern U.S. states. To increase visitors, Dollywood wanted to get people from the northern cities to Venture South.
Print ads will be placed in travel magazines and OOH to entice potential visitors.
Outdoor boards will target people along highway routes leading to Dollywood in Pigeon Forge, TN.
Bus shelters in northern cities like Chicago, Pittsburgh, Cincinnati and Detroit will take on a more relaxing, Southern vibe.
Cops usually enjoy sitting behind barns like these, but these barn-side ads remind drivers that they can get their need for speed for cheaper.
We leaned in on some popular Southern expressions to entice Northern families into venturing south via table coasters at Cracker Barrel.
The same fun Southern expressions will be shared on Facebook and Instagram to intrigue Northerners to be a Southerner for a day at the park.
AD:
Sandra Alexander