DOLLYWOOD CHRISTMAS
Integrated Campaign
THE SITUATION
Dollywood's Smoky Mountain Christmas festival has been ranked the Best Theme Park Christmas Event each year since 2007. The event is a mainstay and has become the benchmark for other theme park Christmas events around the country.
THE PROBLEM
In 2018, the brand wanted to shift from a sales-driven to story-driven strategy as a way to create more long-term value and affinity for the festival. The past model had always been selling a ticket through product heavy marketing. The new challenge was to deliver the product at the park while driving increased interest in the conversion funnel through emotionally connective storytelling and ads.
Create a campaign around the spirit of Christmas at Dollywood.
THE SOLUTION
THE STORY
The foundation of Christmas is tradition. We all have our own traditions and share these with each other during the Christmas season. At Dollywood, Smoky Mountain Christmas is a time to continue traditions with your family or start a new one.
Each year we welcome guests young and old to our award-winning Christmas experience in hopes that they will leave with not just memories of their time, but a feeling of home and togetherness through our heart-warming Christmas shows, Parade of Many Colors and time spent together as family and friends.
CAMPAIGN PILLARS
Pure happiness. This is the essence of Dollywood at Christmas. The joy of friends playing in the snow, the warmth of a cup of hot chocolate and the delight of millions of Christmas lights and delights around every turn.
WONDER
noun \ˈwən-dər \
a feeling of surprise mingled with admiration, caused by something beautiful, unexpected, unfamiliar, or inexplicable.
There is wonder in a child's face as they explore a winter wonderland featuring a 50-Foot Christmas tree. There is wonder in a couple as they fall in love under a replica of the northern light. There is wonder in the beauty of the mountains and Dollywood at Christmas.
HARMONY
noun \ˈhär-mə-nē \
the combination of simultaneous musical notes in a chord : a pleasing arrangement of parts
Storytelling through music. A unity that only the holiday season can bring. Our shows are built around the traditions of Christmas, and through their popularity, many have become traditions of their own.
Christmas is a time for fellowship, friends and family togetherness. Dollywood provides the perfect setting for family traditions this Christmas. With staples like Rudolph and Santa the whole family can bond around familiar and loved characters.
FAITH
noun \ˈfāth \
something that is believed with strong conviction; especially : a system of religious beliefs
Faith is a cornerstone of Christmas and the Dollywood brand. Whether it is faith in a higher power or the goodwill of mankind, this season illuminates a yearning for giving back and serving others unlike any other time of the year.
Execution
VIDEO
OOH
WEB
