Things were looking a bit down for Gatlinburg tourism, so they partnered with BCF for a complete overhaul of their marketing plan and a fresh look at their branding efforts. Reach Higher Ground launched soon after with an integrated mix of public relations, digital, an immersive microsite, social and traditional paid. The campaign highlights the natural beauty of Gatlinburg’s Smoky Mountains while paying tribute to the inspirational, family-focused attributes of this unique mountain community.
Since campaign launch, advertising recall skyrocketed from 38% to 77%, Gatlinburg garnered over $1.5 million in earned media in the first 10 months and visitation directly attributed to advertising went from 9% pre-campaign to over 20% post-campaign. Now that’s Higher Ground.
Fun Fact: Gatlinburg ranks #2 in the country for weddings, trailing only Las Vegas.