Dollywood is a theme park located in Pigeon Forge, Tennessee. As part of an advertising creativity course, we formed a mini ad agency to create an ad campaign across multiple media for the park.
As revealed in secondary and primary research, the target audience of Dollywood is experience-seeking parents with young kids living in or near Tennessee area. They regard Dollywood as a non-mainstream theme park and don’t know what it has beyond regular roller coasters and rides. We propose to brand Dollywood as the representation of “authentic Tennessee experience” – a place where they can feel the vibe of life when they touch the natural and cultural essence of rural Tennessee in Dollywood.
Customer interaction can’t be more important in Guerilla advertising. We want to spend small budget but grasp public attention in a personal and memorable level. We choose to place our ads where families with young kids often show up, such a shopping mall, city centers, and grocery stores. Meanwhile, we want to mimic the Tennessean experience Dollywood offers, namely country music, southern food and mountain view. There are a few ideas regarding the specific execution: create a mountain ride experience on a shopping mall escalator; decorate the shopping cart as a big food plate to mimic the “filling-in” experience; arrange a moving truck band show up and play country music after someone picks up a southern style hat.