Our Work - Marketing
Public Affairs | Public Relations | Marketing | Creative Services
Client: Gatlinburg Department of Tourism
Project: Ongoing Marketing and Public Relations services
The Challenge:
Peritus was chosen as the PR agency of record for the City of Gatlinburg after a comprehensive multi-step selection process for public relations, advertising and interactive services, which included more than 30 agencies. Our challenge was to raise awareness of Gatlinburg both nationally and in key feeder cities in a very competitive tourism market, ultimately attracting more visitors.
The Solution:
Services used:
Peritus implemented a communications campaign that encompassed national and regional media relations, marketing promotions in regional feeder cities and complementary social media tactics that helped Gatlinburg increase awareness and attract visitors. We employed a creative, multi-layered strategy to directly market Gatlinburg to consumers in key feeder markets and provide new and unique story angles to media.
Our campaign kicked off with traditional earned media outreach that landed positive coverage of Gatlinburg’s many unique offerings. We then took Gatlinburg directly to consumers in feeder markets through a series of themed promotional campaigns, such as “Gatlinburg Brings Snow to the South.” Finally, we maximized exposure from earned media and promotional efforts by engaging social media tactics that reached additional target consumers in feeder markets and beyond. Every phase of our campaign, from traditional earned media outreach to in-market promotional contests, pushed the message that Gatlinburg is the quaint, mountain getaway destination in the Smoky Mountains.
Our campaign kicked off with traditional earned media outreach that landed positive coverage of Gatlinburg’s many unique offerings. We then took Gatlinburg directly to consumers in feeder markets through a series of themed promotional campaigns, such as “Gatlinburg Brings Snow to the South.” Finally, we maximized exposure from earned media and promotional efforts by engaging social media tactics that reached additional target consumers in feeder markets and beyond. Every phase of our campaign, from traditional earned media outreach to in-market promotional contests, pushed the message that Gatlinburg is the quaint, mountain getaway destination in the Smoky Mountains.
The Result:
Peritus implemented the campaign throughout the 2010-2011 fiscal year with great success. We secured more than 327 million media impressions valued at more than $590,000 in advertising value. The feeder city events were a hit in Gatlinburg’s feeder markets, recreating winter and summer attractions in the city’s key feeder markets. In fact, in the fall, Peritus secured coverage on all four television stations in the Atlanta market, a city where advertising can be expensive and cost-prohibitive.
We also implemented social media campaigns and contests such as the Recreate Your Childhood Experience Contest that capitalized on the nostalgia that travelers feel when their in Gatlinburg. The yearlong contest will allow winners to come back and recreate their favorite memories in Gatlinburg. To date, Peritus secured an Associated Press story and media hits valued at more than $32,000 in advertising value.
Peritus will continue to implement our multi-faceted strategy for the 2011-2012 fiscal year. We recently presented our integrated marketing plan with the Department of Tourism’s other advertising and digital agencies at the 2011 Gatlinburg Tourism Summit.
We also implemented social media campaigns and contests such as the Recreate Your Childhood Experience Contest that capitalized on the nostalgia that travelers feel when their in Gatlinburg. The yearlong contest will allow winners to come back and recreate their favorite memories in Gatlinburg. To date, Peritus secured an Associated Press story and media hits valued at more than $32,000 in advertising value.
Peritus will continue to implement our multi-faceted strategy for the 2011-2012 fiscal year. We recently presented our integrated marketing plan with the Department of Tourism’s other advertising and digital agencies at the 2011 Gatlinburg Tourism Summit.
Peritus will continue to implement our multi-faceted strategy for the 2011-2012 fiscal year. We recently presented our integrated marketing plan with the Department of Tourism’s other advertising and digital agencies at the 2011 Gatlinburg Tourism Summit.
