Mandee Kalinowski Regional Reps Corp. Rising Through the Ranks August 2011

Rising Through the Ranks ● Mandee Kalinowski August 2011

Mandee KalinowskiRegional Reps Corp.

Rising Through the RanksAugust 2011

Rising Through the Ranks ● Mandee Kalinowski August 2011

Client

Pigeon Forge:Mountain resort just outside of Great Smoky Mountain National Park in Tennessee.

Attractions include Dollywood theme park, Southern Gospel Museum and Hall of Fame, Titanic Museum, Country Tonight Theater, Wonderworks and NASCAR Speedpark among other attractions and seasonal events. Pigeon Forge attracts approximately 11 million visitors a year.

Rising Through the Ranks ● Mandee Kalinowski August 2011

Objective

1. Create awareness and excitement about Pigeon Forge, TN as a vacation destination.

2. Generate a lead list for direct response marketing.

Pigeon Forge had spent $50,000 in previous years on a multi-market Radio campaign. They wanted to go in a different direction and put money into digital.

Rising Through the Ranks ● Mandee Kalinowski August 2011

Campaign

Campaign: 8-week web promotion on 20 Radio station web sites in 15 markets.

Promotion: Each station web site contained a fixed contest ad button directly on the station home page. Listeners were directed to the stations’ web sites to register to win a Pigeon Forge getaway vacation package.

Radio stations promoted the contest on-air using promotional announcements, both live and pre-recorded. There were no actual spot dollars placed in the campaign.

Pigeon Forge also provided merchandise for on-air giveaways and contesting, creating additional on-air chatter. Where available, stations also promoted the contest in listener email blasts.

Pigeon Forge Investment: $50,000

Rising Through the Ranks ● Mandee Kalinowski August 2011

Results

7,278 on-line registrations.

2,995 opted in to receive the Pigeon Forge E-newsletter (41%)

3,109 opted in to receive a Pigeon Forge Vacation Planner (43%)

Of those that opted in to receive the Pigeon Forge Vacation Planner, 1,647 (53%) actually visited Pigeon Forge. The average expenditure per visit was $1,215.00.

$50,000 was used by Pigeon Forge in this promotion, which resulted in over $2 million dollars in revenue!