“If it scares you just a little, it’s probably the right thing to do.”

Gatlinburg CVB - "You've Never Been Closer." Campaign

 

The authenticity and beauty of the Smoky Mountains are obvious draws to Gatlinburg visitors. However, two key takeaways from Gatlinburg's research would play a key role
in informing and supporting the You’ve Never Been Closer. campaign. The first insight was that once people visited Gatlinburg, they tended to return regularly, and often for multiple generations. The second insight was that even
though Gatlinburg is a destination market – it wasn’t just
the destination that drew visitors–it was the ability to be
at that particular destination making memories and experiences with the people they cared most about.

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Working closely with the CVB tourism team, we immersed
ourselves in the city, its people, and its culture. Specifically
for the TV development, and for the print and digital elements of the campaign, we knew what we wanted to portray visually
–it was just a matter of finding it. We drove just about every road in and around Gatlinburg and looked over ledges we probably shouldn’t have. In the end we found everything we needed to tell the initial story of getting closer to your friends, your family, and to Gatlinburg.