Herschend Family Entertainment and the Dollywood Theme Park opened a new area within the park called Wildwood Grove. We worked with HFE for more than a year, producing videos to tease the area to the public. We produced a TV commercial broadcast campaign to tease the opening and then the opening campaign as well.
In addition, we designed the digital media campaign banners and billboards and produced the photography as well.
The first tease video used a combination of newly shot materials, art and archival footage because the new land was still being built.
Using the same combination of materials used in the tease video, the broadcast commercial was used to tease the opening and the again when the land actually opened.
This first broadcast and digital commercial, for the tease, was written for and voiced by Dolly Parton.
The day the park opened, we shot the hero digital and advertising campaign.
This second broadcast and digital commercial was wholly original and developed in conjunction with the digital media, photo and OOH campaign.
As part of a 360 degree approach, the photography was shot in conjunction with the video shoot. We produced digital banner ads, OOH billboards (electronic and static) and designed the Wildwood Grove micro-site at dollywood.com.
