Dollywood Names Ogilvy & Mather Atlanta as Ad Agency for Parks
Dollywood Company has selected Ogilvy & Mather Atlanta as its creative agency of record for the Dollywood theme park, Dollywood’s Splash Country waterpark and Dollywood Vacations brands. Dollywood began meeting with agencies across the Southeast in February and selected Ogilvy & Mather after meeting with the agency both in Atlanta and Pigeon Forge, Tenn.
“We chose to work with Ogilvy & Mather because they understood our goal of positioning the Dollywood brand within the marketplace and our need to clearly define and communicate what sets the Dollywood experience apart,” said Eric Lent, chief marketing officer for Herschend Family Entertainment, Dolly Parton’s operating partner in Dollywood.
Ogilvy & Mather’s work for Dollywood will draw on multiple agency resources and include creative design and advertising, interactive marketing, digital and mobile marketing, public relations and social media communications and loyalty programming. “It has always been my dream to share my love of the Smoky Mountains and my love of family with others,” said Dolly Parton. “Dollywood is a special place that does just this and the partnership with Ogilvy gives us a great opportunity to let more people know just how incredible it is.”