Gatlinburg SkyLift Park: SkyBridge Grand Opening

OVERVIEW

Gatlinburg SkyLift Park is one of the largest tourism attractions in East Tennessee, offering stunning views and unforgettable experiences that tens of thousands come to see each year. In 2019, the park opened its impressive SkyBridge — a 680-foot pedestrian cable bridge across the park’s valley. “Above It All” is a traditional media campaigned aimed at encouraging thousands of regional visitors to experience the new attraction.

Emphasizing the attraction’s history and feeling of nostalgia that comes with it, creative included vintage travel-inspired illustrated posters and postcards, print advertisements, area billboards, banners, apparel, and Grand Opening event materials. The campaign led up to the grand opening event of the breathtaking SkyBridge.

ROLE

Lead creative of campaign materials including concept and design of illustration and production of all visual assets and merchandise.

RESULTS

Facebook performance in the first two months of the campaign far exceeded that of the pre-campaign period, with 160k+ new followers. Impressions on Instagram increased by 358% during the campaign period when compared to the previous two-month period. Followers increased by 168.6% during the campaign period.

The grand opening event received widespread coverage across television, print, online, radio and blogs with a publicity value of nearly $2 million across thousands of media hits. The “Longest Pedestrian Suspension Bridge in North America” was featured in People Magazine, USA Today, CNN, CBS Evening News, Southern Living, Better Homes and Gardens, Good Housekeeping and NBC Nightly News.

The campaign was awarded a Gold Addy at the 2020 Knoxville Addy Awards.