Ole Red:
Spring Blake 2019

The idea
 

After a long winter spent cooped up with cabin fever, fans of one of country music’s biggest stars, Blake Shelton, looked to unleash themselves from their inhibitions on a low-fuss, high-thrills springtime vacation. In spring 2019, there was no better destination to let loose than Ole Red’s newest location in Gatlinburg, Tennessee. 

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I led the conceptualization and execution of a digital content marketing campaign that leveraged thoughtful blog posts and the interactivity of social media to show fans that “Spring Blake” isn’t just a week circled on the calendar — it’s a state of mind. Even if they were celebrating at home, fans could still get in on the Spring Blake fun and consider a pilgrimage to Ole Red Gatlinburg, or another Ole Red location, as their next vacation.

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The wins

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• Blog posts and corresponding social posts I authored generated a combined 22,000 unique page views, 30,000 social media engagements, and 568,000 social media impressions during the month-long campaign. 

• Blake-a-rita recipe blog post inspired the creation of an in-venue drink special, generating more than $5,500 in profit at the Nashville location alone. 

• Blog posts inspired earned media coverage from CMT and the Gatlinburg Convention & Visitors Bureau.