Bohan's summer campaign for Pigeon Forge, Tenn., is rooted in research gained around the family dinner table.
Television and print ads by the Nashville, Tenn., shop for the Smokey Mountains destination are the result of what agency president David Bohan and account planner Greg Dzurik learned while re-searching the decision-making process for family vacations.
"We talked among ourselves about how we make those decisions and realized it all comes together around the dinner table," Bohan said.
Dzurik, with the help of a research firm, set up dinners in the homes of 20 families in Atlanta, Nashville and Montgomery, Ala.
"Instead of just knowing that the target is a 30-45-year-old mom with children in the home, we got to see them and hear their perceptions of the destination," said Bohan.
As a result of the mealtime roundtables, the creative product changed from ads featuring shots of children, teens and adults to a 30-second spot with a tight focus on youngsters. One parent can be seen videotaping his child because consumers said they want to capture memories of their kids on vacation.
The spot, shot by Departure Point of Nashville, was directed by Allan Vajda in Birmingham, Ala. Production credits go to Bohan senior vice president and creative director Kerry Oliver and copywriter Darrell Soloman, who wrote a new tag, "Your all-American getaway."
"In the summer time, everything is for the kids, not the family," said Bohan. "When the parents rationalized their decision, they say they want something for everyone. But an hour into the discussion, they confess that they choose for the kids."
TV begins airing this week in spot markets in the Southeast and Ohio. Print ads will appear in Parade, USA Weekend, Good Housekeeping, Woman's Day, Bridal Guide, Family Fun, Better Homes & Gardens, Ladies' Home Journal, Southern Living and state and regional magazines.
Future efforts will revolve around fall and winter getaways, when the demographic shifts to higher income adults who plan vacations without the family.