Bohan Focuses on Children for Family Destination

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...