Lumberjack Feud Grand Opening
Media Relations Campaign

Project description

Lumberjack Feud engaged MBWC to plan and execute a comprehensive media relations campaign to establish strong brand awareness and generate initial ticket sales to support Lumberjack Feud’s grand opening and forward momentum.

Lumberjack Feud opened on Aug. 26, 2011, featuring world-champion ESPN timber sports athletes, making it the newest and rowdiest dinner show in Pigeon Forge,
Tenn., at the gateway to the nation’s most-visited park, the Great Smoky Mountains National Park. Lumberjack Feud demonstrates the legacy of the American logger with a showcase of action, competition, drama and comedy. Set in the 1930s, the show depicts two feuding Smoky Mountain logging families, competing for rights to log the last remaining timber tract before the Great Smoky Mountains National Park permanently shuts down the timber industry throughout the Park’s preserve.

Throughout the show, more than 10 different timber sport events are performed with the world-class skill and daring of world-class athletes, featuring tree-climbing, axe-throwing, chopping, sawing and log-rolling in a $10 million, 34,000-square-foot arena, with indoor vertical space that accommodates 55-foot tree-climbing events.

Based on the audience research, the media relations plan included outreach to local, regional and national media. The main objective of the plan was to generate at least 2.5 million audience impressions through earned traditional and online media by Aug. 31, 2011, in order to establish strong brand awareness for the Lumberjack Feud as a Pigeon Forge attraction and attract audience attendance. The plan included five news releases leading up to the grand opening and post-grand opening along with a media advisory template for each of the target markets for a regional media road show.

The Lumberjack Feud media relations campaign generated 2,991,791,533 total documented impressions, which far exceeded the primary objective to generate at least 2.5 million audience impressions. The grand-opening event was sold out, and audience attendance was so great following the grand opening that Lumberjack Feud had to add more shows to its daily schedule.

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