New marketing campaign challenges visitors to log off, stop scrolling, and experience Gatlinburg and the Smoky Mountains in real life.
New Campaign
The Gatlinburg Convention and Visitors Bureau have launched a national marketing campaign centered around a powerful new message: "They can like it. But you get to live it." The campaign aims to combat digital fatigue and encourage travelers to transition from passive social media observers to active participants in their own real-world adventures.
"We all spend so much time double-tapping and 'liking' other people's experiences on our screens," said Chad Netherland, President and CEO of the Gatlinburg Convention and Visitors Bureau. "While we love seeing Gatlinburg's beauty shared online, there is simply no digital substitute for the feeling of actually being here. This campaign is our invitation to stop scrolling and start doing."
Now Airing
The new television commercials, now airing in markets across the country, highlight the modern struggle of digital overload. The creative concept directly addresses this by contrasting the passive act of hitting a social media "like" button with the visceral thrill of real-life experiences.
The spot features families and friends engaging in authentic experiences that Gatlinburg offers, highlighting how observers can become participants by exploring the natural beauty and vistas of Great Smoky Mountains National Park, feeling the physical rush of outdoor adventures, like zip-lining through the mountain canopy, or enjoying Gatlinburg's walkable downtown, from local dining and sweet treats to relaxing at a resort pool.
At its core, the campaign is a reminder that while photos and videos can inspire, they cannot replace the memories made when you are physically present.
"The tagline, 'They can like it. But you get to live it,' is meant to empower our visitors," explained Angela Carathers, Vice President of Marketing and Public Relations. "We want to remind everyone that they have the power to take ownership of their leisure time. Gatlinburg provides a backdrop of diverse, hands-on activities that simply cannot be replicated on a smartphone."
The campaign includes a clear call to action, urging viewers to move from inspiration to action by visiting Gatlinburg.com to plan their next memory.
