The Blount Partnership is one of our longest running relationships to date, having worked with them on a number of commercials, events and social media marketing. One of its many arms is Blount Tourism – the Peaceful Side of the Smokies, which works to promote the area as an incredible destination for travel and events.
In the wake of the COVID-19 pandemic, the Peaceful Side of the Smokies team came to us with a new marketing goal: to present Blount County as a safe place to explore and visit during that time. With a scope of reaching both the community-at-large and travelers from across the country seeking a safe getaway, we needed to highlight all aspects of the county with a singular message. The final deliverable list and the logistical components alone made this one of the most collaborative and production-heavy projects our team has ever worked on, and man, it was a blast.
While brainstorming our plan for this project, we wanted to identify a way to put a positive twist on the change in lifestyle that COVID was creating. Our final decision was the use of a mask. A branded mask would allow us to use recognizable imagery surrounding COVID without having exhaustive dialogue about the pandemic itself, and since Blount County is an outdoor haven, we loved the idea of people taking off their masks to get a breath of fresh air in some of their most scenic spots. We settled on “The Peaceful Side of the Smokies Has You Covered” to play on the imagery of a mask covering your face, while letting visitors and citizens know they are a priority to the Blount Partnership.