Press Releases

Dollywood Names Ogilvy & Mather Atlanta New Agency of Record for Its Brands

ATLANTA, Jul 16, 2012 -- Following a competitive agency review, The Dollywood Company has selected Ogilvy & Mather Atlanta as their creative agency of record for the Dollywood theme park, Dollywood's Splash Country waterpark and Dollywood Vacations brands. Dollywood began meeting with agencies across the Southeast in February and selected Ogilvy & Mather after meeting with the agency both in Atlanta and Pigeon Forge, Tenn.

"We chose to work with Ogilvy & Mather because they understood our goal of positioning the Dollywood brand within the marketplace and our need to clearly define and communicate what sets the Dollywood experience apart," said Eric Lent, chief marketing officer for Herschend Family Entertainment, Dolly Parton's operating partner in Dollywood.

"Dollywood can be that one place where families can come together and hold on to what really matters," added Karen Michelsen, vice president of marketing for Dollywood. "Our goal is to make more families aware of how Dollywood can strengthen the human connection and offer them an opportunity to take a break and simply enjoy some one-on-one quality time in this fast-paced, technology-driven world."

Ogilvy & Mather's work for Dollywood will draw on multiple agency resources and include creative design and advertising, interactive marketing, digital and mobile marketing, public relations and social media communications and loyalty programming.

"It has always been my dream to share my love of the Smoky Mountains and my love of family with others," added Dolly. "Dollywood is a special place that does just this and the partnership with Ogilvy gives us a great opportunity to let more people know just how incredible it is."

"Dollywood offers a truly unique entertainment experience that has surprised and delighted visitors of all ages for decades," said Chris Milhous, president of Ogilvy & Mather Atlanta. "We're excited about the opportunity to help refine Dollywood's brands in a way that showcases this experience at all levels and through multiple channels."

About Ogilvy & Mather Atlanta

Ogilvy & Mather Atlanta provides a comprehensive range of marketing services, including advertising; shopper and retail marketing; direct, consulting and interactive services; digital, promotion, relationship marketing and digital production; and public relations, public affairs and digital influence services through Ogilvy Public Relations. The roster of clients encompasses global as well as leading local and regional companies. Ogilvy & Mather Atlanta is part of the global Ogilvy & Mather network with more than 450 offices in 120 countries. For more information, visit

About Dollywood

Based in the picturesque Great Smoky Mountains, Dollywood is a 150-acre family adventure park open nine months a year (late March through December) and offers more than 40 rides and attractions; award-winning live entertainment featuring country, bluegrass, gospel and mountain music; and a dozen crafters authentic to the East Tennessee region. A family-friendly vacation destination, Dollywood also includes the 35-acre Dollywood's Splash Country, voted America's "Must-See Waterpark." Dollywood offers all-inclusive vacation planning with a variety of overnight lodging options. For more information, call 1-800-DOLLYWOOD or visit

For more information:
Ogilvy & Mather Atlanta
Jacob Hawkins, 404-836-2305