Dollywood names Ogilvy & Mather Atlanta new agency of record

ATLANTA, July 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.”

Media Contacts: 
Pete Owens
The Dollywood Company
(865) 428-9486

Jacob Hawkins
Ogilvy & Mather Atlanta
(404) 836-2305

Ogilvy & Mather Atlanta
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit, or follow us on Twitter at @OgilvyWW and on

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

Contact: Jacob Hawkins
Date: July 16, 2012
Office: Atlanta