Display advertising is a newer responsibility that I have taken on at The Carolina Opry. Similar to other areas of my role, I am responsible for the creative direction, messaging, and design of campaigns across a variety of ad sizes and placements. While some display campaigns are focused on promoting specific shows, concerts, or offers, others are built around broader awareness goals and reaching audiences who may not be familiar with our theater.
The examples below are from one campaign targeting people who are actively researching Myrtle Beach vacations. Instead of leading with The Carolina Opry brand and assuming the audience already knows who we are, we shifted the focus to Myrtle Beach itself and the experience visitors are looking for while planning their trip. This approach allowed us to introduce the theater in a way that felt more relevant to the audience’s mindset, using messaging centered around vacation planning and things to do while visiting the area. These ads represent just one example of the broader display advertising efforts I have worked on, each tailored to a specific audience, objective, and stage of the customer journey.
Ashlyn Arnoult 