Tennessee hopes to lure tourist’s attention with first ads from its new agency

Published on : Wednesday, July 30, 2014

tennessee-flagThe summer season always brings a wave of advertising for lodging chains, together with campaigns for destinations that tourists can visit before or after they check into all those hotels, motels and resorts.


Entering the competitive fray is a state, Tennessee that hopes to draw attention with the first ads from its new agency.

On July 9, the campaign, sponsored by the Tennessee Department of Tourist Development started.


The ads are being created by VML in Kansas City, Missouri, which opened an office in Nashville after being selected in Marchas the department’s agency of record.

The campaign features a new theme, “Made in Tennessee,”and a new logo displays three stars.


The elements of the campaign are extensive, including television commercials, print and digital ads, online video clips, branded content, blogs, a website and a presence in social media like Twitter.

When the department selected VML, the agency was awarded a five-year contract worth up to $60 million, which includes production costs and agency fees.


The budget for the campaign is estimated at $8 million, with about $2.8 million planned to be spent from this month through the end of the year.

The goal is for the campaign to quicken recent growth in visits to Tennessee that are being generated in part by the state’s reputation for outstanding music, whether blues, country or rock.

Along with themes like history and natural beauty music is a focus of the campaign.


The ads feature original music written and performed by Nashville musicians, and music from Tennessee bands like the Apache Relay and the Black Cadillacs.


And the voice of the campaign is the Tennessee country singer and songwriter Rivers Rutherford.

In a print ad with a photograph of a guitar player in front of a microphone, the text celebrates “the music.”


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