CHALLENGE

Create an event to celebrate the launch of the state-wide initiative ‘Tennessee Music Pathways’, a program designed to guide visitors to musical points of interest, across all 96 counties, through an online travel-planning experience showcasing the seven genres of music that call Tennessee home.
 

 

SOLUTION

To kick off ‘Tennessee Music Pathways,’ Tennessee Tourism created Six Degrees to Tennessee Roots Jam, a one-night-only concert in Memphis at the historic New Daisy Theatre, a destination on Tennessee Music Pathways, hosted by GRAMMY Award-winning group, The Roots. They were joined on stage by guest artists Elle King, Dustin Lynch, Estelle, JJ Julius Son from Kaleo, and The Isley Brothers, whose influence signify the connection nearly all musicians have back to the state of Tennessee in six-degrees or less. The artists performed an array of Tennessee-made music by Garth Brooks, Aretha Franklin, Elvis Presley and more. The state partnered with Lyft as the exclusive ride-share partner for the Roots Jam, providing discounts and surprising riders with tickets to the sold out event. The partnership continued with statewide programming and perks for new and existing Lyft users visiting stops on the Pathways.

RESULTS

Over 160 million total impressions


5.5 million social media impressions from artists


Attendees traveled from 15 states

 

LETS TALK

To talk about a project or brief, an open position, or to simply get in touch,
please enter your details below

MORE WORK

Tennessee Tourism

Live From Tennessee

Victoria's Secret PINK

PINK Nation University