TENNESSEE TOURISM

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OPPORTUNITY

Tennessee was the birthplace of some of the most iconic music in the country. But with fierce competition in the tourism space, the state needed more than just ads—it needed to stand out in completely unexpected ways.

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IDEA

We activated Tennessee’s deep music roots with engaging storytelling and experiences that turned fans into future visitors.

We live-streamed Tennessee music to its top tourism market, Chicago, in partnership with VML. Performers included Jason Isbell, Ashley Monroe, Citizen Cope, and Old Crow Medicine Show, who were live-streamed to a double-sided billboard in downtown Chicago. Fans could interact with artists in real-time, thanks to a 360-degree, panoramic camera angle, creating an unforgettable first-of-its-kind music experience.

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IMPACT

1.24 billion earned media impressions with Chicago booking increased 139%

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"The Soundtrack of America" Case Study

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SIX-PART CONTENT SERIES "FOR THE LOVE OF TENNESSEE"

We created a six-part road trip content series featuring Drew and Ellie Holcomb. The Holcombs traveled more than 1,600 miles in six days, wrote two brand new songs featured in TN Tourism content.

The couple wrote original music each night around the bonfire that played across Tennessee’s digital and broadcast platforms.

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"For the Love of Tennessee" – Episode One

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SNAPCHAT CONCERTS

To launch TN’s Snapchat channel, we created a series of once-in-a-lifetime concert events.  The only way to get a ticket? Subscribe to The State of Tennessee’s newly launched Snapchat channel.

The State of TN first partnered with Garth Brooks to tell the story of Garth’s music journey via TN’s Snapchat channel leading audiences to a free Garth Brooks concert in downtown Nashville to celebrate his 7th Diamond Award.

We continued the Snap Your Way In concept with a new genre by producing a Third Man Records concert featuring host Jack White and performances by Margo Price and others in Cumberland Caverns, a venue 333ft below ground. Later we teamed up with GRAMMY-nominated artist Kelsea Ballerini, a Knoxville native, for a special homecoming show at her alma mater Central High School to celebrate the release of her album “Unapologetically.”

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"The Caverns" Teaser Video

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"The Caverns" Recap

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SIX DEGREES TO TENNESSEE

We kicked off this genre-spanning music heritage campaign with a live jam session led by The Roots and special guests, including Elle King, Dustin Lynch, The Isley Brothers, and Project Pat.

The event launched the Six Degrees to Tennessee campaign for the state, highlighting the six genres of music that have roots in Tennessee. In partnership with Rolling Stone, the state created a platform where any artist can be traced back to the state of Tennessee, in 6 degrees or less.

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"Six Degrees to Tennessee" with the Roots Jam

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"Six Degrees to Tennessee" – Questlove Announcement

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