People travel to explore the unknown, discover the new or escape the predictable. Real people looking for real places that have real soul. Tennessee happens to be one of those rare places. Our challenge was to surface the state's realness and forego traditional tourism advertising in an effort to tell the real story of Tennessee.
So we sent a real family on a real vacation to our state and documented it. The end result spoke for itself, eventually getting picked up by Rolling Stone. Fourteen million media impressions later, we saw an 14% increase in hotel room bookings for the region and an overall increase in destination awareness.
To continue the story, we produced new TV spots that preached and embodied the soul of Tennessee to help launch the Made in Tennessee campaign. Check out Music below.
To keep things coherent, we created a brand book for Made in Tennessee that captures and embodies the new voice of the state and contains guidelines and recommendations for imagery. We also partnered with talented illustrators from Tennessee as well as the amazing Jon Contino to help bring the vision to life.