Made in Tennessee: A Sweetly Southern Content Play

Whether it’s country, blues or good ol’ fashioned rock and roll, music is at the very heart of Tennessee and one of the driving factors why so many flock to the great state to vacation. That’s why the Tennessee Department of Tourist Development developed Made in Tennessee, a campaign leaning heavily on the draw of musical artists to build awareness and lure families of all ages.

TV spots are voiced by Tennessee country singer and songwriter, Rivers Rutherford, using footage that showcases greats like Johnny Cash and Jack Black. A new song, performed by Dolly Parton, sets the scene for a three and a half minute video following blogger/ TN resident James McCoy of Bleubird and her family as they visit popular destinations across the state. But the campaign goes much further than traditional media to showcase Tennessee’s Southern charm.

A rich content strategy pulls their digital presence together, using multiple channels to highlight Tennessee’s beautiful landscapes, rich history and culinary delights. Pinterest features thematic boards like Stars We Love (natives/ expats Willie Nelson, Justin Timberlake, Lady Antelbellum and Taylor Swift among the favored), Tennessee BBQ and Outdoor Adventure with stunningly shot photography. Instagram is equally effective, giving followers a glimpse inside historic spots like the Grand Ol’ Opry and Sun Studio, where Elvis recorded. Travel stories round things up on both YouTube and the campaign’s Trip Tales blog, publishing One Minute Vacation videos and insider tips travelers can use to inspire their own adventures. There is even a library of apps visitors can access to explore different regions.

The result is a shining example of how traditional media and digital content can complement each other to tell a truly unique story.

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