32601-26001_RFP_Attachment_6_7_State%27s_Strategic_Plan.pdf

STRATEGIC PLANNING TOOL

& PARTNER RESOURCE GUIDE

2 5 - 2 6 F I S C A L Y E A R

TABLE OF CONTENTS

INTRODUCTION

MISSION & MESSAGE FROM COMMISSIONER EZELL

SECTION 1

RESEARCH & TRAVEL INSIGHTS

SECTION 2

REACH & ENGAGEMENT METRICS

SECTION 3

BRAND PLATFORM & VISUAL IDENTITY

SECTION 4

MARKETING PLAN FY25-26

SECTION 5

CO-OP PROGRAMS

SECTION 6

COMMUNICATIONS/PR

SECTION 7

DOMESTIC & INTERNATIONAL SALES

SECTION 8

RURAL TOURISM & OUTREACH

SECTION 9

WELCOME CENTERS

SECTION 10

HOW TO BE ENGAGED WITH TN TOURISM

TDTD MISSION, VISION & VALUES

OVERVIEW

MISSION

To increase the state’s economic viability and support the growth of tourism in all 95 counties by inspiring travel, developing programs, and enhancing industry partnerships, creating visitation to drive tax revenue, job creation, and new investments, thereby enriching the quality of life for every Tennessean.

VISION

To build, promote, and grow Tennessee’s tourism assets and brands. To become the global destination of choice by featuring our world-class music, live entertainment, family experiences, charming communities, innovative and traditional culinary creations, renowned scenic beauty, and outdoor adventure — all centered at the crossroads of rich history and unrivaled hospitality where memories are made.

VALUES

TDTD MISSION, VISION & VALUES

• Integrity

• Innovation

• Accountability

• Collaboration

• Creativity

• Excellence

• Data-driven

• Service

STRATEGIC PLANNING TOOL & PARTNER RESOURCE GUIDE

The resource guide is designed to provide:

• Tennessee Tourism’s plan to guide continued growth of tourism

• Outlines of TDTD’s priorities, target markets, key audiences, media schedules and more

• A tool to assist partners’ planning and collaboration with state-led initiatives

• Master Calendar of TDTD marketing, communications, sales and educational events

• A comprehensive list of marketing co-op programs available for partner participation

• Division overviews with who to call for assistance plus a complete TDTD Staff Contact List

• A digital flip-book guide with easy-to-navigate sections and printable pages

SECTION 1

Travel Insights

Research Strategy

Research Tools

Visitor Profile

RESEARCH &

TRAVEL INSIGHTS

TRAVEL INSIGHTS

Tennessee Department of Tourist Development is committed to using data-driven strategies to enhance tourism across Tennessee.

By partnering with credible sources for up-to-date information, the team ensures that our efforts are aligned with the goals of increasing visitation, boosting visitor spending and ultimately generating more tax revenue for the state.

TDTD partnered with Longwoods International and its Travel USA® survey to develop a profile for Tennessee visitors in 2024.

The data in this report is useful for partners and DMOs who may not have access to a visitor profile for their local community.

To see the full Tennessee Visitor Profile, scan the QR code below.

THE SURVEY RESPONSES HELP DMOS AND PARTNERS UNDERSTAND:

The markets sending the most visitors to Tennessee

The demographics and travel-party profile (size, makeup, etc.) of visitors

The reasons people travel (visiting friends and family, business, etc.)

The type of activities Tennessee visitors enjoy and how those activities differ for day and overnight travelers

How Tennessee ranks in key categories against the rest of the U.S.

Scan the QR code to view the full survey results and explore the characteristics of Tennessee visitors based on the updated Longwoods International visitor survey.

T R AV E L I N S I G H T S

The marketing team, in collaboration with our agency of record, VML, consistently reviews trends, evaluates measurable results from campaigns, and engages directly with consumers and travel clients to gain insights into what drives travelers to choose Tennessee as their destination.

Data resources include:

• State of the Industry: Domestic & International Travel

• Global Travel Trends — Opportunities

• Tennessee’s International Traveler Spending Analysis

• Top International Markets for Tennessee

• Growth of Tennessee Visitation & Spending — Domestic & International

• Tennessee Audience Profiles

• Growing Audience Segments

• Travel Inspiration by Channel

6 S T R AT E G I C P L A N N I N G T O O L & PA R T N E R R E S O U R C E G U I D E

V!SITOR P&OFILE

SECTION 1 : RESEARCH & TRAVEL INSIGHTS

ECONOMIC

IMPACT

STATEWIDE

REPORT

COUNTY

SNAPSHOTS

FREE ZARTICO

DASHBOARD

R E S E A R C H S T R AT E G Y

RESEARCH STRATEGY

The research team is available to assist partners directly with data requests, translate tools, consult on new ideas, and support various data or research-related needs.

CONTACT

Josh Gibson, Director of Research josh.gibson@tn.gov, 615.236.5597 Kathryn Moore, Research Analyst kathryn.moore@tn.gov, 615.864.1055

RESEARCH TOOLS

The table below outlines some of the tools used by the research team. Some of these tools provide discounts through partner co-ops listed in this guide. All of these tools are available for purchase.

R E S E A R C H T O O L S

Partners should first reach out to the division manager (DM) for their respective region. That DM can then loop in the research team as needed. For a deeper dive into research topics, direct requests are also accepted by submitting an inquiry to industry.tnvacation.com/industry/research or send an email to tdtd.research@tn.gov.

CON,E- W!. .E TDTD T2AM FOR MORE INFORMATION.

SCA, .E Q& CODE FOR MORE INFORMATION & TOOLS.

VENDOR TYPE COST HOW TDTD USES BEST FOR

AirDNA Online Dashboard & Map

Partner Co-op available Visualize and analyze current short-term rental market. Can estimate total number of properties, ADR, revPAR, occupancy, demand, etc.

Partners interested in understanding the size and performance of the short-term rental market in their community.

Data proficiency level: 2/10

Arrivalist Online Dashboard

Partner Co-op available

Varies based on package and datasets purchased

Gaining insight into visitor length of stay, month-to-month trends, origin markets, and arrival lift using proprietary cellphone data model.

Note: AirDNA & Arrivalist merged in 2023

Ability to understand visitation patterns.

There are also add-on products like lodging, lift, etc., that partners may find useful.

Data proficiency level: 3/10

CoStar.com Online Map Tool

Per license Track hotel pipeline and performance, and define custom boundaries to view all hotels in a specific area.

Bonus: Not limited to TN markets

Partners interested in understanding hotel supply variability in their area. Especially beneficial to those with a large volume of hotels or new hotels in pipeline.

Data proficiency level: 6/10

Placer.AI Online Map/ POI Tool

Per license Look at visitor-volume and visitation-trend models, traffic patterns, and event turnout for specific areas inside Tennessee and across United States.

Partners seeking modeled insights into event attendance, traffic patterns, etc., and the ability to draw custom boundaries.

Enables partners to scope out how events have performed in other cities.

Data proficiency level: 7/10

Smith Travel Research

(STR)

Spreadsheets Varies based on report type purchased

Industry-standard hotel performance data (occupancy, ADR, demand, etc.).

Partners growing their data awareness and wanting to understand hotel performance and/or heads in beds.

Data proficiency level: 2/10

Symphony (by Tourism Economics)

Online Dashboard (Tableau-based)

Varies based on package and datasets purchased

Platform has standard datasets available, mostly at the national level. Clients can also upload other purchased datasets and request custom visuals.

Bonus: Can buy other datasets through this vendor

Partners with intermediate or advanced data literacy and/or those already acquiring multiple datasets and seeking to integrate them.

Data proficiency level: 5/10

Zartico Online Dashboard

Partner Co-op available

Varies based on package and datasets purchased

Use built-in credit card spending (Affinity) and cellphone data (Azira) to understand how visitors are interacting with and moving through 6,000-plus Tennessee points of interest.

Bonus: Can incorporate STR and AirDNA into modules. Also can buy other datasets through this vendor

Partners who want to use data to make marketing decisions, understand visitor demographics and trends, identify locations with high proportion of visitors, and learn how to speak to the value of a visitor on the local economy.

Data proficiency level: 7/10

MONITORING

Watching and analyzing industry trends and the impacts of travel and tourism on Tennessee as a whole and on local communities.

ENHANCING

Facilitating data access for internal and external partners. Actively exploring opportunities to expand data reach and depth by partnering with new entities.

CONSULTING

Helping uncover and craft data stories supporting budget requests, economic impacts, etc.

SUPPORTING

Supporting partners, especially DMOs, with the data and understanding needed to communicate the value of travel and tourism.

mailto:josh.gibson%40tn.gov?subject= tel:6152365597 mailto:kathryn.moore%40tn.gov?subject= tel:6158641055 http://industry.tnvacation.com/industry/research mailto:tdtd.research%40tn.gov?subject=

DEMOGRAPHICS: GENDER

DEMOGRAPHICS: HOUSEHOLD INCOME

DEMOGRAPHICS: RACE

DEMOGRAPHICS: AGE

FEMALE

53%

U.S. NORM

47%

U.S. NORM

53%

MALE

47%

V I S I T O R A N A LY S I S : D E M O G R A P H I C S V I S I T O R A N A LY S I S : D E M O G R A P H I C S

F R O M T H E 2 0 2 4 V I S I T O R P R O F I L E

2024 TENNESSEE DOMESTIC OVERNIGHT VISITOR ANALYSIS

This data shows how the state compares to the U.S. standard. Sample size of overnight travelers is 5,298 and day travelers is 2,585.

Data pertains to Tennessee statewide overnight travelers and may differ from market to market.

AVERAGE INCOME: 69.6K

TN 2024

$150K+

$100-149.9K

$75-99.9K

$50-74.9K

<49.9K

TN 2023

6%

5%

15%

15%

14%

22%

24%

43%

46%

11%

DEMOGRAPHICS: MARITAL STATUS

DEMOGRAPHICS: CHILDREN IN HOUSEHOLD

V I S I T O R A N A LY S I S : D E M O G R A P H I C S

TRAVEL PARTY: S IZE

TRAVEL PARTY: COMPOSITION

BASE: 2024 overnight person-trips that included more than one person.

V I S I T O R A N A LY S I S : T R AV E L PA R T Y

TENNESSEE U.S. NORM

Shopping 34% 26% Sightseeing 30% 20% Bar/Nightclub 18% 16% Landmark/Historic Site 18% 13% Live Performances 15% 9% Museum 15% 12% Swimming 13% 14% National/State Park 13% 8% Attending Celebration 13% 14% Local Parks/Playgrounds 13% 10%

TRAVEL PARTY: AGE

TOP 10 ACTIVIT IES & EXPERIENCES

SEASON OF TRIP

LENGTH OF TRIP PLANNING

MAIN TRIP PURPOSE

V I S I T O R A N A LY S I S : T R AV E L PA R T Y V I S I T O R A N A LY S I S : T R I P

TENNESSEE U.S. NORM

1 Month or Less 29% 32%

2 Months 17% 17%

3-5 Months 19% 18%

6-12 Months 15% 14%

More Than 1 Year in Advance 5% 4%

Did Not Plan Anything in Advance 15% 14%

TENNESSEE U.S. NORM

Visiting Friends or Relatives 38% 41%

Touring 16% 10%

Special Event 9% 8%

City Trip 7% 6%

Outdoors 7% 7%

Theme Park 4% 3%

Resort 3% 4%

SECTION 2

01 Performance Highlights

REACH &

ENGAGEMENT

METRICS

16 S T R AT E G I C P L A N N I N G T O O L & PA R T N E R R E S O U R C E G U I D E

*Partner engagements include outbound clicks to partner websites, clicks to call partners, clicks to email partners, clicks to get directions and clicks out to our partners’ social media channels.

TOTAL MARKETS

SUPPORTED

WITH MEDIA

VACATION GUIDE

REQUESTS

(PRINT & DIGITAL)

211,395

COMMENT CARDS AT

WELCOME CENTERS

12,279

MEDIA HOSTED

(DOMESTIC & INTERNATIONAL)

INDIVIDUALS

CALENDAR YEAR 2024

TNVACATION.COM

WEBSITE SESSIONS 6.8 MILLION

INTENT-TO-TRAVEL

ENGAGEMENTS* 395.7 MILLION

DOMESTIC PR

IMPRESSIONS 85.6 BILLION

PARTNER

ENGAGEMENTS* 565,342

INTERNATIONAL

PR IMPRESSIONS 482 MILLION

SOCIAL

IMPRESSIONS 16.2M

VISITORS THROUGH

TN WELCOME CENTERS 11.8 MILLION

PAID MEDIA

IMPRESSIONS 1.2B

2 0 2 4 M E T R I C S

SECTION 3

The Tennessee Brand

Logo Standards

Tennessee Brand Materials

BRAND PLATFORM

& VISUAL IDENTITY

18 S T R AT E G I C P L A N N I N G T O O L & PA R T N E R R E S O U R C E G U I D E T H E B R A N D

THE BRAND

More songs are written, recorded and performed live in Tennessee than anywhere else in the world, making this incredible state the mecca for real music lovers. This vibrant state is a magnet for music enthusiasts and offers stunning scenery, endless outdoor adventures, and a diverse culinary scene, creating a truly unique experience that can’t be found anywhere else. The Tennessee brand captures all these exceptional qualities, embodying the “sounds of Tennessee” not only in music but in every aspect that makes this state unique and special.

Our brand mark — Tennessee Sounds Perfect — was designed to celebrate these assets. While music remains our primary differentiator, the brand filter represents the vast diversity of Tennessee’s outdoor, family, cultural and culinary attractions, which are integral to the Tennessee experience. Infused with music are the sounds of natural beauty, rich history, family adventure and culinary delights, delivering an unparalleled experience for visitors — one that truly sounds perfect.

SECTION 3: BRAND PLATFORM & VISUAL IDENTIT Y

LOGO STANDARDS

TDTD and all partners should be using Tennessee Sounds Perfect in all materials. For specific questions or assistance on how to use the Tennessee brand mark, please reach out to the marketing team.

CORE BRAND MATERIALS

While music is a core part of the brand, the tagline “Sounds Perfect” includes more than just songs. It’s the sound of a 5-year-old belly laughing while feeding a llama at Tennessee Safari Park, a family screaming at the top of their lungs on a ride at Dollywood, and birds serenading visitors on a hike through the woods. So, while our brand spots feature famous Tennessee songs, our other campaigns are set to a different set of sounds.

L O G O G U I D A N C E

When Tennessee Sounds Perfect appears in typeset, it should always be capitalized and italicized.

If italics are not available, place quotation marks around the phrase, i.e., “Tennessee Sounds Perfect.”

Primary lockup with core tagline. This lockup is the preferred logo for the state and should be used whenever possible.

Clear space and minimum sizing. When scaling, adhere to size minimums. If exceeding, special permission must be granted.

Do not add graphics, text, harsh drop shadows or effects.

Do not use old logos where the sounds perfect is not justified and centered.

Do not change the position, relative size or alignment of logo elements.

Do not place the logo on a background or image that makes it hard to read.

When used, the phrase “Sounds Perfect” should always come after the word “Tennessee” as a final signoff. It should not be used independently or used out of order with “Tennessee.”

When locking up the above lockup with your partner logo, ensure optical alignment, equity and ample clear space. The Tennessee logo should have equal prominence.

CONTACT

Jaisie Shahan, Creative Services Manager jaisie.shahan@tn.gov, 615.517.2507

Brand guidelines and logo files can be found on the industry site: industry.tnvacation.com/industryresources/branding.

Use of Tennessee Sounds Perfect requires approval by TDTD.

To view and share our brand spots go to youtube.com/tnvacation.

B&A,D GU?DEL?,E@

V!EA .E@E SBOTS ONCIN2

BRAND SPOT: ANTHEM

BRAND SPOT: OUTDOOR

FAMILY SPOT: LAUGH TRACKER

BRAND SPOT: ANTHEM V2

BRAND SPOT: FAMILY

FAMILY SPOT: PLAYCATION

C O R E B R A N D M AT E R I A L S

Allison Maloney, Marketing Manager allison.maloney@tn.gov, 615.840.2576 mailto:jaisie.shahan%40tn.gov?subject= tel:6155172507 http://industry.tnvacation.com/industryresources/branding http://youtube.com/tnvacation https://youtu.be/84XqPc1AAlc?si=tKVEASDFnCmp6gQZ https://youtu.be/3PJK6C8AmUA?si=On_yU14yrre9G0I4 https://youtu.be/bjKgaG6FaoM?si=9EyMlomhvkDh_EiD https://youtu.be/9npJqzjVN0M?si=QVBqvj1Ou1gM3qHZ https://youtu.be/qJ1mhGKU8og?si=46ezc-bgEJOnfGUZ https://youtu.be/a-MeySefh90?si=MSQFfodRhOSwAHW-mailto:allison.maloney%40tn.gov?subject= tel:615.840.2576

SECTION 4

Trip Planning Journey

Brand Campaign Pillars

Target Markets

Paid Tactics and Campaign Calendar

Content Ecosystem

Social Media and Email

Website

Vacation Guide

MARKETING PLAN

FY25-26

22 S T R AT E G I C P L A N N I N G T O O L & PA R T N E R R E S O U R C E G U I D E

TRIP PLANNING JOURNEY

The best way to inspire visitors is to reach the right audience at the right time with the right message. Below is how we go about doing exactly that.

T R I P P L A N N I N G J O U R N E Y

CONTACT

Debra Smith, Assistant Commissioner of Marketing debra.b.smith@tn.gov, 615.293.5806 Rob Regg, Director of Marketing rob.regg@tn.gov, 615.598.1996

Shelby McAuley, Marketing Assistant shelby.mcauley@tn.gov, 615.879.8986

DREAM

Travelers are inspired to dream about places they want to visit and experience.

UPPER-FUNNEL AWARENESS TACTICS

Broadcast

Print

Social

Influencer Search

Display

CONSIDER

Travelers consider Tennessee as a destination after seeing our ads.

MID-FUNNEL CONSIDERATION TACTICS

Streaming Audio

OOH Social

Display

OLV Search

PLAN

Travelers land on Tennessee and begin researching their perfect TN vacation.

LOWER-FUNNEL CONVERSION TACTICS

Display

OLV

Search

Streaming Audio

CTV

Social

EXPERIENCE

After planning and booking, travelers experience the magic of a TN vacation for themselves.

ON-THE-GROUND EXPERIENCES

Broadcast

Display

OLV Search

CTV

Social

Influencer mailto:debra.b.smith%40tn.gov?subject= tel:6152935806 mailto:rob.regg%40tn.gov?subject= tel:6155981996 mailto:shelby.mcauley%40tn.gov?subject= tel:6158798986

SECTION 4: MARKETING PLAN FY25 -26

BRAND PILLARS

Our brand pillars represent the core foundational elements that our state has to offer overlapped with what our audiences care about when they travel. By focusing on these pillars, we can immerse travelers in experiences most relevant to them.

B R A N D C A M PA I G N P I L L A R S

BRAND

PILLARS

CREATIVE

FILTER

EXISTING

CAMPAIGNS

AUDIENCE

MINDSET

TARGETING

MUSIC AND SOUND

FAMILY

EXPERIENCE SEEKERS

MUSIC LOVERS

OUTDOOR ENTHUSIASTS

KID-FRIENDLY OUTDOORS HISTORY &

CULTURE

LIVE

ENTERTAINMENT EAT & DRINK

Activities, attractions and adventures suitable for families with children traveling across Tennessee.

• Playcation

• Kid Reviewed

• Brand: Sounds Perfect

• Colorblind Viewfinder

• Bike TN

• Bill Dance Signature

Lakes

• Bird Watching

• Brand: Sounds Perfect

• Civil Rights Trail

• Tennessee Music

Pathway

• Brand: Sounds Perfect

• Songwriters Week

• Sound Advice

• Sound Sites

• Brand: Sounds Perfect

• Sound Bites

• Brand: Sounds Perfect

Art, history and the variety of cultural experiences in Tennessee.

The natural beauty, scenery and outdoor adventures across Tennessee.

Live music and sports events, and entertaining attractions across the state of Tennessee.

The wide range of food and drink experiences, restaurants, chefs, and tastes across Tennessee.

OVERVIEW OF AUDIENCE APPROACH

Leveraging propriety resources, our targeting strategy is customized by audience segment.

U.S. Pop: 55.5M

Demographic: A25+

Travel Planning: 3-6 Months in Advance

Purchase History: High-End Travel Packages, Museum

Memberships, Art Exhibit Tickets, Fine Dining Experiences, Wine Club Subscriptions, Theater Tickets, Luxury Hotel

Stays, Guided Tours

Interests: Travel, Art Galleries, Black Culture, Civil Rights, Museums, Historical Landmarks, Sports, Live Events, Adventure Tourism, Cultural Immersion Experiences, Unusual Accommodations, Film Festivals, Offbeat Tours, Secret Events, Pop-Up Experiences

E X P E R I E N C E S E E K E R S

U.S. Pop: 30.4M

Demographic: A18+

Travel Planning: 3-6 Months in Advance

Purchase History: Concert Tickets, Festival Passes, Music Merchandise, Streaming Service Subscriptions, Music Equipment, Live Event Travel Packages, Airbnb Stays

Interests: Travel, Festivals, Live Music, Nightlife, Music

Venues, Music History, Music Genres: Rock, Country, Blues, Jazz, Music Tourism, Destination Music Venues, Concert

Livestreams, Music Merch / Memorabilia

U.S. Pop: 31.8M

Demographic: A25+

Travel Planning: 3-6 Months in Advance

Purchase History: Restaurant Reservations, Cooking

Classes, Food Tour Bookings, Gourmet Food Products, Wine Purchases, Meal Kit Subscriptions (e.g., HelloFresh), Uber Eats, Grubhub

Interests: Travel, Food and Drink, Culinary Arts, Cooking, Dining Out, Cultural Immersion Through Food, Local Businesses, Sustainability, Intellectual Pursuits, Social Experiences

U.S. Pop: 28.8M

Demographic: W35-54

Travel Planning: 3-6 Months in Advance, Peak Travel July-September

Purchase History: Family Vacation Packages, Theme Park

Tickets, Zoo/Aquarium Memberships, Children’s Activity

Bookings, Budget-Friendly Airline Tickets, Car Rentals, Family-Sized Accommodations, Camping Gear

Interests: Travel, Road Trips, Summer Vacations, Winter

Break, Vacation Deals, Family-Friendly Hotels, Camping, Restaurants, Family Activities, Kid-Friendly Travel, Theme

Parks, Zoos and Aquariums, Interactive Museums and

Science Centers, Packing Tips for Traveling With Kids, Travel Games and Entertainment

M U S I C LOV E R S

U.S. Pop: 35.5M

Demographic: A25+

Travel Planning: <6 Months in Advance

Purchase History: Outdoor Gear, Camping Equipment, National Park Passes, Adventure Tour Bookings, Flight

Tickets, RV Rentals, Vrbo Rentals

Interests: Travel, Outdoor Activities/Recreation, Seasonal

Recreation, National Parks, Hiking, Forest Bathing, Nature

Therapy, Health/Wellness, Camping, Rafting, Backpacking, Adventure Tourism, Wilderness Expeditions, Road Trips, Outdoor Apparel, Survival and Bushcraft, Sustainable

Travel, Drone Photography

O U T D O O R E N T H U S I A STS

C U L I N A RY E X P LO R E R S

FA M I L I E S

O V E R V I E W O F A U D I E N C E A P P R O A C H

TENNESSEE TARGET MARKETS

Consumer media markets: Since 2017, we have expanded our target markets from 10 to 31, including five statewide markets.

2025 MARKET MAP

U.S.

Atlanta Austin

Baltimore Boston

Charleston Charlotte Chicago

Cincinnati Dallas

Denver Detroit

Evansville Hartford

Huntsville Greenville

Indianapolis Jackson

Jacksonville Kansas City Lexington Little Rock Louisville

Minneapolis

New Orleans Orlando Raleigh Tampa

Washington, D.C.

Alabama Statewide Illinois Statewide

Kentucky Statewide Missouri Statewide

Ohio Statewide

CANADA

Calgary

Edmondton Ontario

National Retargeting

TA R G E T M A R K E T S

OLV SocialDisplay

PAID MEDIA SUPPORT

CHANNEL RECOMMENDATIONS

Tennessee activates across a variety of media channels to maximize travel impact. This includes traditional media (Broadcast, OOH, Print) and Digital Platforms (Streaming Video/Audio, Influencers, Search, Social, Online Travel Agencies). Each channel is chosen strategically to meet potential travelers at different stages of their journey-planning process.

AWARENESS

AWARENESS

CONSIDERATION

CONSIDERATION

CONVERSION

CONVERSION

BUILD DESTINATION DESIRE

BUILD DESTINATION DESIRE

INSPIRE & EDUCATE

INSPIRE & EDUCATE

DRIVE TO PARTNERS

DRIVE TO PARTNERS

Broadcast

Broadcast

OLV

Streaming Audio

Social Search

CTV

CTV

Display

Website

Website

OOH

OOH

Print

Print

Influencer

Influencer

PA I D TA C T I C S A N D C O N T E N T E C O S Y S T E M

BRAND

FAMILY

BORDER CITY OOH

To capture the attention of regular commuters and users traveling through and along the state border, OOH boards have been secured and customized, directing viewers to the nearest Tennessee attractions. See the latest map below.

BRAND

JULY-DECEMBER 2025 JANUARY-JUNE 2026

2025 2026

CHANNEL JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE KPI

TV Impressions

Influencer Impressions/Views

OOH

(Out-Of-Home) Impressions

Print Impressions

CTV (Hulu) Completions

CTV (ESPN) Completions

YouTube Completions

Podcast Audio Impressions

Streaming Audio Completions

OLV (Online Video) Site Visits

Display Site Visits

Rich Media/OLV Site Visits

Meta Paid Social Site Visits

Paid Search Clicks

Visit our showcase site to see our campaigns through the years. The site password is: dolly.

SD AE .E COOL SFGFF W2’V2 DONE.

PA I D TA C T I C S A N D C O N T E N T E C O S Y S T E M

BRAND CREATIVE EXAMPLES

Display, Social, CTV, High Impact, Audio, Print, Broadcast, OLV

FY25-26 BRAND CAMPAIGN CALENDAR

This calendar provides an overview of months when media and/or brand activations are “live” in-market.

C A M PA I G N C A L E N D A R — B R A N D Campaigns may be added throughout the year based on budget, niche focus or support of partner campaigns in specific markets.

PA I D TA C T I C S A N D C O N T E N T E C O S Y S T E M

FAMILY CREATIVE EXAMPLES

Display, High Impact, Gaming, Social, CTV, Cinema, OLV, Broadcast

C A M PA I G N C A L E N D A R — FA M I LY

FY25-26 FAMILY CAMPAIGN CALENDAR

This calendar provides an overview of months when media and/or brand activations are “live” in-market.

Campaigns may be added throughout the year based on budget, niche focus or support of partner campaigns in specific markets.

FAMILY

JULY-DECEMBER 2025 JANUARY-JUNE 2026

2025 2026

CHANNEL JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE KPI

CTV (Paramount +) Completions

CTV (Disney) Completions

TV Impressions

Print/Influencer Impressions

YouTube Completions

Gaming Video Completions

DOOH (Digital Out-of-Home) Impressions

Native Site Visits

Meta Site Visits

Pinterest Site Visits

OLV (Online Video) Site Visits

Rich Media Site Visits

Visit our showcase site to see our campaigns through the years. The site password is: dolly.

SD AE .E COOL SFGFF W2’V2 DONE.

• X (formerly Twitter): Ideal for real-time updates, breaking news and engaging in relevant conversations. KPIs focus on impressions, retweets and direct interactions.

• YouTube: Our go-to for longer-form video content, showcasing in-depth experiences, detailed itineraries and storytelling that requires more than a minute or two. KPIs include views, watch time and click-through rates to our website.

• Pinterest: Functions as a powerful visual search engine and discovery tool for trip planning. KPIs are centered around saves, outbound clicks to tnvacation.com and impressions.

TOOLS WE USE:

• CrowdRiff: Manages user-generated content and other visuals.

• Sprout Social: Our social media management platform for scheduling, publishing, monitoring and analytics.

• Meta Business Suite: Manages our Facebook and Instagram presence, including paid advertising.

• Canva: Used for creating visually appealing digital graphics.

These channels serve more specialized roles and are activated strategically based on content and campaign objectives.

These channels are our foundational platforms due to their extensive audience reach, high engagement potential and strong visual storytelling capabilities. Instagram excels with aspirational imagery and short-form video (Reels), while Facebook offers broad demographic reach and community building. We leverage these for consistent “always-on” organic content and through paid promotion.

Key Performance Indicators (KPIs): Our goal for content on these channels is high engagement, which includes likes, comments, shares and saves. While an engagement rate of 5% is considered good, we strive for 10% or more, indicating truly compelling content that resonates with our audience.

SOCIAL MEDIA STRATEGY

TDTD classifies social media channels in order of brand priority to ensure the correct strategies and content pieces are applied for campaign and quarterly social content efforts.

S O C I A L M E D I A

SECONDARY CHANNELS

PRIMARY CHANNELS

TENNESSEE CONTENT ECOSYSTEM

Our data-driven content strategy showcases the most relevant and timely activities across Tennessee. We create and curate content that showcases Tennessee’s incredible assets, distributing it across multiple channels to ensure a seamless and inspiring experience for potential travelers. This holistic approach allows us to maximize the impact of our content across paid, owned, and earned touch points, including paid and organic social media.

Our team is dedicated to comprehensively and strategically representing all partners, brand pillars (Music & Sound, Outdoors, Kid-

Friendly, History & Culture, Entertainment, Eat & Drink), and regions of

Tennessee within our content. We strongly encourage our partners to actively submit their high-quality images, videos, and compelling story ideas to our website at industry.tnvacation.com/submit-content.

To share images or news to be considered for content on TN channels, submit to Patrick at patrick.green@tn.gov or industry.tnvacation.com/submit-content.

HHIE CONTE,T?

PA I D TA C T I C S A N D C O N T E N T E C O S Y S T E M

http://industry.tnvacation.com/submit-content mailto:patrick.green%40tn.gov?subject= http://industry.tnvacation.com/submit-content

INFLUENCER MARKETING GUIDELINES & TIPS

Influencer content expands Tennessee’s story to diverse audiences through authentic, first-person storytelling.

WHAT WE LOOK FOR:

• Authenticity & Alignment: Influencers who genuinely align with Tennessee’s brand.

• Engaged Audience: High engagement rates beyond just follower count.

• Quality Content Creation: Consistent high-quality photography, videography and captivating narratives.

• Storytelling Ability: Influencers who can inspire visits through compelling stories.

• Diverse Representation: A diverse range of voices to ensure an inclusive story.

TIPS FOR PARTNERS:

• Research: Identify influencers whose audience aligns with your target visitor.

• Authenticity: Prioritize genuine interest in your destination.

• Clear Expectations: Outline content goals.

• Unique Experiences: Offer exclusive access or behind-the-scenes opportunities.

DIGITAL CONTENT STRATEGY

Our digital content strategy ensures Tennessee is part of relevant online conversations, leveraging social listening and search trends.

ALWAYS- ON ORGANIC CONTENT

We share Reels and user-generated content every other day, showcasing unique Tennessee experiences. Your authentic visuals and stories are key to this effort.

QUARTERLY ORGANIC CONTENT

TDTD plans consumer emails and @tnvacation social media stories quarterly. These themes, driven by travel trends, are posted on our

Industry Site. Aligning your content with these themes amplifies your message and our collective impact.

TIPS FOR WORKING WITH TDTD ON CONTENT

Collaborating with TDTD amplifies your reach and leverages our statewide audience.

• Follow & Engage: Follow @tnvacation on all social channels to stay updated and align your content.

• Tag Us: Tag @tnvacation on Instagram and Facebook for increased visibility and resharing opportunities.

• Share Your Stories: Submit your high-quality content (images, videos, news) to industry.tnvacation.com/submit-content for feature consideration across our platforms.

• Utilize the Content Calendar: Use our quarterly content calendar to align your monthly social media efforts with statewide initiatives.

Visit industry.tnvacation.com/social-media-consumer-email-content-calendar or scan the QR code below.

Patrick Green, Marketing Specialist, patrick.green@tn.gov, 615.981.6795

Michael Castellon, Content Specialist, michael.castellon@tn.gov, 615.651.9947

Scan the QR code for the quarterly social media and consumer email calendar.

QUAJT2RLY CONTE,T CHCENDAJ FOEOK ALO,G @TNILCHTION

D I G I TA L C O N T E N T S T R AT E G Y

CONTACT

Amanda Stravinsky Burton, Senior Manager of

Digital Media, amanda.burton@tn.gov, 615.532.7825

C O N S U M E R E M A I L A P P R O A C H

CONSUMER EMAIL NEWS

GOAL

To inspire consideration and travel to Tennessee by showcasing the state’s diversity of assets through articles, images and calls-to-action driving users to tnvacation.com for more inspiration and planning resources.

ABOUT

• 197,000 Engaged Subscribers

• Newsletters delivered twice/month

• Content features topics intended to inform, inspire and drive travel interest across the state

• Segmented email lists allow for personalized messaging tailored to visitor interests

• Performance tracking and A/B testing to refine content, improve open and click-through rates and drive increased partner engagements

• Ongoing re-engagement and database cleansing

• Drip campaigns that drive 50% open rates and re-contact campaigns generating an additional 30-40% in open rates

• Top-performing content will remain a cornerstone of email strategy, while new ideas are tested to refine performance

• Future efforts include:

- Audience targeting through behavioral insights and topic preferences

- Integration of user-generated content

- Continue to deepen engagement with Tennessee content

- Increase number of engaged subscribers

Consumers can subscribe to this resource at tnvacation.com/#email-signup.

YOG DON’T WHNT TO M!M .I@!

CONTACT

Allison Maloney, Marketing Manager allison.maloney@tn.gov, 615.840.2576 http://industry.tnvacation.com/submit-content http://industry.tnvacation.com/social-media-consumer-email-content-calendar mailto:patrick.green%40tn.gov?subject= tel:6159816795 mailto:michael.castellon%40tn.gov?subject= tel:6156519947 mailto:amanda.burton%40tn.gov?subject= tel:6155327825 http://tnvacation.com/#email-signup mailto:allison.maloney%40tn.gov?subject= tel:615.840.2576

WEBSITE IMAGES & ALT TAGS FOR SEARCH

Screen reading software allows blind and limited- or low-vision individuals to experience digital content, including photography. For too long, images have included the bare minimum text, lacked descriptions altogether, or relied on uninspiring AI-generated descriptions. With 52% of travel decisions being based on imagery alone, this was actively preventing blind travelers from discovering new places to visit in Tennessee.

There’s no need to start with “picture of...” or “image of...” You can jump right in to describing your image.

Descriptions are typically limited to 100-250 characters. Aim for short, descriptive phrases, but make sure you still convey all the necessary details.

Whenever possible, relate the alt text to the surrounding content on your page.

Feel free to include keywords in your description when it makes sense, but avoid overuse of keywords, especially for the sake of increasing searchability.

Avoid duplicating information from your image captions in the alt text as screen readers will read both.

Alt tag image descriptions should also be used in other digital experiences, including within apps and on social media.

1.

2.

3.

4. 5. 6.

Old worn pews, stained glass windows shine bright, Tradition and songs on a Saturday night, Shoulder to shoulder, hearts pound in the crowd, The magic of music is alive in the house.

Written about The Ryman Auditorium in Nashville, Tennessee

W E B S I T E I M A G E S & A LT TA G S F O R S E A R C H

NEW PRIMARY WEBSITE — TNVACATION.COM

Tnvacation.com is a consumer-focused website aimed at potential visitors to Tennessee. Its content, navigation, and search features are designed based on research insights to optimize visitor traffic and site engagement. The primary goal of tnvacation.com is to inspire travel to Tennessee, encouraging users to explore further by visiting city, attraction, lodging and event websites, ultimately leading to confirmed visits.

2025 RESULTS

S E S S I O N S

6.82M

PAG E V I E W S

10.03M

AC C E S S E D O N

M O B I L E

78.8% V I S I T E D V I A

O R G A N I C S E A R C H

23%

SITE TRAFFIC TO TNVACATION.COM

VISITOR DEMOGRAPHIC

N E W U S E R S

99%

F E M A L E

62.9% M A L E

37.1%AGE BREAKDOWN

6.1%

14.3%14.3%

17.1%

18.1%

23.1%

20.6%

N E W P R I M A R Y W E B S I T E — T N VA C AT I O N . C O M

WEBSITE REDESIGN

The new and improved tnvacation.com is set to launch in September 2025.

This overhauled experience will better connect visitors to articles and content that showcases our partners more effectively than before.

CONTACT

Rob Sherrill, Special Projects Coordinator, rob.sherrill@tn.gov, 615.532.8124 http://tnvacation.com mailto:rob.sherrill%40tn.gov?subject= tel:615.532.8124

A D V E R T I S E I N T H E T E N N E S S E E VA C AT I O N G U I D E & O N T N VA C AT I O N . C O M

Travelers are actively seeking inspiration for their Tennessee trips, and they’re finding it here. The official Tennessee Vacation Guide is the state’s No. 1 trip-planning resource packed with compelling stories, gorgeous photography and local insights that make Tennessee Sound Perfect. With more than 1 million readers across print and digital editions, it’s your opportunity to reach travelers when they’re planning where to stay, eat and explore.

WHY ADVERTISE?

Your brand can shine in both print and digital editions with targeted ads, sponsored content and premium placements designed to inspire visits to your destination or business.

On tnvacation.com, you also have access to premium digital content marketing opportunities:

• Display ads that drive traffic directly to your website

• Sponsored content to reach engaged travelers looking to learn more

WAYS TO STAND OUT:

• Sponsored Content: Tell your story with a feature article in the guide + online at tnvacation.com.

• Premium Sponsored Spread: Our highest-impact package with prime print placement + adjacent article + online feature.

• Featured Sections: Appear in themed spreads (Iconic

Restaurants, Agritourism, Wine & Spirits, and more).

• Display Ads & Featured Attractions: Regional or feature section placements with descriptive copy and contact info.

CONTACT

Maryann Stafford, West/Middle/Southeast Tennessee Representative, mstafford@jnlcom.com, 615.218.8271

Will Zanetis, East Tennessee Representative, wzanetis@jnlcom.com, 615.668.1207

ADVERTISE IN THE TENNESSEE VACATION GUIDE & ON TNVACATION.COM

“We use the Tennessee Vacation Guide as an extension of our marketing efforts to promote

Knoxville. Each year, we’re able to highlight key attractions and inspire visitors to include Knoxville in their travels.”

- K!N BUNOAP, P&EPIDE,T

OQ V!SIT KNORV!EE

Sales are open year-round, and inventory is limited. Advertising sales for the Tennessee Vacation Guide and tnvacation.com are managed by Journal Communications Inc. For more information, visit jnlcom.com/tvg or contact your rep.

A- NOS! INIENFOJY I@ L!NIT2D.

TENNESSEE VACATION GUIDE

VA C AT I O N G U I D E

• The Official Tennessee Vacation Guide is one of the top resources for travelers seeking trip ideas and inspiration.

• Published by Journal Communications Inc. (Franklin, TN), it features immersive photography, inspiring stories, and practical travel tips.

• Distributed at 16 state welcome centers and through businesses across Tennessee.

• Available in both colorful, high-quality print and an easy-to-use digital flip version.

• Released annually in January and promoted through paid media, social media, and tnvacation.com to encourage requests for mailed or digital copies.

• 211, 395 guides requested in calendar year 2024

• Request Guide: 800.462.8366 or tnvacation.com/guide

CONTACT

Amanda Murphy, Communications Director, amanda.murphy@tn.gov, 615.927.6081 mailto:mstafford%40jnlcom.com?subject= tel:6152188271 mailto:wzanetis%40jnlcom.com?subject= tel:6156681207 http://jnlcom.com/tvg tel:800.462.8366 http://tnvacation.com/guide mailto:amanda.murphy%40tn.gov?subject= tel:6159276081

SECTION 5

Overview & Requirements

Summary

Marketing Co-Op Programs

CO-OP PROGRAMS

UBDLT2D JUCT 2UVW

40 S T R AT E G I C P L A N N I N G T O O L & PA R T N E R R E S O U R C E G U I D E O V E R V I E W & R E Q U I R E M E N T S

CONTACT

Rob Regg, Director of Marketing rob.regg@tn.gov, 615.598.1996 mailto:rob.regg%40tn.gov?subject= tel:6155981996

4342 M A R K E T I N G C O - O P P R O G R A M S

SECTION 5: CO - OP PROGRAMS

S U M M A R Y

4544 M A R K E T I N G C O - O P P R O G R A M S

4746 M A R K E T I N G C O - O P P R O G R A M S

4948 M A R K E T I N G C O - O P P R O G R A M S

5150 M A R K E T I N G C O - O P P R O G R A M S

5352 M A R K E T I N G C O - O P P R O G R A M S

5554 M A R K E T I N G C O - O P P R O G R A M S

5756 M A R K E T I N G C O - O P P R O G R A M S

5958 M A R K E T I N G C O - O P P R O G R A M S

6160 M A R K E T I N G C O - O P P R O G R A M S

6362 M A R K E T I N G C O - O P P R O G R A M S

6564 M A R K E T I N G C O - O P P R O G R A M S

6766 M A R K E T I N G C O - O P P R O G R A M S

6968 M A R K E T I N G C O - O P P R O G R A M S

7170 M A R K E T I N G C O - O P P R O G R A M S

7372 M A R K E T I N G C O - O P P R O G R A M S

7574 M A R K E T I N G C O - O P P R O G R A M S

7776 M A R K E T I N G C O - O P P R O G R A M S

7978 M A R K E T I N G C O - O P P R O G R A M S

8180 M A R K E T I N G C O - O P P R O G R A M S

8382 M A R K E T I N G C O - O P P R O G R A M S

8584 M A R K E T I N G C O - O P P R O G R A M S

8786 M A R K E T I N G C O - O P P R O G R A M S

8988 M A R K E T I N G C O - O P P R O G R A M S

9190 M A R K E T I N G C O - O P P R O G R A M S

SECTION 6

Overview

Partner With Us

Priority Media Targets

Media Coverage

Industry Email

COMMUNICATIONS/PR

94 S T R AT E G I C P L A N N I N G T O O L & PA R T N E R R E S O U R C E G U I D E

Sign up for the industry newsletter at industry.tnvacation.com.

C O M M U N I C AT I O N S / P R O V E R V I E W

COMMUNICATIONS OVERVIEW

Tennessee’s communications team drives earned media efforts that boost brand visibility, inspire travel and generate economic impact across all 95 counties. We collaborate with domestic and international media, content creators and broadcast partners to tell compelling stories that position Tennessee as a top-choice leisure travel destination.

DOMESTIC + INTERNATIONAL GOALS

Brand Awareness: Elevate global awareness through storytelling aligned with brand narratives.

• Generate 31B domestic and 357.5M international earned reach

• Secure 70% of domestic coverage in priority media outlets

• Achieve 50+ high-quality earned placements

Drive Travel: Inspire visitation and connection among new and diverse audiences.

• Host 35–40 individual and six group media FAMs

• Ensure 40% of coverage features rural destinations

• Support inclusive storytelling, accessible experiences and diverse representation

Marketing Integration & Brand Alignment: Reinforce TDTD’s marketing priorities by aligning earned efforts with campaigns.

• Secure earned placements in support of major marketing initiatives

• Prioritize placements in key markets aligned with paid and sales strategies

• Integrate storytelling with pillars: Music, Outdoors, Culinary, Culture

Industry Alignment & Advocacy: Strengthen collaboration and position tourism as essential to Tennessee’s economy.

• Increase visibility of tourism’s value through strategic media placements

• Continue ongoing partner communications through industry communications, Hot Leads, and more

• Optimize efforts with global partners, including VML, TURNER, Brand USA, Travel South USA, TTM and Lieb

KEY TACTICS & STRATEGIC FOCUS

We focus on content that converts:

• Destination features, seasonal angles, roundups and accolades

• Diverse storytelling: inclusive voices, accessible travel and rural communities

• High-ROI platforms: broadcast, podcasts, vertical video

• International expansion: Immersive FAMs from UK, Germany, Ireland and Canada

• Crisis-ready support and real-time messaging

SFAT CON,E-ED

@TNTravelNews TDTD Industry Tennessee Department of Tourist Development

Jill Kilgore, Sr. Communications Manager, jill.kilgore@tn.gov, 615.927.1320

Chelsea Trott, Communications Manager, chelsea.trott@tn.gov, 629.395.8941

CONTACT

Amanda Murphy, Communications Director, amanda.murphy@tn.gov, 615.927.6081 http://industry.tnvacation.com mailto:jill.kilgore%40tn.gov?subject= tel:6159271320 mailto:chelsea.trott%40tn.gov?subject= tel:6293958941 mailto:amanda.murphy%40tn.gov?subject= tel:6159276081

SECTION 6: COMMUNICATIONS/PR

PARTNER WITH US

Our PR team creates meaningful opportunities for Tennessee’s tourism partners to connect with national and international media, sharing the stories of your destinations through immersive experiences and authentic storytelling. Here’s how you can get involved in FY26:

MEDIA FAM COLLABORATION

Work alongside TDTD to bring domestic and international travel writers on unforgettable group and individual familiarization tours

(FAMs). These curated, intimate itineraries showcase your region’s unique offerings through authentic experiences and engaging hosts.

What’s New for FY 2026: We’re exploring new FAM themes, including outdoor adventure, culinary road trips, sustainability and wellness, accessible travel, and heritage travel.

• Expanding partnerships to include content creators and broadcast crews alongside traditional journalists.

• More international representation with targeted FAMs from the

UK, Germany, Ireland and Canada.

How To Participate: Pitch story ideas and new properties/ attractions, co-host visiting journalists, and help shape itineraries that align with your destination’s strengths and the state’s key narratives.

MEDIA MISSIONS

Join the TDTD PR team on domestic and international media missions in priority markets where we meet one-on-one with journalists to pitch timely stories and build relationships.

FY26 Focus:

• Targeted missions in Germany, UK and Australia

• Aligning missions with major events

How To Participate: Work with TDTD to plan and execute your own mission, or join us in market to share your destination’s unique stories.

IN FY 2026

TDTD’s PR Co-op Program gives partners the opportunity to collaborate with our team and agency to plan and execute their own

FAMs, media missions, or creator initiatives with TDTD’s guidance, resources, and expertise to help you succeed in key markets (See page 40).

TENNESSEE SONGWRITERS WEEK

Be part of the annual celebration that supports Tennessee’s music venues, supports songwriters with live performances, drives visitation and inspires travelers to experience our state. Webinars for partners begin in late August. Qualifying round venue sign-ups begin in

September. Songwriters can start signing up in December.

• Jan. 25-Feb. 7, 2026 – Tennessee Songwriters Week

2026 Qualifying Rounds

• Feb. 22-28, 2026 – Tennessee Songwriters Week Showcases

Each of the seven finalists will perform at The Bluebird Café in March at a private event with music-industry professionals, a branded commemorative Taylor guitar, two-night stay in Nashville, $100 gift card for travel and one-year membership to Nashville Songwriters Association

International (NSAI). Please email tnsongwritersweek@tn.gov to reach the full TSW team.

OTHER WAYS TO ENGAGE

• What’s New + Themed Releases: Share timely updates for ongoing/ seasonal pitches. Submit via industry.tnvacation.com.

• Hot Leads Program: Subscribe at industry.tnvacation.com to receive deadline story needs.

• Content & Broadcast Partnerships: Join or sponsor media, creator and broadcast projects.

• The NEW PR Co-op Program: Take advantage of our PR agency’s expertise to host media or creator FAMs, or participate in media missions to key markets. Learn more in the co-op section of this book.

• Share Your Stories: Send updates anytime to press@tnvacation.com.

“ONE OF THE BEST-CURATED,

WELL-EXECUTED PRESS TRIPS!”

- CHRISF?LNL ROGMEL,

F&DLHNYE T&AVEL W&?TE&

“IT WAS A WONDERFUL TRIP THAT

SHOWED US HOW MUCH THERE IS TO

SEE, DO, EAT AND DRINK IN KNOXVILLE

AND ITS SURROUNDING AREAS.”

- M!CHELE H2RJMHN,,

F&DLHNYE T&AVEL W&?TE&

N2S!

PA R T N E R W I T H U S

AGENCY PARTNERS

TDTD works with PR agency representatives across the globe, representing Tennessee both across the United States and in key international markets, including Canada, UK, Ireland and Germany. These agencies bring media to Tennessee, represent us at global conferences, proactively pitch stories and share press releases that inspire editorial coverage. Their efforts ensure consistent and widespread coverage of Tennessee’s unique offerings.

United States & Canada

Malcolm Griffiths, Senior Vice President, tennessee@turnerpr.com

Germany

Carola Kolmann, Senior PR and Marketing Manager, ckolmann@lieb-management.de

UK & Ireland

Kirsty Dillury, Communications and Marketing Director, kirsty@ttmworld.co.uk

P R I O R I T Y M E D I A TA R G E T S A N D PA R T N E R S

PRIORITY MEDIA TARGETS FOR PR

Our FY26 PR strategy focuses on building relationships with national, niche and global outlets that align with Tennessee’s brand narratives and audiences.

U.S. NATIONAL

• AFAR

• Condé Nast Traveler

• Travel + Leisure

• Forbes

• USA Today/10Best

• Washington Post

• National Geographic

• U.S. News & World Report

• New York Times

• Fodor’s Travel

• Lonely Planet

• Good Housekeeping

• TIME (Travel Section)

• Regional Publications (Southern Living, Garden & Gun, Good Grit, The Local Palate)

• National Broadcast (GMA, Today, CBS, Kelly Clarkson Show, Drew Barrymore Show)

DIGITAL-FIRST

• Outside

• Backpacker

• Adventure.com

CULINARY

• Food & Wine

• Eater

• VinePair

INTERNATIONAL

• The Guardian (UK)

• The Telegraph (UK)

• National Geographic Traveller (UK)

• Wanderlust (UK) mailto:tnsongwritersweek%40tn.gov?subject= http://industry.tnvacation.com http://industry.tnvacation.com mailto:press%40tnvacation.com?subject= mailto:tennessee%40turnerpr.com?subject= mailto:ckolmann%40lieb-management.de?subject= mailto:kirsty%40ttmworld.co.uk?subject=

SECTION 6: COMMUNICATIONS/PR

MEDIA COVERAGE EXAMPLES

M E D I A C O V E R A G E

Scan the QR code to sign up for the industry newsletter or go to industry.tnvacation.com.

YOG DON’T WHNT TO M!M .I@!

INDUSTRY EMAIL

Communication for industry stakeholders provides collaboration opportunties, marketing updates, industry research and more from TDTD.

I N D U S T R Y E M A I L

CONTACT

Chelsea Trott, Communications Manager, chelsea.trott@tn.gov, 629.395.8941 http://industry.tnvacation.com mailto:chelsea.trott%40tn.gov?subject= tel:6293958941

SECTION 7

Travel Trade Overview

DMO Travel Funnel

International Markets

Monthly Sales Newsletter

Group Travel Planner

International & Domestic Sales

Organization Memberships

DOMESTIC &

INTERNATIONAL SALES

100 S T R AT E G I C P L A N N I N G T O O L & PA R T N E R R E S O U R C E G U I D E T R AV E L T R A D E O V E R V I E W

TRAVEL TRADE OVERVIEW

• Work with the travel trade industry, travel agencies, tour operators, receptive operators, product managers, and wholesalers to increase Tennessee product offerings in the domestic and international markets.

• Collaborate with regional and national organizations to enhance awareness of the U.S., and specifically Tennessee, as a primary destination choice for international visitors.

• Develop and nurture strong relationships with decision-makers in travel organizations, airlines, and supplier companies that could influence future travel to Tennessee.

STRATEGIES

• Participate in sales missions, FAMs, travel trade shows, special event sponsorships, and marketing partnerships to increase domestic and international visitation to Tennessee.

• Leverage industry trade shows for lead-generation and networking opportunities with operators and agents, resulting in strong travel industry relationships.

• Manage international in-market sales representatives to assist in building and maintaining relationships and act as our “boots on the ground.”

• Conduct training to educate travel agents and tour operators on new and established attractions, restaurants,…