TDTD and Brand USA joined forces with Visit Knoxville, Memphis Tourism and Nashville Convention & Visitors Corporation for a month-long campaign in London that included more than 250 out-of-home billboards, a custom Spotify campaign, paid social media, targeted display ads, influencers and a marketing package with European tour operator Thomas Cook. The centerpiece of the effort was the “Sights & Sounds of Tennessee” activation at Waterloo Station – London’s busiest train station – that featured an immersive multi-sensory experience, live music and Jack Daniels tastings.
Visitors to the exhibit stood atop a huge state map featuring 16 attractions, each with a set of headphones that allowed listeners to enjoy exclusive audio content. Additionally, 360-degree video footage put guests at each attraction, including Graceland, the stages of the Grand Ole Opry and Tennessee Theatre, Beale Street and a vista overlooking the Great Smoky Mountains.
The campaign kick-off event featured recording artist Gill Landry, formerly of Old Crow Medicine Show, and 2017 AMA-UK Artist of the Year Yola Carter. Various UK-based Americana artists performed each weekday 2-4 p.m. followed by a Jack Daniels Happy Hour 4-6 p.m. Lofthouse Enterprises representatives distributed Tennessee travel guides and encouraged commuters to participate.
The campaign resulted in 706 million total impressions. Results of the campaign so far include more than 600 million earned media impressions, more than 68 million digital impressions, 2.5 million video views, 155,000 social engagements and 125,600 visits to tnvacation.com and the Spotify landing page.