Tennessee Department of Tourism Development: One Minute Vacation

This case study details a campaign from the Tennessee Tourism Department to get Americans to visit the state for their summer vacations through a 'One Minute Vacation' that gave a taste of a road trip before booking.

Tennessee Department of Tourism Development: One Minute Vacation

Agency: VML

Objectives

Get Americans to visit Tennessee for summer vacation.

May through August is peak travel season in America, and many families choose to pack up their car and take long cross-country road trips. The state of Tennessee wanted to attract travellers, but research showed that potential visitors were unsure of how Tennessee was relevant to them1, and in turn, saw it as a "drive-through" state and not a vacation destination.

In early 2014, the state was in the process of creating a new brand campaign, but it wouldn't...

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