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...