Tennessee Department Of Tourist Development: Vacation Matchmaker

This case study explains how American state agency Tennessee Department of Tourist Development used highly personalised pre-roll video ads to increase visits during the summer holiday period.

Advertiser: Tennessee Department Of Tourist DevelopmentAgency: VMLCountry: USA

Objectives

The state of Tennessee wanted to attract summer travelers, but research showed that potential visitors were unsure of how Tennessee was relevant to them.1 Most visitors traveling through the state saw Tennessee as “drive-through” state and not their primary vacation destination.2 So, we had to prove to travelers that Tennessee was the perfect place to spend their precious time off.

Marketing Objective:

Show summer travelers that Tennessee has a variety of attractions and experiences that are directly relevant to them:

  • Gather user...

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