Campaign details

Advertiser: Tennessee Department Of Tourist Development
Brand: Tennessee Department of Tourist Development
Agency: VMLY&R Kansas City
Country: United States

Objectives

The Tennessee Department of Tourist Development is tasked with promoting the state of Tennessee to vacationers in the United States as well as internationally. One of Tennessee's biggest tourist attractions is its scenic beauty, especially during autumn when the state boasts some of the most vibrant fall foliage in the United States. But many competing states have equally impressive fall scenery and all of these states advertise it heavily.

A disastrous fire leads to economic struggles

The Great Smoky Mountains National Park in Tennessee is the most visited national park in the U.S., generating more than $734 million in revenue for the region1. But in November 2016, it was hit with a disastrous forest fire, making it the largest natural disaster in the history of Tennessee. Over the course of five days, local and mainstream news outlets covered the destruction caused by the wildfires. At least 14,000 area residents and tourists were forced to evacuate, 14 people died, and more than 10,000 acres were destroyed2.