VML Captures the Beauty of Tennesse for TDTD

The Tennessee Department of Tourist Development's (TDTD) new brand, "Made in Tennessee" launched this week and is the culmination of a three-year effort by a Governor-appointed committee, comprised of representatives from Tennessee's multi-billion dollar tourism industry, to develop a unified brand - built around Tennessee's rich musical heritage - and to position Tennessee as a national and international travel destination.

The TDTD began working with VML after determining a need to define its brand nationally and naming VML as Agency of Record in February. The brand campaign educates and inspires spontaneous trips or memorable family vacations.

"Made in Tennessee" features original music written, performed and produced by Tennessee artists, voice-over talent (and Tennessee native) Rivers Rutherford, and real-life Tennesseans and Tennessee visitors (rather than actors) who embody the authenticity and richness that make the Volunteer State special.

Tennessee's five tourism pillars, Music, Beauty, Family, History and Experience are the central themes of the new creative. The "Family" and "Beauty" TV and digital spots, unveiled on July 9, capture the emotion and inspiration of a Tennessee family vacation and the scenic beauty that can only be "Made in Tennessee." "Experiences" and "Music" will launch in September, reminding travelers of the authentic experiences available in Tennessee and where the soundtrack of America is made...in Tennessee. The creative content will continue to evolve as distribution channels grow over the life of the campaign.