The Tennessee Department of Tourism Development is kicking off its busiest travel season ever with a new campaign aimed at protecting the health of visitors and residents. The “For the Love of Tennessee, Travel Safely” initiative reminds residents to play it safe – but play it safe – by exploring the state’s unrivaled scenic beauty, outdoor recreation, urban centers and charming small towns while following key safety guidelines like mask-wearing, social distancing and sanitizing. The campaign, produced in partnership with advertising agency VMLY&R, launched today and will run through December with television, print, digital, radio and billboard ads showcasing the many ways residents and visitors can travel safely throughout the COVID-19 pandemic.
As part of the campaign, Tennessee natives and singer-songwriters Drew and Ellie Holcomb hit the road for an epic 1,600-mile RV road trip across the state with their children, exploring hidden gems and natural wonders where social distancing is effortless and expected. Drew and Ellie also wrote new music during the trip, inspired by the sights and sounds of the state, which will be released as part of the campaign. The Holcomb family’s adventures include safe meals and activities in communities such as Chattanooga, Kingsport, Lynchburg, Memphis, Nashville, Paris, the Smokies and more, several Tennessee state parks, and the Obed Wild and Scenic River at Wartburg National Park. Their adventures will debut in a 4-part web series beginning Wednesday, October 21 via @TNvacation on YouTube, Instagram and Facebook. New episodes will debut weekly. Drew Holcomb and the Neighbors’ song “Tennessee” serves as the soundtrack to one of the few commercials scheduled to air this fall.
“We had the time of our lives teaming up with Tennessee Tourism for a week-long adventure to showcase the many beautiful destinations to safely explore. Tennessee has always been my home and now it’s my family, and I’m excited for the great memories we will continue to make in this great state,” said Drew Holcomb.
Tennessee tourism was on a record run through the first three months of 2020. The pandemic is the biggest crisis to hit the industry and has interrupted a decade of growth for Tennessee. According to US Travel, travel spending in Tennessee was down 87% in April and the industry could see losses of between 35% and 45% statewide in 2020. While the state is starting to see gains as visitors resume traveling, the recovery is slower in some parts of the state.
As the state’s second-largest industry, safely restoring tourism is critical to restoring the lives and livelihoods of Tennesseans. Revenue generated by tourism in Tennessee generates jobs, economic growth, and supports essential services like education and healthcare. In 2019, Tennessee visitors generated a record $23 billion in travel spending and $1.92 billion in state and local tax revenue.
In partnership with Governor Bill Lee and the Financial Stimulus Accountability Group, the Tennessee Department of Tourism Development developed a relief package to directly support tourism through the federal Coronavirus Relief Fund. To help the industry recover, Tourist Development received $25 million in CARES Act funding to promote safety and inspire responsible travel. $15 million in grants were awarded to destination marketing organizations (DMOs) in all 95 counties. Additional funding will support Tennessee State Parks and the Tennessee Wildlife Resources Agency.
Follow @TNvacation on social media and share the trip using #madeinTN and #loveofTN, or visit www.fortheloveofTN.com for more details on how to travel safely in Tennessee.
[Photos Credit: Katie Kauss]
Author: [email protected] (Jessie Clarks)
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