Tennessee Department of Tourist Development

Live from Tennessee

Agency: VML


Tennessee wanted to showcase itself as the premier music destination. Since many famous artists live in the Volunteer State, it’s common for them to pop-in and perform in small venues. Even on street corners. To show what that’s like, we put on the first interactive live-streamed concert. Over three days, artists were beamed from Tennessee to Downtown Chicago via a two-sided digital billboard. The screen showed front and back of the artists, giving the appearance they were standing on the sidewalk. Passers-by got an intimate concert, and could interact with the artists—who took requests, signed posters, and gave away trips. A single screen generated 1.24 billion earned media impressions, and Chicago bookings to Tennessee increased by 139 percent.

This professional campaign titled 'Live from Tennessee' was published in United States in February, 2017. It was created for the brand: Tennessee Department of Tourist Development, by ad agency: VML. This Experiential medium campaign is related to the Hospitality, Tourism industry and contains 1 media asset. It was submitted about 7 years ago.


ADvertising Agency: VML, USA
Production Companies: Flytevu, MTP
Event Production Company: OutCold
Chief Creative Officers: Debbi Vandeven, John Godsey
Group Creative Director: Allison Pierce
Creative Director: Ryan Simonet
Senior Art Director: Josh Eithun
Art Director: Mars Denton
Associate Channel Director: Megan Davey
Producer: Ethan Downing
Supervisor / Analytics & Data Insights: Nikki Hardin
Channel Director / Public Relations: Bill Patterson
Group Director / Client Engagement: Shali Wade
Directors / Client Engagement: Jason Cooper, Sarah Duggan
Senior Channel Managers: Kelly Fischer, Belinda Kocen
Associate Producer: Kelli Shannon
Senior Channel Strategist: Kristin Gritt
Lead Web Developer: Ryan Schooley
Consulting Manager: Todd Greathouse


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