Tennessee has something to sing about in its newest tourism spots launched this week by the Tennessee Department of Tourist Development (TDTD). The state unveiled three new commercials to rotate in broadcast and digital markets nationally emphasizing Tennessee’s matchless scenic beauty, family experiences and unparalleled music. An extension of the award-winning “Soundtrack of America. Made in Tennessee.” campaign, the department and its ad agency of record, VMLY&R, created the new ads which underscore the state’s connection to music everywhere.
The new creative captures the diverse sounds of Tennessee including its vibrant cities, great outdoors and hidden gems for a soundtrack that can only be made in Tennessee.
In a stunning new outdoor spot, “Music Everywhere”—filmed at locations including the Great Smoky Mountains, Reelfoot Lake State Park, Tullahoma, Lake Watauga and South Holston Lake—the characteristic sounds of nature transform to emphasize music is everywhere, although the instruments may vary.
GRAMMY-nominated singer-songwriter and Jackson, Tennessee native Jessi Alexander serves as voiceover talent on a family-targeted ad, “Laughter.” Alexander, a mother of three, has written three No. 1 hits including “I Drive Your Truck,” which earned Song of the Year honors for artist Lee Brice at the 2013 CMA Awards, 2013 NSAI Awards and 2014 ACM Awards, and Blake Shelton’s recordings of “Mine Would Be You” and “Drink On It.” Her new album “Decatur County Red” will be released on March 27.
Hit Nashville songwriter Rivers Rutherford, whose voiceover accompanied the original “Soundtrack of America. Made in Tennessee.” campaign, is featured on “Music Everywhere,” “Morning Person” and another forthcoming ad, “Ronald.”
Since its inception in 2015, “The Soundtrack of America. Made in Tennessee.” campaign has helped fuel record growth in Tennessee’s $22 billion tourism industry, generating $1.81 billion in state and local taxes in 2018. The leisure and hospitality industry employs 340,000 Tennesseans according to the Tennessee Dept. of Labor and Workforce Development, and is the fastest-growing sector of employment in Tennessee. The state’s No. 2 industry generates revenue that funds vital services such as quality education, healthcare and public safety.