NASHVILLE, Tenn. – The Northeast Tennessee Tourism Association recently revealed a new brand during the organization’s annual Legislative Breakfast March 8 in Nashville, as part of Tennessee Hospitality & Tourism Day on the Hill activities.
Under the new branding initiative, the eight-county region known as Northeast Tennessee will continue to be marketed as a destination for leisure, business and student travel under a new tagline – “There’s More.” The new brand logo also includes a visual of the Northeastern portion of Tennessee, which serves as an identifier for the region.
Inspiration for the new identity came from a series of focus groups and surveys. Local residents, true out-of-state vacationers and partners within the tourism industry in Northeast Tennessee all participated in the research. Brand development and research was conducted by The High Road Agency located in the Tri-Cities.
“Through our analysis, we discovered that many folks grew up in the Northeast Tennessee region, relocated and then moved back to raise their family,” said Alicia Phelps, executive director of Northeast Tennessee Tourism Association. “The participants noted that our outdoor recreation, unique downtowns and the natural beauty attracted them back to their hometowns.”
Other feedback from data also shows that out-of-state travelers selected the Northeast Tennessee region as a destination for its local food and craft beer scene, as well as characteristics like mountains, hiking, fishing, music, and family festivals.
“We started to see keywords pop up with potential visitors in various market segments including history, racing and of course our ties to music as well as the friendliness of the people,” Phelps said. “That’s where we can really incorporate and expand our brand to fit a variety of audiences with our new tagline.”
The special guests at breakfast included Tennessee senators and representatives, as well as staff from the Tennessee Department of Tourist Development and members of Northeast Tennessee Tourism Association. The brand was revealed after Tennessee Commissioner of Tourist Development Kevin Triplett and representatives from each of the counties in Northeast Tennessee presented economic impact reports of tourism figures specific to the region.
“It is really the perfect time to honor Northeast Tennessee with a new look, as our organization celebrates 40 years of serving as a catalyst to enhance economic and community growth through promotion and development of tourism in the region,” Phelps said.
About Northeast Tennessee Tourism Association
Northeast Tennessee Tourism Association, chartered in 1977, is a non-profit tourism promotion and agency that serves and supports Carter, Greene, Hancock, Hawkins, Johnson, Sullivan, Unicoi, and Washington counties, as well as portions of Southwest Virginia. The organization also serves as one of eight statewide regional tourism organizations recognized by Tennessee Department of Tourist Development.
For more information, visit www.northeasttennessee.org or call 423-262-0236.
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