MINNEAPOLIS, Minn. – The National Council of State Tourism Directors this week presented the Tennessee Department of Tourist Development with two prestigious Mercury Awards at the U.S. Travel Association’s Educational Seminar for Tourism Organizations held in Minneapolis. ESTO is the largest annual tourism meeting and is attended by both state tourism offices and Convention and Visitors Bureau/Convention and Visitors Commission offices.
TDTD received an award for “Live from Tennessee” in the Digital Campaign category and for “Tennessee Vacation MatchMaker” in the Special Projects category at a gala celebration Tuesday, Aug. 29. The Mercury Awards recognize member organizations for excellence and creative accomplishments in state destination marketing and promotion; and inspire, through showcasing outstanding work, the continued development of imaginative and exciting marketing and promotional programs.
“Live from Tennessee,” a three-night series of interactive live-stream concerts featured four artists beamed via satellite from multiple cities in Tennessee to Congress Park in downtown Chicago via a two-sided digital billboard. The screen showed a live stream of the front and back of the artists, giving the appearance they were actually standing on the sidewalk. Attendees got an intimate concert and could interact with the artists.
The “Tennessee Vacation MatchMaker” digital advertising campaign used pre-roll ads edited in real time to match all the viewer’s online behaviors, likes and interests. The geo-targeting filter even ensured the attractions shown were within driving distance of the viewer’s home, and generated more than 40 million video views and 2.5 million social impressions in four weeks.
“It’s an honor to be recognized by our peers for the hard work and creativity of our team and our marketing partners,” said Commissioner Kevin Triplett, Tennessee Department of Tourist Development. “It’s even more rewarding to know these campaigns were an integral part in Tennessee attracting more than 110 million visitors and generating more than $19.3 billion for the state economy last year.”
The U.S. Travel Association is the national, non-profit organization representing all components of the travel industry that generates $2.3 trillion in economic output and supports 15.3 million jobs. U.S. Travel's mission is to increase travel to and within the United States. For additional information, visit www.ustravel.org.
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