Social Media Platform Has Been Successful with Younger Travelers
NASHVILLE, Tenn. – As many as 1.4 million visitors are expected to visit Tennessee this month to view the first total eclipse of the sun in 99 years. Most hotels, resorts and campgrounds in the state’s path of eclipse totality report 100-percent occupancy, with thousands more visitors expected to pack roadways across Tennessee to get the best view. All are advised to take proper precautions when viewing the eclipse.
To engage Tennessee travelers, and particularly younger visitors who may not consume traditional print and broadcast media, and are almost entirely consuming their news and current event information via social media channels, the Tennessee Department of Tourism Development on Monday will publish a series of eclipse-related stories on its Snapchat channel.
The stories will focus on selected destinations and events in the eclipse pathway, and will direct viewers to visit a comprehensive feature article on the Tennessee Tourism website, “Where to Experience the Tennessee Total Solar Eclipse.”
Snapchat, which currently has more than 150 million daily active users worldwide, is an increasingly popular way for younger consumers—those born after 1985—to share news and information about their personal experiences, as well as learn more about destinations, attractions and events.
Since launching its Snapchat channel, “Tennessee,” the Tennessee Department of Tourist Development has promoted videos that have been collectively viewed more than 12 million times.
Tennessee Tourism launched its Snapchat channel in October 2016 with a series of videos featuring music superstar Garth Brooks as he revisited places in Tennessee that helped shape his music and become the first recording artist in history to earn 7 Diamond Certifications from the Recording Industry Association of America (RIAA). Tennessee Snapchat followers were able to watch the stories and download ticket codes to a free sold-out concert, which took place at Nashville’s Ascend Amphitheatre on October 18. The Garth Brooks Snap stories received more than 8 million views.
Tennessee Tourism has used this new audience on Snapchat to showcase attractions across the state including Jack Daniel Distillery, Dollywood, Beale Street and Elvis Week, along with behind-the-scenes profiles on up-and-coming music artists such as Drew Holcomb, Seth Ennis, The Young Fables and Whissell resulting in an additional 2.5 million views.
In May, the Memphis World Championship Barbecue Cooking Contest was the subject of a Snapchat series and contest profiling the Memphis-based barbecue team, Brown Chicken Brown Cow, followed in June by features on Bonnaroo and the Secret City near Oak Ridge. Last week, Tennessee’s stories promoted a special adventure-based day in Chattanooga.
About the Tennessee Department of Tourist Development
The mission of the Tennessee Department of Tourist Development is to motivate travel to and within Tennessee by inspiring enjoyment, creating memories, producing a desire to return, and establishing key, long-term relationships that result in visitors becoming residents. The promise of Tennessee—the birthplace of the blues, bluegrass, country, gospel, soul, rockabilly, and rock ‘n’ roll—is to be the global music destination of choice. To deliver an unparalleled experience of beauty, history, and family adventure, infused with music that creates a vacation that is the “Soundtrack of America. Made in Tennessee.”
Explore more at tnvacation.com and join other Tennessee travelers by following “TNVacation” on Facebook, Twitter, Pinterest, Instagram and YouTube, and “Tennessee” on Snapchat.
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