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Tennessee 225
Tn Department of of Tourist Development
Dolly Parton & the Oak Ridge Boys lend their voices to celebrate Tennessee's 225th birthday
It’s not every day your home state celebrates its 225th birthday and you’re given a blank slate to create a brand identity and communications campaign to represent the stories of the people, places and moments that have shaped Tennessee. In a world that often feels divided, our challenge was to create an experience that resonated with every Tennessean — regardless of demographic or lifestyle. How’d we do it? We asked Dolly Parton to help us out.
Dolly was only the beginning. After she agreed to lend her voice to help launch our Tennessee 225 celebration, we knew we needed a mechanism that allowed Tennesseans to narrate their own piece of state history. We created a set of limited-edition posters, designed by famed music industry illustrator Justin Helton, to highlight the culture and beauty of each Tennessee grand division. Tennesseans were invited to share an untold story and request a poster at landing page. Those story submissions created user-generated content to populate new social channels that were stood up to celebrate 225 years of statehood.
On top of that, we were asked to help kick off a yearlong, 95-county tour with Governor Bill Lee by lending a hand to promote an outside event on the streets of Historic Jonesborough. And guess who decided to join us? The Oak Ridge Boys.
Our team will argue that watching the Oak Ridge Boys sing Elvira to a sea of people in rural Tennessee is the only result that really matters. However, we're quite proud of the reach on earned & social media, too.
Social Media Impressions for #TN225 Within 6 Months
User-Generated Submissions Within 6 Months
Earned Media Value