Tenn. Tourism Turns to Homegrown Talent

ATLANTA Chandler Erlich this week launched its first work for the Tennessee Department of Tourist Development, according to the client.

The Memphis, Tenn., shop won the estimated $4 million account in November and shares media duties with The Buntin Group in Nashville, Tenn. The new campaign features celebrities such as Dolly Parton and Isaac Hayes promoting their home state’s tourist attractions and destinations, the client added.

Chandler Erlich’s “Tennessee, the stage is set for you” campaign consists of print and broadcast ads, according to the state. The shop also redesigned the state department’s logo that includes a spotlight illuminating the new tagline.

The first commercial features Dolly Parton inviting tourists to visit Tennessee attractions such as her own Dollywood theme park and the Grand Ole Opry. The spot was taped at Ryman Auditorium in Nashville. The second ad presents musician and actor Isaac Hayes at the Stax Museum, where he began his career.

“We wanted to take what we are famous for, great music and literal stage venues, and expand that concept to include all that Tennessee has to offer,” said Susan Whitaker, tourism commissioner. “

Department officials are expected to announce additional celebrity spokespersons for the ongoing campaign, according to Mark Thien, director of communications for the department of tourism.

Chandler Erlich said that the campaign began airing this week on local and regional stations. Print ads are currently appearing in the May issues of travel magazines and local newspapers.