Dye Makes the Most of Nashville

Dye Van Mol & Lawrence is moving up the country music capital’s advertising charts with a bullet.

The Nashville, Tenn., shop, founded by Hank Dye, John Van Mol and Tom Lawrence in 1980, has five different campaigns under way. Involving some $2 million in billings, the work promotes the city’s phenomenal growth as a corporate, entertainment and tourist venue.

“There are so many new and interesting things going on,” said agency creative director Nelson Eddy. “What we’ve been doing is telling folks about it.”

Dye is now the lead agency for the Grand Ole Opry, the Country Music Hall of Fame and Museum, the Nashville Chamber of Commerce, the city’s Convention and Visitor’s Bureau (shared with Mercatus Communications) and the Frist Center for the Visual Arts.

The agency’s memorable “Ice age” campaign helped introduce the NHL’s Nashville Predators in 1997.

Current print and outdoor work for the Frist Center positions the museum as a place for people to “Connect with art.” The Grand Ole Opry is showcased as a concert hall that encourages fans to get up close and personal with performers.

An offbeat print ad for the Country Music Hall of Fame and Museum uses a World War II Japanese propaganda slogan (“To hell with Roy Acuff!”) to stir up interest.