VML, a global marketing agency, on Wednesday announced Tennessee’s Department of Tourist Development has selected VML as its agency of record, awarding a five-year contract for services. VML will focus on driving national and international visitors to the state with services including brand development, strategic planning, marketing services (traditional and digital advertising, database management and public relations), media planning/buying duties as well as website and mobile strategy and development.
Following an extensive review of agencies managed through the state’s RFP process, VML was selected as the new agency of record. VML’s first campaign for the Tennessee will launch this summer.
“We’re are looking forward to this new partnership with VML and excited about the marketing advantages an agency with such extensive global experience brings to the table,” said Commissioner Susan Whitaker, Tennessee Department of Tourist Development. “VML has 24 offices, including seven international offices, and represents clients such as Bridgestone, Gatorade, Southwest Airlines, Wendy’s, and now the Tennessee Department of Tourist Development, their first state tourism account.”
Tourism is Tennessee’s second-largest industry, generating more than $16.2 billion annually in economic impact, and employing 146,200 people.
“Tennessee has become one of the top destinations for travelers seeking a uniquely American experience,” said Jon Cook, CEO and president at VML. “Our team has had the privilege of getting to know the people and places that make Tennessee special, and we are honored and excited to promote Tennessee’s brand of music, hospitality and family experiences to attract even more visitors from around the world.”
The Tennessee Department of Tourist Development is one of three Tennessee-based clients the agency serves. VML also has existing client engagements with Bridgestone Americas, Inc. and the Nashville Convention and Visitors Corp., both based in Nashville. VML’s Nashville office opening is forthcoming.