The Tennessee Department of Tourism Development is entering its busiest travel season with a new campaign to protect the health of visitors and residents. The “For the love of Tennessee, travel safe” The initiative reminds residents to play – but play safe – exploring the state’s unparalleled scenic beauty, outdoor activities, urban centers and charming small towns while following key safety guidelines such as than wearing masks, social distancing and disinfection. The campaign, produced in partnership with advertising agency VMLY & R, launched today and will run through December with TV, print, digital, radio and billboard ads showcasing the many ways residents and visitors can travel safely throughout the COVID-19 pandemic.
As part of the campaign, Tennessee natives and singer-songwriters Drew and Ellie Holcomb hit the road on an epic 1,600-mile motorhome ride through the state with their children, exploring hidden gems and natural wonders where social distancing is effortless and expected. Drew and Ellie also wrote new music during the trip, inspired by the sights and sounds of the state, which will be released as part of the campaign. The Holcomb Family Adventures offers safe dining and activities in communities such as Chattanooga, Kingsport, Lynchburg, Memphis, Nashville, Paris, the Smokies and more, several Tennessee State Parks and Obed Wild and Scenic River of American National Park at Wartburg. Their adventures will debut in a 4-part web series starting atWednesday October 21 via @TNvacation on YouTube, Instagram and Facebook. New episodes will start every week. Drew Holcomb and the neighbors song “Tennessee” serves as the soundtrackto one of the few commercials scheduled to air this fall.
“We had the time of our lives teaming up with Tennessee Tourism for a weeklong adventure to highlight the many beautiful destinations to be safely explored. Tennessee has always been my home and now it’s my family. , and I am thrilled for the great memories we will continue to make in this great state, ”said Drew Holcomb.
Tourism in Tennessee was on a record track in the first three months of 2020. The pandemic is the biggest crisis to hit the industry and halted a decade of growth for Tennessee. Travel spending in Tennessee fell 87% in April, according to US Travel, and the industry could experience losses of between 35 and 45% statewide in 2020. As the state begins to record gains as As visitors resume their trips, the recovery is slower in some parts of the country. state.
As the state’s second-largest industry, restoring tourism in a safe manner is essential to restoring the lives and livelihoods of Tennesséens. Income generated by tourism in Tennessee generates jobs, economic growth, and supports essential services like education and health care. In 2019, visitors to Tennessee generated a record $ 23 billion in travel spending and $ 1.92 billion in national and local tax revenues.
In partnership with Governor Bill Lee and the Financial Stimulus Accountability Group, the Tennessee Department of Tourist Development has developed a relief program to directly support tourism through the Federal Coronavirus Relief Fund. To help the industry recover, Tourist Development received $ 25 million in funding from the CARES Act to promote safety and inspire responsible travel. Grants of $ 15 million were awarded to Destination Marketing Organizations (DMOs) in all 95 counties. Additional funds will support Tennessee State Parks and the Tennessee Wildlife Resources Agency.
Follow @TNvacation on social media and share the trip using #madeinTN and #loveofTN, or visit www.fortheloveofTN.com for more details on how to travel safely in Tennessee.