Tourism Ready - Fundamental Tourism Services

SouthCentralTNTourismContinuesto growthankstopartnerslikeyou

I want to extend my heartfelt thanks for being a valued partner of the South Central Tennessee Tourism Association. Year after year, your partnership has enabled us to broaden our focus on DMOs and tourism impact organizations throughout the region. Our mission has always been to build a network of dedicated, focused, and empowered tourism professionals, and together we continue to achieve this goal.

I am excited to share news about our new region-wide strategy, "Tourism Ready." This program will revolutionize how we conduct business and will have unique benefits for different organizations and businesses. The key objective is to unify all our efforts into a seamless network, ensuring we are all moving in the same direction.

One of the most exciting aspects of the Tourism Ready program for chambers, DMOs, and other tourism-related organizations is that it is completely FREE. In the program overview, you will see that our focus is shifting from merely providing topnotch industry tools to actively managing the participation and implementation of those tools. Our mission is to drive economic impact through tourism, and providing the tools alone is not enough. We are committed to partnering with organizations like yours to make these efforts actionable and measurable. We are taking ownership of the impact rather than just hoping to see it grow.

In this guide, you will also find that we have continued to develop and improve our tourism services, striving for effectiveness and precision. We have an exceptional team of professionals ready to elevate tourism in your community. From media development and visuals to program buildout, we are prepared to deliver outstanding results.

Once again, thank you for our continued partnership. I look forward to working with you at an even higher level this year. Here’s to an exciting year in tourism!

Executive Director and CEO

The program was highly successful in select markets, which encouraged us to develop it into a full-time initiative. Now, we are rolling it out across the entire region under the new name "Tourism Ready." The objective remains the same: to equip your membership base with tourism tools that will help their businesses become more tourismready. Additionally, it fosters a more tourism-savvy partnership for your organization and offers a direct benefit to your members.

By participating in the Tourism Ready program, members can access resources and knowledge that will enhance their ability to attract and serve tourists, ultimately contributing to the growth and success of the local tourism industry.

TourismReadyProgramBenefits

Distribution thatmakes Dollars&sense

In the competitive field of travel marketing, it is crucial to make strategic decisions about where promotional materials are distributed. For many years, the indiscriminate placement of travel guides and brochures across Tennessee resulted in substantial quantities of unused stock piling up in remote locations. However, a pivotal shift occurred in 2022 when a targeted distribution strategy was implemented to optimize the placement of these materials based on actual usage and demand.

The findings from this strategic shift were eye-opening. While some areas exhibited a complete turnover of the materials, indicating a 100% demand, other areas saw minimal interest, with less than 5% of materials being used. This insight led to a major overhaul in the distribution approach, focusing on efficiency and effective use of resources.

In 2024, the targeted distribution continues with materials being placed in three state welcome centers — Ardmore, Nickajack, and Smith County — each of which demonstrated full utilization in previous studies Additionally, new tests are underway in Memphis and Chattanooga to evaluate potential in these markets. The distribution network also includes several strategically chosen sites such as the Tennessee Whiskey Trailhead, Natchez Trace Welcome Center, and various regional state parks and welcome centers. These locations are staffed by knowledgeable travel advisors who play a crucial role in ensuring that visitors receive these materials, thereby significantly enhancing the visitor experience.

Moreover, the proliferation of virtual brochure racks has expanded dramatically, now encompassing over 200 locations including hotels, service stations, and other tourist destinations. This integration of physical and digital marketing tools has established these materials as a primary resource for travelers to the region, ensuring that they are not only more widely distributed but also more effectively used.

This refined approach not only maximizes the impact of printed materials but also aligns with modern travel behaviors, ensuring that every brochure serves its purpose: to enhance and extend the visitor's experience in Tennessee.

ExperienceTNTravelGuide

The newly launched Experience Tennessee Travel Guide offers a fresh take on exploring the South Central Tennessee Region through a compelling, narrative-driven approach. Spanning 72 pages, this guide not only delves into the rich tapestry of the area's 13 counties but also provides an immersive exploration of diverse themes. From the craftsmanship of local distilleries and the savory delights of Southern BBQ to the refined tastes of regional wineries and the charm of antique pickin’, the guide covers an array of interests including Civil War history and the scenic Natchez Trace.

What sets this travel guide apart is its innovative integration with Experience Tennessee’s signature Virtual Brochure Rack. This feature offers readers scannable access to detailed travel breakdowns by category and includes links to over 30 online brochures, enhancing the user experience by seamlessly connecting the physical publication with digital resources.

Furthermore, the Experience Tennessee Travel Guide is prominently featured on ExperienceTN.com, providing easy access through a dedicated tab. This digital extension allows for every piece of content, from articles and activations to advertisements, to be interlinked with additional online information, creating a comprehensive travel resource.

This guide aims to transcend the traditional format of travel publications that often focus solely on listings. By offering a guide that is both informative and entertaining, Experience Tennessee is committed to not only guiding tourists but also enriching their travel experience across the region.

May,September,&January

150,000+annualprints

4"X9"sizebooklet

72pages

ClickableDigitalVersion

Mailed:6,000+

Downloads:90,000+

Website:

ArdmoreWc

NickajackWc

SmithCOuntywc

TNWhiskeyTrailhead

NatchezTraceWc

ColumbiaWC

MauryVisitorsCenter

SpringHIllWC

7RegionalStateParks

PrimeLocations

Center

$3,000 Back

SizeBuys

AfterJackTravelersGuide

Each year, over 300,000 visitors flock to the Jack Daniel Distillery, making it a prime destination for whiskey enthusiasts and tourists alike. Located at the heart of this bustling activity is the Tennessee Whiskey Trailhead and Welcome Center, strategically placed in the distillery’s main parking lot. This center, through a unique partnership with Jack Daniel and the Tennessee Whiskey Trail, aims to extend and enhance visitors' stays in Lynchburg and the broader South Central Tennessee region.

To further this goal, the After Jack Travelers Guide serves as an invaluable resource for tourists. Unlike conventional travel guides that are typically used for trip planning, the After Jack Guide is designed to enrich the visitor experience during the trip itself. It encourages travelers to explore beyond the main highways, inviting them to discover the scenic backroads and lesser-known locales on their way to their next destination.

This guide provides preloaded routes and itineraries that introduce travelers to various attractions throughout the region, guiding them at a leisurely pace towards the next urban area of their choice. Maintaining the narrative style of its predecessors, the After Jack Travelers Guide excels in storytelling, a testament to its foundational philosophy. It doesn’t just aim to show places, but to offer a deeper, narrativedriven exploration under the ethos of not just traveling through Tennessee, but experiencing it.

afterjackguidedetails

Printing

May,September,&January

150,000+annualprints

4"X9"sizebooklet upto72pages

ClickableDigitalVersion

Mailed:2,000+

Downloads:50,000+

Website:200,000+ directTabonwebsite onallvbrposters(250+)

PrimeLocations

Distribution

ArdmoreWc

NickajackWc

SmithCOuntywc

TNWhiskeyTrailhead

NatchezTraceWc

ColumbiaWC

MauryVisitorsCenter

SpringHIllWC

7RegionalStateParks

Experience Tennessee

RevolutionizingTourismMarketing:TheEvolutionof

Brochures have long been a cornerstone of tourism marketing, offering visitors tangible insights into destinations. Their enduring popularity is evidenced by robust pick-up and distribution rates not only in our area but across the state and even in places like North Alabama. In an era where digital media dominates, the traditional brochure remains a beloved resource for travelers seeking unique tips and tricks for their journeys.

Recognizing the potential to innovate within this traditional medium, in 2022, our team embarked on a mission to enhance the brochure experience. We aimed to deliver a differential that would not only attract tourists to our brochures but also bridge the gap between physical and digital media. Our philosophy was clear: provide content in the user's preferred format, enabling seamless navigation between mediums.

This approach led to the creation of the Virtual Brochure Rack. This innovative system features over 250 posters annually distributed to a variety of locations including hotels, B&Bs, service stations, attractions, and welcome centers. Each poster displays a series of brochure covers along with a scannable QR code, giving consumers the flexibility to explore experiences digitally. This model was particularly advantageous as creating physical racks across multiple locations would be prohibitively expensive.

The effectiveness of this new model was confirmed with each poster generating an average of 51.5 scans per month, proving that a virtual alternative not only works but thrives. The success of the Virtual Brochure Rack paved the way for further innovations. We now run independent digital and social media campaigns for each guide, offer quick scan magnets in partner lodgings, and maintain virtual brochure landing pages that provide detailed information on selected activities.

Morethanjustabrochure

Additionally, this year we introduced an exciting feature: brochures infused with "Adventure Labs" by Geocaching. These are geofenced, interactive itineraries that turn a simple brochure into an engaging adventure, enhancing the visitor experience and merging physical location with digital interaction.

Through these advancements, brochures have evolved from simple paper handouts to dynamic, integrated elements of our digital strategy, proving that even the most traditional tools can be transformed for the modern age. This blend of old and new ensures that brochures will remain an essential part of tourism marketing for years to come.

layersofmarketing

Traditional Brochure Print & Distribution

Adventure Lab Interactive Brochures

Virtual Brochure Rack Posters throughout the region Brochures on Experience Tennessee App

Virtual Brochure Rack on ExperienceTN.com

Quick Scans Magnets at partnering lodging rooms

Monthly digital and social media campaigns

Features in Experience TN Travel Guide

Features in the After Jack Travelers Guide

Supported by annual blog feature

Supported by at least one Ambassador or Influencer

Printing seasonally

printedasneeded(stocked)

ClickableDigitalVersion

Downloads:

Website:450,000+ onallvbrposters(250+) Distribution

BecomeaTennessean

Spanning a diverse territory from the sublime Sewanee Mountains of the South Cumberland's west to the picturesque Tennessee River, the South Central Tennessee region covers Bedford, Coffee, Franklin, Giles, Hickman, Lawrence, Lewis, Lincoln, Marshall, Maury, Moore, Perry, and Wayne counties. Known for its rustic charm, abundant natural beauty, and vibrant communities, South Central Tennessee is more than a tourism hotspot; it is a place to call home.

While our association has always been committed to promoting tourism, the "Become a Tennessean" program extends our mission to help individuals and families find their forever homes in this captivating region. Our program offers a comprehensive guide to the region, including the housing market, employment opportunities, local schools, healthcare facilities, and other essential resources. Our goal is to make your transition to South Central Tennessee as seamless as possible.

There's a unique charm to South Central Tennessee that can't be replicated elsewhere. If you're intrigued by the prospect of experiencing rural living combined with small-town charm and easy access to big cities, we invite you to consider the "Become a Tennessean" program. Come, experience the hospitality of the South, and make South Central Tennessee your home!

MarketingtheGuide

32 Page 4X9 Booklet with information and data about the South Central Tennessee Region.

13 County Profile Pages

Limited to 13 Ad Pages

Printed Annually - January 1 Distribution

Stocked in all 15 Regional Distribution points

Supplied to Chambers & ECD Offices

Digital Copies emailed by request

Free Copies mailed out by request (less postage)

FundamentalTourismServices

socialmediamanagement

Work with our Director of Social Media and team of industry professionals to develop a social media strategy that moves the needle for your organization. This year all services include a photo shoot and require a minimum paid ad plan.

Billingplans:

$4,750Annually or

$500Monthly

2 Weekly Posts (FB & IG)

$250 Min. Ad Budget

Photo Shoot Included Professional Guidance with monthly reporting

WebsiteDevelopment

Experience Tennessee DMO Websites are key fundamental pieces for DMOs that are in need for a professional online presence. With our trademarked “Tourism Ready” operational system, we are able to deliver quality pages at a fraction of agency costs.

$5,000Buildout

$600AnnualHosting

$600AnnualBasicMaintenance

VIrtualBrochureRackSponsor

The Experience Tennessee Virtual Brochure Rack is a key driver to online information about the regional destinations. From BBQ to Distilleries, Rivers to State Parks, the Virtual Brochure Rack captures the attractions that drive impact and presents them into a digital format with a physical presence needed to capture the eye of the public.

FundamentalTourismServices

PhotoServices

Work with our team of professional staff photographers to deliver the visuals that best represent your community. Each of our photographers are on long term contracts, which allows us to pass the co-op value to your organization.

1Day-$450

2Days-$850

3Days-$1200

Each shoot day consists of 20 edited photos and up to four shot locations.

VideoServices

Video continues to make more and more of an impact on both traditional marketing campaigns and now social media marketing campaigns. This year we are offering co-op plans for both traditional sizzle reel development, and social media reel development.

Services

Narrative based marketing is a staple of Experience Tennessee, telling the story of the South Central region. Work with our outreach team to develop a strategic narrative for your community and support it throughout the year.

Article-$300

FundamentalTourismServices

Geocaching-THejackTrail2.0

One of the most exciting things to happen this year in the world of Geocaching was the launch of The Jack Trail 2.0 across the South Central Tennessee Region. Now all 13 counties are included in this one trail.

Annually:

5locations

Caches can be stuff with local information, stickers, and other marketing materials.

LocalVisitorGuideDevelopment

A community having its own travel guide is truly a differential. But often guides are too expensive or they have to be sold to a level that makes them nothing more than ad guides. Our program allows you to have a real, impactful guide without having to sell out to do so.

$4,500Annually 16PageGuide(4X9)

5,000copiesdistributed 3Adpages

*Our team can handle ad sales for you. 50% of the ad sales will be credited toward the $4,500 DMO purchase price.

LocalBrochure+AdventureLab

One of the more exciting additions to the Experience Tennessee toolkit this year is Adventure Labs. This program, developed by Geocaching, is an app-based program that allows you to build geofenced tours in your community. These are interactive tours that require visitors to be present to take advantage of the program and awards.

$2,000perguide

5,000Copiesdistributed adventurelabappaddition withupto10locallocations

VideoSupportProgram

findingmorereturnonyourinvestment

Over the past couple of years many DMOs in our region have invested into amazing videos that help shape the narrative we are trying to relay to potential visitors. This year we are also offering a new commitment to video development both for our internal marketing plans, and here within the scope of services that we offer.

We are excited to see the video work that will take place in the next year, and we are excited to position ourselves to support that in a number of ways.

First, if you are a customer with us in any way, we are going to share your video inside the Tennessee Whiskey Trailhead and Welcome Center, on a loop. Additionally, we are going to build out one social media campaign per community that has a video ready for publication, or one already completed.

These campaigns will include a paid social media campaign through Experience Tennessee socials, and on our website. We will also be customizing the support for each of these campaigns, based on the content presented in the video.

finding

morereturnonyourinvestment

success in building an Ambassador and Influencer program er 40 itineraries and events, resulting in more than 100 documented trips by influencers and ambassadors.

As we continue to expand this program, we have decided to focus more on an itinerary-based platform, complemented by special events and unique lodging opportunities. These media avenues spark visitor curiosity, often leading them to discover hidden gems within their destinations.

Providing a visual understanding of what someone can experience is invaluable, leading to more frequent, longer, and meaningful visits.

This year, we've streamlined our packages more than in the past two years to ensure we are effective and intentional in the opportunities we pursue with this program.

Ambassador&InfluencerPackages

CenterFold

adsizes

8"X9"

Separatepages

300dpi

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fullpage

4"X9"

300dpi .pngor.jpeg

OtherAdTypes: backcover backinsidecover frontinsidecover pagethree

adsizes

halfpage

4"X4.5"

300dpi

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quarterpage

4"X2.25"

300dpi

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eighthpage

2"X2.25"

300dpi

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