2014govconfroadmap

2013-2014 TOURISM ROADMAP

Dear Friends in Tourism,

You are a part of one of the most important industries in Tennessee.

Tourism provides jobs. From summer jobs for high school students at Dollywood, part-time ushering work for retirees at the Grand Ole Opry, behind-the-scenes marketing and promotion jobs at CVBs and professional careers at some of Americas most important sites like the National Civil Rights Museum, tourism jobs help thousands of Tennesseans thrive. This past year there were 12 Tennessee counties where domestic travel spending directly supported 1,000 jobs or more. Overall, domestic and international traveler expenditures directly supported 146,200 jobs in Tennessee last year, up 1.6 percent from 2011.

Tourism helps bring tax relief to Tennesseans. With yet another consecutive year of more than $1 billion in state and local sales tax revenue generated, your industry helps provide essential services like education, fire and police protection, and much more, to the citizens of our state.

In 2012, travelers to Tennessee brought a total economic impact of more than $16 billion, a 5.2 percent increase over the previous year. This achievement is possible because of the efforts of the entire tourism industry. Thank you for the hard work you do to make Tennessee the destination of choice for millions of vacationers from around the country and the world.

Your industry has experienced impressive growth and advancement this year. I would like to extend my congratulations to Commissioner Susan Whitaker and her staff as they continue to provide exceptional leadership, working hard and smart on behalf of the entire industry. This year Commissioner Whitaker was named National Tourism Director of the Year by U.S. Travel. Thats great news for our entire team and is representative of her outstanding work in Tennessee and in tourisms national arena.

Special thanks to the Tourism Committee, led by Colin Reed, Ted Miller and Jack Soden, for giving their time and expertise to the process of helping grow Tennessees tourism industry.

This years theme, Back to the Future, resonates with me. Its rewarding to look back and celebrate the accomplishments of the past. But the future is calling. I look forward to seeing tangible results from the increased investment in tourism for FY 2013-14. Im confident tourism is an industry that will always bring a good return on investment.

I appreciate your dedication to tourism in Tennessee. You are our ambassadors of hospitality to the millions who choose to spend their valuable time and money in our state. Thank you for helping to set Tennessee apart as one of the best places in the world to vacation.

Warmest regards,

From the governor

To create and promote travel to and within Tennessee, to develop

programs to encourage and support the growth of the states tourism industry, to

manage a system of welcome centers that provide visitors with a positive impression of Tennessee and to encourage them to extend their stay, all of which contributes to the states economic growth, thereby enriching the quality of life for every Tennessean.

MISSIONOUR

TENNESSEE DEPARTMENT OF TOURIST DEVELOPMENT

GOVERNORS WELCOME

Governors Welcome ..................................... Inside Front CoverCommissioners Welcome ......................................................... 2Tourism Initiatives

Discover Tennessee Trails & Byways ...................................... 4Tennessee Civil War Trail ........................................................ 6Sustainable Tourism ............................................................... 7

Tennessee Welcome Centers .................................................... 8Tourism Marketing Assets

Tennessee Vacation Guide .................................................... 10TNVacation.com ................................................................... 12Social & Email Marketing ..................................................... 13Creative .................................................................................. 15

Marketing AdvertisingMedia Plan Overview ............................................................ 16Atlanta Media Blitz ................................................................ 17National Broadcast Sponsorships ........................................ 18Media Charts ......................................................................... 19Fall Print Non Co-Op ............................................................ 21Fall Print Co-Op ..................................................................... 21Civil War Sesquicentennial Signature Event ....................... 22Digital ..................................................................................... 22

Marketing Public RelationsSnapshot ................................................................................ 23Trip Tales Blog ....................................................................... 24PR Social Media Highlights .................................................. 24FAM Tours .............................................................................. 25Whats New for 2014 .............................................................. 26Media Quotes ........................................................................ 28Kudos ..................................................................................... 29

Marketing SalesObjectives & Strategies ......................................................... 30Trade Shows ........................................................................... 30International Efforts ............................................................. 32Sports ..................................................................................... 33

Tourism Industry TutorialsPartnership Marketing Program .......................................... 35Using the Industry Partner Portal ........................................ 36Editing Your Partner Page ..................................................... 37Adding Your Event ................................................................. 38Adding Your T3 Deals ............................................................ 39Submitting Your Press Release ............................................. 40Updating Your Guide Listing ................................................ 41

Tourism Research2013 Tennessee Tourism Research ....................................... 42Getting to Know the Tennessee Visitor ................................ 44Printed Vacation Guide Requests by Location .................... 45

Department InformationTourism Information and Support ...................................... 46Calendar of Events ................................................................ 47Department Directory .......................................................... 48Organizational Chart .................................. Inside Back Cover

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TABLE OF CONTENTS

COMMISSIONERS WELCOME

Dear Tourism Friends,

This year, the Department continued to focus on our three key metrics for success: More Visitors, Staying Longer and Spending More. I am delighted to report that,

once again, Tennessee tourism has achieved all three of these goals!

Person-stays for Tennessee increased 5.9 percent, our length of stay increased to 2.15 days and our average visitor spending increased by $30 per visit. Combined, these substantial increases led to a total direct economic impact of $16.16 billion for tourism in Tennessee, a 5.2 percent increase over 2011. The increases include both domestic and international visitation, with international travel to Tennessee increasing by 10.4 percent to $497 million.

These numbers speak volumes to the success of our industry, but perhaps even more significant is the visitors perception of Tennessee. We continue to do extremely well in this category with a Satisfaction rating of 8.5 out of 10, higher than the national average. In addition, Tennessees Value rating reached 8.6 out of 10, a major component of selecting a vacation destination. Providing meaningful, enjoyable experiences remains the most important thing our industry can do to transform our visitors into life-long fans of Tennessee Congratulations at making this happen again!

Although heartfelt, a simple Thank you is hardly adequate to express my appreciation to Governor Bill Haslam and the Tennessee General Assembly for their tremendous show of support for our department and the industry. Early in his administration, Governor Haslam demonstrated great faith in tourism by making our non-recurring marketing budget recurring. This year, we have all celebrated the approval of $8 million in additional funds, providing the financial resources to reach new markets that were outside of our traditional marketing footprint.

I would like to thank the leadership and members of the Tennessee Tourism Committee for their enormous contribution of time and expertise, made on behalf of the entire statewide industry. Chairman Colin Reed and his two co-chairs, Ted Miller and Jack Soden, joined the members of the committee and TDTD staff in presenting the Tennessee Tourism Strategic Plan to Governor Haslam in August, where it was very well received. The outcome of these efforts will provide an excellent roadmap for the five key strategic priorities identified by the industry.

With marketing platforms and opportunities changing so quickly, knowledge-driven planning has become more critical than ever. Tennessees tourism industry continues to react quickly with effective, cutting-edge marketing and public relations initiatives.

Tnvacation.com is the lynchpin of the departments programs. From Aug. 1, 2012 to July 31, 2013, the entire tnvacation.com family of sites saw 5.9 million visits

From the commissioner

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The U.S. Travel Associations newly released 2012 Economic Impact of Travel on Tennessee Counties showed Tennessee tourisms total direct economic impact at $16.16 BILLION, an increase of 5.2 percent over 2011. This is the first time we have exceeded $16 billion in economic impact.

For the seventh consecutive year, tourism business generated more than $1 billion in state and local sales taxes, with a 2012 total of $1.24 BILLION.

Of Tennessees 95 counties, 82 saw an increase in expenditures, and 44 counties saw increases in all five categories of economic impact: expenditures, payroll, employment, state tax and local tax.

International visitor spending increased to $497 MILLION, a 10.4 percent increase over 2011, which is consistent with the growth of international travel at 10.7 percent for the U.S.

Thanks to the hard work of our tourism industry, we saw a record-setting 92.05 MILLION person-stays in 2012, a 5.9 percent increase over 2011.

During 2012, domestic and international traveler spending in Tennessee generated nearly 146,200 JOBS, including full-time and seasonal/part-time positions in the state, a 1.6 percent increase over 2011.

On average, every $110,533 spent by domestic and international travelers in Tennessee directly supported one job.

More Visito

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Staying Lon

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Spending M

ore

an increase of over 1 million visitors (or 18 percent) over the same period last year. Visitation to the mobile site also continued to grow rapidly with an increase of more than 65 percent over last year. With the upcoming completion of the sites redesign and change to responsive design, we will have a vastly improved resource for both the industry and potential visitors.

The Discover Tennessee Trails & Byways program made great strides in innovation this year with the rollout of the Trail Toolkit for partners. The Toolkit provided marketing resources for all 16 trail teams, each designed to encourage travelers to get off the beaten path and experience the back roads and rural communities of Tennessee. Nationally, this is one of the most comprehensive trail programs in America.

Interest in Tennessees Civil War Trail program continues to grow with the distribution of more than 1.65 million map-guides to date. Tennessee now has 273 Civil War Trail interpretive markers located in 76 Tennessee counties. During the past year, permanent Civil War exhibits were completed in all of Tennessees Welcome Centers.

October brings us to Chattanooga for the 2013 Sesquicentennial Signature Event and the 150th commemoration of The Battles of Chattanooga and Chickamauga. With thousands of registrations already in from 22 states, two foreign countries, and over 2,000 Tennessee teachers and students, this event promises to have the same tremendous success as the three previous Signature Events in Nashville, Cookeville and Shiloh.

Tennessees presence across the national and international media helped keep us top-of-mind in this media-savvy world. We celebrated with Nashville on their citys selection, by Cond Nast Traveler, as one of five locations in the entire world that you must visit in 2013. On top of this, National Geographic Traveler named Memphis as one of their Top 20 Best in the World 2013 destinations. In celebration of the 10th anniversary of the Stax Museum of American Soul Music, PBS also gave us a living-room seat to

the exceptional program, In Performance at the White House: Memphis Soul. Tennessee music continues to change the world.

Joseph Lenn, executive chef of The Barn at Blackberry Farm, received the prestigious James Beard Award for Best Chef Southeast a first for Tennessee. The James Beard Awards Foundation also presented their Americas Classic Award to Princes Hot Chicken in Nashville. USA Today named Gatlinburg to their Top 10 Best Burghs list, Clarksvilles Rivers & Spires Festival received a Silver Pinnacle Award from the International Festival & Events Association and Huffington Post said Seviervilles Bloomin BBQ & Bluegrass is one of the reasons to visit Tennessee now. Across the state, our industry inspires travelers to come to Tennessee.

Tourism in Tennessee continues to expand and grow with new and exciting options for visitors, including the opening of Discovery Park of America in Union City and the enormous new expansions by two of our world-renowned attractions: Dollywood and Jack Daniel Distillery. These huge investments by private industry signal a confidence in Tennessees future as a place for ongoing growth and success.

It has been my great honor to serve as Tennessees Tourism Commissioner for the past 10 years. Thank you from the bottom of my heart for the partnership we share as an industry. I look forward to celebrating with you a future of remarkable success!

With great admiration,

Susan Whitaker Commissioner, Tennessee Department of Tourist Development

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TOURISM IN IT IAT IVES

EXPLORE TENNESSEES BACK ROADS The Tennessee Department of Tourist Development established the Discover Tennessee Trails & Byways program to extend visitors major-market stays and explore Tennessees back roads. Touching all 95 counties, the 16 extensive pre-planned driving trails integrate portions of the states five National Scenic Byways, strengthening promotion of these established Tennessee treasures.

State tourism marketing generally focuses on our major markets to draw visitors to Tennessee: Memphis, Nashville, Chattanooga, Knoxville and the Great Smoky Mountains area. With the Discover Tennessee Trails & Byways program, we are generating exposure to rural areas of Tennessee, our secondary markets, providing an authentic glimpse into Tennessee life beyond the primary markets, therefore increasing tourism-related economic development statewide.

According to the 2012 Tennessee Travel Barometer report on U.S. Resident Travel, compiled by D.K. Shifflet and Associates Ltd., out of 92.05 million person-stays, visitors to Tennessee spent an average of $131 per person, per day over an average 2.15 nights. If the Trails & Byways program can help drive 10 percent of the total person-stays to stay an additional night, it will equate to an additional $1.2 billion in revenue annually.

In-state travel by Tennessee residents showed a significant increase of 5 percent in 2012. The completion of all 16 Trails & Byways in 2012 provided in-state visitors with day and weekend trip opportunities to uncover hidden gems across Tennessee.

Focusing on an areas total offerings instead of a specific niche, this program creates an experience with something for each target market and audience, highlighting local businesses along the way. This approach encourages neighboring counties to work together to better leverage tourism dollars through partnerships.

The Discover Tennessee Trails & Byways brand is amusement park inspired with names and taglines that embrace the history and culture of each area Walking Tall, White Lightning, The Jack, Ring of Fire, etc. The logo design enhances the name and has a cohesiveness that solidifies program awareness when all 16 logos are represented together.

discover tennessee trails & byways

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See chart on next page for trail names and mileage.

Next Steps:Next Steps:

DTTBTrailToolkitsweredeliveredtotrailleaders/assistants in September 2013. These exciting new toolkits contain the marketing materials necessary to sustain the program, including pull-up banners, tear sheet maps, large and small brochure holders, metal signs, window clings and posters.

Trailpartnershavedevelopeddistributionplans and will hit the road to deliver the new marketing materials to POIs located along each trail.

TDTDwilldeveloptheremaining13appsfor DTTB and will work with trail partners to authenticate the information for each app.

PartnershipMarketingProgramfundsareavailable for trail-related projects. Trail leaders will submit a separate application specific to their trail.

TDTDcontinuestoworkwiththeTennesseeDepartment of Transportation to develop scheduling for the installation of the remaining DTTB signage by Spring 2014.

TDTDsPRofficewillcoordinateamediablitz across the state to communicate the trail opportunities to local media, elected officials and tourism business leaders. This plan will be coordinated with the installation of DTTB signage across the state.

TDTDisreviewingthecurrentbrochureinventory and re-print needs for all 16 trail brochures, as well as the comprehensive DTTB brochure.

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For more information, please contact Patricia Gray at 615-741-9004 or [email protected].

16 TRAILS & 5 NATIONAL SCENIC BYWAYS

trails & byways continued

Total approx. Mileage through all 95 counties: 5,245

5

Great River Road Cotton Junction Walking Tall Tennessee River

240 miles 320 miles 360 miles 347 miles

Old Tennessee Nashvilles Trace Screaming Eagle Ring of FIre


Promised Land The Jack Pie in the Sky Tanasi


Top Secret White Lightning Rocky Top Sunny Side


Woodlands Trace Natchez Trace Cherohala Skyway East TN Crossing

13.5 miles (in TN) 102 miles (in TN) 22.4 miles (in TN) 83 miles

Woodlands Trace National Scenic Byway

Natchez Trace National Scenic Byway

Cherohala Skyway National Scenic Byway

East Tennessee Crossing National

Scenic Byway

5,245

TENNESSEES SUCCESSFUL PROGRAMIn January 2008, the department launched the Tennessee Civil War Trail, part of a multi-state program that identifies, interprets and creates driving tours of both the great campaigns and the lesser-known Civil War sites. The first major marketing piece for the program, the statewide Civil War Trail map-guide, was published in 2010 with an initial printing of 500,000. Due to the high demand, the map-guide was reprinted in 2011, 2012 and 2013 for a total printing of 1.75 million guides, with more than 1.65 million guides distributed to date. The department is on schedule to print an updated map-guide, which will be available Spring 2014.

The success of the Tennessee Civil War Trail program is due largely to the partnership with the Tennessee Civil War National Heritage Area, where under the leadership of Dr. Carroll Van West, Tennessees new State Historian, each marker is vetted for authenticity and edited to meet the multi-state program requirements.

With the support of Governor Haslam, Commissioner John Schroer and our partners in the Tennessee Department of Transportation, Tennessee Tourism has received $2 million in federal enhancement grant funding for Tennessees Civil War Trail program. Tennessee now has 273 newly interpreted Civil War Trail markers in the ground in 76 counties. By the end of 2013, the goal is to locate at least one marker in all 95 counties. The enhancement grant will help fund additional markers by the end of the Civil War Sesquicentennial Commemoration in 2015.

The Tennessee Civil War Trail program will serve as the most important legacy project of the Tennessee Civil War

Sesquicentennial Commission, to continue long after the commemoration of the 150th anniversary of the Civil War.

The advertising plan for the Tennessee Civil War Sesquicentennial is available on the interior advertising media plan foldout.

TENNESSEE CIVIL WAR SESQUICENTENNIAL COMMISSIONThe Tennessee Civil War Sesquicentennial Commission was created to lead the states efforts in commemorating the 150th anniversary of the Civil War. The 24-member Commission, appointed by the Governor, includes Civil War scholars, professors, the state historian, state legislators and tourism professionals, and is co-chaired by Commissioner Susan Whitaker and Dr. Carroll Van West.

The goal of the Commission is to educate the public, promote the commemoration, and preserve the lands and legacies of the Civil War by engaging individuals and communities in an accurate and inclusive portrayal of Tennessees contributions to the Civil War.

Tennessee is the only national heritage area to encompass an entire state. National heritage areas are designated by Congress and defined by the National Park Service as, places... where natural, cultural, historic, and recreational resources combine to form a cohesive, nationally distinctive landscape, which tell nationally important stories and represent the national experience through both physical features and the traditions that have evolved within them.

The Tennessee Civil War National Heritage Area represents a partnership-based effort to preserve, enhance, interpret and promote the legacy of the Civil War and its aftermath in Tennessee. This unique partnership between the department and the Tennessee State Historian and Tennessee Civil War National Heritage Areas Executive Director, Dr. Carroll Van West, continues to position Tennessee as a nationally recognized leader in cultural, historic and sustainable travel.

tennessee civil war trails

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TENNESSEES CIVIL WAR TRAIL MAP-GUIDE CONTINUES TO BE THE MOST REQUESTED MAP-GUIDE IN THE FIVE-STATE CIVIL WAR TRAILS PROGRAM.

tncivilwar150.com

6,047

appapp

civil warcivil war

downloads

AS OF AUG. 2013


The Tennessee Civil War Sesquicentennial Commission will sponsor a series of Sesquicentennial Signature Events, which began in 2010 and will run through 2015. The Sesquicentennial Signature Events have been very successful with more than 13,000 attendees to date.

The 2013 Tennessee Signature Event: Occupation and Liberation will be held Oct. 9-13, 2013 at the Chattanooga Convention Center with attendees from over 22 states and 2 countries. Over 2,000 teachers and students from Tennessee schools are confirmed to attend, with total anticipated attendance of 4,000. The Tennessee Civil War Sesquicentennial Commission is working in partnership with the Tennessee Department of Tourist Development, Tennessee Civil War National Heritage Area, Chattanooga Area Convention & Visitors Bureau, Chickamauga and Chattanooga National Military Park and The Friends of Chickamauga and Chattanooga National Military Park to host the four-day event.

To register for this important event, visit tncivilwar150.com or Email [email protected].

With the support of Governor Haslam, the Tennessee Legislature and multiple state departments, as well as partnerships with the Tennessee Civil War Sesquicentennial Commission, Tennessee Civil War National Heritage Area, Tennessee State Library and Archives, Tennessee State Museum and Nashville Public Television, Tennessee has established a national model to create a sustainable legacy of sesquicentennial projects through the use of public/private partnerships.

TENNESSEE SESQUICENTENNIAL LICENSE PLATEThe Tennessee Civil War Preservation Association (TCWPA) is sponsoring Tennessees official Civil War Sesquicentennial License Plate. Proceeds from the license plate will support Civil War Battlefield Preservation in Tennessee and the Civil War Trail program. TCWPA received the needed 1,000 pre-orders in April 2013.

The 1,000 orders and fees have been sent to the State, and the license plate is in the final phase of testing and production. If you have ordered a Sesquicentennial license plate, you will receive written notice from the State when your plate is ready to be picked up at your local county clerks office. The last of the 1,000 orders were made possible through the generous support of The Trusted Choice Agents of Insurors of Tennessee. On behalf of the department and the Tennessee Civil War Sesquicentennial Commission, we appreciate Insurors of Tennessees support, and you can expect to see Tennessees official Civil War Sesquicentennial license plate on the road very soon!

SUSTAINABLE TOURISM

The Tennessee Department of Tourist Development continues to lead the way in sustainable tourism, working with partners around the state to create an open forum where tourism professionals, hotel and lodging properties, economic developers and environmentalists can work together toward a more sustainable Tennessee.

Visitors are more likely to visit Tennessee to travel for sustainable or eco-travel activities than to other U.S. destinations. This supports the importance of sustainable tourism to our state, as well as our visitors.*

civil war continued

tnvacation.com/sustainable/

tcwpa.org/license-plateORDER NOW

The average party per-trip spending for visitors participating in historic travel in Tennessee is higher than the U.S. average, and Tennessee visitors are more likely than the U.S. average to visit a historic site during their trip.*

Lee Curtis Director of Program Development [email protected] PATRICIA GRAY

Manager of Research & Sustainable Tourism [email protected]

* According to the 2012 Tennessee Visitor Profile, by D.K. Shifflet & Associates Ltd.

OVERVIEWThe Department of Tourist Development operates 14 Welcome Centers statewide, located on all major interstate highway entrances to Tennessee. Thirteen of the centers are open 24 hours a day, 7 days a week. The Welcome Centers serve as a contact point for travelers entering Tennessee from any direction and as a distribution point for information on the states accommodations, restaurants, attractions and events.

Each center is staffed with professional and knowledgeable personnel who assist visitors seeking information and encourage extended travel throughout the state by introducing new and interesting destinations. The centers provide a variety of services to the Tennessee traveler. Each facilitys host or hostess can make statewide reservations for overnight accommodations, restaurants or attractions. The staff can provide travel itineraries via statewide tourism brochures and other travel planning tools.

OBJECTIVES Provide andmaintain a clean and comfortable

environment for travelers to relax and gather tourist information

Maintain a professional and knowledgeable staffto assist visitors and encourage extensive travel throughout the state

Work closely with the travel industry to bettercommunicate the tourism and hospitality opportunities available to the visitor

STRATEGIES Display brochures andTennesseeVacationGuides in

all centers

Provide a variety of tourist information to visitors,including accommodations, restaurants, attractions and events

Plan itineraries andmake reservations for travelers

Continue to stock highway rest areaswith brochures

Maintain communicationwith theTennessee travelindustry to keep collateral up-to-date

Track vehicle counts on amonthly basis to distribute tothe travel industry upon request

Encourage industry partners to exhibit or display theirdestination or attraction in the centers

Reconstruct a newWelcomeCenter at 1-55 ShelbyCounty (Memphis) and construct a new Welcome Center at 1-26 Sullivan County (Kingsport) by the end of 2014

CivilWar interpretive exhibits were installed at allTennessee Welcome Centers as of July 2013

WELCOME CENTER DIRECTORYCentral Office: Pete Rosenboro

Director of Welcome Centers 615-741-9035 [email protected]

Tami Giles Safety Coordinator 615-741-9012 [email protected]

See page 9 for the managers staffing individual locations.

tennessee welcome centers

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Regional Managers:Lee Southard

901-229-1689 [email protected] West (1, 2, 3)

Michael Ross 931-309-7272 [email protected] Middle (4, 5, 6, 8)

Charles Webb 423-280-9557 [email protected] Southeast (7, 9,10)

Laura Munn 423-534-2127 [email protected] Northeast (11, 12, 13, 14)

WELCOME CENTERS

welcome center map

I-55 Shelby Co. (Memphis)Manager: Betty SettlesPhone: 901-543-7628Fax: 901-345-5956Email: [email protected]: 3910 Interstate 55 on

the Mississippi Line Memphis, TN 38116Mailing: P.O. Box 16694

Memphis, TN 38186-0694

The I-55 location is currently closed for reconstruction and will reopen summer 2014.

I-40 Shelby Co. (Memphis) (Open 7 a.m. 10:30 p.m.)

Manager: George StewartPhone: 901-543-6757Fax: 901-543-6324Email: [email protected]: 119 North Riverside Drive Memphis, TN 38103Mailing: 119 North Riverside Drive Memphis, TN 38103

I-155 Dyer Co. (Dyersburg)Manager: Darrell MurrayPhone: 731-286-8323Fax: 731-286-8324Email: [email protected]: I-155 east bound 4 miles

west of Dyersburg Dyersburg, TN 38024Mailing: P.O. Box 84 Dyersburg, TN 38024

I-24 Montgomery Co. (Clarksville)Manager: Don TownsendPhone: 931-648-5509Fax: 931-648-5510Email: [email protected]: I-24 northwest of Nashville

on the Kentucky Line Clarksville, TN 37040Mailing: P.O. Box 30187 Clarksville, TN 37040-0004

I-65 Robertson Co. (Mitchellville)Manager: Sherry StrattonPhone: 615-325-4721Fax: 615-325-7093Email: [email protected]: 6111 Lake Spring Road Portland, TN 37148 Mailing: 6111 Lake Spring Road Portland, TN 37148

I-65 Giles Co. (Ardmore)Manager: Brenda AndersonPhone: 931-468-2654Fax: 931-468-2555Email: [email protected]: I-65 south of Nashville on

the Alabama Line Ardmore, TN 38449Mailing: P.O. Box 1166 Ardmore, TN 38449

I-40 Smith CountyManager: Cynthia JaredPhone: 615-683-6410Fax: 615-683-6553Email: [email protected]: I-40 east of Nashville Carthage, TN 37030Mailing: P.O. Box 11 Buffalo Valley, TN 38548

I-24 Marion Co. (Nickajack)Manager: Renee TrammellPhone: 423-942-0933Fax: 423-942-5724Email: [email protected] Shipping: I-24 west of Chattanooga on

the Alabama Line Jasper, TN 37347Mailing: P.O. Box 518 Jasper, TN 37347

I-24 Hamilton Co (Tiftonia)Manager: Eddie JohnsonPhone: 423-821-2628Fax: 423-821-4895Email: [email protected]: 17180 Interstate 24, EB Chattanooga, TN 37419Mailing: P.O. Box 2037 Chattanooga, TN 37409

I-75 Hamilton Co. (Chattanooga)Manager: Jan ElliottPhone: 423-894-6399Fax: 423-892-7723Email: [email protected]: 100 Interstate 75, Northbound East Ridge, TN 37412Mailing: P.O. Box 9415 East Ridge, TN 37412

I-75 Campbell Co. (Jellico)Manager: Rick ParksPhone: 423-784-5820Fax: 423-784-7738Email: [email protected]: I-75 south on Kentucky Line Jellico, TN 37762Mailing: 16320 Interstate 75 Jellico, TN 37762

I-40 Cocke Co. (Hartford)Manager: Collin WoodyPhone: 423-487-3258Fax: 423-487-3928Email: [email protected]: I-40 SE of Newport on

the North Carolina line Hartford, TN 37753Mailing: P.O. Box 100 Hartford, TN 37753

I-81 Sullivan Co. (Bristol)Manager: Ken OlingerPhone: 423-764-5821Fax: 423-854-5335Email: [email protected]: 10749 Interstate 81,

Southbound Bristol, TN 37620Mailing: P.O. Box 3608 Bristol, TN 37625

I-26 Unicoi Co. (Erwin)Manager: Jackie RainsPhone: 423-743-4146Fax: 423-743-4239Email: [email protected]: 100 Fiddlers Lane Erwin, TN 37650Mailing: 100 Fiddlers Lane Erwin, TN 37650

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DID YOU KNOW? Weprint550,000 copies! Featuring

engaging content and photography showcasing the states awe-inspiring attractions and lesser-known hidden gems, the Official Tennessee Vacation Guide is one of the states most important tourism marketing tools utilized to bring visitors to the state.

87 percent of undecided visitors said they were influenced to visit Tennessee after reading the Tennessee Vacation Guide.

71 percent of visitors said the Tennessee Vacation Guide was important in their decision to visit Tennessee.

TheTennesseeVacationGuideinfluencedvisitorstostay 1.9 days longer on average.

The2013TennesseeVacationGuidewillalsoprovideextensive information about events, maps, music, dining and more!

In 2013, 49 percent of leisure travelers used print resources to assist with their

travel research and planning. State of the American Traveler Jan. 2013

TARGETED DISTRIBUTIONThe Tennessee Vacation Guide is the primary fulfillment piece delivered to highly qualified travelers. This extremely targeted distribution makes it easy for potential visitors to request and receive a guide:

Onlineattnvacation.com

Viaphonewiththetoll-freenumber

Visitorscanalsopickupthe guideatanyofthe14Tennessee Welcome Centers across the state, allowing advertisers to reach visitors once they are in the state.

Theguideisalsodistributedatconsumertravelandgroup tradeshows, which puts advertisers into the hands of key decision-makers.

eGUIDE & iPAD APPIn addition to the 550,000 copies that are printed and distributed, the 2014 Tennessee Vacation Guide will also be available as an enhanced iPad app on iTunes (offering even more content and features than the printed guide) and as an eGuide on tnvacation.com, potentially reaching nearly 5 million visitors a year.

All ads and advertiser listings in the digital versions will link directly to advertisers websites, providing extended visibility and additional high-quality traffic from travelers actively planning a trip to Tennessee.

VACATION GUIDE READERS*

Average Age: 54

Average Travel Party: 2.6 adults

Average Household Income: $56,147

Average Length of Stay: 4.9 days

Average Spend per Day: $377.40

TOP ORIGIN STATES OF READERS**

Florida 7.6%

Ohio 7.1%

Texas 6.7%

Illinois 6.0%

Indiana 5.9%

tennessee vacation guide

I10

TOURISM MARKETING ASSETS

ITS SIMPLE FOR TRAVELERS TO VIEW

THE eGUIDE FROM TNVACATION.COM

OR DOWNLOAD THE INTERACTIVE iPAD APP

OF THE GUIDE FROM THE iTUNES STORE.

ITS SIMPLE FOR TRAVELERS TO VIEW

THE eGUIDE FROM TNVACATION.COM

OR DOWNLOAD THE INTERACTIVE iPAD APP

OF THE GUIDE FROM THE iTUNES STORE.

* 2011 Readership & Conversion Study, Destination Analysts** Tennessee Vacation Guide (print edition) from Jan. 1, 2013 July 15, 2013

TENNESSEE OFFICIAL VACATION GUIDEREADERSHIP & CONVERSION STUDYProduced by Destination Analysts in 2011.

Total economic impact/ROI of guide:

$12,155,070 ROI per guide distributed:

$76.64 Satisfied or Very Satisfiedwith the guide:

96% Visited Tennessee after receiving the guide:

63.6% Undecided travelers whomade the decision to visit

Tennessee after receiving the guide:

86.9% Visitor increased length of stay after receiving the

guide; 1.9 days:

74.6% Incremental trips generated by the guide:

7,196 Average visitor spending per day on incremental trips:

$369.04

TO ADVERTISE IN THE GUIDEPlease contact your destination specialists:

Upper Cumberland and East Tennessee Regions:Mary SteadmanDirect: [email protected]

Middle and West Tennessee Regions:Abbie GristyDirect: [email protected]

vacation guide continued

11

economic impact

of the tennessee

vacation guide:

$12,155,070

*New conversion study will be conducted in 2014.

STATISTICSTravelers are increasingly going online to search for Tennessee travel information, and tnvacation.com continues to provide them with an impressive variety of rich media and robust travel-planning tools to keep them coming back.

FromAug. 1, 2012 to July 31, 2013, all tnvacation.comproperties saw a total of 5.9 million visits, an increase of over 1 million visitors (or 18 percent) over the same period last year.

July 2013was the highest traffickedmonth ever with556,548 visits.

Mobile site visits, fromAug. 1, 2012 to July 31, 2013, areup 65 percent over the same period last year.

TheTennessee State Parks 75th anniversarymicro-sitewon a national Addy award.

NEW ON TNVACATION.COM Redesigned SummerMicro-site relaunched in

responsive web design

Redesigned Fallmicro-site relaunched inresponsive web design

Creation of tnsummer.com landing page for integrationinto a special, limited run summer campaign

More video integration into the tnvacation.comfamily of web sites

COMING SOON TO TNVACATION.COM Comprehensive conversion of an all new

tnvacation.com website to responsive web design

NewContentManagement System (CMS) toaccommodate the responsive design changes

Revampof theHotDeals program, currentlybranded as T3: Tennessee Travel Tuesdays

tnvacation.com

12

Tnvacation.com: top 15 pagesJan. 1, 2013-July 31, 2013

1. Home Page

2. Guide

3. Calendar

4. Attractions

5. Stay

6. Guide/printed

7. Win

8. East

9. Middle

10. Guide/electronic

11. eGuide / 2012-2013

12. Nature Outdoors

13. West

14. Attraction / Festivals Events

15. Music Arts

Tnvacation.com: top 10 vendor pagesJan. 1, 2013-July 31, 2013 1. vendors/dollywood/

2. vendors/lake_winnepesaukah_amusement_park/

3. vendors/great_smoky_mountains_national_park/

4. vendors/the_lost_sea/

5. vendors/tennessee_aquarium/

6. vendors/elvis_presleys_graceland/

7. vendors/ruby_falls/

8. vendors/bell_witch_cave_canoe_rental/

9. vendors/nashville_shores_outdoor_water_park/

10. vendors/amish_country_mall/

Tnvacation.com: top 10 countries of visitationJan. 1, 2013-July 31, 2013 1. United States

2. Canada

3. United Kingdom

4. Germany

5. India

6. Japan

7. Australia

8. China

9. France

10. Italy


SOCIAL MARKETING FY2014 STRATEGY Keepsharingon

Facebook, Twitter, YouTube, Pinterest, Instagram and Google+

Increasefocusoncreating quality content

Createengagingfocused, social-centric contest and giveaways with TDTD partners

FY2014 GOALS Continuetoincrease

fan loyalty and fan page engagement and feedback

Continuetoplanseasonal contests and promote smaller sweepstakes throughout the year

TRIPTALES ContinuetosupportthroughEmailmarketingand

social channels

Seekoutadditionalguestbloggerstoprovidecontent

Gathervideocontent

tnvacation.com continued

13

Tnvacation.com: top 5 referRal sitesJan. 1, 2013-July 31, 2013

1. Google

2. TN.Gov

3. Facebook

4. MyWebSearch

5. Yahoo

Tnvacation.com Stats 2013* 2012** Total Visits (all properties) 3,828,181 3,203,574

Total Visits (tnvacation.com) 3,230,879 2,900,826

Average Daily Visits 15,312 13,694

Page Views 16,487,109 16,553,699

Average Page Views Per Visit 5.43 5.6

*Jan. 1, 2013 July 31, 2013 **Jan. 1, 2012 Dec. 31, 2012 Time on the site and page views continue a very slow slide as the site now presents the content in a quicker and more efficient fashion.

social & EmailFacebook f Logo CMYK / .ai Facebook f Logo CMYK / .ai

ALL TIME BEST 2009-2013 Social Media in Destination Marketing Organizations

Survey produced by Think! Social Media thinksocialmedia.com/tag/how-social-is-your-dmo/

14

EMAIL MARKETING FY2012 HIGHLIGHTS Four customquarterly eNewsletter designs

TheVacationGuide Announcement Emailhad a 65 percent conversion rate resulting in 11,036 Vacation Guide requests

Current database size: 354,629

PARTNER FOCUSED CO-OPeNEWSLETTERS Every article and navigation link is for sale to partners

Full database delivery

Delivered thirdThursday of everymonth(except December and January)

RATESa) Premium Article: 414x227 pixel image with paragraph $2,250

b) c) d) or e) Sponsored Article: 295x175 pixel image with paragraph $1,500

f) Participant Ad: 654x90 pixel image $1,500

g) Featured deals $550

WELCOMETRIGGERS At all digital

collection points

Continue secondtriggered Email to drive conversions

Incorporating new,mobile-responsive design

SEASONALLYFOCUSEDQUARTERLYeNEWSLETTERS Based on seasonal

site design

Full databasedelivery

Incorporating new,mobile-responsive design

social & Email continued

a

b c

d

f

e

g


The Tennessee Department of Tourist Development will continue to utilize the established campaign through Fall and Winter 2013. With each element tailored to the medium and target audience, the campaign captures the energy and excitement of a Tennessee vacation, highlighting all of the Tennessee visitors takeaways adventure, history, music, memories, food and more.

July and August saw the first ever Atlanta market media blitz with a strategic and targeted advertising and public relations campaign capitalizing on the summer travel season. Atlantans were encouraged to make summer last in nearby Tennessee. Utilizing the summer site as the core creative for the campaign and a unique landing page for Atlanta tnsummer.com messaging was extended through social media channels (#makesummerlast), billboard advertising, bus wraps, an Atlanta Braves sponsorship, radio and cinema advertising, as well as digital targets in the Atlanta market via Pandora, Spotify, TravelChannel.com, GACTV.com, Orbitz and MobileFuse just to name a few. The success of the short, focused and intensive campaign affirmed the effectiveness of dominating a market with a carefully-crafted message.

Please see page 17 for campaign overview and results.

NEW FOR 201314Laying claim to the rich musical heritage which draws visitors from around the world, Tennessee will be prominently featured in Oxford Americans award-winning and critically acclaimed 15th Annual Southern Music issue dedicated entirely to the music of Tennessee. The issue will be published in December and packaged with a compilation CD set (a double-disc set for the first time ever!) showcasing the best of Tennessee music, including the music of Memphis, Home of the Blues and Birthplace of Rock n Roll, Music City Nashville, Bristol, the Birthplace of Country Music, and all points in between. The print issue will feature a special editorial section comprised of articles about the artists and songs featured on the Tennessee CD. Upon the issues release, TDTD and Oxford American will partner to hold events throughout the state to celebrate the musical energy of Tennessee.

15

creative

compilation CD set (a double-disc set for the first time ever!) showcasing the

the music of Memphis, Home of the Blues and Birthplace of Rock n Roll,

16

MARKETING OBJECTIVES DriveTennesseeVacationGuiderequests

Drivewebsitetraffictotnvacation.com,tntrailsandbyways.com and tnvacation.coms seasonal websites

DrivetrafficandincreaseengagementwithinTennessees social networks

Driveopt-insforTennesseeTourismpromotionalEmails

DriveinterestintheT3Dealsprogram

MARKETING STRATEGIES StrengthenandcommunicateTennesseesbrand

promise of hospitality through memorable experiences

Strategicallyalignthedepartmentsadvertisingandpublic relations efforts

Leveragemarketingdollarsaseffectivelyaspossiblethrough co-op marketing programs that create and add value for the industry partners

MEDIA STRATEGIES FocusspendonmediablitzinAtlantamarketto

help support the summer season

Continuetoprovidestrongfallco-opsforpartners

OUR TARGET AUDIENCE Averageageismid-to-late40s,slightlyolderthan

average U.S. traveler

Morelikelytovisitviatheirownprivatevehicle

Fewerthan10percentarrivebyanotherform of transportation

Cartravelerscomefromwithin200miles

Differentregionsofthestatedrawfromdifferentareasof the country

MostTennesseetravelersareGenXorBabyBoomer

Averagestayis2days

Majorityoftripsareforleisureorforvisiting friends/family

Slightlymorethan20percentarebusinesstravelers

Only1in5travelpartiesincludeachildunder18

Womenaged25-54

Interestedinnature&outdoors, music and history

LOGO GUIDELINE REFRESHERThe Tennessee Tourism Brandmark is a registered piece of artwork and an important extension of our brand. The lettering, spacing, color and positioning of the brandmark have been carefully and artfully crafted. By utilizing the brandmark in the correct manner, we can ensure that the Tennessee brand becomes a powerful presence in the minds of the general public. When using the Tennessee Tourism brandmark in a layout or a document, be sure to size and place it without altering, breaking or distorting it.

creative continued

MEDIA PLAN OVERVIEW

x

x

xx

Blue indicates Clear Space. It must be kept free of other elements. Grey padding indicates Safe Zone.

Magenta indicates type and element alignment and boundaries.

The minimum required Clear Space is defined by the measurement x (equal to the height of the lowercase letters, known as the x-height).

MARKETING-ADVERTISING

17

SPOT RADIOTrafficandweathersponsorshipsfocusingonahigh

frequency buy.

Spotsranthroughoutprimedrivetimestoreachalargenumber of people in the Atlanta market.

SpotsranthroughouttheentiremonthofJuly.

Radiostationsencompassedavarietyofdifferentformats, including country, adult contemporary, pop and urban contemporary.

PRINTSundayspadeawrapsranintheAtlantaJournal

Constitution. This unique ad size wraps around the front section of the newspaper and allows for maximum visibility and a large amount of content.

Adsranon7/7and7/28.

Deliveredtoatotalcirculationof2.28million.

OUTDOOR BOARDSOutdoorboardsincludedadigitalrotaryprogramon

11 boards through Atlanta and a number of stand-alone boards on both interstate and secondary roads.

Totalof19locations,focusedonthenorthandnortheastside of Atlanta.

Outdoorboardsranfor6weeks,starting7/1.

Generatedover28millionimpressionsoverthe 6 week flight.

THEATER ADVERTISINGRanin10theatersinAtlantaandMarietta.Ran(2)spots

prior to each movie in every theater.

Spotsrantoover368,000monthlymovie-goers,with a total of 6,720 spots aired.

BUS WRAPSBuswrapsranon6buses,outofthePerryGarageonthe

Northeast side of Atlanta.

Generated24.9millionimpressionsoverthecourseofthe 4-week flight.

BRAVES SPONSORSHIPSponsorshipoftheOut-of-TownScoreboardinTurner

Field. A digital board, located above the 755 Club in left field.

Sponsorshipranforahalfinningeachgame,for 16 games between July 1 and August 10.

DISPLAY Selected16mediavendorsbasedonestimatedCTR,

conversion and cost per conversion goal.

Overallthecampaigngenerated113,047,903impressions and an overall CTR of .73 percent which is nearly 400 percent higher than the travel/tourism industry average.

Displaymediagenerated22,134sweepstakesentriesand 747 guide requests.

PAID SEARCH Paidsearchgenerated88,083,633impressionsand

generated 4,710 sweepstake entries and guide requests.

LEAD GENERATION Workedwithonevendortozero-inontheAtlanta

market and generated 1,830 leads.

ATLANTA BLOGGER EVENT OnJuly15theDepartmentofTouristDevelopment

delivered the tastes and sounds of Tennessee to 144 members of the media in Atlanta. Gathered to kick-off the Make Summer Last blogger road trip in partnership with TravelMindset, the media in attendance included writers from online and print lifestyle/travel publications and blogs.

Approximately150tweetswiththehashtag#MakeSummerLast appeared on Twitter during the event reaching over 325,700 people. The hashtag was so popular it was trending on Twitter in the Atlanta region the night of the event.

Overalltheimplicationsoftheeventarecontinuing into the fall with a recent feature in Tastemaker Magazine and expected coverage in Atlanta-based publications in the near future.

TRADITIONAL MEDIA

DIGITAL MEDIA

The 2013 Make Summer Last campaign was a huge success with 417,620 VISITS to summer.tnvacation.com from June 29 Aug. 15, 2013, and a 401,441 visit increase over the same time period in 2012.

Make Summer Last

atlanta media blitz:

18

AMERICANA HONORS & AWARDS SHOW AirsonAXSTV,NPR.org,Sirius/XM,BBC2Radio,nor.organdWSM. There will be an additional 20 broadcast airings over the next year (total of 42 TV spots)

Sponsorshippackageincludescommercialswithinthe programming, presence on-stage at the event and festival, product placement, logos on all advertising and a website presence.

BILL DANCE AirsonNBCSports,Outdoor

Channel and Discoverys Destination America in 2014. The program will air 48 percent more in 2014 than 2013.

NBCSportshasahouseholduniverseof83million,Outdoor Channel reaches approximately 38 million and Destination America is in 70 million homes.

105airingsJanuary-Decemberwith105fifteen-secondin show segments

Sponsorshipalsoincludesbanneradsonthe website, logo on the sponsors page and use of Bill Dances likeness

BLUEGRASS UNDERGROUND Airson328PBSstationsin

137 markets, covering 76 percent of the country.

Airedover7,400times.

Sponsorshipincludes:10secondstills,logo, URL and voiceover.

national broadcast sponsorships

MARKETING-ADVERTISINGDIGITAL MEDIA continued

EMAIL TheMakeSummerLastcampaignimplementedthree

Emails: sweepstakes entry welcome trigger, geo-targeted summer eNewsletter and a lead generation welcome trigger.

27,769Emailsweresentwithanimpressiveopenrateof41.55 percent

ThethreeEmailshadanaverageCTRof17.6percentand generated 652 guide requests.

SOCIAL MEDIA #MakeSummerLast ThecampaigntargetingAtlantahadastrongsocial

media component. With daily posts on Facebook, Twitter, Google+ and Instagram, the hashtag #MakeSummerLast was utilized and followers were directed to TNSummer.com as frequently as possible.

21

AMERICAN ROAD Target:ChroniclesAmericashistoric

highways, events & everything associated with those highways

Circulation:23,500(newsstands,subscription, military bases)

Insertion:Fall2012,Winter2012, Spring 2013, Summer 2013

Added-Value:OnlineandEmailrecognitionassweepstakes sponsor with opt-in leads, downloadable 2-page PDF trip itinerary for contract duration.

Monthly social networking posts on Twitter and Facebook.

PartnerRate:$497 AdSize:1/6page Contact: Becky Repp

877-285-5434 x1 [email protected]

STS FSEXPLORE THE SOUTHEAST(MADDEN) Target:Newspaperreaderswithin

TDTDs target market, interested in travel ideas

Circulation:851,000(distribution in 20 newspapers)

Added-Value:Regionalbonusdistribution in AAA offices, listing with hyperlink on campaigns landing page, individual promotion in the Zine, |sent to 25,000 targeted vacationfun.com subscribers.

PartnerRate:$5,049 Adsize:1/8page Contact: Jason Manges

800-444-8768 [email protected]

OXFORD AMERICAN Target:Literarymagazine,focusingon

the South

Circulation:55,000(57percentofcirculation is in the South)

Insertion:Winter2013,Tennesseemusic issue

Added-Value:Topbanneradonwebsite for month of insertion

PartnerRate:$952 Adsize:1/6page Contact: Ray Wittenberg


THE LOCAL PALATE Target:Culinarymagazine,focusing

on the South

Circulation:140,000 Insertion:October2013 Added-Value:($4,340)Bonus

1/3rd page print ad, eNewsletter sponsorship (25,000 subscribers), Site Leader Board advertisement on TheLocalPalette.com

PartnerRate:$1,400 Adsize:1/6page Contact: Neal DiPentino


fall print NON co-op

fall print co-op

Target:Regionallyfocused,distributedinlocalnewspapers; editorial focuses on people, places and experiences of hometowns across America. Specifically distributed to C & D counties

Circulation:2,218,385(allnewspaperpartnerswithin 250-mile radius of TN)

1xfour-pagepop-upunit

Insertion:Oct.13,2013

Added-value:3XIntegratedcontentintoHappeningseditfeature,3XHappenings StripAds,1XNationalFrontCoverStrip, 1XNationalTN/Seviervillethemed editorial feature

Contact: Frank Zier615-468-6021 [email protected]

AMERICAN PROFILE

22

MARKETING-ADVERTISING

PAID SEARCHInvestinGoogleAdwordstopreserveandbuildour

quality score as Adwords costs continue to increase.

Continuemobile-focusedcampaign.

LEAD GENERATION (PAY-PER-INQUIRY)Focusspendonhistoricallytopperforming

partnerships.

Goalaveragecostperlead:$1.00

MYPOINTSMyPointsisapoints-basedwebsiteinwhichusers

search for offers they are interested in and receive points in return for their interest.

MyPointscandeliverhighvolumeandhasproventodeliver quality leads in the past.

TRAVEL GUIDES FREETravelGuidesFreeisawebsitewhereusersgotogetthe

most up-to-date travel brochures.

Thesearerelativelycheapacquisitionsthatcomeinataconstant volume throughout the year.

TRAVELINFORMATION.COMAwebsitededicatedspecificallytopeoplelookingfor

free travel guides.

Thevolumeonthissiteissmall,buttheacquisitionsarerelatively high.

DISPLAY MEDIAThe 2013-14 Fiscal Year will include a display media campaign focused on the fall season. Over 25 million impressions will be served on display media websites like: Pandora.com, TripAdvisor.com and many others.

digitaldigital

FALL PRINT CO-OP CONTINUED

DISPLAYBanneradswillrun

on American Historys website, Civilwarmonitor.com, Civilwartraveler.org and Civilwar.com

Afreelistinghasbeensubmitted to Chattanooganow.com

Target:Alifestyleguidehighlightingfoods,travel, home & gardens in the South

Circulation:1,315,000(SouthCentral & South Atlantic regions)

Insertion:3xinNov.2013

Added-value:Readerservice,in-bookand online

PartnerRate:$6,193 Adsize:1/6page Contact: Holly Belk


PAID SEARCH GooglekeywordpurchasetospecificallytargettheCivil

War event, 150th event, Sesquicentennial, Chickamauga/Chattanooga event, Civil War reenactment

SOCIAL Thesocialpresencewillincludeplacingbannerads

on Facebook.

OUTDOOR Theoutdoorbuywillincludeplacementof1,024(:10)

second ads per day across 14 billboards.

Boardswillbelocatedout-of-stateinAtlanta,Birminghamand Huntsville, as well as in Chattanooga.

CIVIL WAR SESQUICENTENNIAL SIGNATURE EVENT

Theout-of-statemarketswillreach Labor Day travelers driving through Atlanta to the beach, as well as in-state market for visitors traveling to Chattanooga.

STRATEGYUsebudgetwiselyFindeditoriallyrelevant

environmentIncreasemobilebanner

presence

Focusspending during Fall

Keepratesflatorlowerthan FY 2013

GOALSEstimatedVacation

Guide Downloads: 5,000Estimatedcost-per-

thousand: $7.25

Estimatedclicks:300,000Estimatedclick-through

rate: 1 percent IndustryAverageis

0.13 percent

SOUTHERN LIVING (TRAVEL DIRECTORYTN CO-OP)

23

THE PR STAFF: Interfaceswithmediaonadailybasis,andisthesource

for Tennessee Tourism information

Generatesanddistributespressreleasespertinent toall newsworthy activities for the Department of Tourist Development and manages PR for state tourism events, including Tennessee Trails & Byways, Welcome Center grand openings, Governors Conference, Civil War Trail marker dedications, Civil War Sesquicentennial Signature events, garnering national, regional and statewide results

Pitches,facilitatesanddistributestourism-relatedstories to media editors, reporters, freelance travel writers, bloggers and other association writers throughout the country and around the world

Distributesreleasestoappropriatemedialistsforpartners, via the TDTD News Bureau

Servicesaweeklystatewidetourismroundupmessage,distributing hot travel news to a wide sweep of national, regional and statewide media

UtilizesVocus,theindustryspopularcompletePRmanagement software, to access the most up-to-date media lists while tracking results in this ever-changing media climate

Servesastheconduitbetween the media and tourism industry partners, helping to field media queries and steer researching journalists in the right direction, bringing about positive media results

Impactsmillionsofconsumers through all mediaoutletssocial,online, print, blogs and broadcast

Overseesdesignandcontentwithpublisher MILES of the Official Tennessee Vacation Guide, tourisms call-to-action deliverable across the departments paid media

Manages,writescontentforandeditsindustry eNewsletter Rhythm & News distributed monthly to industry partners, legislators and tourism associates

ManagescontentofonlinePressRoom site

WorkswithParamoretoprovideconsumer messaging for Facebook, Twitter and Tennessee Trip Tales

OverseesTDTD-initiated PR mission, Tennessee Sampler with TDTD sales team

ParticipatesinTravelSouth Showcase, International Pow Wow and SEOPA, conducting meetings with participating journalists

WorkswithGeiger&Associates to coordinate and organize travel-writer tours to Tennessee, showcasing tourism destinations throughout the state to groups of specialized travel journalists

PR snapshot

online, print, blogs and broadcast

MARKETING-PUBLIC RELATIONS

FINELY CURATED TENNESSEE STORIES

Totalpageviews:141,991* Totaluniquepageviews:

118,562* Mostpopulararticles

in order: - Nashville St. Patricks Day - Cool Swimming Holes - Worlds Biggest Fish Fry - Murder Mystery Express - Rock Island State Park - Loretta Lynns Ranch - Cummins Falls State Park - Fall Foliage - Longest Yard Sale - Waterfalls

*July 1, 2012 June 30 2013

TWITTER: @tntravelnews Targetedtotraveljournalists

Increasedfollowersfrom206 to 501 Approximately1,200 tweets in FY 12-13

TOP FOLLOWERS: @tntravelnews KariAstridHaugeto150,162 DavesTravelCorner90,269 SebastianCanaves16,271 SusanFarewell8,376 Ryan@Treksplorer5,926 NTA4,628

INFLUENTIAL TWEETERS: Tweeters who have retweeted or written articles about Tennessee as a result of tweets.

@TNNewsWire

@ExploreKC

@GroupTourMedia

@Trekaroo

@DiscoverUSACA

24

pr SOCIAL MEDIA

highlights

TENNESSEE TRIP

TALES BLOG


25

2012 TOP OUTLETS BY NEWS ARTICLES1. Chattanoogan 2. PR Web 3. The Daily News Journal 4. Claiborne Progress 5. WLTZ-TV

TDTD SERVICED 410 PRESS RELEASES VIA VOCUS IN FY 2012-2013

TOP 10 STATES BY NEWS COVERED

ARTICLES BY TOP DMA

FY2012-13 TRIPSWestTennesseeOct.1620,2012 SmokyMountainsNov.611,2012 SoutheastTennesseeApril27May1,2013 Nashville&PointsNorthMay38,2013

FY2012-13 TRIPS NortheastTennesseeOct.2227,2013 Nashville&PointsSouthNov.1217,2013 OutdoorAdventure,BigSouthForkRegion March1822,2014 WestTennesseeApril29May4,2014

2012-13 HEADLINES & HIGHLIGHTS

pr news bureau

dashboard TDTD Fam tours

6. The Tennessean 7. WBCB- TV 8. Digital Journal 9. WDRB-TV 10.WLAX-TV

TennesseeCaliforniaOhioMichiganVirginiaPennsylvaniaOklahomaGeorgiaTexasWisconsinOther states combinedWeb-based

July 1, 2012 to June 30, 2013


July 1, 2012 to June 30, 2013


July 1, 2012 to June 30, 2013


July 1, 2012 to June 30, 2013

Chattanooga, TNKnoxville, TN NationalColumbus, GAPhoenix, AZ Richmond, VA

Nashville, TN

Roanoke, VASalisbury, MDSan Diego, CA

A Ghost, Dolly Parton and the Charms of Chattanooga Huffingtonpost.com, Jan. 2013

Chattanooga: The start of the Cherokee Trail of Tears Washingtontimes.com, Feb. 2013

Visiting a Novel in the Smokies Military Officer, March 2013

Johnny Cash Museum Opens in Nashville Dallas Morning News, May 2013

On the White Lightning Trail Atlanta Journal Constitution, June 17, 2012

Kirk Whalems Memphis AAA Home & Away, May/June 2013

The Impulsive Traveler: Tennessees Cumberland Plateau is So Cool The Washington Post, July 29, 2012

Scouting the Cumberland Highlands Rider Magazine, Nov. 2012

Water Over Rocks Canadian Geographic Travel, Winter 2012

Out & About Wrap Artists AAA Texas Journey, July/Aug. 2013

Trekking Through West Tennessee Philadelphia Sun, Dec. 16, 2012

Memphis Soul Music City, USA Pathfinders, Spring 2013

Touring Southwest Tennessee American Iron Magazine, March 2013

Rockin Around Memphis AAA Journey, March/April 2013

145,730,320 TOTAL CIRCULATION FOR FY 2012-13 FROM TRAVEL WRITER FAMS

BRISTOL: The Birthplace of Country Music Museum will open in downtown Bristol. The facility will house the Birthplace of Country Music operations, including the museum, educational programs, and artistic programming. The 24,000-square-foot facility will serve as a major tourist destination for the region.

CARROLL COUNTY: Carroll County Thousand Acre Recreation Lake. Fishing, water enthusiasts, boating, beaches and picnicking. Located on Hwy. 22 between McKenzie and Huntingdon.

CHATTANOOGA: The Tennessee Aquariums new otter exhibit will draw guests into the fascinating world of North Americas most engaging mammals. A raft of six frisky otters appears throughout the day, thrilling guests with their playful antics.

Guests are taken on a culinary adventure with EATS Food Tours throughout downtown aboard the double decker bus. They will get to experience Chattanoogas local food and drink scene at many of downtowns mostpopularrestaurantsElemental, 212 Market, The Meeting Place, Easy Bistro, Alleia, Fork & Pie, Flying Squirrel, Urban Stack, Local 191 and Back Inn Caf.

Lake Winnepesaukahs New 5-Acre Waterpark SOAK Ya! is a multi-million dollar, five-acre waterpark that will be located on the West side of the park and will feature a lazy river, wave lagoon, flume body slides, enclosed tube slides, side-by-side racer slides and a splash park for toddlers.

The Block, a $4 million, 25,000 square-foot climbing gym featuring Rock Creek Outfitters, will open downtown and brings High Point Climbing and Fitness, including a 40 ft. high indoor climbing/bouldering wall.

Scenic City Roots is a monthly concert series thats recorded live from Track 29 once a month. Each show features four acts, including an artist from Chattanooga. The two-hour show is streamed online in high definition each month and airs on PBS stations throughout the state of Tennessee.

CLARKSVILLE: The Heroes, Hometowns & Legends special group tour package will highlight the areas destinations and boasts concerts by country music legends Lee Greenwood and Loretta Lynn.

Visit Clarksville, a new, user-friendly mobile app complete with full restaurant, shopping and hotel listings, GPS mapping and rotating special event information has been launched.

A community-driven run-bike-run Duathlon will take place in the Spring of 2014 and will span the scenic

landscape of the Clarksville countryside, supporting the Dream Factory and other local charities.

COLUMBIA: Historic Variety Record Lounge reopens under new owners who are bringing vinyl back to a new generation. Described as a listening lounge, the site also will sell vintage furniture, turntables and accessories.

COOKEVILLE: Saltbox Inn, a wedding, reception, and special event venue, offers lodging for casual tourists or romantic getaways, and features four guest suites, landscaped gardens, spacious lawns, a large swimming pool and lovely patios.

CULLEOKA: Walnut Hill House B&B is a renovated 1908 Victorian house that blends classic with contemporary style.

CUMBERLAND GAP: Pineapple Tearoom opened July 2013 and serves homemade meals in an atmosphere of the areas historical past.

GATLINBURG: Rocky Top Sports World, the countrys newest sports tournament destination facility, will open in May 2014 as the best-in-class indoor/outdoor sports complex in the U.S. The 80-acre facility will feature seven outdoor turf fields and a total of ten hardwood basketball courts, six of which will be in a new state-of-the-art indoor court facility.

GRAINGER COUNTY: Civil War Trail markers have been erected near the Grainger County High School at Bowman Road and Blaine City Hall to mark locations of battles, and at the Gertrude Janeway cabin designating the home of the last Civil War widow.

HURRICANE MILLS: At Loretta Lynns Ranch a ghost tour of the plantation house has been launched and the American Classic Rodeo will become an annual event.

KNOXVILLE: In May 2014, internationally renowned artist Richard Jolley will bring to the Knoxville Museum of Art an unrivaled artistic vision and an incredible feat of engineering in the form of nearly eight tons of gorgeous, hand-sculpted glass. The largest glass installation in the world, the exhibit will be called the Cycle of Life.

Knoxville will host the Medal of Honor Convention Sept. 9-13, 2014.

The new Tennessean Hotel will open next to the Knoxville Convention Center in 2014.

26

what,s new 2014


27

MCKENZIE: Southern Fried and Sweet Tea Festival is now an annual event held in August.

MEMPHIS: 60th Anniversary of Rock n Roll commemorates the moment Dewy Phillips first played Elvis Thats All Right Mama, across the airwaves of WHBQ radio and Rock n Roll was born. This year-long celebration will showcase a variety of events, including a special kick-off with the New Years Eve Hard Rock Caf Guitar Drop, Gracelands celebration for Elvis birthday, EPEsnationaltouroftheElvisPresleyOnStagemusical experience, a global celebration on July 5 at Sun Studio and much more.

Located at the foot of historic Beale Street, the Beale Street Landing will be the premier venue for all riverfront activities, including daily riverboat cruises and overnight steamboat cruises, a riverboat gift shop and a venue for special riverside events.

Welcome Fisherman, Hunters and Other Liars Visitors to the new Bass Pro Shops Outdoor World will be greeted by the message as they enter this new, state-of-the-art outdoor retail mecca late 2014 located in the former Pyramid arena of Downtown Memphis. The site features 200,000 square feet of retail space, 50 to 60 log cabin-style hotel rooms, a restaurant, bowling alley, observation deck and zip lining.

After a $27 million renovation, the National Civil Rights Museum at the Lorraine Motel will reopen its main exhibition with state-of-the-art upgrades and electronic enhancements. The Lorraine Motel is famously known as the spot where Dr. Martin Luther King Jr. was assassinated on April 4, 1968.

New restaurant openings include The Second Line, the brainchild of Chef Kelly English, located next door to its older sister, Restaurant Iris in Midtown Memphis. Sweet Noshings is a new, local candy shop, opening in Overton Square that offers a variety of sweets including candy, cookies, cake, granola, chocolate and coffee.

NASHVILLE: Grand Ole Opry House Post-Show Tours feature video host Darius Rucker showcasing what happens backstage during an Opry performance.

The Nashville Municipal Auditorium is the new home to the Musicians Hall of Fame and Museum, which honors musicians from stars to studio players that represent all genres of music, from Hank Williams Sr. to The Red Hot Chili Peppers, Motown to Southern Rock.

Currently home to the largest collection of country music artifacts in the world, the 140,000 square-foot

Country Music Hall of Fame and Museum will receive a 220,000-square-foot, $75 million expansion, more than double the size, scheduled to open spring 2014. The expansion will connect to the new Omni Nashville Hotel and will be the new home of Nashvilles famed Hatch Show Print.

New restaurants Music City Tippler, The Kitchen at 404 and Josephine will open in Nashville. Husk Nashville opened in June 2013. Home to nine breweries, Nashville will soon add Tennessee Brew Works to the lineup.

OAK RIDGE: Adventures Outdoors, a kayak, trike and bike rental company located along Melton Hill Lake, provides hourly, half day and full day gear rental.

OVERTON COUNTY: Common Ground, a new gourmet coffee shop with organic and locally-roasted coffee and other tasty treats, as well as a live music venue is now open.

Deep Valley RV Park & Campground, a new campground with swimming pool, rustic cabin, bike & walking trails, and much more is now open.

PIGEON FORGE: The LeConte Center is the citys $45 million events center. Its largest component is a 100,500-square-foot hall that can be configured to seat more than 12,000 for concert performances. The National Quartet Convention is moving to Tennessee because of the LeConte Center at Pigeon Forge, which will also house city-run events such as Wilderness Wildlife Week, Saddle Up and A Mountain Quilt fest.

FireCatcher Express, a family friendly rollercoaster that launches both forwards and backwards, is the new major attraction at Dollywood for the 2014 season, which opens in March. It is the first component of a $300 million investment commitment Dollywood has made for the next decade. The 300-room DreamMore Resort is under construction for a 2015 opening.

The Island in Pigeon Forge is an 18-acre complex of retail, attraction, lodging and dining businesses and features the Great Smoky Mountain Wheel. A Jimmy Buffett Margaritaville Restaurant is slated to open in February 2014.

POTTSVILLE: The Joey and Rory Farmhouse Series takes place at the 1870s home site. Attendees can enjoy musical performances from Joey and Rory, as well as other artists, in the intimate setting of a converted barn.

SEVIERVILLE: Wilderness at the Smokies expands with an Adventure Forest family adventure center and an expansion of the Wild Waterdome indoor waterpark.

Whats new continued

SUMNER COUNTY: The First Owen Bradley Music Festival has been launched in Woodland Park in Westmoreland. The festival is designed to acknowledge the role of Bradley as a producer of legendary entertainers such as Loretta Lynn, Patsy Cline, Brenda Lee, Conway Twitty and Kitty Wells.

TAZEWELL: Jimmys Place Restaurant and General Store opened Spring 2013. Located at Norris Landing Marina, it offers boat docking for restaurant visitors who arrive from any point on Norris Lake.

UNION CITY: Discovery Park will open November 2013 and will offer visitors a world-class educational and entertainment experience. The 50-acre complex features more than 70,000 square feet of exhibits focused on nature, science, technology, history and art.

WALLAND: Blackberry Farm will add a wellness and spa facility set to open June 2014. A new cheese maker has been hired and will launch three new cheeses in the coming months.

WILSON COUNTY: Avas Splash Pad in Mt. Juliet opened in July 2013 and features an almost 4,000 square foot splash pad, the largest in the Southeast with misters, sprayers, geysers and more.

Castle Heights Museum will open in the 101-year-old Castle Heights Library on the Castle Heights Military Academy campus in Lebanon.

Capitol Theatre has been restored and opened May 2013 on the Historic Lebanon Square.

What's new continued

media quotes

BEST ATTRACTIONS BETWEEN DETROIT AND ATLANTA Ellen Creager, USA Today

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The family-friendly atmosphere of the Wilderness at the Smokies amazed the three of us, and we will definitely be returning. The food, water parks, and other attractions make it a worthwhile stop while on our family mini-cation. Southern Girl Ramblings blog

I was lucky enough to spend a few days at Blackberry Farm last fall, and (Chef Joseph) Lenns creamy Anson Mills grits with pickled ramps, crisp Bentons country ham, and ramp sabayon was the best dish I ate in 2012, Adam Rapoport, Editor in Chief, Bon Appetit

With an ever-changing line-up that blends together past, present and future stars, you can be guaranteed each Grand Ole Opry show is one-of-a-kind. Great American Country Television

With a strong Southern food identity and a bevy of nearby farms, all Nashville needed to become a red-hot culinary destinationwasadoseofinnovationandithas arrived. Travel + Leisure

It is rare to see a business so centered around family, and I think that is part of what makes The Brooks Shaws Old Country Store such a special place. The Shaws will always make you feel like one of the family! Hello-Jackson blog

Amqui Train Stations platform in Madison set out to find spots within the city limits that offer a respite from city life. These places rarely see the crowds that can pack Radnor Lake or Centennial Park on the weekends. Oh, and theres no cover charge or parking fee. The Nashville City Paper

It may be the historic birthplace of blues, barbecue and rock nrollbut suddenly, everything old is new again in Memphis, Tennessee. Nestled next to the mighty Mississippi River, this mid-Southern city has become a hotbed of culture that seamlessly blends history with whats hot in the culinary, art and music scenes. 48 Hours in Memphis, Fodors January 2013

The Tennessee Aquarium was selected as one of the Top 10 Museums, Zoos & Aquariums in the U.S. as voted on by real families. Family Fun Magazine

Knoxville has been quietly turning its downtown warehouses into hipster bars and boutiques, repurposing its historic buildings, and cultivating its Appalachian roots. It was local before local was cool, and the national media, from the New York Times to Garden & Gun, have taken notice. Atlanta Magazine

This is the Holy Grail,where it (music) was first recorded, right here in this town (Bristol), in 1927. Vince Gill

Pigeon Forge, located on Great Smoky Mountains National Parks Tennessee doorstep, is a memory-making machine for families. The Blue Ridge Digest

Now in its ninth year, Jammin at Hippie Jacks represents itself as a bastion of Americana. What makes the weekend festival in Crawford, TN notable is the high quality of quasi-Americana artists it attracts. Nashville Scene Critics Pick


Bristol: Best Tennessee Towns to Raise A Family NerdWallet.com

Chattanooga: Tennessee AquariumRatedTheBestAquarium in America for overall visitor satisfaction IMPACTS Research Survey

Clarksville: Rivers & Spires FestivalSilverPinnacleAward International Festival & Events Association

Cookeville: Cummins FallsTop12ofAmericasBestSwimming Holes Travel + Leisure; 13 Beautiful Natural SwimmingHolesAroundtheU.S.Fox News;

Dale Hollow LakeBestHouseBoatingLakeontheContinentPickaSlip

Gatlinburg: TenBestDestinationsforTeens10 Best Readers Choice by USA Today; Top 10 Best Burghs USA Today; Gatlinburg Convention Center 101LargestExpoHallsintheSouthfor2014 ConventionSouth Magazine

Jefferson County: Douglas LakeTop100BestBassLakes Bass Masters

Knoxville: Americas Most Romantic City Amazon.com; Top 3 Best Big Cities in the Southeast Blue Ridge Country Magazine; The International Biscuit Festival#1FoodFestivalinthe U.S. Livability.com

Memphis: Best Trips of 2013 National Geographic; 20 Best Travel Destinations for 2013 MSN Living; Best BBQ Cities in America Food & Wine; The Peabody MemphisAmericas100BestWineRestaurants Wine Enthusiast Magazine

Nashville: One of the Top 5 Cities in the World to Visit in 2013 Cond Nast Traveler; Top 10 Best Budget Destinations in 2013 Budget Travel; Grand Ole OpryGrandOleOpryMarketingwinsSocialMediaIconAwardPR News Princes Hot Chicken ShackReceivedanAmericanClassicAward from the prestigious James Beard Foundation

Oak Ridge: Secret City Festival: Top 100 Event American Bus Association; Gold Kaleidoscope Award for Best Website Southeast Festivals and Events Association

Rutherford County: Top 25 Where the Jobs Are CNN Money

Sevierville: Wilderness at the Smokies Toppickon Splash-tastic Indoor Waterparks list MSN.com; Bloomin BBQ & Bluegrass FestivaloftheYear Southeast Tourism Society; One of the Reasons to Visit Tennessee Now Huffington Post

Spring Hill: Top 50 Best Places to Live in 2013: Americas Best Small Towns CNN Money Magazine

Stinking Creek Road: Named one of the prettiest landscapestretchesEllen Creager, USA Today

Walland: Blackberry Farm Joseph Lenn, Executive Chef of the Barn named Best Chef Southeast James Beard Awards Foundation

kudos

Gold Kaleidoscope Award

Festivals and Events Association

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The Sales division for Tennessee Department of Tourist Development is responsible for the planning and implementing of programs targeting the travel industrys group and leisure sales market. Those targeted include domestic and international group tour companies, AAA, travel agents, the leisure travel market and other tourism organizations that influence travel to Tennessee. The division continually strives to serve as a facilitator for sales efforts with state sales partners, working as a team with these experts, as well as regional and national tourism organizations, to increase visitation from the travel industry market.

OBJECTIVES IncreasevisitationandeconomicimpacttoTennessee

through group efforts and leisure travelers, both domestic and international.

Educateandmotivatethepotentialgroupandleisuretravel consumer on Tennessee vacation offerings.

Listentoandunderstandtheneedsofourclientsanddevelop good relationships with our group consumers.

BetterutilizeeffortsandresourceswithinTennesseestourism sales partners.

Strengthencommunicationandopportunitiesbyserving as a liaison, when needed, between potential group consumers and partners.

Ensurethatbudgeteddollarsareutilizedwellbyparticipating in strong ROI opportunities.

STRATEGIES Meetwithanddistributecollateralmaterialtotravel

counselors and agents for updates, reference, and distribution, and develop promotional opportunities

(i.e., trivia contests, counselor training, etc.) to further strengthen the Tennessee brand.

Participateinsalesopportunities,suchassalesmissionsand industry/consumer trade shows, that provide a strong return on investment.

AssistinhostingAAAfamiliarization(FAM)tourswithTennessee CVBs and other partners.

EstablishongoingcommunicationwithAAA,touroperators and other group consumers.

Maintainandupdateastronggroupconsumerdatabase list.

Planandfacilitategroupinitiativesfortourismsalespartners, forming committees for involvement when needed.

Participateinappropriatetradeshowsanddetermineeffective ways to coordinate efforts, promote the brand, and properly prepare and follow up with sales appointments.

Beastrongpartnerwithtravelorganizations, such as Travel South USA, Southeast Tourism Society, U.S. Travel Association, American Bus Association, National Tour Association, Student Youth Travel Association, Travel Alliance Partners, and Tennessee Motor Coach Association.

AssistwithhostingFAMtourstoTennesseefortravelindustry and media.

Workwithpartnerstocross-promoteotherTennesseeareas, when possible, to groups.

ProvidequalifiedleadstoourTennesseetourism sales partners.

Maintainandupdategroupsalessectionon tnvacation.com, providing a convenience for potential group consumers.

SALES: Objectives & Strategies

STUDENT YOUTH TRAVEL ASSOCIATIONSYTA Convention Aug. 2327, 2013 Los Angeles, CA | syta.org

As the authority on promoting student and youth travel, SYTA seeks to foster integrity and professionalism among student and youth travel service providers. At SYTAs conference, suppliers obtain appointments with tour operators with the opportunity to sell their destination.

THE MIDWEST CLINIC: INTERNATIONAL BAND & ORCHESTRA CONFERENCE

Dec. 1821, 2013 Chicago, IL | midwestclinic.org

The annual Midwest Clinic Conference serves a unique and important gathering of grade school and collegiate band and orchestra teachers, administrators, and instrumental music administrators who are looking for group tour destinations across the country to conduct

trade shows

MARKETING-SALES

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their music programs and events. Attendance at this event ensures that Tennessees partners will gain maximum exposure to these important planners and administrators, looking for opportunities that naturally align with the incomparable musical heritage and offerings inherent in our state.

AMERICAN BUS ASSOCIATIONABA Marketplace Jan. 1115, 2014 Nashville, TN | buses.org

One of the strongest shows in the business, ABA Marketplace, provides business appointments between prescreened and qualified buyers and sellers of group travel products. In addition to appointment opportunities, ABA Marketplace provides informal networking opportunities, innovative tools for business development and research, and professional educational opportunities.

Tourism partners: The state will have two books of appointments, and plans to host an organized Tennessee dinner for the dine-around night. Stay tuned for info or contact Bennjin Lao at [email protected].

TENNESSEE MOTOR COACH ASSOCIATIONTMCA Convention & Marketplace Jan. 2729, 2014 Pigeon Forge, TN | tnmca.net

TMCA includes 30 motor coach operator members representing more than 600 Tennessee coaches and 18 affiliated operators from the eight bordering states. Associate membership has grown to more than 290 industry-related companies/organizations from across the U.S. and Canada. Each year, members meet for this convention, sharing ideas and building relationships with operators and suppliers.

NATIONAL TOUR ASSOCIATIONTravel Exchange NTA Convention + UMA Motorcoach EXPO Feb. 1620, 2014 Los Angeles, CA | ntaonline.com

The annual NTA Convention offers a forum consisting of prescheduled business appointments with tour operators, informal networking opportunities and educational seminars to assist your efforts in selling your destination. For 2014, NTA will again be combining their

annual Convention with that of the United Motorcoach Associations annual Expo, with a membership consisting of equipment manufacturers and operators. This will give a travel industry event like no other, putting the full spectrum of North American travel buyers and sellers on the same floor.

TRAVEL SOUTH USATravel South Showcase Feb. 2326, 2014 Charleston, WV | travelsouthusa.org

Travel South USA is a regional partnership that serves as an information source for tour operators, retail travel agents, journalists, and other travel professionals, promoting travel to and within Alabama, Arkansas, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia, and West Virginia. Travel South Showcase is the only regional Marketplace focused solely on the cultural, musical, artistic and culinary heritage of the South. At Showcase, we are planning action-oriented meetings, networking opportunities and unforgettable events all wrapped in a unique package of southern hospitality.

Tennessee will be helping to coordinate a Post-FAM tour followingthe2014ShowcaseinCharlestontopassthrough the Bristol area and showcase some of the best that Northeast Tennessee has to offer.

BANK TRAVEL Bank Travel Conference March 30April 1, 2014 Huntsville, AL | banktravel.com

BankTravel is the nations leading organization of Bank Loyalty Program Directors, serving 3,000 banks and financial institutions nationwide with information on building and growing loyalty programs. It is a membership organization for Bank Loyalty Program Directors and for the travel industry interested in reaching them. BankTravel promises to lead this new generation to the forefront of the travel industry and does exactly as the name implies; network you with Bank Loyalty Program Directors nationwide.

trade shows continued

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TENNESSEE SAMPLER EXPRESSContinuing with the grassroots and economical approach to Tennessee Sampler Express missions from the last several years, we organized the 2013 Express mission with participation from over 30 Tennessee tourism partners and six TDTD staff members conducting Sales and PR meetings. Divided into ten teams, meetings were held i

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