CLIENT
Tennessee Department of Tourist Development
Mark Ezell, Commissioner
Brian Wagner , Assistant Commissioner, Marketing
Nekasha Pratt , Director of Marketing
Amanda Murphy, Director of Communications
AGENCY
Allison Pierce, Executive Creative Director
Jason Cooper , Group Director, Client Engagement
Ryan Simonet, Creative Director
Mars Denton , Sr. Art Director
Nikki Hardin, Director, Strategy & Insights
Randi Cantrell , Copywriter
Harry Kniznik, Associate Creative Director
Jessica Stieben , Account Manager
Stephen Kerry , Associate Creative Director
Ryan Schooley , Director, Technology
Ethan Downing , Sr. Producer
Jenna Pate , Supervisor, Client Engagement
Kelly Price , Associate Connections Director
Ian Cahill, Associate Director of Innovation & Mobility
Plan A Films
Andy O'Neil, Editor
Chusy Jardine , Director
SUMMARY
The state of Tennessee was missing out on the lucrative family travel market that was dominated by well-known, heavily advertised beach destinations and Walt Disney attractions. Instead of trying to show kids would have fun in Tennessee, we proved it. We invented a wearable device that could scientifically measure fun and put it on hundreds of kids at attractions all across the state. Our findings were published on websites parents visited when planning their vacations. The proof paid off, driving an increase in tourism across the state.
