Justin Lake

Tennessee / Garth Brooks Show

Garth Brooks Celebration Show

Client: Tennessee Department of Tourist Development  / Agency: VML
Awards: 2017 Cannes Lions: Shortlist PR / The One Show: Shortlist / Clio Music: Bronze (2) / The Webby Awards: Nominee

Tennessee was having a hard time attracting millennial tourists. We knew we could reach them on Snapchat but getting them to follow a state tourism account would be tough. So we partnered with Garth Brooks to put on a free celebration show in Nashville, with Snapchat being the only way in. And yeah, it worked. Really, really well.  

Case Study Video

Campaign Results

 Snapchat Stories

We went from 0 to 31,000 followers overnight. With ticket giveaways scheduled randomly over the next 3 weeks, we knew we had an eager and attentive audience. We went all over the state telling the stories behind some of Garth's favorite moments in Tennessee, showing our followers the exact places where each one happened.

NYT Full-page Ad 

GarthinTN.com Website