Tennessee says its new “Soundtrack of America, Made in Tennessee” campaign is paying off

NASHVILLE, Tenn. (WDEF) – Tennessee Governor Bill Haslam announced the results of a return on investment study on the “Soundtrack of America, Made in Tennessee” brand campaign, during a special event at Tennessee Hospitality & Tourism Association’s Day on the Hill.

The new brand campaign was launched approximately 18 months ago.

Strategic Marketing and Research Insights found an 18-to-1 return on investment (ROI.)

State officials say this shows Tennessee is collecting $18 in taxes for every $1 spent on advertising for the new campaign.

“This is great news, not only for our tourism industry but for all Tennesseans,” Haslam said. “An 18-to-1 return on investment is pretty impressive no matter what kind of business you’re in, but when you consider that the national average is only half that, it has an even bigger impact. We are blessed in Tennessee to have an abundance of incredible attractions – our music, our history, our beautiful landscapes and family destinations, and I want to thank our tourism and hospitality industry for their hard work to attract so many people and so much investment from around the world to Tennessee.”