Case Study

Museum Marketing: Chattanooga’s Songbirds Guitar Museum

Tourism

Background

Because Chattanooga is surrounded by iconic music cities but virtually unknown beyond Glenn Miller’s song “Chattanooga Choo Choo,” DCI was tasked with increasing consumer awareness of the city as Tennessee’s next live music destination.

Strategy

Partnered with Grammy Award–winning country artist Vince Gill, spokesperson for Chattanooga’s new Songbirds Guitar Museum, and the museum’s curator to generate top-tier earned media coverage, highlighting the city’s growing live music and entertainment scene.

This is possibly the best placement I’ve ever seen! Perfect article, pitches our newest attraction as the lead and follows with great content about Chattanooga Dave Santucci, Vice President of Marketing for the Chattanooga Convention and Visitors Bureau

Results

  • Generated 15 million earned media impressions through placements in top-tier print and online outlets including the New York Times, People and USA Today.
  • Contributed to a 17.9% increase in arrivals to Chattanooga during the months following the grand opening of Songbirds Guitar Museum in Q1–Q3 2017 versus Q1–Q3 2016.
15M Media Impressions
17.9% Increase in Visitor Arrivals

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