Chattanooga Tourism Company
DCI boosted cultural tourism visitation in Chattanooga by featuring its new Songbirds Guitar Museum. DCI used unique cultural experiences to land stories about Chattanooga in the media.
The Challenge
Chattanooga is surrounded by iconic music cities but remained virtually unknown beyond Glenn Miller’s song “Chattanooga Choo Choo.” DCI was tasked with attracting museum visitors to the city as Tennessee’s next live music destination by marketing its newest tourist attraction, the Songbirds Guitar Museum. Chattanooga needed to elevate its cultural tourism and museum experiences in order to increase its number of tourists.
The Solution
DCI leveraged the voice of Grammy Award–winning country artist Vince Gill, spokesperson for Chattanooga’s Guitar Museum to generate earned media coverage. This partnership with stakeholders underscored the city’s cultural institutions on the music scene and generated positive buzz for Chattanooga’s cultural heritage and the role of museums in the city’s tourism market.
The Results
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from top outlets, such as the New York Times to USA Today, earned by DCI.
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to Chattanooga from DCI’s museum tourism campaign, elevating the city as a tourism destination.
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.
Vice President of Marketing Chattanooga Convention and Visitors Bureau
