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.
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.
15 Million Impressions
from top outlets, such as the New York Times to USA Today, earned by DCI.
17.9% Increase in Arrivals
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.Dave Santucci Vice President of Marketing Chattanooga Convention and Visitors Bureau