Nashville HQ
For the Love of Tennessee
Singer-Songwriters Drew and Ellie Holcomb Showcase Travel Safety and Write New Music on Epic 1600-Mile Tennessee Road Trip.
The Challenge.
Create a safe tourism experience to drive in-state travel throughout the Fall season via compelling content and talent.
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What We Did.
FlyteVu secured Americana artist Drew Holcomb, his singer/songwriter wife Ellie, and their three young children for a unique 7-day, 1600 mile road-trip across the state. The family explored the natural wonders of Tennessee where social distancing was effortless and expected. Drew and Ellie wrote new music each night around the bonfire, which was licensed and utilized throughout the six-part content series released via @TNVacation on YouTube, Instagram and Facebook. FlyteVu secured press features with Drew including the Tennessean and worked alongside talent and client teams to promote the successful trip.
As an extension of the program, the Holcombs recorded and released two new tracks, “Hey Rivers” and “Feels Like Home”, written during their road trip. TN Tourism licensed the music for multi-year digital and broadcast use.
*Production, content, and creative was handled by VMLY&R.
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The Results.
More than 1600 miles traveled
2 custom songs featured in 6 custom pieces of content
Features with People.com, American Songwriter, the Tennessean and Today in Nashville
Related Work.
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FlyteVu created a TSC TVC featuring Lainey Wilson to air during the highly anticipated season 5 premiere of Yellowstone in an unexpected TikTok-style format.
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