The Challenge:

Extend the Music City brand beyond country music to all genres, while supporting the mission to drive tourism.

DK’s Role:

Develop a national platform to generate quantifiable awareness with no advertising budget.

Results:

Added more than $2 million in revenue/exposure value over a two-year period through strategic alliances. We created a new Strategic Alliance Platform to generate revenue and offset expenditures in marketing and advertising efforts. For example, through an alliance with XM Satellite Radio, we developed a national monthly radio program called Music City Connection: Heroes Behind the Hits. The program, now entering its third year, features writers of all genres live from Nashville in our iconic “writers in the round” format. Our efforts also led to the creation of groundbreaking programs like the Music City Walk of Fame and the Music City Songwriter Contest.