Case Study: Tennessee Department of Tourist Development boosts family travel with VMLY&R’s Tennessee Playcation

Tennessee Department of Tourist Development generates $406.8 million in earned media with VMLY&R

The Tennessee Department of Tourist Development faced a challenge in competing with other U.S. destinations for family travelers, as children are key influencers in vacation decisions. To address this, the agency partnered with vendor VMLY&R on an innovative marketing initiative.

VMLY&R created the "Tennessee Playcation," a toy catalog featuring 39 custom toys modeled after the state's top attractions to bridge play and travel. The solution successfully captured children's imaginations, leading to 30,169 trips booked, 11,190 toys sold, and generating an impressive $406.8 million in earned media, solidifying Tennessee as a top family travel choice.

Tennessee Department of Tourist Development