TARGET AUDIENCE: Our primary target was Knoxville taxpayers, who mostly don’t understand the economic impact the Knoxville Tourism & Sports Corporation (KTSC) has brought to Knoxville by recruiting events. Secondary targets included government bodies.
THE MARKET: Many citizens were unaware of the amount of tourism dollars brought to Knoxville by The KTSC. These tourism dollars decrease local taxes directly.
THE CLIENT: The KTSC was created by merging the marketing, sales and support efforts of the Greater Knoxville Sports Corporation and the Knox County Tourist Commission. The KTSC strives to be the preeminent marketing organization for the assets of Knoxville, resulting in a vibrant economy, a contagious sense of pride, and an enhanced quality of life.
COMPETITIVE LANDSCAPE: Knoxville competes with similarly sized cities for tourism dollars, although this campaign was not designed to elevate KTSC nationally but locally.
THE CHALLENGE: After the merger of the Greater Knoxville Sports Corporation and the Knox County Tourist Commission, many citizens were unsure of what The KTSC was, or more importantly, the economic impact it had on Knoxville.
THE RESULTS: Sometimes the simplest solution is the best. During the launch of the campaign, The KTSC was celebrating five years and had already brought $491,509,247 of revenue to Knoxville. Morris Creative created a campaign that centered around that number, with the detailed data to verify that number posted to a custom microsite. To show tangible examples of how The KTSC works for Knoxville on a daily basis, we used testimonies of actual clients recruited by The KTSC. We began by developing a media plan with a mix of advertising vehicles to reach the broad audience. We developed print ads, web banners, 00:00:30 television spot, billboards, sidewalk decals, and a companion website, where the economic impact of The KTSC was shown in detail. On the web, where we had more opportunity for detail, we examined individual events to show specific economic impact numbers. The campaign increased overall awareness, garnered local publicity, and helped to provide the confidence in The KTSC that local government needed to renew its contract.
Services Provided
Website Development, Brand Development, Television Production, Stationery Design, Corporate Collateral, Print Advertising, Building Signage, Media Buying, Outdoor Advertising, Radio, Public Relations, Direct Mail Campaign