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2014 One Show - Branded Entertainment

For the Love of Music

Agency VML / Kansas City

Client Nashville Convention and Visitors Corporation
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Annual ID

141237E

About the Work

To convince tourists Nashville, Tennessee wasn√¢‚?¨‚?¢t just a country music town, but the most musically diverse city in America, we created a documentary called, √¢‚?¨≈?For The Love of Music.√¢‚?¨¬ù The film features some of the biggest rock stars in the world√¢‚?¨‚?ùlike The Black Keys, Kings of Leon, Ben Folds and others√¢‚?¨‚?ùwho all call Nashville home. In total, 24 artists starred in and promoted the film to their millions social followers for free. As a result, what was essentially a 60-minute tourism commercial for the city of Nashville ran as pure entertainment on major networks around the world, including ABC, Foxtel, Palladia and CMT. They even sold and ran ads during our √¢‚?¨≈?ad.√¢‚?¨¬ù The city of Nashville has attributed the film to helping spark the biggest tourism boom in the city√¢‚?¨‚?¢s history, all without traditional advertising or paid media.