Key Challenge Fishing in a barrel. Seven cities and multiple interest groups were vying for the resources of Sumner County. Where should this conflicted CVB apply its limited funds to get the most bang for its buck?
Critical Insight Visitor profiles and interviews allowed us to focus on a middle-class, blue-collar, outdoor enthusiast.
Brand Strategy Take pre-emptive ownership of Old Hickory Lake.
Results
- After two years of declining occupancy, the county is on track to have its best-ever fiscal year in 2003.
