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A unique, nine-month partnership between the Nashville Convention & Visitors Bureau and AAA Auto Club South already is boosting the city's tourism bottom line.
The deal, which set the CVB back $330,000 but is estimated to be worth $1 million in advertising, was launched in March. It is the on y agreement of its kind between the auto club and a city, and its components include displays, advertising, editorial copy, brochures and special counseling to AAA travel specialists in Tennessee, Georgia and Florida.
Like many ad campaigns, this one began with a sales call. The auto club was hoping Nashville would invest in an insert, or part of a state or regional buy, but the CVB wanted something more localized.
"I told them we wanted a marketing program just for Nashville," says Butch Spyridon, executive vice president. "They had never done something like that before, so it took a lot of conference calls, face-toface meetings and trips between Tampa and here to finally put it all together."
After trimming its budget in the aftermath of Sept. 11, the CVB was in a tough spot...