• by Steve McClellan  @mp_mcclellan, March 27, 2014

VML, part of the Y&R Group, has been selected as agency of record for the Tennessee Department of Tourist Development after a formal review. The state has awarded the agency a five-year contract worth up to $60 million, which includes net media, production, programs and agency fees.

VML will handle the assignment out of a Nashville office that the agency is opening. It will handle other Tennessee-based clients, including Bridgestone Americas, Inc. and the Nashville Convention and Visitors Corp., both based in Nashville.

The work on the latest account win was previously handled by three shops, including Sullivan Branding, Designsensory and Paramore.

Per the contract’s remit, VML will focus on driving national and international visitors to the state with services including brand development, strategic planning, marketing services (traditional and digital advertising, database management and public relations), media planning/buying duties, as well as Web site, mobile strategy and development.

The assignment is VML’s first state tourism account, and the shop’s first campaign for it will launch this summer. Tourism is Tennessee’s second-largest industry, generating more than $16.2 billion annually in economic impact and employing 146,200 people, according to the state.

“We’re looking forward to this new partnership with VML and excited about the marketing advantages an agency with such extensive global experience brings to the table,” said Commissioner Susan Whitaker  of the Tennessee Department of Tourist Development. 

“Tennessee has become one of the top destinations for travelers seeking a uniquely American experience,” said Jon Cook, CEO and president at VML. He said the shop is “excited to promote Tennessee’s brand of music, hospitality and family experiences to attract even more visitors from around the world.” 

While its roots are in digital, VML is increasingly pursuing more full-service AOR client assignments. The Tennessee tourism account is VML's third AOR win in the last three months. Earlier, it won NAPA Auto Parts, and Cobra Puma Golf.