Welcome to
the New South

Southern destinations have changed and so have the best methods for sharing their new stories. Travelers want to search videos that demonstrate the "vibe" of a destination.

How and where they're searching is where destinations and attractions need content that's worth exploring. New South Creative combines traditional research, expert knowledge, and machine learning to inform the creative process and content strategy. We invite you to check out a few examples of our work.

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Launching a New Attraction

During development, Southall Farm and Inn wanted to spark interest with the national travel press with a media kit and website that included video.

To present the property in its best light, we leaned into the relationship between talent, emotional storytelling, and creative angles. An informal poll of interested guests showed that the video delivered on the sizzle.

Featured Projects

THE ASK:

After months of staying home due to COVID, the Tennessee Department of Tourism wanted to support the state's hospitality industry recovery effort by promoting the state's restaurants.

THE SOLUTION:

Filming at six restaurants, we created a delectable video series as a companion to the Tennessee Vacation Guide and culinary-themed vacation sweepstakes. Videos were distributed across socials and programmatically, driving record guide orders and sweepstake entries.

THE ASK:

Help moms in city drive markets discover a hidden gem: Discovery Park of America in Northwest Tennessee. Show that it's a place where families can experience an amazing, overnight getaway.

THE SOLUTION:

Create a commercial, web video and social media pieces that show a family experiencing fun together in the expansive, brag-worthy attraction.

 

THE ASK:

Boost awareness and local engagement of a national brand by piggybacking off people's searches for fun destinations for travel in their area.

THE SOLUTION:

The #CityILove project worked! It was renewed for three years adding iterations on TikTok and demonstrated a new way to produce influencers. In one year, #CityILove racked up 2.4 million post engagements.