Elvis and Dolly Tout Tennessee Tourism
Topic Introduction to Marketing
Key Words Non-traditional marketing, place marketing, event marketing
InfoTrac Reference CJ145034130
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News Story 

Through the magic of digital technology, Elvis Presley and Dolly Parton recently appeared together in a commercial to promote tourism in their home state of Tennessee. In the ad, Elvis is seen driving in a red Corvette Stingray, with Parton beside him. Clips for the ad were digitally re-created from the 1967 movie "Clambake," which starred Presley.

The commercial, which touts the state's cultural heritage by pairing two of the most recognizable Tennesseans, debuted in 14 Southern markets within easy driving distance of Tennessee. After a series of tourist sites are pictured in the ad--Graceland and Beale Street, among them--Parton remarks to The King, "Let's pick it up a little bit, honey. There's all kinds of things to do in Tennessee…but next time, let's take the pink Cadillac."

In pairing Elvis and Dolly, Memphis agency Chandler Ehrlich made a substantial contribution to the ever-expanding universe of Elvis memorabilia. The ad marks the first time Elvis has appeared digitally with another celebrity in a TV commercial; it also represents a rare approval of an alteration to an Elvis film granted by Elvis Presley Enterprises. In a press release from EPE, executive Jack Soden says, "We know that Elvis admired Dolly. And no one loved Graceland and Tennessee more than Elvis, so we agreed, knowing how proud he would be to welcome the world to visit."

Questions
1.

If you had to promote tourism to your hometown or state, whom would you pick to be in your commercial and why??

Source David Williams, "Technology brings together Dolly Parton, Elvis for Tennessee tourism commercial," Commercial Appeal,April 25, 2006 pNA
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