Data driven research, stakeholder interviews and audience testing led to the name change, along with a refresh of the organisation’s music inspired logo and tagline. The Memphis Tourism brand focuses on music at its core, and the strong connection it makes with visitors from all over the world. The new tagline for the destination embraces soul music that came out of STAX and Royal recording studios. ‘Home of Blues, Soul & Rock ‘n’ Roll’ widens the appeal and awareness for the distinctive Memphis sound that continues to be the number one travel motivator for visitors to the city.
Australians and Kiwis are visiting Memphis at a growth rate that is impressive, according to local director Chris Ingram. ‘They stay three or four nights in Memphis, and they travel the region when they visit the USA, contributing to driving regional dispersal,’ says Ingram. ‘Australia/New Zealand is our third strongest international market and growing at a strong rate. With that in mind we are dedicated to supporting that growth and we look forward to working with industry stakeholders to ensure that Memphis becomes the preferred vacation destination in the Southern USA.