To change consumers’ perception of Nashville as only appealing to country music fans and older tourists, my team chose to visualize a new consumer with a contemporary photographic treatment representing music lovers of every style. Our strategy included reaching out with ads in consumer publications, music oriented publications and travel directories. Newspaper ads featuring upcoming music events—including symphonies and rock concerts as well as country music venues—ran in selected feeder markets. The tone and visuals were able to translate into a revised web presence, outdoor, transit and event graphics. Additional work for the Nashville Convention and Visitors Bureau includes the design of the Music City Walk of Fame.