Tennessee Uncharted Social and PR Campaign
Tennessee Wildlife Resources Agency

Engaging with Tennessee. 

Tennessee Uncharted brings the beauty of outdoor adventure into Tennessee living rooms each week. The beautiful imagery, combined with inspirational stories, is enough to motivate others to get outdoors and explore. But, we didn’t want to stop there. We needed a campaign to encourage potential viewers to tune in, to share with family and friends, and to keep watching.

Public relations played a central role in the initial integrated campaign, promoting Tennessee Uncharted across the state. We reached out to local convention and visitor bureaus as well as traditional media outlets within the communities where we filmed segments of the show. Tennessee Uncharted received publicity across the state, including the host, Erick Baker, doing interviews for newspaper, radio, television and magazines. 

Online PR efforts included development of a content calendar for the Tennessee Uncharted web presence. The content included video experts, related educational information, behind-the-scenes moments and social engagement.

Erick and others from the show and crew connected regularly with viewers and fans through Facebook, Twitter, Instagram and Youtube. In just the first four months, the show’s social media skyrocketed, with fans demanding more. 

Dreaming to Doing: Learning About Viewers

Our goal was to create a content plan that would not only encourage viewership but keep audiences engaged throughout the season.

Audience Insights


Media relations—especially with local media—can be key when pitching stories.

Viability


The variety of the show’s topics and locations enhances media coverage statewide.

Competitive Benchmark


The show’s unique approach can provide new, fresh content for media engagement.

Meltwater helps identify influencers, bloggers and key stakeholders who align with the mission of the show. Alignment turns into conversations, and conversations turn into earned media.
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“This has been an amazing season! Thank you all for making such a great show. I can't wait to see what’s next!”

Matt White, Facebook Fan
Highlights and Performance Metrics

The new television show launch met with universal acclaim. While audiences were entertained, TWRA enjoyed greater reach and awareness with stakeholders across the state.

More than 28,000 views earned on Tennessee Uncharted's Youtube Channel

The show gained 2,600 followers on Facebook, Twitter and Instagram on launch

1.1 million households reached throughout Tennessee in partnership with PBS

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