Integral to the redesign of tnvacation.com, a fresh content initiative reveals the soul and sounds of Tennessee's subregions, presented via rich media and engaging content, and providing a heightened experience for potential Tennessee guests. Videos shot on location reveal experiences uniquely enjoyed in the nine Tennessee subregions: Knoxville & Middle East, Smoky Mountains, Chattanooga & Southeast, Northeast, Nashville & Surrounding, Upper Cumberland, Memphis & Surrounding, Northwest and Southwest.

Scriptwriting, preplanning and preproduction, talent acquisition and setting up scenes were common elements in the making of the videos. Among the scenes filmed in Tennessee's east region were newlyweds joyfully feasting on divine local cuisine and engaged in a wealth of activities in the Knoxville & Middle East subregional video. Area highlights include the Museum of Appalachia, Knox Mason, Women's Basketball Hall of Fame, Market Square, a University of Tennessee football game and Oak Ridge's American Museum of Science & Energy.

As one of two Middle Tennessee subregional videos, Nashville's magnetism was shown through its music mecca status, the rolling hills that go on forever and doing what you love in the fabulousness of Music City. A key emphasis was Nashville's openness to individual self-expression, and the joy and freedom found within Nashville's deep respect for individuality and creativity. The subregional video's voice-over navigates the viewer through scenes such as the Country Music Hall of Fame, Tennessee River nightlife, music concerts, edgy Southern style and culinary creations.

Quintessential blues and barbecue of West Tennessee's Memphis are woven into the larger message that Bluff City is an urban metropolis with charming attractions that speak the international language of music and food. From the Civil War to civil rights, Sun Studio to Beale Street to the Museum of Rock 'n' Soul, along fertile delta countryside to crazy-delicious ribs at Charles Vergos' Rendezvous—the Memphis subregional video captures iconic American heritage.

With the brand-new tnvacation.com, Tennessee's travel message is even more accessible across all platforms, providing a consumer-centric, content-rich digital experience.