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Nashville Convention & Visitors Corp Appoints Hills Balfour as European Sales, Marketing and Public Relations Representative Following Launch of UK Direct Flight
9/20/2018
The Nashville Convention & Visitors Corp (NCVC), the official tourism board for the city of Nashville, Tennessee, has appointed London-based travel representation and PR specialists, Hills Balfour, as its European representative office as of 1st September 2018.

Hills Balfour will manage the sales, marketing and PR for the city as part of an integrated strategy to promote the Music City to the European market following the launch of British Airways’ new direct flight route from London to Nashville in May 2018.

Hills Balfour was appointed due to the agency’s in-depth US knowledge and extensive industry experience as Europe’s leading integrated marketing and PR agency specialising in travel, tourism and hospitality.

The Hills Balfour team will work closely with the in-house NCVC team to generate further brand awareness of Nashville, increase the volume of first-time visitors to the city and the sales, yield and length of stay of all visitors to ultimately grow the city’s market share in Europe.

Building on the city’s core brand pillars of music, food, sports and fashion, Hills Balfour’s strategy will position Nashville as the next must-visit city in the US by showcasing its diverse product offering to the European market from its local cuisine, visitor attractions and multi-genre music scene, to its rich history, interesting residents and colourful neighbourhoods.

As part of this effort, Hills Balfour will increase consumer engagement by creating ‘why now’ angles and incentives to encourage travel to Nashville in the short-term, whilst building a long-term data-driven tourism strategy.

Butch Spyridon, President of NCVC, said ‘As part of our effort to grow Nashville's second-largest industry, and following the successful launch of our new direct flight from the UK with British Airways, the NCVC is delighted to join forces with Hills Balfour to promote Nashville’s appeal and accessibility to European audiences. We look forward to working with Amanda and her team to take the destination to the next level by creating further brand awareness of Music City through new and innovative campaigns and strengthening relationships for Nashville in Europe.’

Amanda Hills, President of Hills Balfour, an MMGY Global company, said, ‘With a new direct flight from London and shortlisted in numerous destination hot lists for 2018, we are honoured to have the opportunity to promote Nashville’s vibrant tourism offering both as a standalone city break and a gateway destination to the southern US. Nashville has so much to offer international visitors as the host city for the NFL Draft in 2019, home to a growing foodie scene and boasting one of the largest festival and event calendars in the US. We look forward to implementing creative integrated campaigns to promote the Nashville brand in the European market, both including and beyond its music legacy, and supporting the city’s overarching mission to grow tourism internationally’.

For further information on Nashville visit www.visitmusiccity.com.


ABOUT THE NASHVILLE CONVENTION & VISITORS CORP
The Nashville Convention & Visitors Corp (NCVC) brands, sells and markets Nashville as Music City to the world as a premier entertainment destination for travellers who seek authentic and unique leisure and convention experiences Tourism is a $6.5 billion industry in Nashville and the NCVC’s mission is to maximise the economic contribution of the convention and hospitality industries to the community by marketing and developing Nashville as a premier domestic and international destination. The brand promise of Nashville – where the music is inspired, created, recorded and performed – is to provide the ultimate musical entertainment experience, celebrated through our diverse cultural, creative, and entertainment offerings, and presented in an authentic, unique, friendly and unpretentious atmosphere.

ABOUT HILLS BALFOUR
Hills Balfour is Europe and Dubai’s leading public relations and marketing communications firm, offering a wide range of comprehensive marketing services to the world’s leading travel and tourism brands and is an MMGY Global Company. Covering the whole travel and tourism sector, Hills Balfour’s clients include tourist boards, airlines, tour operators, OTA’s, hotels and travel tech providers, with integrated divisions encompassing PR, sales, trade and consumer marketing including digital, social media, events, luxury and business events. For more information, visit www.hillsbalfour.com.


Contact:
allison@visitmusiccity.com






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