We were hired to develop and implement a branding program to restore world-renowned Grand Ole Opry to its former eminence as country music destination. When we came on board the Grand Ole Opry's fan base had eroded substantially and its remaining audience was alarmingly skewed to an over-50 demographic. The current situation was the result of brand image being completely disconnected from enthusiasm and identity of current, popular country music and Gaylord's (GEC) own market dominance.
• Forged profitable agreements with respected companies offering products that bridged the generation gap between its current and desired fan base including Mattel's Barbie Collectibles, Westpoint Stevens, Seabrook Wall Coverings, Marvel-illustrated novels, Doubleday, Random House, Department 56, Gibson Guitars, and Case Collectibles.
• Worked with each licensee individually and in groups to create marketing activities to bring young and old together (father-son, mother-daughter, and traditional holiday/family events).
• Developed cross-promotional campaigns within GEC family to promote and reinforce center-stage position in Gaylord's country music franchise.
• Successfully placed Opry-brand licensed products in national retail chains and thousands of retail outlets where the brand had no prior exposure. Subsequent licensees' marketing programs helped reestablish Grand Ole Opry's image as an unshakable, dominant force in today's country music industry. These programs also attracted a younger and more diverse audience to Nashville, while increasing ticket sales and creating a new source of ongoing royalty revenue.