Made in Tennessee campaign. Tourism campaign to build awareness and inspire travelers interested in a memorable vacation. Campaign features original music written and performed by Nashville musicians and producers, as well as music from Tennessee bands such as The Apache Relay and The Black Cadillacs. The voice of the campaign is Rivers Rutherford, a Tennessee-born songwriter responsible for penning numerous No. 1 country hits. Real-life Tennesseans and Tennessee visitors are the featured talent. Future campaign initiatives enlist two famous Tennesseans, entertainment icon Dolly Parton and international rock star Jack White. Agency: VML