Tennessean Travel Stop
The Tennessean Truck & Travel Stop has been a staple among I-65 truckers and travelers and Cornersville, Tennessee, locals for over 50 years. Unfortunately, a fire in 2021 irreparably damaged the building, and the brand was tasked with rebuilding a space that would ring true to its legacy patrons while continuing to develop and expand its customer base. REED was engaged by the brand to develop brand filters and messaging and to craft an overall marketing plan. The messaging and subsequent marketing plan were utilized to guide and inform numerous facets of the new facility’s opening and any immediate next steps.
INSIGHT
Change can be challenging, but it can make way for something extraordinary.
STRATEGY
Preserve the long-treasured aspects of the historic brand while garnering excitement for the facility’s new, carefully curated amenities and offerings.
ACTIVATION
REED held a brand filters workshop with the Tennessean Truck & Travel Stop’s team to establish the brand’s goals, target audiences and key sentiments. Once this information was gathered, REED built a cohesive and comprehensive grand opening plan and a variety of branding, research, tactical and strategic documents covering areas such as influencer, community and media relations and billboard and social media marketing.
RESULTS
REED delivered over 50 pages of strategic insight and actionable plans to guide the brand’s efforts before and after its grand opening.
The overall marketing plan and various messaging documents established clear and concise key messages, website copy, and social media and marketing strategies. The included grand opening plan served as an outline for the Tennessean Truck & Travel Stop’s grand opening efforts, including a week of “sneak peek” nights to kick off the festivities, which REED coordinated. Across all four “sneak peek” events, REED facilitated the attendance of over 200 community members across the brand’s most integral groups.