NASHVILLE, TN: Country music venue and program the Grand Ole Opry has selected GolinHarris as its AOR for travel and tourism PR after a competitive review.
The Opry, which has entertained listeners for nearly nine decades, hired Golin after narrowing the field to three finalists, said Dan Rogers, director of marketing and communications at the organization. He declined to name the other firms that competed.
While Golin is the Opry's AOR, it is working with the firm on a project basis.
“We're short-term for starters, but we have many ideas already that I can't imagine we won't continue for at least a year,” explained Rogers.
He added that the Opry has worked with various agencies on travel PR in the past, but the show did not have an AOR for the category immediately prior to bringing on Golin.
The Opry has also worked with Schmidt Relations on entertainment communications for 15 years.
Golin, with a core team of five staffers on the account led by the firm's Atlanta office, will work on national and international media relations and social media for the Opry.
“The key objective in everything they are doing is to heighten awareness of the Grand Ole Opry and of Nashville, TN, as a premiere travel destination,” said Rogers.
He added that the city has received positive exposure due to the weekly ABC series Nashville, which is why the Opry saw “an incredible opportunity to make even more news” while people are talking about the city.
Rogers said the Opry also has fun and interesting stories to tell because it's a live show that takes place at least two times a week.
Lillian Ansley, executive director at Golin, said the agency will focus on driving “awareness and understanding to the Opry as an American entertainment icon.” She added that the firm's goal is to “ultimately drive and increase attendance to the show, listenership to the radio broadcast, and to introduce the new backstage tours, which are unique and brand new to the Opry.”
Next year, the Grand Ole Opry show will turn 89-years-old, and the Grand Ole Opry house will celebrate its 40th anniversary, so Golin will help the organization promote its current program and significant moments in its history.
Golin was officially brought on in August. Budget information on the account was not disclosed.