The challenge: Taking an entertainment venue from ‘don’t know’ to ‘gotta go’ by reigniting the relevance of country music superstar, George Jones. How? By reinvigorating the core fan base, as well as introducing, educating and converting the next generation of fans.
The George Jones is a 46,000 square foot, four-story entertainment complex located on the historic 2nd Avenue in Downtown Nashville. Featuring a Smokehouse BBQ restaurant, the iconic George Jones Museum, private event space, an incredible rooftop, and live music daily, visitors get the entire Music City experience all in one place.
Retained as the Agency of Record by The George Jones’ new ownership team in 2016, we were tasked with a complete rebrand, including renaming, new logo, website and tagline: “Nashville Happens Here.” NHG drove all marketing efforts, including brand development and strategy, content creation, social media, paid digital and traditional media, PR, influencer marketing, merchandise design/production, eCommerce, and SEO. After year one, business results included a 12% revenue gain; after year two, revenue increased 23% over the previous year.
Under One Bullet Entertainment, we oversee licensing of George Jones’ name/image/likeness and management of streaming/online consumption platforms. We’ve created licensed products such as George Jones BBQ Sauces, cowboy hats, and apparel lines.