Case Studies
client: Jack Daniel’s World Championship Invitational Barbecue
The Jack Daniel’s World Championship Invitational Barbecue Attracts Thousands to Lynchburg
capabilities/industry: Broadcast & Video | Collateral & Print | Interactive & New Media | Media Relations | Meetings & Special Events | Food & Beverage | Travel & Tourism
The Jack Daniel’s World Championship Invitational Barbecue is an annual competition held in Lynchburg (pop. 361), Tennessee. For nearly 15 years, DVL has built awareness of the competition known on the barbecue circuit as “The Jack.” Award-winning competitive barbecue teams from across the United States and around the globe converge in Lynchburg for a battle of smoke and sauce that has become revered as the most prestigious competition on the barbecue circuit.
Each year, DVL secures barbecue judges, which include local, regional, national and international media, celebrity chefs, culinary professionals and barbecue enthusiasts. DVL prepares all media materials, invitations and judges letters for the event; coordinates logistics for judges and media; distributes press materials to local, national and specialty media; provides on-site assistance to media at the event; and sends follow-up materials to media. DVL also designs the unique yearly poster series to promote the event through Tennessee Welcome Centers.
results: The 20th Annual Jack Daniel’s World Championship Invitational Barbecue hosted 60 domestic teams and 21 international teams – the most participation ever. DVL’s media activity generated more than 90 million media impressions with an ad equivalency of nearly $4.6 million. Furthermore, the barbecue drew 26,000 attendees to Lynchburg for interaction with the brand’s homeplace. visit the media site.
