New South Creative
New South Creative is a Nashville-based B2B creative agency that delivers data-driven destination marketing campaigns, interactive video, and TV-grade production for DMOs, CVBs, hotels, and attractions, primarily in Tennessee and the Southeast.
- Company typePrivate
- Founded-
- HeadquartersNashville, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What New South Creative does
New South Creative is a Nashville, Tennessee-based B2B professional services firm specializing in data-driven destination marketing for destination marketing organizations (DMOs), convention and visitors bureaus (CVBs), hotels, and attractions. The company combines machine-learning-driven social listening, search optimization, and audience analysis with TV-grade production capabilities to develop creative campaigns for tourism clients, primarily in Tennessee and the broader Southeast. Its offering includes strategy, branding, data-informed creative, and campaign execution, delivered through multi-year contracts and project-based engagements.
The firm's technology stack centers on two differentiating assets. First, an exclusive partnership with Clicktivated provides patented interactive video technology that makes on-site or programmatic video clickable and trackable, moving viewers from inspiration toward booking and producing measurable engagement lift (e.g., a reported 35x click-through rate improvement and 197% higher interaction rate versus average travel video benchmarks in the Memphis Travel case study). Second, the firm operates a TDTD Video Production Co-Op with the Tennessee Department of Tourism Development, offering 100% matching funds ($19,881 per side) for qualifying Tennessee destinations, limited to four packages per year.
Revenue is generated through professional services fees: project-based video production packages, multi-year retainer engagements, and the structured TDTD co-op program. Distribution is primarily direct enterprise sales via consultative outreach, with the TDTD partnership functioning as a flagship channel to Tennessee-based tourism clients. The company is privately held with three co-founders (Brian Wagner, Chad Denning, Liz Denning), five reported employees, and no disclosed external funding. Liz Denning passed away in late 2025; the firm continues to operate.
New South Creative firmographics
Firmographics- Name
- New South Creative
- Legal name
- New South Creative
- Website
- https://newsouthcreative.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- New South Creative is a Nashville-based B2B creative agency that delivers data-driven destination marketing campaigns, interactive video, and TV-grade production for DMOs, CVBs, hotels, and attractions, primarily in Tennessee and the Southeast.
- Ownership category
- akta.pro rank
New South Creative industry classification
Industry- Product category
- Destination Marketing Services
- NAICS
- Advertising Agencies (54181), Graphic Design Services (541430)
- SIC
- Services-Advertising Agencies (7311), Services-Motion Picture & Video Tape Production (7812)
- akta.pro primary industry
- Creative & Brand Campaign Development (BPAFAAAB)
- akta.pro secondary industries
- Video/Film Creative Agencies (Concept-to-Creative) (MPAAAAAG), Performance Creative & Ad Production (Dynamic/Iterative) (BPAFACAI), Graphic Design & Visual Content Production (BPAFAIAC)
Keywords
Where New South Creative is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
New South Creative business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Video Production Services: Professional video production services including brand videos, TV commercials, social media videos, and short-form content. Priced through co-op programs (TDTD matching funds) and project-based fees.
- Strategic Marketing Services: Comprehensive market analysis, tailored marketing strategies, and campaign management for DMOs and CVBs. Includes branding, positioning, and performance monitoring.
- TDTD Production Co-Op Program: Tennessee Department of Tourism Development video production co-op with 100% matching funds ($19,881 TDTD investment matching $19,881 TN Partner investment). Available to destinations requiring overnight stays with first-come-first-serve limit of four per year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | VOLUME+ Package - Brand video with 20 short-form videos |
| Unit Pricing | Multi-year contract | MEDIA MATCHUP Package - TV ad with pre-roll ads |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
New South Creative product offering
Product offeringCore offering
New South Creative provides data-driven destination marketing services that combine market analysis, machine-learning-informed audience research, and Hollywood-quality video production to create campaigns for destination marketing organizations (DMOs), convention and visitors bureaus (CVBs), hotels, and attractions. Core packages include Strategy, Branding, Data-Informed Creative, and Campaigns, with a standalone Interactive Video offering powered by patented Clicktivated technology and the Tennessee Department of Tourism Development (TDTD) Video Production Co-Op program.
Product overview
New South Creative offers a data-driven destination marketing platform focused on DMOs, CVBs, hotels, and attractions. The core offering is Data-Driven Destination Marketing, which combines analytics, research, and TV production processes. Key product modules include Interactive Video (clickable, trackable video technology powered by patented tech) and the TDTD Production Co-Op (Tennessee Department of Tourism Development video production program with matching funds). Core services include Strategy, Branding, Data-Informed Creative, and Campaigns—all unified under a single integrated destination marketing approach.
Differentiator
Problem solved
Functional benefit
Products and services
- Data-Driven Destination Marketing Comprehensive destination marketing offering that combines data-driven analytics, research, and television-grade production processes to create marketing campaigns for destination marketing organizations (DMOs), convention and visitors bureaus (CVBs), hotels, and attractions.
- Interactive Video Clickable, trackable video service powered by patented Clicktivated technology that allows viewers to click within on-site videos or programmatic ads to specific points of interest where they can buy or learn more, directly moving audiences deeper down the marketing funnel with trackable ROI metrics.
- TDTD Video Production Co-Op Tennessee Department of Tourism Development video production co-op program providing 100% matching funds for video production projects, including brand videos, short-form videos, TV ads, and social media content, available to qualifying Tennessee destinations requiring overnight stays.
- Video Production Services Professional video production services including brand videos, TV commercials, social media videos, and short-form content, delivered through structured packages such as VOLUME+ (brand video plus 20 short-form videos) and MEDIA MATCHUP (TV ad plus pre-roll ads/social videos).
- Strategy Services Comprehensive market analysis, tailored marketing strategies, custom audience creation, and performance monitoring tailored to destination marketing organizations and convention and visitors bureaus.
- Branding Services Branding services that capture destination essence through compelling creative, relevant messaging, positioning that differentiates destinations, and consistent design reflecting brand identity.
- Campaigns Campaign management services covering effective tactics within budget parameters, custom audience development, consistency across paid, owned, and earned channels, and measurement of campaign performance.
Quantifiable outcome
- 35x better click through rate compared to average travel video (Memphis Travel)
- +4 more outcomes
Companies that use New South Creative
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
New South Creative technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
New South Creative partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- ClicktivatedcoreExclusive partnership providing patented interactive video technology that allows clickable, trackable video within destination marketing campaigns. Enables viewers to click within on-site videos or programmatic ads to specific points of interest where they can buy or learn more. Available for both new video projects and existing video content.
- Tennessee Department of Tourism Development (TDTD)flagshipTDTD Video Production Co-Op program offering 100% matching funds ($19,881 TDTD investment matching $19,881 TN Partner investment) for video production. New South Creative serves as the production partner executing video content for participating destinations. Limit of four packages per year on first-come-first-serve basis.
Scale indicators5 records
Recent moves5 records
Expansion highlights4 records
New South Creative competitors and assessment
Company assessmentRegional players
- Tombras Group: Knoxville, Tennessee-based full-service agency operating across the Southeast. A geographically proximate regional incumbent that competes for some of the same Tennessee destination and brand clients, though it is a broad generalist rather than a DMO specialist.
- Lewis Communications: Birmingham-based full-service agency serving the Southeast across travel, tourism, healthcare, and consumer clients. Comparable regional incumbent with overlapping destination and hospitality client work, though not exclusively focused on DMOs.
- Erwin Penland: Greenville, South Carolina-based creative agency with travel and tourism clients across the Southeast. Comparable as a Southeast regional incumbent competing for some of the same destination and brand engagements.
Direct peers
- Development Counsellors International (DCI): Destination marketing and economic development agency serving state, regional, and city tourism and economic development organizations. Comparable in targeting the same DMO buyer with research-backed strategy and creative campaigns.
- MMGY Global: Integrated marketing firm specializing in travel, tourism, and hospitality. Comparable in targeting DMOs, hotels, and attractions with research-driven creative and digital campaigns, though operating at materially greater scale and geographic breadth.
- Two Six Digital: Digital destination marketing agency focused on DMOs and tourism boards. Comparable as a data-informed, digital-first DMO services competitor pursuing a similar niche with performance-oriented creative.
- Ologie: Branding and marketing agency specializing in higher education, healthcare, and attractions. Partially comparable through shared attraction and visitor-experience client work, though its primary vertical is education rather than tourism boards.
- Miles Partnership: One of the largest US agencies dedicated exclusively to destination marketing organizations, CVBs, and state tourism offices. Directly comparable as a DMO-focused marketing services provider offering strategy, media, and creative, although at significantly larger scale.
- Madden Media: Tourism marketing agency serving destination marketing organizations, CVBs, and attractions across the US. Closely comparable in vertical focus and creative-driven campaign work for tourism clients.
Broad incumbents
- Barkley: Large independent full-service agency based in Kansas City with travel, hospitality, and consumer clients. Comparable as a broad incumbent offering creative, media, and digital services that overlaps with New South Creative's capabilities, though without the same DMO specialization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
New South Creative social profiles
Digital presenceNew South Creative financial estimates
Financial estimateRevenue estimate
Valuation estimate
New South Creative leadership team
Management profileNumber of profiles
Profiles2 records
New South Creative funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New South Creative M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New South Creative
What does New South Creative do?
New South Creative provides data-driven destination marketing services that combine market analysis, machine-learning-informed audience research, and Hollywood-quality video production to create campaigns for destination marketing organizations (DMOs), convention and visitors bureaus (CVBs), hotels, and attractions. Core packages include Strategy, Branding, Data-Informed Creative, and Campaigns, with a standalone Interactive Video offering powered by patented Clicktivated technology and the Tennessee Department of Tourism Development (TDTD) Video Production Co-Op program.
Is New South Creative a public or private company?
New South Creative is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was New South Creative founded?
New South Creative was founded in -1. It employs 1 to 10 people.
Where is New South Creative based?
New South Creative is headquartered in Nashville, United States, in the North America region.
How does New South Creative make money?
Three revenue lines are on record. Video Production Services are the primary driver. The others are strategic Marketing Services and TDTD Production Co-Op Program.
Who are New South Creative's main competitors?
Regional players on record are Tombras Group, Lewis Communications and Erwin Penland. Direct peers are Development Counsellors International (DCI), MMGY Global, Two Six Digital, Ologie, Miles Partnership and Madden Media. Barkley is listed as a broad incumbent.
Does New South Creative have an API?
No public API is recorded for New South Creative.
What industry is New South Creative in?
New South Creative's product category is Destination Marketing Services. Its primary akta.pro industry code is BPAFAAAB, Creative & Brand Campaign Development, with a secondary code of MPAAAAAG, Video/Film Creative Agencies (Concept-to-Creative). Its NAICS code is 54181 and its SIC code is 7311.