Maycreate has been the Agency of Record for Brushy Mtn. Group’s tourist development since 2012. In that time, we’ve led all aspects of communications and design for the multi-million dollar project — more than a traditional B2B or B2C Client, Historic Brushy Mtn. State Penitentiary is genuinely an economic redevelopment program that saved rural Petros, Tennessee.
We led the media and PR campaign to win community support for the re-purposing of the defunct facility. We were successful in demonstrating how the investment would not only bring jobs back to the gutted community but bring in tourism dollars like never before. After we won governmental approval to purchase, renovate, and launch the landmark, our business building effort began.
Our revenue-driving work began with brand development from the ground, up. We developed a synergistic branded house that includes the prison, museum, gift shop, concert venue, and distillery. We also designed all of the merchandise for sale in the gift shop. Then we developed an integrated marketing plan, including media planning/buying, design, and development of all web properties, social media, and digital advertising. We designed and launched their End of the Line Moonshine and Frozen Head Vodka products distilled on-site as well as all advertising and distributor support for the products. With the success of these efforts and our in-house capabilities, Brushy gave us the assignment of designing the visitors tour, visual displays along the visitor’s tour as well as all site (interior and exterior) way-finding signage and graphics.
The site opened in July of 2018 with great excitement and more importantly, goal-shattering attendance. The Client set a goal of 20,000 visitors for its first partial season. During this period from July to November 2018, the site had well over 40,000 visitors from all over the United States. With half of the 2019 tourist season behind us, Brushy is tracking to host over 80,000 visitors this year.