Nashville Convention & Visitors Corp appoints Hills Balfour

October 14, 2022

Nashville Convention

Nashville Convention

Tommy Sims

Tommy Sims

General Jackson Downtown

General Jackson Downtown

Nashville Convention & Visitors Corp appoints Hills Balfour as European sales, marketing and public relations representative following launch of UK direct flight


We are delighted to report that Nashville Convention & Visitors Corp (NCVC), the official tourism board for the city of Nashville, Tennessee, has appointed Hills Balfour as its European representative office.

We will be managing the sales, marketing and PR for the city as part of an integrated strategy to promote the Music City to the European market following the launch of British Airways’ new direct flight route from London to Nashville in May 2018.

Our team will work closely with the in-house NCVC team to generate further brand awareness of Nashville, increase the volume of first-time visitors to the city and the sales, yield and length of stay of all visitors to ultimately grow the city’s market share in Europe.

Building on the city’s core brand pillars of music, food, sports and fashion, our strategy will position Nashville as the next must-visit city in the US by showcasing its diverse product offering to the European market from its local cuisine, visitor attractions and multi-genre music scene, to its rich history, interesting residents and colourful neighbourhoods.

As part of this effort, we will increase consumer engagement by creating ‘why now’ angles and incentives to encourage travel to Nashville in the short-term, whilst building a long-term data-driven tourism strategy.

Butch Spyridon, President of NCVC, said ‘As part of our effort to grow Nashville’s second-largest industry, and following the successful launch of our new direct flight from the UK with British Airways, the NCVC is delighted to join forces with Hills Balfour to promote Nashville’s appeal and accessibility to European audiences. We look forward to working with Amanda and her team to take the destination to the next level by creating further brand awareness of Music City through new and innovative campaigns and strengthening relationships for Nashville in Europe.’

Amanda Hills, President of Hills Balfour, an MMGY Global company, said, ‘With its new direct flight from London, we are honoured to have the opportunity to promote Nashville’s vibrant tourism offering, both as a standalone city break and a gateway destination to the southern US. Nashville has so much to offer international visitors, boasting one of the largest festival and event calendars in the US, which for 2019 will include the prolific NFL Draft for the first time. We look forward to implementing creative integrated campaigns to promote the Nashville brand in the European market, both including and beyond its music legacy, and supporting the city’s overarching mission to grow tourism internationally’.

For further information on Nashville visit


Daniela Resenterra, PR Account Director,

Tel: +44 (0) 207 593 1771