Promotional Campaign Generated More Than 66 Hours of Video Views

KNOXVILLE, Tenn. – Visit Knoxville announced the winners of the #WhyKnox Instagram Video Challenge, sponsored in partnership with the Tennessee Department of Tourist Development, at a special ceremony at the International Biscuit Festival on Saturday. Andrew Cousins from Oak Ridge will receive the Grand Prize of $5,000, and Katie Vaughn of Knoxville was named the Fan Favorite and will receive a $1,000 prize.

The 15-second videos created by Knoxville area residents and visitors for the #WhyKnox Instagram Video Challenge generated more than 66 hours of video views on, and a promotional partnership with Instagram enabled upwards of 1.5 million people to see “why Knox” is one of the nation’s up-and-coming destinations for younger travelers.

A total of 114 videos were submitted, approved and placed on, where collectively they received nearly 80,000 clicks, 13,004 “likes” and 468 comments. The #WhyKnox hashtag was used more than 1,300 times over the course of the five-week contest.

“We’ve always promoted Knoxville as one of the most visually stimulating places in all of America, but even we didn’t appreciate the beauty of the area until we’d had the chance to view the #WhyKnox videos,” said Kim Bumpas, president, Visit Knoxville. “The contest not only enthused those who already love Knoxville, but also enabled us to engage a much broader audience and share the beauty of Knoxville to new prospective visitors.”

About Visit Knoxville

Visit Knoxville (Knoxville Convention and Visitors Bureau) is the official CVB for the City of Knoxville and Knox County. Visit Knoxville is a 501(c)(3) nonprofit, private company that works together with the community, business leaders and local and state government to further develop Knoxville as a premier leisure, meetings and travel destination.

About the Tennessee Department of Tourist Development

The mission of the Tennessee Department of Tourist Development is to motivate travel to and within Tennessee by inspiring enjoyment, creating memories, producing a desire to return, and establishing key long-term relationships that result in visitors becoming residents. The promise of Tennessee—the birthplace of the blues, bluegrass, country, gospel, soul, and rock ‘n’ roll—is to be the global music destination of choice. To deliver an unparalleled experience of beauty, history, and family adventure, infused with music that creates a vacation that is the “Soundtrack of America. Made in Tennessee.”

Explore more at and join other Tennessee travelers by following “tnvacation” on Facebook, Twitter, Pinterest, Instagram and YouTube.


If you would rather not receive future communications from Tennessee Dept. of Tourist Development, let us know by clicking here.
Tennessee Dept. of Tourist Development, 312 Rosa L Parks Avenue 13th Floor, Nashville, TN 37243 United States