Moving the "Music City Platinum Ambassador" Program Online: A Case Study of Nashville Convention & Visitors Corporation and The Tourism Academy

Introduction: This case study examines the successful transition of Nashville Convention & Visitors Corporation's (NCVC) renowned "Music City Platinum Ambassador" program from an in-person format to an online platform in collaboration with The Tourism Academy ( The case study highlights the challenges faced, strategies implemented, and the positive outcomes achieved through this digital transformation.


Nashville, Tennessee, renowned as the "Music City," is a popular tourist destination with a vibrant music scene and rich cultural heritage. The NCVC, responsible for promoting Nashville as a premier travel and entertainment destination, initiated the "Music City Platinum Ambassador" program to engage local residents as brand ambassadors and tourism advocates.

The Challenge:

Before the collaboration with The Tourism Academy, the "Music City Platinum Ambassador" program relied heavily on in-person training sessions, which limited the reach and scalability of the program. With an increasing demand for virtual resources and changing consumer preferences, NCVC recognized the need to move the program online while maintaining its effectiveness.

The Solution:

To address the challenge, NCVC partnered with The Tourism Academy, a leading online education platform specializing in tourism and hospitality. The collaboration aimed to create an engaging and comprehensive online training program that would provide ambassadors with the knowledge and tools to promote Nashville as a premier destination.


The following steps were taken to successfully transition the program online:

  1. Needs Assessment: NCVC and The Tourism Academy conducted a thorough needs assessment to identify the program's objectives, target audience, and desired learning outcomes.

  2. Curriculum Development: A team of subject matter experts, along with representatives from NCVC and The Tourism Academy, developed a robust and interactive online curriculum. The curriculum covered various aspects of Nashville's music, culture, attractions, and hospitality industry.

  3. Platform Selection: The Tourism Academy's existing learning management system (LMS) was utilized to host the program. The LMS provided a user-friendly interface, multimedia capabilities, and assessment tools necessary for a dynamic learning experience.

  4. Content Creation: Engaging multimedia content, including videos, quizzes, and interactive activities, was developed to enhance the learning experience and ensure ambassadors remained connected and motivated throughout the program.

  5. Virtual Community Building: Online forums and discussion boards were implemented to foster a sense of community among ambassadors. This allowed them to connect, share experiences, and collaborate with each other, even from different geographical locations.

  6. Certification and Recognition: Ambassadors who successfully completed the program received a digital certification and were recognized as official "Music City Platinum Ambassadors." NCVC integrated the ambassador network into its marketing initiatives, providing ongoing support and incentives to encourage continued engagement.

Results and Impact:

The collaboration between NCVC and The Tourism Academy yielded several positive outcomes:

  1. Increased Reach: Moving the program online allowed NCVC to engage a larger and more diverse audience, reaching individuals who were previously unable to participate due to geographical constraints or scheduling conflicts.

  2. Scalability: The online format enabled the program to scale rapidly, accommodating a higher number of participants without compromising the quality of training.

  3. Enhanced Engagement: The multimedia-rich content and interactive features increased participant engagement and knowledge retention. The virtual community fostered peer-to-peer learning, idea exchange, and ongoing collaboration.

  4. Cost and Time Efficiency: Transitioning to an online platform significantly reduced logistical costs and time associated with organizing in-person training sessions.

  5. Brand Advocacy: The certified "Music City Platinum Ambassadors" became influential advocates for Nashville, promoting the city's attractions and experiences to their networks, both online and offline.


The successful transition of the "Music City Platinum Ambassador" program from an in-person format to an online platform, in collaboration with The Tourism Academy, demonstrated the power of digital transformation in extending the reach, scalability, and effectiveness of tourism initiatives. The case study highlights the importance of embracing online education and leveraging technology to adapt to changing consumer preferences and enhance destination marketing efforts.

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