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Gen-Z, Millennial Parents Opps: Ryman Hospitality taps media AOR for entertainment brands amid ad spend increases (Score 39)

USIM as the media AOR for its entertainment brands, which include the Grand Ole Opry, Ryman Auditorium, WSM Radio and Ole Red. The agency's insights and multi-channel buying expertise will connect even more country music fans with the brands and artists who play the company's stages. This selection replaces incumbent media AOR Mediassociates.

View here. Note that out of the roughly $63.3k spent from September 2018-2020, 98% ($62.2k) was spent from September 2019-2020.

Ryman was hit hard by the global pandemic's effect on the hospitality industry; the company started investing more heavily in digital display in June, when many regions' stay-at-home restrictions lifted. It's obviously trying to make up for lost time. The company targets business decision makers, along with Gen-Z and millennial consumers with a skew toward parents. Kantar data reports it also invests in OOH and local broadcast. 

Agency & martech readers - Since, as you know, agency reviews typically follow one another, reach out soon for potential creative, digital analytics and/or social media management work. Winmo states Ryman's PR AOR is Brandman.