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Memphis Tourism

How Memphis Tourism Used Quid to Rebrand an Entertainment District

Ashley McCue, Research Director at Memphis Tourism, shares how her team used Quid to help Overton Square—a quirky, culturally rich neighborhood—rethink its brand identity. With 27 diverse businesses and a heavy reliance on local foot traffic, Overton Square needed a clearer story. Quid’s AI helped uncover what visitors actually valued—versus what businesses thought defined the area—and paved the way for a new positioning as an arts and culture district.

Key Takeaways

  • Owned vs. Organic Perception Gap: While businesses mostly talked about themselves, Quid revealed that visitors were most passionate about live music and the performing arts—accounting for over 50% of organic conversation.

  • Influencer-Led Engagement: A local newscaster drove much of the engagement around a Black repertory theater—highlighting how just one authentic voice can significantly amplify cultural impact.

  • Smarter Messaging Efficiency: Arts and culture content generated 50% more engagement per post than food and drink, helping Memphis Tourism advise partners on how to get more out of limited social resources.

  • Cohesive Media and Social Strategy: Quid validated that traditional media and social media were aligned in spotlighting the performing arts—strengthening the case for repositioning Overton Square as an arts district.

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