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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.
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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