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Opry Entertainment Group: USIM Named Agency of Record


USIM has been selected as the media agency of record for Opry Entertainment Group, the entertainment segment of Ryman Hospitality Properties, a leading lodging and hospitality real estate investment trust. USIM will oversee media planning and purchasing efforts for the company’s entertainment brands which include the iconic Grand Ole Opry, Ryman Auditorium, WSM Radio, and Ole Red.

“Opry Entertainment Group includes a collection of landmark entertainment brands and venues that celebrate country music’s rich history and dynamic presence. We are thrilled to partner with this world-famous organization and support their media campaigns to help them expand business by driving conversion, lead acquisition, and engagement with the right audiences,” said USIM’s President –Eastern Region, Russell Zingale.

“The country music fan base is passionate, growing and more diverse than ever before”, said Opry Entertainment Group CMO, Laura Hollingsworth. We look forward to leveraging USIM’s insights and multi-channel buying expertise to connect even more of these fans with our brands and the artists who play our iconic stages.”

The Opry Entertainment Group brand portfolio will be managed out of USIM’s New York office. For more information regarding the USIM-Opry Entertainment relationship, please contact Stacy Smith, PR/Marketing Manager for USIM.

About USIM

USIM is the fastest-growing independent media agency providing best-in-class integrated media solutions. Every day and with every challenge, USIM Practices the Art of Human Sense™ – blending cutting edge research and technology with ingenuity, human insight, and creativity, delivered in a seamless experience for its clients and agency partners. Founded by media pioneer Dennis Holt in 2004, USIM is headquartered in Los Angeles, has 16 offices throughout the United States and Canada, and was named MediaPost’s first-ever Programmatic Agency of the Year. For more information, please visit

About Ryman Hospitality Properties

Ryman Hospitality Properties, Inc. (NYSE: RHP) is a leading lodging and hospitality real estate investment trust that specializes in upscale convention center resorts and country music entertainment experiences. The Company’s Entertainment segment includes a growing collection of iconic and emerging country music brands, including the Grand Ole Opry; Ryman Auditorium, WSM Radio; Ole Red and Circle, a country lifestyle media network the Company owns in a joint-venture with Gray Television. The Company operates its Entertainment segment as part of a taxable REIT subsidiary. Visit for more information.

 The Company’s core hospitality holdings* include a network of five of the top 10 largest non-gaming convention center hotels in the United States based on total indoor meeting space. These convention center resorts operate under the Gaylord Hotels brand and are managed by Marriott International. The Company also owns two adjacent ancillary hotels and a small number of attractions managed by Marriott International for a combined total of 10,110 rooms and more than 2.7 million square feet of total indoor and outdoor meeting space in top convention and leisure destinations across the country.

* The Company is the sole owner of Gaylord Opryland Resort & Convention Center; Gaylord Palms Resort & Convention Center; Gaylord Texan Resort & Convention Center; and Gaylord National Resort & Convention Center. It is the majority owner and managing member of the joint venture that owns the Gaylord Rockies Resort & Convention Center.

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