KNOXVILLE—From water towers to helicopter hangars, the University of Tennessee System’s “Everywhere You Look, UT” slogan continues to pop up in creative and unexpected places.
The latest canvas? A cornfield.
Beginning mid-September, visitors to Walnut Springs Winery in Strawberry Plains will explore a UT-themed corn maze, which was cut in late July to match the University’s campaign logo as it grows.
“This unique collaboration showcases perhaps the most clever aspect of the campaign: the canvases for its slogan truly appear everywhere you look,” said Ellie Dougherty, UT System executive director of marketing.
Launched in 2018, the Everywhere You Look, UT marketing campaign is designed to increase awareness of UT’s statewide presence and impact. The campaign includes traditional and digital forms of advertising, but may be best known for its outdoor murals painted in 53 counties so far with a goal to reach all 95 counties by 2030.
“After seeing the marketing campaign on social media, we knew UT would be a perfect fit for this year’s corn maze,” said Katie Keener, UT alumna and Walnut Springs Winery owner and winemaker. “We can’t wait to bring UT’s energy and spirit to our fall festivities at the winery this year.”
While the partnership with Walnut Springs is not to paint a mural on the property, it is intended to spark excitement about UT.
“Each year, we welcome hundreds of families to our farm for fall festivities, and even helicopter tours from Sevierville fly over the corn maze,” Keener added. “This UT-themed maze will undoubtedly be a unique attraction.”
A native of Knoxville, Keener started in the wine industry with her father in 2013. She studied viticulture and enology, which is the study of grapes and wine, at the University of California, Davis, and earned a bachelor’s degree in agricultural business from UT Martin.
She established Tennessee Wine Company in 2018 and soon moved the business to the 60-acre farm in Strawberry Plains to allow for retail wine sales and a tasting bar, rebranding to Walnut Springs. Today, the operation boasts award-winning wines, offers a wine club for enthusiasts and hosts events throughout the year—ranging from jazz performances and murder mystery dinners to the pumpkin patch and corn maze each fall.
The UT-themed maze will be open to the public mid-September through early November.
The UT System continues to encourage Tennesseans to submit locations for consideration to receive a free Everywhere You Look, UT mural as part of its plan to paint one in all 95 counties by 2030.
Ideas for creative partnerships like the corn maze also are welcome as the University seeks to grow awareness of the UT System and to encourage Tennesseans to find their future at one of UT’s five campuses.
To learn more about the Everywhere You Look, UT campaign, visit the campaign website.
Tags: Featured, Mural Campaign, UT Mural