Tennessee Department of Tourist Development · USA · 2025Digital & Tech
Tennessee Sound Sites.
Tennessee songwriters bring a lyrical voice to image descriptions on the state's tourism website.
- Brand
- Tennessee Department of Tourist Development
- Agency
- VML Kansas City
- Market
- USA
- Region
- Global
- Year
- 2025
Campaign images
The challenge
Visual destination marketing can exclude travellers who depend on screen readers and receive sparse descriptions of photographs.
The idea
The tourism department worked with songwriters to rework image alt text using sensory, evocative language. Screen-reader users encounter richer descriptions of Tennessee's places, connecting accessibility with the state's musical identity.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- Tennessee Department of Tourist Development
- Production Company
- Plan A Films
- Chief Creative Officer
- Allie Pierce
- Group Creative Director
- Ryan Simonet
- Creative Director
- Austin Ridling
- Global Head of Inclusive Design
- Josh Loebner
- Associate Director, Experience Design
- Selina Kendall
