Sound Sites

VML and The Tennessee Department of Tourist Development are redefining accessibility through the power of music with “Sound Sites,” an industry-first initiative that enhances the online travel experience for blind and visually impaired visitors. Learn more at TNVacation.com/For-All.

Alt Access Image Video with AVO Long Form

We want to ensure everyone has the opportunity to experience Tennessee’s unmatched beauty, including the millions who travel with visual impairments. Tennessee’s deep musical roots make this campaign a natural fit, and we’re proud to champion travel experiences that embrace everyone.

Mark Ezell

Commissioner, Tennessee Department of Tourist Development

Millions of visually impaired travelers face barriers when exploring online travel destinations due to uninspired, generic alt-text image descriptions. Standard descriptions like “image of a mountain” fail to evoke the beauty and spirit of Tennessee’s landscapes and culture.

Leveraging Tennessee’s legendary musical heritage, the campaign sought to transform accessibility into an evocative experience by partnering with celebrated songwriters to craft poetic alt-text descriptions.

Replace standard image descriptions on TNVacation.com with beautifully-crafted song lyrics written by award-winning Tennessee songwriters. These lyrical alt-text descriptions allow screen reader users to experience Tennessee’s unmatched beauty, culture, and spirit through immersive storytelling rather than generic labels. Visit TNVacation.com/For-All to explore how these lyrical descriptions bring Tennessee’s landscapes and attractions to life.

Collaboration with 12 iconic songwriters, including Dolly Parton, Billy Montana, Brooks & Dunn’s Kix Brooks, David Tolliver, Michael Farren, Brian Davis, JP Williams, and Hilary Williams, among others.
Industry-first approach to accessibility, setting a new creative standard for inclusive design in tourism.
Positive feedback from visually impaired travelers who felt connected to Tennessee’s landscapes and culture through poetic storytelling.

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Agencies, brands, and everyone on creative teams have the potential to add layers of creativity to the work through accessibility, but it's often simply forgotten. This is a rally cry for the industry to think about accessibility creatively.