The Tennessee Department of Tourist Development (TDTD), in partnership with global agency VML, is transforming the way travelers experience the Volunteer State—by turning accessibility into something poetic, personal, and profoundly moving.
The new campaign, Sound Sites, is an industry-first initiative that replaces traditional website image descriptions (alt-text) on TNVacation.com with evocative, original song lyrics written by some of Tennessee’s most iconic songwriters. The goal? To give blind and visually impaired travelers the ability to feel Tennessee’s beauty through music rather than just access it functionally.
“Music has the power to connect us all, regardless of how we experience the world,” said Billy Montana, a Grammy-winning songwriter known for his hits with Garth Brooks and Tim McGraw. “Sound Sites is a beautiful example of how creativity can make travel more accessible and welcoming to everyone.”
Beyond Compliance: Turning Accessibility Into Experience
Instead of hearing generic descriptions like “image of a mountain” or “a street at night,” users relying on screen readers are now greeted with lyrics that paint immersive pictures of Tennessee’s culture, history, and scenic wonder. For example:
“It’s more than just a street, more than a busy four-lane road,
More than just a place the shiny new boot tourist goes.
It’s where the kid from Minnesota with a big ole dream to chase
Is working on his best new Nashville twang—on the street we call Broadway.”
—Written by Michael Farren, Brian Davis, and David Tolliver
These verses are more than poetic embellishments—they are gateways to experiencing the emotional and cultural pulse of places like Nashville’s Broadway, the Smoky Mountains, and beyond.
A Star-Studded Soundtrack of Inclusion
The Sound Sites campaign harnesses the songwriting talent that has long been one of Tennessee’s greatest cultural exports. Contributing artists include:
- Dolly Parton
- Kix Brooks (Brooks & Dunn)
- Billy Montana
- JP Williams, a celebrated blind singer-songwriter
- Hilary Williams, Americana artist and daughter of Hank Williams Jr.
- Nicole Atkins
- Michael Farren
- David Tolliver
- Adam Wood
- Brian Davis
- Thomas Edwards
- Jack Settle
Each writer worked closely with members of the blind and visually impaired community to create lyrics that resonate on a deep, emotional level.
The campaign also includes a powerful short film, documenting the behind-the-scenes collaboration between songwriters and visually impaired individuals as they crafted these musical alt-texts. You can watch the film below:
Josh Loebner, Global Head of Inclusive Design at VML—and a blind Tennessean himself—echoed the mission behind Sound Sites. “This is a rally cry for the industry to think about accessibility creatively. Alt text doesn’t have to be sterile or lifeless. These lyrical descriptions invite blind and visually impaired users to emotionally connect with images, and with Tennessee.”
“We want to ensure everyone has the opportunity to experience Tennessee’s unmatched beauty, including the millions who travel with visual impairments,” said Mark Ezell, Commissioner of the TDTD. “Tennessee’s deep musical roots make this campaign a natural fit, and we’re proud to champion travel experiences that embrace everyone.”
More Than a Campaign—A Cultural Shift
Sound Sites follows TDTD’s earlier Colorblind Viewfinder initiative, which brought specialized scenic viewfinders to locations across the state so that colorblind visitors could experience the full vibrancy of Tennessee’s fall foliage. With Sound Sites, the department continues to lead in redefining inclusive travel—not just as an obligation, but as an opportunity for innovation and deeper connection.
Hundreds of images across TNVacation.com and the state’s social channels now feature lyrical alt-text, with more on the way. TDTD is also developing best practices to share with tourism partners across Tennessee, encouraging other destinations, attractions, and lodging providers to embrace more creative and inclusive content standards.
The campaign invites all travelers to explore Tennessee in new ways—feeling every note, every word, every landscape.
CREDITS:
BRAND: Tennessee Department of Tourist Development (TDTD)
- Mark Ezell – Commissioner
- Debra Smith – Assistant Commissioner, Marketing
- Rob Regg – Director of Marketing
- Amanda Murphy – Director of Communications
- Jill Kilgore – Senior Communications Manager
- Amanda Burton – Senior Digital Media Manager
- Jaisie Shahan – Creative Services Manager
AGENCY: VML
- Alli Pierce – Chief Creative Officer
- John Godsey – Chief Creative Officer
- Josh Loebner – Global Head of Inclusive Design
- Ryan Simonet – Group Creative Director
- Austin Ridling – Creative Director
- Jonathan Vigliaturo – Creative Director
- Alpho Ramsay – Associate Creative Director
- Erik Stark – Creative Director
- Mars Denton – Associate Design Director
- Ethan Downing – Executive Producer
- Adam Woullard – Managing Director, Connections PR
- Nikki Hardin – Managing Director, ME&I
- Megan Davey – Managing Director, Strategy & Insights
- Shali Wade – Executive Director
- Jenna Pate – Group Director, Client Engagement
- Bailey Klutts – Account Supervisor
- Theresa Ferrugio – Group Media Manager
- Mary Kate Byrnes – Media Director
- Selina Kendall – Accessibility Lead, Associate Director Experience Design
- Bas Korsten – Global Chief Creative Officer, Innovation
- Alyssa Murphey – Discoverability Director
- Jessica Ferguson – CS Designer
- Keri Friedman – Discoverability Manager
- Emma Clarke – Senior Media Manager
- Kylee Julian – Public Relations Supervisor
- Hope Genilo – Public Relations Supervisor
- Bella Moorhead – Senior Account Manager
- Audrey Daley – Campaign Program Manager
PRODUCTION COMPANY Plan A
- Chusy Jardine – Director
- Andy O’Neill – Camera Operator, Producer, Editor
- Kathryn Haney-Jardine – Executive Producer
- Joshua Indenbaul – Line Producer
Songwriters
- Dolly Parton
- Kix Brooks
- David Tolliver
- Billy Montana
- Michael Farren
- Hilary Williams
- Nicole Atkins
- Adam Wood
- Brian Davis
- Thomas Edwards
- JP Williams
PR AGENCY: Turner PR
Malcolm Griffiths – Senior Vice President
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