About This Project
Summary
Sound Sites redefines image alt-text by replacing generic descriptions with poetic song lyrics crafted by Tennessee's celebrated songwriters. This innovative initiative, a collaboration between VML and the Tennessee Department of Tourist Development, transforms accessibility in tourism. By blending creativity and functionality, Sound Sites allows blind and visually impaired travelers to emotionally connect with Tennessee’s landscapes and culture through evocative storytelling.
Goals & Objectives
The project aimed to enhance alt-text with lyrical descriptions, creating an inclusive and emotional travel experience for blind users. The long-term goal is to set a new industry standard for accessible design, inspiring brands worldwide to adopt creative, human-centered approaches to inclusion.
Results & Impact
Sound Sites earned 215M impressions, 883K video views, and boosted TNVacation.com traffic by 36%. Over 500 photos now feature lyrical alt-text, with ongoing contributions from songwriters. The campaign sparked industry-wide conversations on accessibility and set a creative benchmark for inclusivity.
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