VML and Tennessee Tourism Revolutionize Accessibility with “Sound Sites” Initiative

VML and The Tennessee Department of Tourist Development (TDTD) are redefining accessibility through the power of music, partnering with songwriters in an industry-first initiative to enhance the online travel experience for blind and visually impaired visitors. This groundbreaking program called “Sound Sites” replaces standard image descriptions known as alt-text on TNVacation.com with beautifully-crafted song lyrics, allowing travelers using screen readers to experience Tennessee’s landscapes, culture and spirit through poetic, immersive storytelling.

Leveraging one of Tennessee’s most iconic assets—its legendary songwriters—this initiative creates a richer and more evocative way for visually impaired travelers to connect with the state. Instead of generic, uninspired alt-text such as “image of a mountain” or “street at night,” visitors will hear lyrical descriptions that bring Tennessee’s scenic beauty to life.

Billy Montana, a Tennessee-based, award-winning country songwriter known for hits recorded by Garth Brooks and Tim McGraw is one of 12 talented songwriters bringing Sound Sites to life, joining an all-star lineup that includes country music legend Dolly Parton, Brooks & Dunn’s Kix Brooks and Grammy-nominated songwriter Michael Farren. The initiative also features a diverse range of artists, from Americana storyteller Hilary Williams—daughter of Hank Williams Jr.—and indie-rock powerhouse Nicole Atkins to Nashville hitmakers David Tolliver, Adam Wood, Brian Davis, Thomas Edwards and Jack Settle. JP Williams, a celebrated blind singer-songwriter, brings an especially meaningful perspective to the project, helping to ensure that Tennessee’s landscapes aren’t just seen, but truly felt.

Mark Ezell, Commissioner, TDTD: “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 Tennessee Department of Tourist Development. “Tennessee’s deep musical roots make this campaign a natural fit, and we’re proud to champion travel experiences that embrace everyone. This is just the beginning of a meaningful, ongoing effort to connect people to the beauty of our great state.”

Josh Loebner, Global Head of Inclusive Design, VML: “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. Every component of a campaign, its wording and images are meticulously curated to be as compelling and action oriented as possible, and alt text image descriptions shouldn’t be bland information-only experiences, particularly in advertising. We have an opportunity to welcome millions of people who, quite honestly, have been forgotten by many brands when it comes to potential buying power, brand loyalty and value. As a blind Tennessean I couldn’t be more thrilled to be a part of this Tennessee tourism effort to showcase new connections between creativity and accessibility through the passionate words crafted by songwriters and for alt text image descriptions. 

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