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Entrant Company
VML
Entry Type
Product/Service
Launch Country
United States
Program
Clio Awards 2026
Medium Type
Professional
Medium
Audio Craft
Category
Copywriting
Tennessee Sound Sites: Rewriting What Vacation Planning Means For Blind Communities
People seeing photos immediately translate all the visuals into a nuanced story, but often alt text image descriptions provide limited information that’s devoid of imagination.
With over 52% of travelers relying on imagery when it comes to choosing a vacation destination, these poor alt text image descriptions were inhibiting travel for blind individuals.
To make a more inclusive experience, we partnered with Tennessee songwriters to reimagine our website’s image alt text as if it was lyrics from a song. Knowing many visually impaired people have been blind since birth, lyrics were written to appeal to their four other senses of sound, touch, smell, and taste.