VML's 'Sound Sites' Wins Big, Revolutionizing Digital Accessibility for Blind Travelers
VML, a global marketing agency, has made waves with its innovative campaign 'Sound Sites'. Collaborating with 12 Tennessee songwriters and visually impaired users, the project reimagined alt-text descriptions, creating immersive, sensory-driven stories for blind and visually impaired travelers. The campaign, open-sourced for other brands, has garnered significant attention and praise.
The campaign, 'Sound Sites', was launched to transform traditional alt-text image descriptions into engaging narratives. This human-first approach aims to enhance the online travel experience for visually impaired individuals.
The project, which won Silver in the Cultural Moments and Calendarized Events category, also scooped two Grand Prizes: Digital Excellence and People with Disabilities and Neurodivergent Communities. It generated a staggering 215 million paid and earned impressions and boosted traffic to TNVacation.com by 36%.
Judges lauded 'Sound Sites' for its innovative approach, setting a new standard in inclusive marketing. The campaign was also recognized at the 2025 ANA Multicultural and Inclusive Marketing Excellence Awards, where VML was named Best in Show.
VML's 'Sound Sites' campaign has not only won multiple awards but also made a significant impact on digital accessibility. By open-sourcing the alt-text framework, the agency has enabled other brands to adopt this inclusive approach, potentially transforming the online experience for visually impaired users worldwide.
