Tennessee Department Of Tourist Development: The Colorblind Viewer

The Tennessee Department of Tourist Development, a state agency, installed Colorblind Viewers in its parks to help people see fall colors for the first time, generating more than 662 million earned impressions.

Campaign details

Advertiser: Tennessee Department Of Tourist DevelopmentBrand: Tennessee Department of Tourist DevelopmentAgency: VMLY&R Kansas CityCountry: United States

Objectives

The Tennessee Department of Tourist Development is tasked with promoting the state of Tennessee to vacationers in the United States as well as internationally. One of Tennessee's biggest tourist attractions is its scenic beauty, especially during autumn when the state boasts some of the most vibrant fall foliage in the United States. But many competing states have equally impressive fall scenery and all of these states advertise it heavily.

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