{"id":19242,"date":"2026-08-31T19:27:47","date_gmt":"2026-08-31T23:27:47","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19242"},"modified":"2026-08-31T19:27:47","modified_gmt":"2026-08-31T23:27:47","slug":"dolly-parton-wrote-alt-text-inside-tennessees-sound-sites-with-josh-loebner","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/dolly-parton-wrote-alt-text-inside-tennessees-sound-sites-with-josh-loebner\/19242\/","title":{"rendered":"Dolly Parton Wrote Alt Text? Inside Tennessee&#8217;s Sound Sites with Josh Loebner"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">What if 12 of Nashville&#8217;s most iconic songwriters, including Dolly Parton, wrote the alt text for a state tourism website?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s exactly what happened when the Tennessee Department of Tourist Development (TDTD) hired VML to reimagine their site&#8217;s accessibility.&nbsp; Dr. Josh Loebner, VML\u2019s former Head of Inclusive Design, replaced simple compliance with creativity, driving a 36% increase in web traffic for TDTD.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this episode of What Comes Next, Josh tells the story of the award-winning Tennessee Sound Sites campaign, which recruited world-renowned songwriters Dolly Parton, Kix Brooks, and more to write poetic, lyrical alt text for Tennessee imagery to welcome blind and low-vision travelers to the state.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this episode:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">00:00 Intro<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">02:12 Meet Dr. Josh Loebner, former Head of Inclusive Design at VML<br>04:13 Why tourism imagery excludes a large market segment<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">05:32 The idea for poetic alt text for Tennessee&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">08:47 The choice to bring in songwriters vs. AI&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">09:55 What makes good vs bad alt text&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">18:39&nbsp; Co-creation with the blind community<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">28:08 How VML measured the success of the campaign<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">35:00 Advice for brands &amp; agencies to recreate VML\u2019s success<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">37:48 What comes next&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A NOTE FROM THIS RECORDING: As mentioned in the opening, this conversation was recorded on August 24th and is dedicated to Dolly Parton&#8217;s memory. We left the conversation as it happened.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The What Comes Next podcast is sponsored by Making Space and Level Access, powered by AW360, Advertising Week&#8217;s year-round content platform.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Explore more conversations from the What Comes Next podcast. Subscribe to catch the full series.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Sound Sites Campaign: <a href=\"https:\/\/www.vml.com\/work\/sound-sites?theme=9\">https:\/\/www.vml.com\/work\/sound-sites?theme=9<\/a>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Learn more about Level Access: <a href=\"http:\/\/levelaccess.com\">levelaccess.com<\/a>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Learn more about Making Space: <a href=\"http:\/\/making-space.com\">making-space.com<\/a>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Follow Josh Loebner: <a href=\"https:\/\/www.linkedin.com\/in\/joshloebner\/\">@Josh Loebner<\/a> on LinkedIn<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Follow Level Access: <a href=\"https:\/\/www.youtube.com\/@LevelAccessA11y\">@LevelAccessA11y<\/a> on YouTube<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Follow Making Space: @<a href=\"https:\/\/www.instagram.com\/_making_space__\/\">_making_space__ <\/a>on Instagram<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Follow Advertising Week: <a href=\"https:\/\/www.instagram.com\/advertisingweek\/\">@advertisingweek<\/a> on Instagram<\/p>\n\n\n\t\t<div class=\"brand-logos wp-block-advertising-week-brand-logos\">\n\t\t\t\t\t\t\t\t\t<div class=\"container brand-logos__content\">\n\t\t\t\t\t\t\t\t\t<h2\t\t\t\t\t\tclass=\"brand-logos__heading h1 brand-logos__heading--align-center\"\n\t\t\t\t\t\tstyle=\"--aw-iac-underline:#ffeb3b\"\n\t\t\t\t\t>Listen &amp; Subscribe<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__grid has-3-columns\">\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" style=\"background-color:#ffffff\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"brand-logos__item-link\"\n\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/podcasts.apple.com\/us\/podcast\/what-comes-next\/id6785953766\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t><img decoding=\"async\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/applepodcasts-badge.3ef14700864f.svg\" alt=\"applepodcasts-badge.3ef14700864f\" \/><\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" style=\"background-color:#ffffff\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"brand-logos__item-link\"\n\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/open.spotify.com\/show\/033HqHosL8geUN79U11BlG\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t><img decoding=\"async\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/spotify-badge.96aadbd23096.svg\" alt=\"spotify-badge.96aadbd23096\" \/><\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" style=\"background-color:#ffffff\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"brand-logos__item-link\"\n\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/www.youtube.com\/playlist?list=PLb5iJDXzW1rw\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t><img decoding=\"async\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/youtube_player-badge.9bfab4521c68.svg\" alt=\"youtube_player-badge.9bfab4521c68\" \/><\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\n\n\n<iframe title=\"Dolly Parton Wrote Alt Text? Inside Tennessee's Sound Sites with Josh Loebner\" allowtransparency=\"true\" height=\"315\" width=\"100%\" style=\"border: none; min-width: min(100%, 430px);height:315px;\" scrolling=\"no\" data-name=\"pb-iframe-player\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=cr6mr-1b4a951-pb&#038;from=pb6admin&#038;pbad=0&#038;share=1&#038;download=1&#038;rtl=0&#038;fonts=Arial&#038;skin=1&#038;font-color=auto&#038;logo_link=episode_page&#038;btn-skin=f6f6f6&#038;size=315\" loading=\"lazy\" allowfullscreen=\"\"><\/iframe>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p>In this episode of What Comes Next, Josh tells the story of the award-winning Tennessee Sound Sites campaign, which recruited world-renowned songwriters Dolly Parton, Kix Brooks, and more to write poetic, lyrical alt text for Tennessee imagery to welcome blind and low-vision travelers to the state.<\/p>\n","protected":false},"author":7,"featured_media":19243,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[23,49],"class_list":["post-19242","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-podcast","topics-what-comes-next"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Dolly Parton Wrote Alt Text? 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