Tennessee, VML Champion ‘Real’ Journey Pictures 07/24/2026

AI-generated pictures could make it tough to separate truth from
fiction. Which is why the Tennessee Department of Tourist Development launched an industry-first photo certification marketing campaign.

Produced by company VML, which additionally handed media,
TDTD solely makes use of precise pictures, accompanied by the “Real Seal.”

A 90-second spot, working on YouTube, CTV and Meta,
underscores the significance of authenticity.

“This initiative is a true reminder of what makes Tennessee worth capturing and sharing in a real, genuine way,” mentioned TDTD Commissioner
Mark Ezell. “When you’re standing in the middle of a forest or watching the sun drop behind the Smokies, only the stunning real photos can do it justice.”

Talker Research
surveyed 2,000 American vacationers and located 70% depend on pictures and movies when selecting a vacation spot, whereas 74% would not guide a visit with out seeing pictures first. Tennessee Tourism’s new photograph
certification helps vacationers confirm the place pictures had been captured, right down to the latitude and longitude. What you see is what you get.

“The ‘Real Seal’ was born from a second of
embarrassment,” mentioned Allison Pierce, Chief Creative Officer, VML. “I shared a journey picture with our workforce I believed was actual. It wasn’t. If the individuals who work with AI every single day can
nonetheless be fooled, that’s an actual downside for vacationers. Our shoppers are excited to make sure that what vacationers see on their screens is strictly what they’ll expertise once they go to
Tennessee.”

What vacationers won’t ever see: AI-generated alterations that add, take away or change actuality. TDTD’s Real Seal certification seems throughout the division’s
digital and advertising channels.

Tennessee’s tourism business set a brand new file in 2024, producing $31.7 billion in direct customer spending and welcoming 147 million guests,
in line with Tourism Economics and the TDTD.