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

AI-generated images could make it troublesome to separate reality 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,” stated 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 images and movies when selecting a vacation spot, whereas 74% would not ebook a visit with out seeing images first. Tennessee Tourism’s new picture
certification helps vacationers confirm the place images have been captured, all the way down to the latitude and longitude. What you see is what you get.

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

Tennessee’s tourism trade set a brand new document in 2024, producing $31.7 billion in direct customer spending and welcoming 147 million guests,
based on Tourism Economics and the TDTD.