Tennessee Tourism launches Real Seal campaign
Tennessee Department Of Tourist Development in partnership with agency VML launched an industry-first photo certification campaign.
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A new survey commissioned by the Tennessee Department of Tourist Development (TDTD) found only 5% of travellers can correctly identify real destination photos in a side-by-side test with AI-generated images. As AI-generated imagery grows more common and more realistic, TDTD wants travellers to know its photos are the real thing.
Tennessee Department Of Tourist Development in partnership with agency VML launched an industry-first photo certification campaign and pledged to not use generative AI in place of its own marketing photography, called the “Real Seal.”
Talker Research surveyed 2,000 American travellers and found 70% rely on photos and videos when choosing a destination, while 74% wouldn't book a trip without seeing photos first. Tennessee Tourism's new photo certification helps travellers verify where photos were captured, down to the latitude and longitude. It's a commitment to authenticity and a promise to travellers that, when it comes to Tennessee, what you see is what you get.
Credits
View on- Agency VML/Kansas City
- Production Company Plan A Films
- Director Chusy Jardine
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Credits
View on- Agency VML/Kansas City
- Production Company Plan A Films
- Director Chusy Jardine
- Chief Creative Officer Allison Pierce
- Chief Creative Officer John Godsey
- Group Creative Director Ryan Simonet
- Creative Director Jonathan Vigliaturo
- Creative Director Erik Stark
- Associate Creative Director Alpho Ramsay
- Executive Producer Ethan Downing
- Producer Andy O'Neill
- Editor Andy O'Neill
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency VML/Kansas City
- Production Company Plan A Films
- Director Chusy Jardine
- Chief Creative Officer Allison Pierce
- Chief Creative Officer John Godsey
- Group Creative Director Ryan Simonet
- Creative Director Jonathan Vigliaturo
- Creative Director Erik Stark
- Associate Creative Director Alpho Ramsay
- Executive Producer Ethan Downing
- Producer Andy O'Neill
- Editor Andy O'Neill
“This initiative is a true reminder of what makes Tennessee worth capturing and sharing in a real, genuine way,” said Commissioner Mark Ezell, TDTD. “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. Our intention with this seal is to show travellers that what they see online from us is what they can expect to see in real life when they arrive.”
“The ‘Real Seal’ was born from a moment of embarrassment,” said Allison Pierce, Chief Creative Officer, VML. "I shared a travel image with our team that I thought was real. It wasn’t. If the people who work with AI every day can still be fooled, that's a real problem for travelers. Our clients immediately shared that concern and are excited to ensure that what travelers see on their screens is exactly what they'll experience when they visit Tennessee.”
Tennessee Tourism's certification includes content credentials and secure metadata to show travellers who, when, where and what the photo captured. TDTD is reviewing its new and existing photography to confirm each certified photo was captured by a real person and depicts authentic Tennessee scenery.
While minor retouching may be used in certified photography, it will only be used when it better reflects what's already there. Travellers will never see AI-generated alterations that add, remove or change reality.
