• Agency : VML
  • Place : USA
  • The Tennessee Department of Tourist Development
Objective / insight
  • Americans spend about two months planning their holidays every year.
  • With attractions like the Smoky Mountains, the Grand Ole Opry or Beale street in Memphis, Tennessee is a very attractive holiday destination. Tourism already accounts for a large part of the state’s economy.
Implemented strategy
  • The Tennessee Department of Tourist Development tried to attract tourist by helping them to plan their holidays in only 45 seconds.
  • To do so, social media profiles of potential tourists were analyzed, their main interests were identified and a large database of videos from Tennessee was screened to find the most suitable destinations and activities for each individual tourist.
Technology implemented
  • Image recognition on a large data base of videos from Tennessee
  • Matching algorithms between tourist’s interest and places in Tennessee
  • Geo-localization to optimize travel distances
  • + 46% website traffic
  • 93% of surveyed tourists were planning to visit Tennessee after testing this new service
  • Awarded in the Special Projects category by the US National Council of State Tourism Directors


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