Discover Tennessee Trails & Byways
Tennessee Department of Tourist Development

Taking the road less traveled, and the app. 


Designsensory and the Tennessee Department of Tourist Development joined to develop two digital platforms for sharing the adventures of Discover Tennessee Trails & Byways. These trails veer off the beaten path to find local flavor, historic main streets, scenic spots and hidden treasures.

In addition to a minisite within TNVacation.com, we created both iPhone and Android apps for each of 16 trails to help travelers plan, experience and share their trail adventures, searching for points of interest (POIs) and exploring events along the trail. On both the website and the app, travelers can filter POIs by category or location, save favorites and customize to fit schedules and travel plans. Users can save photographs and share on Facebook as they learn about lesser known attractions and historic sites. 

After Designsensory worked with the state to identify places and topics of special interest, we wrote and recorded entertaining audio commentary for many of the attractions. “Did You Knows?” provide fast facts and trivia along the road. 

The self-guided driving trails have received broad media traction, including national coverage on ABC news. 

The apps help uncover both urban adventures and out-of-the-way gems that many folks miss.

Dreaming to Doing: Learning About Travelers

Designed to increase overnight stays in Tennessee, the Discover Tennessee Trails and Byways website along with the 16 apps, provides a constant resource for users to stay plugged in while exploring the back roads of Tennessee.

Feasibility

Apps enhance the website to allow users access to resources at any time.

Audience Insights

Travelers do about 45% of their searches on smartphones and tabletsnot just on desktop computers, says Google’s travel study.

Viability

Limited bandwidth in rural areas reinforced the need for apps.

This program generates exposure to rural areas of Tennessee, our secondary markets, providing an authentic glimpse into Tennessee life beyond the primary markets, therefore increasing tourism-related economic development statewide.

Highlights and Performance Metrics

This innovative, multi-year program succeeded at bringing local tourism partners, organizations and government agencies. It also resonated with travelers around the world.

 2010 Webby Honoree

 5,225 miles of travel featured throughout 95 counties 

Over 18,000 downloads on Android and iOS devices as of June 2015

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