Consumer Website
Tennessee Department of Tourist Development

An inspirational moment of truth for tourism.

When the Tennessee Department of Tourist Development called for a redesign of the well-known, award-winning, the creative brains at Designsensory went into overdrive.

Visually immersive with beautiful images and fresh content, the site’s responsive design provides an optimal experience on any device. Artist Jon Contino—known for his minimalist combinations of retro and modern stylescollaborated with Designsensory to handcraft an entire alphabet. Evoking characteristics of folk art, trailblazers and music makers, the original typography sets Tennessee apart as the first state to develop its own letter style to promote tourism.

The site features a sleek, contemporary voice, trip ideas based on individual preferences and a trip planner that former Tourism Commissioner Susan Whitaker calls “a great tool for visitors to plan and create their vacation itineraries and share on social media.”

The state’s regions and subregions shine through video and engaging content. Expanded city pages reveal the culture and heritage, attractions, music and food that create unique locales.

The back-end system gives global access to administrators and restricted access to over 7,000 vendors and enables timely edits and connections with other Tennessee tourism initiatives. Updated information automatically feeds the online partner page and eGuide. Partners can quickly update photos, videos, coupons, deals, category tagging and descriptions. 

With the redesigned, Tennessee’s travel message is even more accessible across all platforms, providing a consumer-centric, content-rich digital experience.

Dreaming to Doing: Learning About Travelers

Consumer behavior, trends and insights were critical in understanding what ultimately affects the decision making process for travelers today.

Cultural Trends

Travel trends vary among different audience segments.

Customer Insights

Nearly half of US travelers now use multiple devices to research and book a single trip.
—Google Travel Study

Global Trends

Travelers have more choices than ever.

Designsensory partnered with artist Jon Contino to create custom illustrations to reflect the character and personality of Tennessee.
Highlights and Performance Metrics

The digital experiences offered by the new website, content and videos received universal acclaim from industry partners and consumers.

Named a "Top 20 Tourism Website" by Skift Travel IQ

5000+ Tourism Partner pages managed

5,000,000+ site visits annually

Let’s achieve great things together.

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