The Tennessee Department of Tourist Development's 2017 campaign "Color Blindless Viewer" leverages an innovative approach to differentiate Tennessee’s fall foliage in a crowded travel market. Recognizing that millions worldwide, including a significant portion of the U.S. population, experience red-green color blindness and thus cannot fully appreciate the vibrant colors of autumn leaves, the campaign introduces a unique experiential offering: viewfinders equipped with EnChroma lenses designed to alleviate color blindness and reveal the true colors of fall. This positions Tennessee not just as a visually striking destination, but as a brand that creates inclusive, memorable experiences that go beyond traditional scenic views.
The market strategy centers on a powerful cultural insight — that a large subset of potential travelers have been historically excluded from fully experiencing fall foliage’s renowned beauty. By addressing this sensory limitation through specialized technology, the campaign tactically targets both color-blind individuals and their networks, fostering emotional engagement through the promise of a previously inaccessible experience. The creative angle emphasizes innovation and empathy, transforming a common visual impairment into an opportunity for discovery and connection with the natural environment. This approach differentiates Tennessee from other states making similar claims, elevating its appeal through meaningful inclusivity rather than generic scenic promotion. The campaign’s strong digital presence, significant viewership, and integration of educational content further support its strategy to build awareness, encourage visitation, and reinforce Tennessee as a thoughtful and pioneering destination in the travel and tourism space.
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
This campaign best fits the DEMONSTRATION format, as the core creative device is providing a tangible experience: viewers (especially those with red-green color blindness) are invited to see how specially installed EnChroma-lens viewfinders enable them to witness the true fall colors of Tennessee for the first time. The narrative centers on the technology in action—users looking through the viewer and reacting to the new, vibrant scenery. The messaging is experiential and showcases the product’s utility and benefit in a very literal way, distinguishing the campaign from purely story-driven, testimonial, or symbolic approaches.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Visit North Carolina – Positioned as a diverse travel destination, North Carolina emphasizes its blend of mountain, beach, and cultural experiences, catering to outdoor enthusiasts and history lovers alike. Its strategy highlights accessibility, family-friendly activities, and authentic Southern charm to differentiate from neighboring states.
2. Explore Georgia – Georgia markets itself through a mix of vibrant urban experiences in Atlanta, historic sites like Savannah, and scenic nature spots such as the Blue Ridge Mountains. The state focuses on rich cultural heritage, music, and food tourism to attract a broad demographic.
3. Visit Virginia – Virginia leverages its colonial history, Civil War heritage, and coastal attractions to appeal to heritage tourists. The state also promotes diverse landscapes and outdoor adventures, positioning itself as a destination for history buffs and nature seekers.
4. Kentucky Tourism – Kentucky differentiates with its association to bourbon, horse racing, and bluegrass music, creating a unique cultural identity. The state markets experiential tourism including distillery tours, festivals, and the iconic Kentucky Derby to attract niche travel segments.
5. Visit Arkansas – Arkansas emphasizes natural beauty and outdoor recreation, branding itself as “The Natural State.” Its strategic angle revolves around promoting national parks, hiking, fishing, and wellness retreats, appealing to eco-tourists and adventure travelers.
Q: What is Color Blindless Viewer about?
A: Color Blindless Viewer is a 2017 campaign created by VML for the Tennessee Department of Tourist Development, targeting the United States travel and tourism market. The campaign addresses the fact that millions worldwide, including a significant portion of Americans, are red-green color blind and cannot fully appreciate the vibrant hues of fall foliage. By installing scenic viewers equipped with EnChroma spectral lens technology at key Tennessee locations, the campaign enables colorblind visitors to experience the true colors of autumn for the first time. The initiative is showcased through a film asset capturing authentic reactions, positioning Tennessee as an inclusive and innovative travel destination.
Q: What creative device does Color Blindless Viewer use?
A: Color Blindless Viewer employs the DEMONSTRATION format, as classified by Clapboard's 12-format taxonomy. The campaign’s core creative device is a direct, experiential demonstration: viewers, particularly those with red-green color blindness, are invited to look through specially installed EnChroma-lens viewfinders and witness the full vibrancy of Tennessee’s fall colors. The narrative centers on the technology in action, capturing genuine user reactions and emphasizing the tangible benefits of the product. This literal, utility-focused approach distinguishes the campaign from story-driven or testimonial formats.
Q: What is the campaign proposition for Color Blindless Viewer?
A: The campaign proposition for Color Blindless Viewer is to position Tennessee as a destination that goes beyond traditional scenic promotion by offering a unique, inclusive experience for travelers with red-green color blindness. By addressing a sensory limitation that affects millions, the Tennessee Department of Tourist Development demonstrates empathy and innovation, inviting both colorblind individuals and their networks to discover the true beauty of fall foliage. This strategic move not only differentiates Tennessee in a crowded market but also reinforces the brand’s commitment to meaningful, accessible travel experiences that foster emotional engagement and discovery.
Q: How does Color Blindless Viewer rank in Clapboard's archive?
A: Color Blindless Viewer holds a Clapboard Campaign Score of 86/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the travel and tourism sector.
Q: Who are the competitors in Tennessee Department of Tourist Development's category?
A: In the travel and tourism category, Tennessee Department of Tourist Development competes with several regional brands. Visit North Carolina emphasizes its blend of mountain, beach, and cultural experiences to attract outdoor and family travelers, while Explore Georgia leverages vibrant urban centers, historic sites, and scenic nature to appeal to a broad demographic. Visit Virginia focuses on its colonial history, Civil War heritage, and diverse landscapes for heritage and nature tourism. Kentucky Tourism builds its identity around bourbon, horse racing, and bluegrass music, targeting experiential and niche travel segments. Visit Arkansas brands itself as The Natural State, promoting outdoor recreation and wellness to eco-tourists and adventure seekers.
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