Challenge

Suffering from a “Just not Florida” perception, Alabama’s Gulf Coast needed to erase certain perceived differences between the Florida Panhandle and their own surprisingly undiscovered beach destinations, some of the most secluded, expansive white sand beaches in the U.S. We needed to build awareness, change minds, drive demand and motivate vacationers to give the Alabama Gulf Coast a try.

Opportunity

Not all Gulf Coast beach destinations are created equal. Expansive, sugar-white stretches of secluded sand, unspoiled natural beauty, a more laidback vibe, fewer crowds, and plenty to do mean you can easily transform into a vacation state of mind in a matter of moments. And you don’t have to fight flocks of Florida tourists to do it.

In Gulf Shores and Orange Beach, It’s a Whole Different State.