Luckie & Company Wins National Design Award For Alabama Tourism
Continuing Alabama Tourism Department campaign emphasizes state’s civil rights history
Birmingham, AL; Montgomery, AL – The American Advertising Federation presented the national silver ADDY award for book design to Luckie & Company for Alabama Civil Rights Trail, a publication developed with the Alabama Tourism Department.
Alabama Tourism Director, Lee Sentell, states, “As the years 2013 through 2015 mark the 50th anniversaries of some key civil rights milestones, the Alabama Tourism Department has made the state’s civil rights heritage a priority in order to bring positive attention to Alabama’s civil rights destinations.”
Alabama Civil Rights Trail features vintage photographs matched with contemporary images of churches and other landmarks where African-Americans challenged racial barriers in the 1950s and 1960s. Former Southern Living photographer Art Meripol collaborated with Luckie to copy perspectives of the historic photos and show how seven iconic landmarks are essentially unchanged since the civil rights era.
Alabama Civil Rights Trail Book
The Alabama Tourism Department is supporting the ongoing campaign for select sites along the Alabama Civil Rights Trail in a nomination process for global classification as UNESCO World Heritage sites. The images and text in the Alabama Civil Rights Trail publication help define the significance of the role each site played in the modern day Civil Rights Movement. This presentation was developed to showcase in a visually powerful manner the sites where key civil rights events occurred and that are accessible today. A delegation from Birmingham will deliver the presentation in an expanded form during a follow-up visit to Paris in June.
State tourism director Lee Sentell said the limited-edition book prepared for Birmingham Mayor William Bell persuaded a division of the United Nations to award the designation of “Memory of the World” that highlights documentary heritage, including speeches, articles, books and sermons.
Bell said the publication features three Baptist churches on the tentative list for UNESCO World Heritage site status, including Birmingham’s 16th Street and Bethel Baptist churches, and Montgomery’s Dexter Avenue church where Martin Luther King Jr. served as pastor. Other sites profiled are the Edmund Pettus Bridge and Brown Chapel AME Church in Selma, the Alabama State Capitol in Montgomery, and Foster Auditorium on the campus of the University of Alabama in Tuscaloosa.
The book created significant interest in the nomination among both domestic and foreign partners whose objective now is to expand the United States nomination – and the book itself – to include additional significant locations around the country.
Lauded for its design, Alabama Civil Rights Trail shows current as well as historic images of significant structures within the state and puts them into the appropriate context relative to the events that occurred there and the role each played in the Civil Rights movement.
“The timing of the book and campaign has definitely played a role in how well it has been received,” stated Miles Wright, art director at Luckie & Company. “By using historical images combined with the photos of how the buildings currently look, the photos gain real meaning. We’re able to connect the present with the past within this book, and it becomes a much more powerful piece.”
Alabama Civil Rights Trail won Best of Show/Print at the Birmingham, Ala., chapter of the American Advertising Federation Awards in February at a ceremony in Birmingham. That winning entry enabled it to move on to the District 7 Addys, which included creative entries from Alabama, Georgia, Louisiana, Mississippi and Tennessee. The publication won gold at the District 7 competition in March and moved on to the national American Advertising Federation competition where it competed with 40,000 other entries from around the country to win in the competition.
The entry also received recognition with a Mosaic Award at the district level competition. The Mosaic Award is given to the entry that the judges feel best reflects multiculturalism, diversity and inclusion in advertising. The award recognizes companies whose commitment to diversity and inclusion is evident through their work and actions.
ALABAMA TOURISM DEPARTMENT
Lee Sentell, Director
LUCKIE & COMPANY
Miles Wright, Art Director
Giannina Stephens, Director of Production
Brad White, Chief Creative Officer
Art Meripol, Photographer (contemporary images)
For more information about the Alabama Civil Rights Trail, please visit www.alabama.travel.