Birmingham, Ala.; Montgomery, Ala. – It was announced this week that the Alabama Tourism Department’s Year of Alabama BBQ campaign has been honored by the National Council of State Tourism Directors with the Mercury Award for the best targeted marketing promotion in the nation.
About The Year of Alabama BBQ Campaign
Barbecue is right up there with football and religion in terms of devotion in this state, and Luckie spent a whole year telling that story. The Year of Alabama BBQ was no ordinary campaign. In fact, in some parts of Memphis, Tenn., they called it ballsy. Along with print and digital elements, it also included a documentary profiling pitmasters across the state, a traveling photography exhibit of Alabama’s barbecue masters, an app and an outdoor campaign that sparked a barbecue war.
“Industry recognition for The Year of Alabama BBQ speaks to the creative quality of the campaign,” said Luckie Managing Director Ed Mizzell. “It speaks even more to the value of culinary tourism and the consumer’s desire for an authentic cultural experience.”
Click here to read more about the barbecue war Luckie started (and that’s still going on in some parts of the country).
Additional Recognition Received
The BBQ campaign is part of a unique “Year of” marketing approach that has helped increase tourism impact in the state from $4 billion to over $11 billion during the life of the program. According to a press release distributed by the Alabama Tourism Department, this is the fifth time in the past decade that the tourism group has won the top award. Previous award-winning “Year of” promotions in which Luckie was involved include Alabama Food, Alabama Arts, Alabama Small Towns and Downtowns, and Alabama Music.
This national award for The Year of Alabama BBQ follows Luckie’s 2015 recognition for the Alabama Civil Rights Trail, which won a national ADDY award for book design. Luckie also received kudos last month on Skift.com for the “smoothly designed” Alabama Civil Rights Trail app created for the Alabama Tourism Department. The app takes its place among civil rights tourism efforts across the U.S.
To learn more about some of the work we do, please visit luckie.com.
With offices in Atlanta, Birmingham and Austin, Luckie is a marketing agency that specializes in the human experience. What makes us different is our obsession with uncovering the human qualities of brands and matching them to what people really want. We use behavioral and data science to develop powerful insights that drive our story crafting. Then, with a combination of content marketing, CRM, traditional and digital media, and award-winning creative, we help brands find innovative ways to own the customer journey. Today, we’re happy to partner with these great clients to help them get closer to their customers and make the most of their marketing dollars: GlaxoSmithKline, Regions Bank, Piedmont Hospital, Grandview Medical Center, Marriott, Little Debbie, Drake’s, Brown-Forman, Express Oil Change, Alabama Power and Williamsburg, Va. To learn more about our marriage of science and creativity or just to connect with one of our super-talented Luckie humans, check us out at luckie.com.