Birmingham, Ala.; Atlanta, Ga. – Launched on Martin Luther King Day, the U.S. Civil Rights Trail is a content-rich website that connects 14 states and over 100 landmarks of the Civil Rights Movement. It is part travel planner, part history lesson and part catalyst for carrying on the work that so many brave individuals fought for.
This site represents an evolution of creative work that tells the story of civil rights in the South and beyond. Luckie & Company Chief Creative Officer Brad White said, “We’re so proud to share our work with the world. As we know, the Civil Rights Movement is just as relevant today as it was 50 or 60 years ago. This project included multiple departments and massive amounts of manpower and cooperation to complete. It’s a powerful story, and we truly consider ourselves ‘Luckie’ to tell it.”
The trail is gaining momentum through digital and social media, influencer marketing, public relations, and advertising in print publications such as Time, just in time for Black History Month. Featured in articles in Forbes, The New York Times, Travel + Leisure, The Washington Post and many other publications, the U.S. Civil Rights Trail allows visitors to literally walk in the footsteps of Martin Luther King Jr., Rosa Parks, Judge Frank Johnson, Medgar Evers, John Lewis and other Civil Rights Movement icons. Southern tourism departments have curated the list of over 100 museums, churches, courthouses and other landmarks on the trail that were pivotal to the advancement of social justice during the volatile 1950s and 1960s.
Famous sites such as the Edmund Pettus Bridge in Selma, Alabama; Little Rock Central High School in Arkansas; the Greensboro, North Carolina, Woolworth’s where sit-ins began; the National Civil Rights Museum at the Lorraine Motel in Memphis, Tennessee; and Dr. King’s birthplace in Atlanta are anchors.
“Two years ago when National Park Service Director Jonathan Jarvis challenged historians to inventory surviving civil rights landmarks, Georgia State University found 60, which became the foundation of the trail,” said Alabama Tourism Director Lee Sentell. The 12 state tourism agencies known collectively as Travel South USA supplemented the list with other worthy sites.
“We feel that the trail will encourage Americans to better understand their history,” said Travel South’s president, Liz Bittner. Several major international tour operators have added civil rights destinations since the concept was previewed in London two months ago, she noted.
The website CivilRightsTrail.com profiles the landmarks and features an interactive map, interviews with foot soldiers, past and present photographs, and 360-degree video. The trail stretches from schools in Topeka, Kansas, known for the Brown v. Board of Education desegregation court decision in 1954, to the Lincoln Memorial in Washington, D.C., where Dr. King delivered his “I Have a Dream” speech in 1963. To explore the site and start your journey, go to CivilRightsTrail.com
About the U.S. Civil Rights Trail
The U.S. Civil Rights Trail is a collection of churches, courthouses, schools, museums and other landmarks primarily in the Southern states where activists challenged segregation in the 1950s and 1960s to advance social justice. Famous sites such as the Edmund Pettus Bridge in Selma, Alabama; Little Rock Central High School in Arkansas; the Greensboro, North Carolina, Woolworth’s where sit-ins began; the National Civil Rights Museum at the Lorraine Motel in Memphis, Tennessee; and Dr. King’s birthplace in Atlanta, to name a few. The people, locations and destinations included in the Civil Rights Trail provide a way for families, travelers and educators to experience history firsthand and tell the story of how “what happened here changed the world.” For details about dozens of significant sites and to see interviews with civil rights foot soldiers, visit CivilRightsTrail.com.
About Luckie & Company
With offices in Atlanta and Birmingham, Luckie is a marketing firm that uses data, insights, empathy and creativity to solve our clients’ toughest challenges. We work in small, results-driven teams that deliver a range of expertise throughout our process. We believe innovation and meaningful change comes from passionate collaboration, not handoffs or silos. 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 investment: GlaxoSmithKline, Regions Bank, Piedmont Hospital, Marriott, Little Debbie, Express Oil Change, Alabama Power, Alabama Tourism Department and Williamsburg, Va. To learn more about our marriage of science and creativity, check us out at luckie.com.
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