Alabama Black Belt Adventures
AWARDS
2023 Addy Award Silver: Consumer Website
The Alabama Black Belt Adventures Association (ALBBAA) is a non-profit organization with a mission to promote outdoor recreation and tourism opportunities in the state’s 23-county Black Belt region. The area spans south-central Alabama from Mississippi to Georgia.
Known as a hunting and fishing paradise, the Black Belt is also a huge draw for thrill seekers who love canoeing, horseback riding, hiking, whitewater rafting, and bird watching.
The Alabama Black Belt Adventures Association was eager to grow a national tourism audience and to better showcase the region’s full offerings beyond hunting and fishing. Leadership wanted a top-tier website combining form and function, with support for robust data collection, engagement tracking, and analysis. Red Sage was selected as the travel marketing agency and destination partner capable of delivering.
Utilizing targeted brand, audience, and competitor research, Red Sage developed an intuitive navigation structure, as well as audience journey maps, for the new Alabama Black Belt Adventures website. Using rich video and images to create “take you there” immersion, our travel marketing agency highlighted the region’s full range of attractions.
This included core hunting and fishing assets, as well as the Black Belt’s enthralling fusion of Flavor & Mural Trails. Curated Trail segments were meticulously designed to entice weekend explorers and day-trippers alike, weaving in captivating visuals, digital resources, downloadable itineraries, and an interactive Passport feature.
A modern website that showcases the Black Belt’s full value through clear messaging, striking visuals, and intuitive, frustration-free navigation. The site earned a Silver American Advertising Award and delivers strong engagement metrics, including an average 2:48 time on page for the Flavor Trail and 4:04 for the Mural Trail—nearly double the industry average (5/31/22–6/30/23, Google Analytics).
