The Challenge
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.
The Results
- A gorgeous, modern website that conveys the Black Belt’s full value proposition through clear messaging, stunning visuals, and frustration-free navigation for users
- American Advertising Award-winner (Silver)
- Flavor Trail Avg. Time on Page = 2:48 min. indicating strong user-engagement with content*
- Mural Trail Avg. Time on Page = 4:04 min. (nearly double industry average)*
*Defined period of 5/31/22 – 6/30/23, via Google Analytics
The Partner
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 Solutions
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.
