Montgomery, Alabama has a powerful story to tell—By connecting the city’s Civil Rights legacy with its outdoor adventure, arts, dining, entertainment, and events, we created a flexible brand platform designed to reach more audiences, inspire deeper engagement, and move more travelers to stay awhile.
Inspiring New Reasons to Visit
Montgomery is known worldwide for its pivotal role in Civil Rights history, but the city has so much more to offer. From outdoor adventures and cultural attractions to dining, entertainment, and memorable meeting experiences, Montgomery has compelling reasons for travelers to stay longer and explore more.
The opportunity was to broaden perceptions of the destination, connect with travelers through the experiences that matter most to them, and turn that interest into increased overnight visitation.
CHALLENGES
- Montgomery is often seen only through the lens of its Civil Rights history—an incredibly powerful story—but one that can overshadow the city’s broader offerings.
- While Montgomery boasts diverse attractions—from world-class outdoor experiences to arts, dining, and entertainment—the city needed a unified brand platform to speak to multiple audience types with one compelling voice.
- There was an opportunity to increase overnight visitation, especially on low-occupancy nights, without diminishing ADR.
CORE POSITION IDEA: Montgomery is a destination that moves you—emotionally, physically, and experientially.
POSITIONING STATEMENT: MONTGOMERY MOVES YOU
We created a brand platform rooted in dual meaning. “Montgomery Moves You” speaks to both the emotional power of its Civil Rights heritage and social justice attractions, and the physical excitement of outdoor experiences like whitewater rafting, biking, and festivals. This flexible campaign platform supports message segmentation across a wide range of target audiences.
For example:
- Montgomery Moves You to Reflect—highlighting museums and historical landmarks.
- Montgomery Moves You to Explore—promoting outdoor adventure and unique events.
- Montgomery Moves You to Connect—with friends, family, or groups for meetings and reunions.
The campaign was developed through deep audience segmentation research and a collaborative strategy process with the Montgomery Tourism Improvement District (MTID) team. From custom traveler personas to media channel planning, every element is designed to maximize RevPAR and long-term destination appeal. Campaign performance will be continuously monitored and optimized to ensure Montgomery’s message stays in front of the right audiences at the right time.
Montgomery Moves You: Turning Traveler Interest Into Action Reaching the right travelers with experiences that match their interests is key to growing visitation.
Through Montgomery Moves You, Stamp combines audience research, targeted creative, video, digital advertising, retargeting, and strategic media placement to inspire travel across leisure, history and culture, outdoor adventure, golf, and meetings.
Out-of-home boards strategically placed along I-65 and I-85 in key locations build awareness of Montgomery’s unique attractions. Digital ads, retargeting campaigns, and rich media out-of-home, target multiple leisure traveler targets from drive markets, direct flight destinations, and transient travelers.
RESULTS
NEARLY 700,000 Website sessions
57,000+ Measurable visitor actions
From audience engagement to measurable action, Stamp’s integrated digital strategy connects destination marketing with results that matter.
The campaign creative leverages Stamp’s full in-house multimedia capabilities to bring the “Montgomery Moves You” story to life with compelling visuals, video, and storytelling—all designed to engage, convert, and create lasting connections.
- Marketing Action Plan
- Analytics
- Brand Awareness
- Campaign Development & Management
- Content Development
- Copywriting
- Digital Marketing
- Art Direction & Design
- Media Planning & Management
- Photography & Videography
- Destination Marketing