Alabama Tourism earns global recognition for Year of Alabama Trails campaign
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An international communications awards show in Kenya has a splash of Alabama as the state’s tourism group was honored for its campaign highlighting the great outdoors.
The Alabama Tourism Department along with Luckie & Co. and Peritus PR earned recognition for their Year of Alabama Trails campaign, a two-year celebration that started last February.
The Public Relations Global Network (PRGN) announced its annual awards with three total officially going to the Birmingham-based Peritus PR including:
- Agency Marketing/Self Promotion: Gold
- Community Relations: Bronze
- Media Relations: Gold
“Seeing each of our ‘Year Of’ campaigns come into their own year after year has been one of the most rewarding experiences of my 23-year tenure. These campaigns showcase the people, places and experiences that make Alabama unique, and Year of Alabama Trails has given us an incredible opportunity to highlight how our state’s outdoor assets attract visitors, connect communities and fuel local economies.”
Lee Sentell, director of the Alabama Tourism Department
Year of Alabama Trails
The Year of Alabama Trails campaign launched in 2025 at Vulcan Park in Birmingham with more than 100 partners in attendance. During the event, the department unveiled Alabama’s Top 25 Must-Tread Trails for 2025, a curated list featuring some of the state’s favorite hiking, biking and paddling paths.
Outdoor recreation plays a significant role in Alabama’s economy, contributing $6.6 billion annually and supporting thousands of jobs across the state, according to the tourism department.
From mountain ridges to Gulf Coast beaches, Alabama’s trails invite visitors to explore by foot, bike or paddle, offering one of the most immersive ways to experience the state’s diverse natural beauty.
“The oversized hiking boots and the Top 25 Must‑Tread Trails list were designed to do exactly that—give Alabamians and visitors a fun, unexpected invitation to discover the state’s trails. We’re honored to partner with the Alabama Tourism Department on a campaign that showcases the best of Alabama’s outdoors in such an engaging way.”
Ed Mizzell, Luckie & Co Managing Director
As part of the campaign, the Alabama Tourism Department partnered with Rails to Trails Conservancy, Peritus PR, and several nonprofit organizations across the state to host a multi-day “Tour of Alabama Trails” bike tour for a select group of national travel journalists.
Representing outlets such as The Wall Street Journal, USA Today, The Washington Post, Travel + Leisure, and National Geographic, Garden & Gun, and Atlanta Journal Constitution, the journalists biked more than 75 miles through some of North and Central Alabama’s premier trail systems along the Chief Ladiga Trail, Richard Martin Trail, Aldridge Creek Greenway, and Red Rock Trail System in Greater Birmingham.
Peritus PR
The Birmingham-based communications firm has a mission dedicated to connecting communities.
Peritus PR is a woman-owned business specializing in strategy-focused campaigns that require a unique blend of advocacy, reputation management and community engagement.
“We’re proud to share this global media spotlight with our partners at the Alabama Tourism Department and Luckie. The Year of Alabama Trails campaign is a testament to the power of strategic storytelling, turning Alabama’s natural beauty into an economic and cultural driver that resonates far beyond our state’s borders.”
Peritus PR President Louise Oliver
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