Alabama’s Beaches is the marketing name for Gulf Shores and Orange Beach Tourism. This was a complete leadership project from photoshoots to advertising.
The 2025 guide reflects organizational changes at the tourism office. With a new point of contact, new agency of record, and a new branding campaign, the guide’s mission was to complement the new vision.
The client wanted more connectivity with their website. To accomplish this, they provided the top performing blogs. I took those and edited them to work within the approved design. This meant some were edited for length. For example, a blog that promoted 12 restaurants would only have space to promote six in print.
Other examples of editing were taking multiple blogs and blending them into one print article. An example of this is the Family Time print article. It is based on three blogs.
For the photoshoots, my role was to organized them by contacting the selected business to coordinate timing. I attended the shoots to provide support.
As project manager, I reviewed all ads for accuracy. I worked with the sales team to ensure ads were in line with the contract terms and to provide sales extensions as needed.
See the gallery below for examples and view the entire online guide here.
Laura McGill 
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