A culinary campaign that attracted millions of visitors

The Challenge

States like California, New York, and Louisiana are known for their food scenes, but Alabama wasn’t considered a culinary destination. The Alabama Tourism Department set out to change that perception.

The tourism director turned to Brian Pia and his team to create a PR campaign that would convince food lovers to visit Alabama. The goal was clear: showcase the state’s food culture and attract visitors with its diverse cuisine.

The Work

The Year of Alabama Food campaign included several key components:

• “100 Dishes to Eat in Alabama Before You Die”: A curated list of Alabama’s best and most iconic dishes, designed to highlight the state’s unique food offerings.
• Focus on Key Restaurants: The campaign emphasized Alabama’s diverse culinary scene, including fine dining, seafood, country cooking, and barbecue, and showcased standout restaurants.
• Chef Promotion: Alabama’s James Beard Award-winning chefs promoted the state’s fine dining nationally and in local markets.
• Regional Cooking Competitions: These events featured local Alabama chefs, generating buzz and sparking interest in the state’s food culture.
• Food Festivals: Festivals and local events highlighted the best of Alabama cuisine, offering tourists a direct experience of its culinary offerings.

The Results

The Year of Alabama Food campaign earned the U.S. Travel Association’s Mercury Award for Best Promotion.

Brian’s team secured significant media exposure in top publications and broadcasts such as Bon Appétit, The New York Times, Southern Living, Travel + Leisure, and CBS Saturday Morning. Local and regional outlets also covered the campaign, including a 12-page feature in The Atlanta Journal-Constitution. 

As a result, Alabama saw a record 22 million visitors, directly linking the campaign’s success to the increase in tourism driven by the state’s culinary appeal.

The Year of Alabama Food had a transformative impact, showcasing the state’s diverse and flavorful cuisine while boosting tourism and supporting local businesses.

It solidified Alabama’s reputation as a must-visit destination for food lovers and left a lasting legacy in food tourism.