SCADpro’s collaboration with Mobile Airport Authority aimed to develop, conceptualize and execute a strategy that positions Coastal Alabama as a leading tourist destination for fly—in tourists. The concept of CoastAL Flavor puts culture and energy first—which is what makes the region a unique, diverse hub for locals and residents alike. This was carried out through various stages of research, strategizing and concept development. The concept creates a cohesive identity for the region- while respecting and retaining the authenticity of the individual regions and stakeholders involved. Simultaneously, it challenges and modifies existing misconceptions of Alabama.

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OUR CHALLENGES

 

ONE

POSITION COASTAL ALABAMA AS A LEADING DESTINATION FOR FLY—IN TOURISTS.

TWO

HIGHLIGHT WHAT MAKES IT UNIQUE WITH RESPECT TO OTHER DESTINATIONS.

THREE

DEVELOP A CONCEPT THAT WILL ENCOMPASS THE REGION AS A WHOLE.

GOAL & MISSON

ONE

ATTRACT FLY—IN TRAFFIC TO MOBILE, AL 

THREE

RETAIN INDIVIDUAL COMMUNITIES’ PERSONALITIES

TWO

CREATE A STRONG IDENTITY FOR THE REGION

FOUR

CONNECT WITH OUR DESIRED TARGET AUDIENCE

WE DISCOVERED COASTAL ALABAMA TO HAVE

ENERGY • VIBRANCY 

COMMUNITY • PERSONALITY 

5 team members, along with Professor Mikulec, had the opportunity to visit Mobile to gain first-hand experience of the region. This began with walking the streets in the downtown area and visiting different restaurants and stores to get a taste of the culinary essence. A good amount of the time was spent sightseeing - at locations such as the USS Alabama Battleship Memorial Park and the Gulf Shores. Additionally, the Amazing Delta Eco-Tour allowed the team to witness the ecology and industry aspects of the Gulf Coast. The unique hospitality and culture form the threads of Coastal Alabama’s fabric.  

TARGETING MILLENNIALS

PLAN FOR 69% MORE
WEEKEND TRIPS

sources // www.thewanderingrv.com/millennials-travel-statistics/
https://tripadvisor.mediaroom.com/2021-01-21-5-Travel-Trends-to-Watch-in-2021-According-to-Tripadvisor

TRAVEL TRENDS

2021

Flexibility

Flexibility

Safety

Safety

remote working

Remote Working

multi-generational

Multi-Generational 

2025

Silver tourism_medical

Silver Tourism/
Medical  

Traveling class

Traveling Class 

Tech AR_VR

Tech AR/VR 

GLOBAL

Global

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THE BIG PICTURE

INCREASED PERCEPTION OF THE REGION 

RECOGNITION OF A WHOLISTIC BRAND IDENTITY 

BUILDS CONNECTION WITH INDUSTRY