Montgomery Convention & Visitors Bureau.

Concept & Copy. The Montgomery, AL CVB wanted to create a strong identity campaign to serve as an umbrella in anticipation of the 50th anniversary of Rosa Parks's stand against segregation.

We were given a 3-word slogan— “Courageous, Visionary, Rebellious"-- decided upon by the CVB in conjunction with Randall Travel Marketing that was to serve as the theme for the campaign. Our aim was to showcase not only the major historic role Montgomery played in the Civil Rights movement, but how that movement has impacted life up to the present day.

The concept allowed us to impart a respectful, hopeful tone with the meaningful historic sites in the city, but also to strike a more playful tone with aspects like arts and entertainment venues the city had to offer.