Alabama Tourism Department Launches Take It All In Responsibly Campaign

Alabama Tourism Department Launches Take It All In Responsibly Campaign

Campaign Hosts Pledge and Provides Support to All 67 Counties Welcoming Tourists

MONTGOMERY (December 7, 2020) –The Alabama Tourism Department has launched its latest campaign to support tourism statewide by inviting travelers to experience all the state can offer – safely. Through the Coronavirus Aid, Relief and Economic Security Act (CARES Act), Governor Kay Ivey allocated $10 million for the Tourism Industry Recovery program, which will provide Alabama’s hard hit tourism industry some much needed marketing support to both educate and instill confidence among potential travelers.

The Take It All In Responsibly campaign includes paid media advertising in states within several hours driving distance without existing travel restrictions. Advertising features attractions from each of Alabama’s 67 counties as backdrops to the campaign’s traveler health safety message. Advertising links to a webpage featuring the campaign’s pledge – based on CDC guidelines, Alabama Public Health Department orders and industry best practices – to best ensure a safe travel experience for both host and guest.

Attractions, accommodations and food service establishments who officially commit to the pledge can benefit directly from the campaign. These pledge partners may create a free detail page on Alabama.Travel, the official State of Alabama tourism website. Their detail page – complete with location information, operations details and photos – will be badged with the Take It All In Responsibly logomark. Pledge partners can then download the campaign logomark, brochure and poster art for use at points of sale and promotion including online.

Tourism industry pledge partners further benefit by being featured on the Alabama.Travel\Responsibly campaign webpage. Each pledge partner will receive a listing with a link to their detail page plus a location tag on an interactive map, all of which will empower potential travelers to better plan a trip to Alabama with added confidence in their health safety. Travelers stopping at any of the State’s Welcome Centers will encounter campaign signage, posters and brochures; and, while supplies last, masks or personal hand sanitizer for use during their trip to Alabama.

Alabama Tourism Department Director Lee Sentell said “We’re eager to begin again to actively invite visitors to the state. And, we are grateful for Governor Ivey’s funding that allows us to share with our visitors that we’ve taken every effort to ensure a safe trip wherever in Alabama their trip takes them.”


The Alabama Tourism Department has won top national and regional awards from World Travel Market: London, United States Travel Association, National Council of State Tourism Directors, Travel Weekly magazine, the Southeast Tourism Society, Southern Public Relations Federation and others for its tourism marketing campaigns. As a result, more than 29 million travelers spent over $18 billion in the state in 2019. For more information, please visit: