Eat Your Way Around the Beach


Gulf Shores & Orange Beach Tourism asked GMS for ideas on how to bundle a few different thoughts into a cohesive concept. They were interested in assisting businesses along the main travel corridors to the beaches (I-65, I-10, etc.) as well as in promoting the state tourism department’s 100 Dishes to Eat in Alabama. During a brainstorming with our primary client contact, Eat Your Way to the Beach was born. Choosing iconic restaurants and dishes along all the travel corridors, GMS created food itineraries for the website that included many of the 100 dishes as well as others not in the state’s brochure.

Upon successful completion of the “to the beach” project, April started daydreaming and Eat Your Way Around the Beach presented itself. The campaign has grown over five years to now include robust website content that includes fan favorites, itineraries, and trails. Elements of the campaign include the website content as well as dozens of videos, hundreds of photographs, decals for fan favorite restaurants, a Chef Series video campaign, comprehensive social advertising, recipe contests, and more. Once a sleepy beach area known only for fried seafood platters, Gulf Shores & Orange Beach is now a true foodie destination. The Eat Your Way program is a key element of that transformation and is wildly popular with both visitors and industry partners.


Our approach to this project was, in a word, enthusiastic! We saw a tremendous opportunity here to create evergreen content for the client, engage industry partners in a whole new way, and make the client’s social fans go crazy with content that thrilled their taste buds. Knowing that visitors to the destination viewed food […]