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Montgomery Unveils New Tourism Campaign Ahead of Black History Month

Monday, January 31, 2022

MONTGOMERY, Ala., January 12, 2022 – Experience Montgomery has announced the official launch of its brand-new tourism campaign, “The Journey Starts Here,” just in time for Black History Month. The goal of this campaign is to promote travel to the destination and guide visitors through the historic capital city with intentional placemaking and vibrant storytelling.

“Montgomery’s story as the birthplace of the civil rights movement resonates with the world. As people continue to seek purposeful and meaningful travel experiences, Montgomery continues to deliver thought-provoking cultural and civil rights experiences that remind us of how far we have come and inspire us to continue fighting for change,” said Ashley Jernigan, Executive Director of Destination Montgomery. “With this campaign, education and inspiration have never been more accessible to Montgomery visitors as they can now interact with the sites of some of our country’s most profound events.”

The campaign design utilizes colors and geometric shapes to highlight the city’s natural and historical landmarks, including the Alabama River, the steps of the Alabama State Capitol building, the Selma-to-Montgomery march routes and sculptures from the Equal Justice Initiative’s National Memorial for Peace and Justice. Place markers can now be found across the city on streetlight banners, light pole signage, and soon, sidewalk stickers that feature quotes from famous civil rights activists, including Dr. Martin Luther King Jr. and Bryan Stevenson, as well as QR codes linking to a mobile site with information about the location, suggestions for what to explore next in the area and suggested visitor itineraries.

As part of the campaign, Montgomery’s Visitor Center has relocated to One Court Square in the heart of downtown Montgomery making it easily accessible to some of the city’s most notable sights. The visitor center will also be the base of the newly launched City Ambassador Program. The city ambassadors will wear branded t-shirts and provide meaningful insights to the historical landmarks within walking distance of the visitor center, including the Rosa Parks Bus Stop and the Freedom Rides Museum.

For images of “The Journey Starts Here” campaign, visit

For images of Montgomery, visit

About Montgomery

Situated on the banks of the Alabama River, Montgomery is the capital and the second largest city in the state of Alabama. Established in 1819, Montgomery has been the site of major historic events which have shaped the history of the United States. Emerging from its agricultural roots in the 19th century, Montgomery transformed from its history of injustice to become the birthplace of the civil rights movement and has long been a place that faced intolerable issues head on, initiating unprecedented change for the better. Today, this vibrant river town is experiencing a resurgence which has seen its downtown revitalized and has reestablished itself as a landmark Deep South destination. Montgomery Regional Airport (MGM) offers non-stop flights on Delta Airlines and American Airlines. For more information, call 334-261-1100 or visit the official website of the Montgomery Convention and Visitor Bureau at Stay connected with Montgomery on Twitter and Facebook.


Media Contacts

Rachael Moss

Lou Hammond Group