I'm headed to Gulf Shores, Alabama, which is attempting to reposition itself as an "undiscovered ecotourism beach getaway."
That sounds challenging for the PR folks.
The Redneck Riviera extends for nearly 100-miles along the Gulf Coast Highway 98 in Lower Alabama and Northwest Florida. It's moniker comes from a Tom T. Hall song about the region, best known for seafood, white sands, emerald ocean, inglorious architecture, fishing and Bubbas.
To be sure, the RR has brand equity, but maybe not the kind the city's promoters want any longer.
Not sure how successful the new messaging will prove to be, but the trip itself should be a blast.
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