With a slice of its sugar-sand beaches and small slices of Belle Chevre cheesecake, the Alabama Tourism Department put together a bus tour to show people in New York what a vacation to Alabama would be like.

This Alabama takeover was hosted in several spots around Manhattan, including popular destinations such as the Empire State Building and Times Square. Each stop was set up to allow New Yorkers and tourists in New York to experience a different aspect of Alabama.

The point was to reach out to people who probably don’t hear much about Alabama and to convince them a trip to the state would be worth taking.

Alabama’s Department of Tourism brought the sugar sand beaches of the Yellowhammer State to the Big Apple. (contributed)

A display in New York City illustrates the relaxation that awaits a visitor to Alabama’s beaches. (Contributed)

The double-decker bus tour was designed to provide the feel and the sounds of Alabama. (contributed)

A New York City tour bus gives riders a “tour of Alabama,” with several stops promoting the Southern state as a good place to vacation. (Contributed)

A New York City tour bus gives riders a “tour of Alabama,” with several stops promoting the Southern state as a good place to vacation. (Contributed)

Push a button in New York, get cheesecake from Alabama. (contributed)

Alabama’s Department of Tourism brought the sugar sand beaches of the Yellowhammer State to the Big Apple. (contributed)

The double-decker bus tour was designed to provide the feel and the sounds of Alabama. (contributed)

The double-decker bus tour was designed to provide the feel and the sounds of Alabama. (contributed)

As the double-decker bus moved through the streets of New York, riders saw not only how fast-paced and active New York is, but also how relaxing and fun Alabama can be.

The representations of Alabama ranged from a display that conveyed the feeling of being on the beach in Gulf Shores to a taste of Alabama-made cheesecake, potentially a surprise in a city world-famous for its own cheesecake. Meanwhile, radio station 87.9 FM broadcast the smooth sounds of Alabama.

The campaign has been featured in publications like Conde Nast Traveler, Southern Living, Travel & Leisure, Garden & Gun and National Geographic Traveler.

“We feel like we reached a new audience of travelers and educated them on what makes Alabama an ideal travel destination, through distinctive one-of-a-kind experiences and a touch of Southern hospitality,” said Lee Sentell, director of the Alabama Tourism Department. “We brought the sights and sounds of Alabama with us, and are eager to have people walk away feeling excited about a new vacation destination.”