By DALE JONES

STAFF WRITER

djones@gulfcoastnewspapers.com

Alabama’s beautiful white beaches had an extra shine to them on Monday as representatives from Coca-Cola, along with Circle K and Gulf Coast and Orange Beach Tourism met to launch “Project White Beach.”

Several local mayors, along with business owners and representatives from the Alabama Gulf Coast Chamber of Commerce were on hand to help kick off the marketing project the hopes to bring both a positive light and many visitors back to Alabama’s Gulf Coast.

“We are kicking off a major consumer promotion throughout the Southeast proclaiming that the Alabama Gulf Coast is open for business,” said Lauren C. Steele, Vice President Corporate Affairs for Coca-Cola Consolidated. “We are going to be giving away some grand prize trips to consumers from east Texas, throughout Louisiana, Mississippi and Alabama.”

Coca-Cola Consolidated, the largest independent Coke bottler in the United States, will distribute through Circle K stores, 100,000 coupon booklets. The booklets contain 33 offers from small, medium and large businesses in the Gulf Shores and Orange Beach area. In addition, each booklet features a map with all couponed destinations indicated.

Steele said that the trips that will be given away during the two-month long promotion will include five nights accommodation at the beach, dining certificates to some of the best local restaurants, entertainment tickets including golf, fishing, beach portraits and attractions and free passes to the beach expressway toll road.

“This is a great partnership to let people all across the Southeast know that the beaches are beautiful, the seafood tastes great, and to come on back down,” Steele said.

Herb Malone, President/CEO of Gulf Shores and Orange Beach Tourism said this is a great opportunity to inform potential visitors of the true conditions of the Gulf Coast.

“The 2010 Gulf Coast oil spill devastated the entire Gulf region’s tourism industry,” said Malone. “Over the past several months, however, thanks to the tireless efforts of thousands, our beaches have returned to their natural pristine condition and we need to let everyone know that the Gulf area is back and open for business.”

Mayors from Orange Beach, Gulf Shores and Foley seemed to be ecstatic about the campaign.

“Project White Beach – how good does that sound,” said Gulf Shores Mayor Robert Craft. “It is true, the beaches are beautiful in Gulf Shores and Orange Beach and we are delighted to have Coca-Cola and Circle K to help us tell that story to the world, because we are open for business and ready to have the public come and enjoy all that we have to offer.”

Mayor Tony Kennon of Orange Beach said this was just the beginning of great things to come.

“Today is a new day,” Kennon said. “This is the beginning of all of those great silver linings that will come from this. I am very excited. What other brand is better known throughout the world than Coca-Cola and Circle K? I told them we would ride their coattails as far as they could take us.”

Linda Whitlock, President of the Alabama Gulf Coast Chamber of Commerce, said the program was just an example of what can happen when small business and big business work together.

“The businesses have pulled together to make this whole program a success,” Whitlock said. “We are so grateful to Circle K and Coca-Cola to help make this happen.”

Steele said that while the oil spill was bad, the national media coverage was sometimes worse, leaving a negative impression of Alabama beaches.

”We know the beaches are as beautiful as ever and tourism is a vital part of the region’s economy, so we are excited about working to spread the word that the Alabama Gulf Coast is open for business!”