GULF SHORES, Ala. — The Alabama Tourism Department has launched a new advertising campaign that is now airing in 10 media markets important to Gulf Coast tourism.

The 30-second spot features Lucy Buffett, owner of LuLu’s at Homeport Marina. Tourism officials hope the celebrity chef, the sister of tropical music icon Jimmy Buffett, will attract visitors to Gulf Shores and Orange Beach for the July 4th weekend.

The ad is also targeted toward getting repeat visitors back to the area during the summer season as Buffett encourages visitors with the line, “So come on, get back to the beaches we all love.” Oil is not mentioned in the spot, and the absence was intended.

“Releasing the commercial now is important because the 4th of July weekend is critical to the Gulf Coast beaches,” Lee Sentell, state tourism director, stated in a press release. “The holiday has always been the season’s biggest weekend for business.”

The message isn’t lost on Alabama Gov. Bob Riley. He is encouraging tourists to come to the beach by walking the walk. The governor is spending this weekend in Orange Beach with his family for a Father’s Day celebration.

Alabama Tourism also plans to release TV commercials featuring “American Idol” winner Taylor Hicks. Those spots are in production and expected to be completed next month.

Both Buffett and Hicks’ spots are part of a new advertising campaign designed to encourage families to support and visit Gulf Shores and Orange Beach, as well as to visit other Baldwin County communities. The campaign is the second in a series of such campaigns since the oil crisis began.

“Lucy is so passionate about the Gulf Coast; it’s her home,” Sentell pointed out. “She called to ask how she could help. At that point we knew that we wanted her to play a role in the tourism campaign. Taylor Hicks did the same. He called and said he wanted to help. What better people to promote Alabama than two hometown celebrities who are passionate about the state.”

The Alabama Tourism Department worked with Birmingham ad agency Luckie & Co. to shoot and produce the commercial. It is scheduled to air in Mobile, Birmingham, Huntsville, Montgomery, Nashville, Atlanta, Memphis, New Orleans, Baton Rouge and Jackson, Miss.