Auburn-Opelika Tourism Puts Personality at the Center of Sports Tourism

Sports tourism marketing often puts facilities in the spotlight, but Auburn-Opelika Tourism took a different approach by putting its people front and center. Through humor, creativity and a little commitment to the bit, this award-winning campaign introduced sports planners to the personalities behind the destination. As Shining Example Award winners for the Best Niche Marketing Award, the team demonstrated how thinking outside the box can help a destination stand out and build meaningful connections.

Turning Personality Into a Selling Point

The idea was simple: showcase what Auburn-Opelika has to offer while giving sports planners a reason to connect with Sports Development Director, Anthony Terling and Sports Sales Manager, Awbrey Mitchell. With Anthony already established in the sports tourism industry and Awbrey newer to the market, the campaign offered a fun, memorable introduction to their dynamic as a team.

Rather than relying solely on facilities and venues, the project highlighted one of the destination’s greatest assets: the people who make events happen.

Bringing the Vision to Life

With multiple filming locations across Auburn-Opelika and two busy schedules to coordinate, time and logistics presented the biggest challenges. The script and shot-by-shot storyboard were developed in-house to keep the production focused, intentional and engaging.

The team also committed fully to the concept. Anthony and Awbrey wore matching three-piece suits and dress shoes throughout the shoot to create the illusion that the entire adventure happened in one day. One particularly memorable moment? Awbrey jumping off a high dive into a pool while wearing his dress shoes.

The campaign's over-the-top humor was intentional, and the willingness of everyone involved to embrace the idea helped bring it to life.

A Campaign That Made an Impression

The response was almost immediate. Anthony and Awbrey began hearing from people who recognized the video, and industry professionals continued approaching them at events as if they already knew them.

The concept also extended beyond the original video. Additional short-form content carried the same humor and personality forward, giving the campaign a longer life. Experience & Marketing Specialist, Travis Harrison, helped build on the idea, while Hatchee Productions played an important role in capturing the many memorable moments across the destination.

For the team, the project reinforced the value of trusting creative instincts, embracing unconventional ideas and recognizing what makes a destination unique.

Making the Destination More Approachable

Beyond the award, the goal was to leave sports planners thinking, “I want to work with those guys.”

A successful event requires more than a great venue. Planners also want partners who are approachable, responsive and committed to making the experience enjoyable from start to finish. Auburn-Opelika Tourism used this campaign to communicate exactly that.

The biggest takeaway? A destination's strongest selling point isn't always a building or a facility. Sometimes, it's the people who pick up the phone, solve problems and make others excited to work with them.

And if there's one thing the team would do differently next time, it would be to make a bloopers reel!

Congratulations to Auburn-Opelika Tourism on this well deserved Shining Example Award-winning with a creative campaign that proves personality can be a powerful destination marketing tool.

As told to us by Cat Bobo, Director of Communications and Marketing at Auburn-Opelika Tourism