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When many people worldwide think of Birmingham, Alabama, images of police dogs attacking black civil rights marchers in the 1960s come to mind. Birmingham tourism and city officials are trying to counter that negative perception by riding the coattails of its newest most famous city native, "American Idol" winner and singing sensation Ruben Studdard.
The Greater Birmingham Convention & Visitors Bureau has launched an advertising push in key Southeastern markets to build on what could be called the "Ruben effect." Trying to capitalize on the positive image of Studdard - whose outspoken love of Birmingham and "205" jerseys gained him fans across the nation - the convention bureau wants Studdard to be a part of a new promotional campaign.
Studdard, who proudly proclaimed Birmingham as his hometown on the popular Fox talent competition, has prompted a surge of inquiries from tourists and meeting planners, said Convention Bureau President Jim Smither.
Smither said Studdard's "Flying Without Wings" video is showcasing the idea of a "new Birmingham." The video shows thousands of black and white Studdard fans cheering as he sings in Linn Park. One scene shows four black girls smiling in front of the Sixteenth Street Baptist Church, the site of the tragic 1963 bombing. Another scene has black and white children playing in front of the Kelly Ingram Park statue of a police dog menacing a black marcher.
"When you see little black and white kids playing together, it reminds you of the dream Martin Luther King Jr. had in his famous (I Have a Dream) speech," Smither said. "People from out of town may be surprised at how blacks and whites rallied behind Ruben, but those of us who live here aren't."
The convention bureau's new advertising push follows spots that promoted Birmingham as a family-reunion destination that appeared across the region the week Studdard won the popular Fox talent competition in May.
Dilcy Hilley, vice president of marketing, said the bureau is talking with Studdard's handlers to see if he can help promote Birmingham, but won't have access to his agent until the American Idol summer concert tour ends this fall. Studdard and other finalists will give a concert in Birmingham on Aug. 15.
"We are currently working through their legal department to arrange one more celebrity ad and probably some appearances at convention and tourism marketplaces, especially one where there are performance/entertainment opportunities," Hilley said.
Shelley Stewart, chief executive of Birmingham advertising firm O2 Ideas, said Studdard has already helped change the image of the city.
"Ruben did not hide the fact that he was from Birmingham, no matter the racist things that happened in the past," Stewart said. "When I visit clients across the country, many were amazed that we had white and black, young and old, rich and poor, educated and uneducated, cheering for Ruben. They said, 'How can this be in Birmingham, Ala.?'"
Stewart, a black man who heads the largest multi-cultural advertising agency in Alabama, said several of his clients across the country express surprise that he and Studdard both speak proudly of Birmingham given the city's racist past. "Birmingham has changed for the better and I am proud to be a part of it," he said.
David Adkisson, president of the Birmingham Regional Chamber of Commerce, said the city could have no better spokesman than Studdard as it tries to showcase strides made since the 1960s. "Here is a black man singing the praises of Birmingham," he said. "That speaks volumes about how this city has changed."
Smither of the Convention Bureau said partnerships with hotels and businesses will be a major focus as Birmingham aims to keep building on the momentum generated by Studdard.
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