Luckie Presents Adventures in Alabama

ATLANTA Luckie & Company plans to introduce a new campaign for the Alabama Department of Conservation and Natural Resources next week, the shop said.

The work includes two new 30-second television spots that promote some of the more adventurous outdoor recreational opportunities in the state.

The first spot, scheduled to launch Feb. 27, shows people rock climbing, mountain biking, backpacking, kayaking and canoeing in the state. It is designed “to show people that Alabama’s most abundant resource might just be adrenaline,” the shop said.

The second spot, scheduled to begin airing in May, focuses on the recreational boating opportunities of Alabama’s lakes and reservoirs.

Other components include Internet advertising and public relations.

“This new campaign is a bold step for the department,” said Brad White, executive creative director at the independent Birmingham, Ala., shop. “We really wanted to focus on adventure sports so that we could show off other activities that target a younger demographic.”

The shop has handled the account for the past three years. Its last campaign for the department appeared last fall.

Spending on the campaign was not disclosed.