Branding Atlanta by Andrew Wilson

Lessons Learned

Andrew WilsonEVP & CMO Atlanta Convention & Visitors Bureau

Branding Atlanta

Atlanta Looks to Sum Itself Up in Just Six WordsBy JULIE BOSMAN

Published NY Times: November 17, 2005

WHEN slogans for cities work, they really work. Then there is Atlanta's new slogan, unveiled by the city's marketing arm last week: "Every Day Is an Opening Day."

Huh?

It is the latest of many taglines that Atlanta has cycled through over the years, from "The City Too Busy to Hate," in the 1960's, to "Atlanta: People Seem to Like It Here."

Logos, Slogans, and Anthems don’t Drive Visitation

• But, they do….– Rally community support (as much as they

will attract criticism)– Clearly identify the “official” marketing

efforts– Done properly: provide a strategic brand

framework– Always line the pockets of consultants

Advertising Campaigns Can Work

• And can become enduring• And adopted as “official” taglines

But Expect to Invest Heavily

Beyond Logos and Taglines

Branding Atlanta helped to :•Identify Target Audiences (demographics and geographics)•Define a messaging strategy•Enforce consistent brand identity across channels, media•Establish Priorities

A Place – A Destination That’s All Things to All People?

Primary Audiences:Meeting Planners – to book conventionsAttendees – to attend the conventionsFamilies – for summer vacationsYoung professionals and Empty Nesters – for getaway weekendCreative Class – year round

SecondaryInternational (UK, Germany, Brazil, Mexico…)LGBTQ

Product Development is Key

• Encourage Density• Attractions• Nightlife• Retail

• Walkability• Green Space• Wayfinding• “Visitor Ready” Neighborhoods

Thank You

Andrew WilsonEVP & CMO Atlanta Convention & Visitors Bureau