For the love of God...Somebody stop them....
Brand Atlanta's new tagline: 'City lights, Southern nights'
Atlanta Business Chronicle - by Rachel Tobin Ramos Staff Writer
Brand Atlanta is ready to target yuppies and empty nesters nationwide and families a short drive from Atlanta with a new strategy and slogan.
The marketing agency of Atlanta's new tagline is, "City lights, Southern nights."
The slogan will support a marketing campaign geared to find yuppies and boomers online, on cable networks and in magazines, or in other words, where they are most likely to be influenced to make buying (and travel) decisions, said Melinda Ennis-Roughton, executive director of Brand Atlanta.
The slogan was presented to the Atlanta Convention & Visitors Bureau at a board meeting on Oct. 18.
"We want to create a very strong brand impression of what Atlanta has to offer," said Ennis-Roughton.
The new creative approach was created by Lattimer Moffitt Communications, one of the original ad agencies that worked on the Brand Atlanta campaign.
The old slogan, "Everyday is an opening day," is being retired, and Grey Worldwide is no longer working on the account. The "Everyday is an opening day" marketing campaign did almost nothing to improve how potential visitors view the city or their likelihood of coming here, according to a 2006 study.
Brand Atlanta's budget for fiscal 2007-2008 is $4 million.
Ennis-Roughton said her agency did a lot of research to test different messages to potential visitors, including "Hotlanta" and "Everyday is an opening day." The new message was the most "believable" and best "differentiated" Atlanta, she said, as it has to do with Atlanta's "welcoming spirit" and "warmth."
But she said the agency, which is a division of the Atlanta Development Authority and funded by the city of Atlanta, will change the tagline over time, to implement different parts of Brand Atlanta's strategy to reach more leisure and business travelers, and to influence them to come spend more time (and money) in the ATL.
The ideas used in the testing of 2,400 respondents spurred the new ad concepts -- which still aren't finalized -- that show images of classy women, drinking mint juleps in front of the Midtown Atlanta skyline at night under the tagline, "City lights, Southern nights: Sundown in Midtown."
Other images show women shopping, with the line, "Find great clothes by day, flaunt them by night," or of Braves baseball games.
"This is what everyone had originally hoped for," said Michael Robison, ACVB board chairman, in reaction to the presentation. "It is so diametrically different, so far superior."
Atlanta Business Chronicle - by Rachel Tobin Ramos Staff Writer
Brand Atlanta is ready to target yuppies and empty nesters nationwide and families a short drive from Atlanta with a new strategy and slogan.
The marketing agency of Atlanta's new tagline is, "City lights, Southern nights."
The slogan will support a marketing campaign geared to find yuppies and boomers online, on cable networks and in magazines, or in other words, where they are most likely to be influenced to make buying (and travel) decisions, said Melinda Ennis-Roughton, executive director of Brand Atlanta.
The slogan was presented to the Atlanta Convention & Visitors Bureau at a board meeting on Oct. 18.
"We want to create a very strong brand impression of what Atlanta has to offer," said Ennis-Roughton.
The new creative approach was created by Lattimer Moffitt Communications, one of the original ad agencies that worked on the Brand Atlanta campaign.
The old slogan, "Everyday is an opening day," is being retired, and Grey Worldwide is no longer working on the account. The "Everyday is an opening day" marketing campaign did almost nothing to improve how potential visitors view the city or their likelihood of coming here, according to a 2006 study.
Brand Atlanta's budget for fiscal 2007-2008 is $4 million.
Ennis-Roughton said her agency did a lot of research to test different messages to potential visitors, including "Hotlanta" and "Everyday is an opening day." The new message was the most "believable" and best "differentiated" Atlanta, she said, as it has to do with Atlanta's "welcoming spirit" and "warmth."
But she said the agency, which is a division of the Atlanta Development Authority and funded by the city of Atlanta, will change the tagline over time, to implement different parts of Brand Atlanta's strategy to reach more leisure and business travelers, and to influence them to come spend more time (and money) in the ATL.
The ideas used in the testing of 2,400 respondents spurred the new ad concepts -- which still aren't finalized -- that show images of classy women, drinking mint juleps in front of the Midtown Atlanta skyline at night under the tagline, "City lights, Southern nights: Sundown in Midtown."
Other images show women shopping, with the line, "Find great clothes by day, flaunt them by night," or of Braves baseball games.
"This is what everyone had originally hoped for," said Michael Robison, ACVB board chairman, in reaction to the presentation. "It is so diametrically different, so far superior."