ATLANTA (The
Brand Atlanta Campaign) - The month-long rollout of The
Brand Atlanta Campaign continued tonight with the "Celebrate Atlanta Open House," which unveiled a comprehensive, integrated marketing effort to brand Atlanta and boost economic development.
Through pre-recorded and live elements, including special guests and musical performances, the evening's event at Symphony Hall united the look, sound and feel of the complete Brand Atlanta program, combining print, radio, television and outdoor advertisements, the Atlanta Anthem, a new tagline, logo and Web site.
The Atlanta Symphony Orchestra (ASO) performed several selections, including a symphonic interpretation of "The ATL," Atlanta's Anthem. R&B artist Sammie sang one interpretation of the song as well. Program readers included Kenny Leon, artistic director at the True Colors Theatre Company; Bianca Su, a student at North Atlanta High School; and Laura Turner-Seydel.
The Campaign also announced the participation of two celebrated actors - Academy Award-winning actress Holly Hunter and Academy Award nominee Samuel L. Jackson. Both Hunter and Jackson have connections to Atlanta - Jackson graduated from Morehouse College in 1972 and provided the voice talent for the Campaign's television commercials, and Hunter, who was born in Conyers, Ga., is the voice of the radio spots.
"Tonight is about celebrating Atlanta. Every day in Atlanta, something opens. Whether it's an attraction like the world's largest aquarium, a play at the theater or a new company opening its doors, the city of Atlanta is constantly on the move," said the re-elected Mayor Shirley Franklin, who serves as chair of Brand Atlanta. "The time is right to unify around this Campaign. The time is right for Atlanta to project herself with a common theme and language."
"By combining Atlanta's rich heritage with today's realities and tomorrow's aspirations, Brand Atlanta will tell our compelling story to the world," said Jackson Kelly, executive director, The Brand Atlanta Campaign.
The Launch: TV, Radio, Print, Tagline
Building on the three strategic pillars of the Campaign - Opportunity, Optimism and Openness - Brand Atlanta's tagline "Every day is an opening day," will accompany the previously released logo and will be used in various elements of the integrated marketing program.
"We conducted extensive research and what came back to us were the three values of Opportunity, Optimism and Openness. Atlantans truly feel this way about their city," said Vicki Escarra, who chairs Brand Atlanta's Marketing Strategy Committee. "We knew that for this Campaign to be successful, we had to ground it in what the research told us. That research told us that once people came to Atlanta, their perception of the city changed for the better. This Campaign is about driving people to have that first experience. Once we get them here, our hope is that they will come back again and again."
Several of Atlanta's top musicians, actors and directors participated in the Campaign, including Dallas Austin, the writer and producer of Atlanta's Anthem, Kenny Leon, the award-winning Broadway producer and director of the Campaign's TV advertising, and the Atlanta Symphony Orchestra.
"It has been a pleasure to work with Dallas Austin and Brand Atlanta to help produce Atlanta's Anthem," said John Sparrow, ASO vice president and general manager. "Arts and culture are integral to what makes Atlanta special, and the ASO is thrilled to help tell the story."
"One of the inspirations for the Campaign is the continuity of spirit in Atlanta," said Joel Babbit, chief creative officer, Grey Worldwide Atlanta, which created advertising and other marketing components in conjunction with LattimerMoffitt Communications. "The opportunities here aren't just occasional, but a way of life that exists 365 days a year."
Another aspect of the Campaign launch is the new Web site. Created by SpunLogic as an umbrella site, it leads to some of the city's top online information resources. The site, https://www.ATLopen.com, has partnered with existing information sites to create a starting point for anyone looking to learn more about living, working, learning and playing in Atlanta.
Renditions of the Atlanta Anthem will be available to download on https://www.ATLopen.com at a later date. Also on the site is the Campaign store, featuring T-shirts, red bracelets and hats, with more to come in the future.
For $2.49, Cingular Wireless offers an exclusive 30-second ringtone from "The ATL," available at https://www.cingular.com/ringtones. The proceeds from ringtone sales will be equally shared between Brand Atlanta, Inc. and the Dallas Austin Foundation.
"This effort celebrates the neighborhoods and the nightclubs, the colleges and the corporations, the city and the suburbs," said Sarah Lattimer, managing partner, LattimerMoffitt. "Each Atlantan has a different experience to share, but we are all drawn together by a common affection for this city."
Campaign History and Goals
Brand Atlanta is a public/private initiative, inspired by Mayor Franklin's New Century Economic Development Plan, which will aid in the goal of creating 60,000 new jobs by 2009. The Brand Atlanta Campaign will proactively position the city and its hospitality, entertainment and tourism offerings to visitors, residents and businesses.
"If we increase the visitors in Atlanta by just 1 percent, that translates to $1.5 billion in economic benefits to our area over the next five years," Jackson Kelly said. "Atlanta's residents are optimistic about the future of the city, and that will lead to job opportunities as a result of sustained economic development."
"Brand Atlanta has brought together organizations and individuals spanning counties, religious affiliations, special interests and ethnic groups. This diversity has fueled the creation of every element of this integrated campaign," said Mayor Franklin. "I'm optimistic that Atlantans will embrace our city's new identity and will begin to tell Atlanta's story to the world."
