Panel discussion at CEOs for Cities 2014 National Meeting covers the power of place branding and competitive identity in cities. For more info, visit ceosforcitiesnationalmeeting.org.

1. Branding
Atlanta
Lessons Learned
Andrew Wilson
EVP & CMO Atlanta Convention & Visitors Bureau

2. Atlanta Looks to Sum Itself Up in Just Six Words
By 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."

4. 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

5. Advertising Campaigns
Can Work
• And can become enduring
• And adopted as “official” taglines

6. But Expect to Invest
Heavily

7. 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

8. A Place – A Destination That’s
All Things to All People?
Primary Audiences:
Meeting Planners – to book conventions
Attendees – to attend the conventions
Families – for summer vacations
Young professionals and Empty Nesters – for
getaway weekend
Creative Class – year round
Secondary
International (UK, Germany, Brazil, Mexico…)
LGBTQ

9. Product Development is Key
• Encourage Density
• Attractions
• Nightlife
• Retail
• Walkability
• Green Space
• Wayfinding
• “Visitor Ready” Neighborhoods

10. Thank You
Andrew Wilson
EVP & CMO Atlanta Convention & Visitors Bureau