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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.
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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