Charm your socks off.
When golf’s elite gather for The Masters®, Augusta’s classic Southern beauty and hospitality, like its famous azaleas, are on display for all the world. But there's so much more to this gem on the Savannah River, and the city needed a new creative campaign to show off the laid-back lifestyle and youthful vibe that make it so much fun.
Augusta’s goal was to reach new audiences—beyond golfers—and promote its downtown renaissance, rich history, terrific foodie culture, outdoor adventure opportunities and thriving arts and music scene. After several visits (and many great meals), our staff knew that we needed to share the funky, soulful and fierce flavors of Augusta.
We created several ad concepts and tested them with focus groups that reflected the audiences the city seeks to engage. Working with the city to refine the concepts, we launched a new ad campaign that is visually rich, immersive and personal, drawing the reader into experiences that only Augusta can offer.
We introduced new photography, with lush images for both print and online ads, advertorial, web copy, and a shift to more electronic and social media outreach for a younger demographic. New strategic plans targeted several subsets of leisure travelers as well as meeting planners. We evaluated previous ad performance, refined key words and developed new collateral for trade shows and other outreach.
As we continue to develop new ads and new video concepts for this great city, we encourage everyone to Get on Up—to the hometown of the great James Brown.