ATLANTA: Brand Atlanta and AOR Ogilvy Public Relations have ramped up communications in front of a national 2006 advertising campaign to rebrand the city with the tagline: "Every day is an opening day."
Mayor Shirley Franklin (D), who was re-elected with 90% of the vote in 2005, urged the city to more proactively go after tourism at the beginning of the year. This declaration gave birth to Brand Atlanta, a non-profit umbrella organization of interested companies and tourism agencies that has raised $8.8 million to date from donors like The Coca-Cola Company and Georgia-Pacific.
Franklin's popularity, combined with the opening of a multi-level entertainment center and a new aquarium, made it an opportune time for such a campaign, said Helen Tarleton, secretary for the communication committee for the Brand Atlanta campaign.
The USA Today featured the aquarium and the overall campaign on November 25.
Bill Reihl, EVP for strategy and planning for Ogilvy, said the campaign is in an internal relations phase of sorts, reaching out to locals to push Atlanta's positives.
"When tourists get here, we want them to see 4.5 million people who are all on message," Tarleton said.
Ogilvy is also pushing tourists and residents alike to visit www.atlopen.com, a portal site where people can sign up to be Brand Atlanta ambassadors.
The campaign also tapped popular Atlanta producer Dallas Austin to pen a song about the city, called "The ATL." The first iteration of the song was R&B, but additional blues and symphonic versions will be released soon.
"It's a very interesting tactic that highlights a big and booming music industry," Reihl said. "It's not just an audio element to the campaign, it becomes a rallying crying ? a song that can be played at football games."