Key Challenge
Lemons to a lemonade stand. Henry County was one of the fastest growing counties in the state of Georgia. However, it suffered from a negative association with South Atlanta.

Critical Insight
Economic development prospects, visitors and residents spoke of a community that was laid-back and simple to navigate, unpretentious and easy to do business with. "I know I can pronounce everything on the menu in Henry County". - Anonymous visitor to Henry County

Brand Strategy
Turn Henry County’s proximity to Atlanta from a negative “south side” perception into a positive “Comfortably South of Atlanta” perception by distinguishing it as a great place to live, work and play.

 

Initial Concepts

Evolution of the Idea

 

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Henry County. All were designed to help them wear their brand like a second skin.

• Hartsfield Airport - Hartsfield Airport provides a tremendous opportunity for Henry County due to its proximity to the county. One way to promote the Henry County brand and create a strong presence at the airport would be for the CVB to pursue sponsorship of something that breaks through the clutter of an expensive advertising environment such as sponsorship of the “South Concourse.”

• Working with the Speedway -Promote daily tours at the Speedway. Consider using an intercept board along I-75 to promote the availability of daily tours at the Speedway.

• Becoming the Place for Pass-through Travelers - Use outdoor advertising to encourage stop-over traffic to stay “Comfortably South of Atlanta” Below are a few billboards you may see as you drive along I-75

 

Results

• “Comfortably South of Atlanta” has been adopted by tourism and economic development alike.

• Employment is up 11.59% in 2005.

• RevPAR is up 2.5% in 2005.