Key Challenge
Caught in a sandtrap. Augusta means golf. That worldwide reputation was limiting the types of visitors the city attracted.
Critical Insight
Visitor profiles and interviews revealed that people who don’t love the sport perceive golf and de facto Augusta as staid, closed and conservative.
Brand Strategy
Reclaim ownership of Augusta as a destination by “having fun with” the city’s existing association with golf.
Initial Concepts:
Evolution of the Idea:
Press
The Augusta Chronicle: One Great Tee Shot
Results
- 16% increase in hotel revenue year to date
- Augusta, GA recently received regional and national recognition for the marketing campaign developed out of the North Star BrandPrint project. The work developed from the theme, “I Played Augusta,” was the recipient of the following awards:
- Image Award from the Travel Industry of America;
- The Georgia Tourism Governor’s Award for creativity;
- The Gold Adrian Award from the Hospitality Sales & Marketing Association.
Kudos
“North Star rose to the challenge of capitalizing on our dominant association with golf to communicate our wide range of offerings,” said Barry White, Executive Director, Augusta Convention and Visitors Bureau, “The community is putting the branding to work in economic development, tourism and even the recruitment of employees.” "I Played Augusta" is becoming part of the culture of this community.
