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

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

 

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 developed specifically for Augusta. All were designed to help them wear their brands like a second skin.

• Brand merchandising - Through these merchandising executions, visitors become ambassadors of the brand.
  They carry Augusta back home with them and create a buzz with friends about the
  things they did while in Augusta.
  
  • Post cards
  • Viral E-post cards from web-site
  • Bumper stickers
  • Golf Shirts, T-shirts
    
    
• Marketing Deliverables- Continue the fun through creative execution of materials.
  • Travel guides could be mapped like a golf course and list “18 attractions to play”
    in Augusta
  • Visitors receive scorecard maps to keep score of their visit
  • Web site could feature a golf game that awards coupons to area venues if the
    visitor makes par on a hole
    
    
• Creative Events- Continue the fun through CVB participation at events in and out of Augusta.
  • Have an Augusta CVB golf cart at various trade shows and events and provide
    people at the events with courtesy rides, refreshments, etc.

Press

The Augusta Chronicle: One Great Tee Shot

Results

• 9.5% increase in hotel revenue YTD for 2011
• 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. 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. "
- Barry White, Executive Director, Augusta Convention and Visitors Bureau