Damon Cline @DamonCline1
It’s comfortable, friendly, authentic and charming. And it’s more than just home to the Masters Tournament.
Those are among the messages promoting Augusta in a new marketing campaign produced for the Augusta Convention & Visitors Bureau by local creative firm Wier/Stewart.
The campaign – expected to be unveiled in September – is designed to lure visitors within a 200-mile radius. Although work on the concept began before COVID-19 upended the tourism industry, the campaign’s messaging is just as relevant in the pandemic era because surveys show many people are afraid to travel by plane. And many don’t want to visit high-density tourist destinations, such as beachfront cities.
“We think that we are actually in a pretty unique and fortuitous situation because travel by vehicle is going to be much more popular when things open back up,” Wier/Stewart partner Daniel Stewart said during a recent presentation to the CVB.
The CVB gave a select group of business leaders a sneak peek over the summer to get their feedback.
“It’s very good, very high-quality work,” said Darryl Leech, vice president and general manager of the Augusta Marriott at the Convention Center.
Elements of the marketing campaign are designed for use by other Augusta organizations to promote a consistent message on their websites and social media accounts.
Jason Cuevas, Georgia Power’s vice president for its Northeast Region, said the campaign not only positions the city as a visitor destination, but “helps encourage natives and transplants alike to explore this area’s many offerings.”
“From outdoor activities to a thriving arts scene, the Augusta area has something for everyone,” Cuevas said. “One of the things I really like about this campaign is that it shines a light on what’s next for Augusta. While already strong, the arts, music, and food scenes, for example, are definitely on the rise here.”