The Athens Convention and Visitors Bureau (CVB) has unveiled a new brand that will become the focus of the Bureau’s strategic destination marketing plan in FY 08 and beyond. The new Athens: Life Unleashed brand is the culmination of extensive customer research and was crafted to identify Athens as a destination, differentiate Athens from other destinations, embrace the essence of the city and make an emotional connection with prospective visitors.

Athens’ college-town status was a defining and immediate connection in the mind of the consumer. However, the consumer’s reported emotional connection with the college town was much broader than the University of Georgia classrooms or athletic fields. Customers repeatedly described Athens as youthful, energetic, creative, eclectic, vibrant and having a “hip/cool” factor that distinguishes it from other cities. Life Unleashed is intended to make the connection between the home of the Georgia Bulldogs and the unique experience Athens offers as a destination. Customer research also identified the following target markets: music and arts lovers, those with connections to the University (alumni, parents, fans) and the Atlanta geographic market.

The Athens CVB based their branding process on Destination BrandScience principles advocated by industry trade association Destination Marketing Association International, which places great focus on initial customer research and the perspective that branding entails comprehensive strategic planning that goes beyond a logo and tagline.

The CVB worked with consultants Dr. Dana Clark, an Associate Professor focusing on tourism marketing at the Walker College of Business at Appalachian State University, and Dr. Jackie Wilson, Program Director of the Hotel, Restaurant and Tourism Department at Athens Technical College, to conduct systematic customer research. Bright Ideas Group, a Macon, GA, ad agency with a strong tourism and cultural attraction clientele base, developed the creative design to communicate Athens’ essence to customers.

By working with consultants to perform much of the research in-house, the CVB was able to complete the customer research phase for less than one-fifth of the cost of utilizing a branding research firm. The CVB, partner economic development organizations and corporate partners such as Georgia Power have made a $9,900 investment in research and consultancy fees and $5,700 in initial creative services to develop the new brand. During the next fiscal year (starting July 1, 2007), the CVB expects to invest an additional $100,000 in marketing and advertising the new brand. A conversion study is planned to measure effectiveness of the new brand after 12-18 months in the market.

The goal is for Athens: Life Unleashed to become a community brand. Athens CVB director Chuck Jones remarked, “Though the research and development was visitor-driven, our hope is that traditional economic development will embrace the brand. It has been favorably received by partner organizations such as the Athens-Clarke County Economic Development Foundation (EDF).” The EDF was among the partners that helped fund the branding initiative, recognizing the broader ramifications of a community brand.