ATL Launches New Tagline

So Atlanta launched its new tagline yesterday.  I want your feedback, so I'll tell you what it is in a second.  But first let me say that I've lived in Atlanta for 11 years now.  I LOVE it here.  It would take a LOT to get me to leave.  In the past, I must admit, however, that I always told people it was a great place to live, but not to visit.  I'm happy to say that is now changing.  We've got "the Ted", as in Turner Field, where the Atlanta Braves play.  Arthur Blank, co-founder of Home Depot, has really revived the Atlanta Falcons and made it great fun to both root for them and to attend games.  Bernie Marcus, the other co-founder of Home Depot, has just built the Georgia Aquarium.  Opening this month, it is said to be the world's largest aquarium and I hear it really is fabulous.   Coca-Cola is building a new museum/attraction.  Architect Renzo Piano just completed the design for new buildings that doubled the size of the High Museum of Art.  It now has a partnership with the Louvre in Paris to bring some of its collections here.   We've got the Martin Luther King Jr. National Historic Site.  (And let me just say if those NASCAR people are smart, they'll put the new NASCAR museum here as well.)  We've got GREAT shopping -- nowhere else in the South will you find Neiman-Marcus, Macy's, Bloomingdale's, Saks Fifth Avenue and Nordstrom all at one intersection.  We've have a top-notch restaurant scene.  We have lots of big and interesting companies to work for, all you marketers out there, including Home Depot, Coca-Cola, UPS, Georgia-Pacific, Cingular, Chick-Fil-A, BellSouth and Newell-Rubbermaid.  (Sorry Delta, I had to leave you off the list because of the whole bankruptcy thing.)  Anyway, now that I've gone on and on about how much I love this place, let me thrill you with our new tagline:

Atlanta: Every day is an opening day.

Yep.  That's it.  That's what Brand Atlanta came up with.  This is what we're hoping will compete with "What happens in Vegas stays in Vegas".  I can't quite put my finger on it, but it just doesn't work for me.  Once all these new things have been opened, it will no longer be opening day, will it?  I'm having a hard time thinking of what opens in February in Atlanta -- what if people show up and there's nothing opening that day?  Yes, I know they were being figurative, but I wonder whether that line is compelling enough to spur people to act -- to plan conferences here and visit here for leisure.  It just falls a little flat.  Perhaps it's because I'm just not a baseball fan to begin with, and that's what I associate "opening day" with.   I would have rather seen something more like "Atlanta: It's hot here all year long."  That's a little more fun, playing off our location in the deep South, our unofficial moniker "Hotlanta" and the fact that we've got such a great restaurant scene, music scene, shopping scene, etc.  OK, I know.  I'm clearly NOT a copywriter, and I don't even play one on TV.  But plenty of you are creatives.  I know you're lurking out there with lots of interesting thoughts.  What tagline would you have given us?  Please share your ideas with Decent Marketing. 

P.S.  For all you smart alecks, don't send me anything stereotypical that mentions the Confederate flag or rednecks.  I'll just delete it ... unless I find it really amusing personally.

Tag: marketing

Comments

[Roger Prince]

agree with you on opening day. Also find the Vegas tagline at cross purposes to their stated objectives of appealing to families. (the tv ads for that tagline have been great entertainment, but I wonder about the family appeal on those).
My family roots are in the South and I feel something relating to the heart would be good. For GA how about something related to "southern hospitality"---
Georgia-Southern Warmth
or how about just-----
Peachy.
Just brainstorming. Guess I better have another cup of coffe.

[Gabriel Salcido]

The slogan could be better, but the logo reminds me of a hurricane in a weather map.

Gabriel S.

[Anthony L. Ingram]

Hello: I agree that what they have come up with is less than stellar. I grew up just south of Atlanta and have to drive AROUND Atlanta every time I visit home. I live in Knoxville, Tn and saw a story in the local paper about the efforts to brand Atlanta and how they were/are having difficulty. I went to the Atlanta site (NOT a very user friendly site at all)and asked if they would be interested in receiving some suggestions. I got NO response -- zip, zero, nada, zilch ---- zero. Does not look like they were very open to suggestions -- but, based on what they came up with...maybe they SHOULD have been. Below are some of the ideas that I had PLANNED to submit.

ATLANTA: RIDE THE RHYTHM
ATLANTA: FEEL THE HEAT
ATLANTA: GATEWAY TO ADVENTURE
ATLANTA: FAST FORWARD
ATLANTA: HEARTBEAT OF THE SOUTH
ATLANTA: HOME TOWN AND HIGH TECH
ATLANTA: HIGH CLASS
ATLANTA: AT THE TOP OF IT ALL
ATLANTA: FEEL THE FIRE
ATLANTA: BEYOND THE NORM
ATLANTA: EVERYTHING YOU WANT. AND MORE
ATLANTA: THE HEAT IS ON
ATLANTA: THE FUTURE IS HERE
ATLANTA: WE'VE GOT IT ALL
ATLANTA: BEYOND YOUR EXPECTATION
ATLANTA: ALL YOU WANT. AND MORE.
ATLANTA: THE BEST OF IT ALL
ATLANTA: WE'VE GOT THE HEAT
ATLANTA: THE BEST OF THE PAST. THE BRIGHTEST OF THE FUTURE.

[Jeff Kallay]

I've lived in Atlanta for 15 years. The Vegas line, as well as the Dallas Texas' Think Big. Live Large. Are action statements, you can place yourself in them. There is no story to be told in the ATL opening day line. The whole brand Atlanta initiative reminds me of the 1996 Atlanta Olympic games mascot fiasco a.k.a Whatizit or Izzy.

[Anthony Ingram]

Keeping in line with the ACTION element of a tagline:

Atlanta: You make it hot!
Atlanta: Come make some heat!
Atlanta: Some like it hot!
Atlanta: Make some heat of your own!

[olivier blanchard]

That iIS pretty lame. Wow. It's really sad. (I love ATlanta too.)Why does Atlanta need a tagline anyway?

[RichW]

Was just there yesterday and the campaign is all over the place. While the tagline makes little sense or emotional connection, the earlier poster was right on about the hurricane image - after all the storms this year, why would they even consider that image?

Btw, went to the aquarium. It is very nice and I hadn't seen belugas before. But I had been to similar in Auckland... so the experience in ATL was a bit underwhelming, mostly because it wasn't New Zealand. But the thing that got me was the airport/stadium-like security on entry - the wanding and confiscation of matches & lighters... just seemed so, well, UNwelcoming.

[Alicia Dunlap]

Atlanta: That's Hot
Atlanta: Hot & Heavy
Atlanta: We're Hot, They're Not
Atlanta: Peaches & Steam
Atlanta: Get Crunk
Atlanta: Wear out Your Welcome
Atlanta: One Big Peachtree
Atlanta: Follow the Yellow Brick Peachtree

[Darren Davis]

I think the new slogan is great!

-Darren
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Atlanta: Get Crunk
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Atlanta: One Big Peachtree
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Atlanta: Make some heat of your own!

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I've been a fan of the Bravos of Atlanta but the construction of this new aquarium was very appealing to him to my children.