The Brand Atlanta Campaign, a public/private integrated branding and marketing initiative, today announced additional gifts of cash and in-kind support totaling more than $6.9 million.
Combined with $1.9 million contributed earlier, the new gifts bring the total to more than $8.8 million to date, with additional support expected as the rollout continues through Nov. 20 and as the campaign continues on an ongoing basis.
“Brand Atlanta is coming to life with support from every sector of our community,” said Mayor Shirley Franklin. “This generous and enthusiastic response exemplifies our city’s opportunity, optimism and openness as expressed in the Brand Atlanta campaign itself.”
Said Jackson Kelly, President of Brand Atlanta, Inc. and Sr. Marketing Executive on loan from The Coca-Cola Company, “We are tremendously excited about Brand Atlanta, and grateful to all involved, especially in view of the campaign’s ultimate goals of economic development and improved quality of life for the city and greater metro area.”
The Brand Atlanta Campaign, launched in February 2005, was inspired by Mayor Shirley Franklin’s New Century Economic Development Plan. The campaign works in partnership with the Atlanta Committee for Progress (ACP), which collaborates with the city on economic development initiatives, advises and guides business recruitment efforts and capitalizes on synergies between city government, business and community leadership. Brand Atlanta is aimed at increasing awareness of and appreciation for the city as an outstanding place to live, visit, learn, work and play
New gifts to the campaign include the following:
· A $1.5 million pledge of in-kind support, and $500,000 in marketing collateral support, from the Metro Atlanta Chamber of Commerce.
· $1.5 million in cash and in-kind support from the Atlanta Convention and Visitors Bureau (ACVB), subject to final approval by the ACVB and Georgia World Congress Center (GWCC) boards.
· $1,318,000 in in-kind support from metro Atlanta media general managers.
· $250,000 cash from The Coca-Cola Company, in addition to in-kind support of $750,000. Jackson Kelly, who is The Coca-Cola Company’s Vice President of Global Marketing, is on loan from the company to Brand Atlanta. Also, the Diet Coke® brand is sponsoring Z-CARD® guides to metro Atlanta arts, culture and heritage attractions.
· More than $500,000 in cash and in-kind support from Georgia-Pacific Corp., as well as the leadership of Georgia-Pacific Chairman and Chief Executive Officer A.D. "Pete" Correll, who chairs the ACP.
· $200,000 in sponsorship support from Turner Broadcasting System, Inc. for sponsoring the campaign unveiling ceremony on Nov. 10, in addition to in-kind support of $100,000.
· $170,000 in cash and sponsorship support from SunTrust Banks, Inc., which will sponsor the “pARTicipate” arts and culture weekend Nov. 18-20.
· $120,000 cash and in-kind marketing support from the City of Atlanta.
Additionally, and not included in the above totals, Mayor Franklin has announced that she will ask the Atlanta City Council to approve $2 million in the 2006 budget to build on momentum created in 2005 and carry the Atlanta message forward to a broader audience.
Also not reflected in the above totals is approximately $4.2 million in pro bono services contributed to date by King & Spalding, Bain & Company and Boston Consulting Group, and other research, consumer, marketing, accounting and fundraising companies. Another premier Brand Atlanta benefactor is the Atlanta Falcons organization, which hosted the debut of the Atlanta Anthem at halftime of the Oct. 24 Monday Night Football game. Grammy Award-winning producer/songwriter Dallas Austin is donating his time for writing, producing and recording the Anthem, called “The ATL.” Atlantic Station partnered with Brand Atlanta to celebrate the grand opening of the innovative mixed-use development Nov. 21-23. Cingular Wireless is exclusively providing a 30-second ringtone from the Anthem, and is offering a limited number of complimentary downloads for its customers in Atlanta.
These new gifts augment earlier donations of $1.5 million from the Robert W. Woodruff Foundation, $250,000 from the City of Atlanta and $150,000 from the Atlanta Convention and Visitors Bureau.
“The incredible broad-based support for Brand Atlanta places it squarely in the top tier of economic development campaigns ever seen in this market,” said Spurgeon Richardson, president of the Atlanta Convention and Visitors Bureau. “The entire Atlanta community has come together to support this effort, because all involved believe it is a compelling message at the right time for one of the world’s great cities.”
Brand Atlanta is being rolled out during an eventful time. Atlantic Station opened last week, and will be followed by the Georgia Aquarium in November. Still to come are a major addition to the High Museum of Art, a new and expanded World of Coca-Cola, the Cobb Energy Centre for the Performing Arts, a Centennial Olympic Games Exhibit at the Atlanta History Center and a fifth runway at Hartsfield-Jackson International Airport. Also anticipated, subject to approval of tax allocation district financing, is the BeltLine project that would add 1,200 acres of parkland, a pedestrian and bikeway trail, mixed-use development and a transit system.
Built around Atlanta’s spirit of boundless opportunity, inspired optimism and universal openness, the Brand Atlanta Campaign thus far has introduced a logo, an anthem and “Team ATL” community mobilization program, among other elements. At a Nov. 10 “Open House” celebration at Centennial Olympic Park, Mayor Franklin will share how the entire campaign comes together, and she will introduce a new slogan and advertising campaign for the city and metro area. And, pARTicipate! An arts and culture celebration, hosted by the Metropolitan Atlanta Arts and Culture Coalition, will follow on Nov. 18-20.
The Brand Atlanta Campaign operates under the governance of Brand Atlanta, Inc., of which Pete Correll is chairman and Jackson Kelly is president. Other directors are Mayor Shirley Franklin, Peter Aman and Ron Brown. Other members of the leadership team are Andrew Young, Lisa Borders, Vicki Escarra, Maddie Hamill, Virginia Hepner, Al Martin, Bo Spalding, Dick Sullivan and Sandra Walker.
About The Brand Atlanta Campaign
The Brand Atlanta Campaign, launched in February 2005, was inspired by Mayor Shirley Franklin’s New Century Economic Development Plan. The Campaign is a public/private initiative focused on creating a new, compelling brand identity and integrated marketing plan for Atlanta. The Campaign works in partnership with the Atlanta Committee for Progress (ACP). The ACP, chaired by A.D. "Pete" Correll, chief executive officer and chairman of Georgia-Pacific Corp., collaborates with the City of Atlanta on economic development initiatives, advises and guides business recruitment efforts and capitalizes on synergies between city government, business and community leadership. The Brand Atlanta Campaign committee includes volunteers from diverse backgrounds such as city government, civic organizations and local businesses.
For more information, please visit The Brand Atlanta Campaign online at www.ATLopen.com.
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