Georgia Tourism Unveils New Campaign “An Invitation to Explore”
Friday, March 1st, 2019
Georgia Tourism, a division of the Georgia Department of Economic Development, announced the launch of its new spring campaign “An Invitation to Explore.” The state’s new tourism campaign features what travelers and locals love about Georgia through their own authentic, real-life experiences. The campaign kicked off with the debut of a new television spot in top drive markets throughout the Southeast.
"From museums to music festivals, film tours to farm tours, and from its 63 state parks and historic sites to its 100 miles of coastline, Georgia offers something for every traveler," said Pat Wilson, commissioner of the Georgia Department of Economic Development. "Like live action postcards, tourism's spring campaign captures the joy of visitors experiencing the Peach State and powerfully telling our stories themselves."
The campaign utilizes videos and photography taken from real people having real experiences to showcase the stunning and diverse travel destinations throughout Georgia. Creative for the campaign will appear in print, digital, social, and on outdoor billboards with the new television spots being the first introduction of the campaign. Every corner of the state is highlighted with scenes from more than 24 different destinations and attractions that are unique to Georgia.
“Word-of-mouth is the No. 1 way people source ideas when making vacation plans — that’s why we looked to our visitors and locals to help tell the story of why you should visit Georgia,” said Kevin Langston, deputy commissioner of Georgia Tourism. “We have a very loyal following on our social media platforms, which gave us the ability to find pictures and videos that show the state the way it is experienced by our visitors.”
One of Georgia’s best-known bands, the B-52s lent their Grammy-nominated hit song “Roam” to accompany the new commercial. The upbeat music perfectly aligns with the footage, portraying Georgia as a place where travelers can embark on epic journeys and ultimately compel them to set out on their own. The iconic song is not only the soundtrack to the new ad, but the call to action to visitors.
Residents in the focused drive markets will begin seeing the new ad today through the next 10 weeks, with digital beginning on March 1 through the end of June. Georgia Tourism’s advertising agency of record, Blue Sky, led the creative development and execution of the commercial, print and out-of-home, with Miles Partnership implementing digital for the campaign.