Georgia is introducing the "Pretty.Sweet" campaign to encourage tourists to visit the state. “Pretty” speaks to the "natural beauty and scenic attractions" while “Sweet” conveys the warmth and Southern hospitality of its people. Sweet also is a play on famous Georgia peaches.
Developed by Blue Sky Agency for the Georgia Department of Economic Development’s Tourism Division, the campaign includes print, outdoor, radio, digital and social outreach. The campaign is also reintroducing, after a nearly 10 year hiatus, broadcast media in key drive markets.
The overall concept aims to "bring a contemporary and modern twist to the authenticity, heritage, and hospitality of the South."
Music serves as a cornerstone for the project. In 2016, the effort is shining the spotlight on Georgia’s "considerable" music assets, including its rich heritage of homegrown talent, more than 75 music festivals, historic homes and final resting places of many iconic artists, as well as musically significant landmarks and walking tours.
The campaign is also debuting an original “Pretty.Sweet.” song by Blue Sky’s SVP and creative director Mike Schatz. This song is used in two different television spots and will be further integrated into the state’s "Year of Music" celebration. “It was a fun challenge to create a song that not only highlighted the diverse opportunities that await visitors to Georgia but that would also be appealing to a diverse audience,” says Schatz.
The campaign is targeting married women ages 24-54 with children, with a secondary reach of women over 50.
The tourism commission has high hopes for this campaign. It estimates spending $220 million on traditional state media, with goals that include increasing Georgia Travel Guide Orders by 12% and boosting eNews sign ups by 8%.
With social media, Georgia wants to increase Facebook fans by 33% to 396,340, increase social referral traffic to its tourism website by 10%, and build and foster relationships with at least 10 Influencers.