Bold, Diverse, Exciting, Inviting, Inclusive… when asked, these are all ways that visitors and residents alike felt best described the southern city of Augusta, Ga. 

As an up and coming, but still fairly undiscovered city with so much to offer visitors from all walks of life, the Augusta Convention and Visitors Bureau (ACVB) worked with local creative agency, Wier Stewart, to show visitors why they should come experience Augusta for themselves through an innovative new destination marketing campaign.

The goal for the rebrand, that comes on the heels of the continued revitalization of the eclectic city, is for visitors and residents alike to be able to automatically see themselves in Augusta. The new tagline and branding of “Come See AugUSta,” with an emphasis on the “US,” along with the accompanying promotional materials that star local Augustans and showcase their favorite ways to experience the city, aims to personalize each and every visitor’s experience. 

The new brand campaign authentically capitalizes on unique facets of the city that come together to make Augusta a desirable destination, while also emphasizing the friendly and casual nature of the city’s community. A key initiative for the ACVB is the continued promotion of Augusta’s diversity and the expansive catalogue of city offerings that cater to all. The call out of “Us” in the city’s name, is meant to encompass everyone in Augusta – young to old, black to white, artsy to techy – and serves as an invitation to visitors to come join the family and discover what the local community loves and celebrates about it.

To bring the campaign to life making sure that diversity of the city and the local authenticity are featured throughout, the ACVB and Wier Stewart held a contest over the course of several weeks to find local ambassadors who they felt truly embodied Augusta. As seen through the campaign creative and depicted on the ACVB website, VisitAugusta.com, each representative selected provides customized itinerary suggestions to help visitors find what to do, see, and explore around the city depending on their lifestyle or preferences. 

This rebrand is part of a comprehensive plan from the ACVB to make the city more appealing, accessible, and relatable to visitors looking for places to visit that fit their unique interests. The campaign creative will be featured in digital, print, social and display ads. 

As established thought leaders in the Travel & Tourism Industry, the ACVB has proven that pivoting to fit consumer trends and interest is their expertise. Last year, the ACVB completed a revolutionary renovation of their Visitor Center to transform it into the now interactive Experience Center, Augusta & Co. In the state-of-the-art facility, city visitors and locals can stop into the space to sample and shop local products, hear about local offerings and truly immerse themselves into the city’s culture upon arrival. 

“Through research, we have learned that the aspect of our community that sets us apart from other destinations in the minds of our visitors is the authentic southern hospitality and friendliness that Augusta radiates” said ACVB President/CEO Bennish Brown. “We see this as a huge compliment and pride ourselves on this trait. As being the face of the city, and typically the first stop and experience for our guests, it is the goal of our organization to make sure that everything we do reflects this reputation. We feel that this new brand along with our new Experience Center does just this by making everyone feel like they are welcome here and are a part of US.”