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Augusta's current "I played Augusta" campaign focused on the variety of activities and attractions, in addition to golf, in the famed city of the annual Master’s golf tournament. Highlights include a river, historical sites, restaurants and more. However, when we stepped in with extensive competitive research, we discovered that many competing Georgia cities boasted the same offerings. We needed to push further to leverage similar attractions in a way that would differentiate Augusta while avoiding misrepresenting the city as merely a golfing destination.

 

SMITH turned back to the big idea of golf to inform a new campaign. Because Augusta unquestionably stands out with its deep golf history and culture, we put each of the city's more commonplace attractions into this elevating context. Using the iconic symbol of a green jacket and the headline "In Augusta, you feel as if you’ve won your own green jacket," our messages spoke to the idea that every activity in the city becomes richer against the backdrop of a truly legendary golf destination. In this way, we branded Augusta as a unique location full of the richness of the sport, no matter which activity you're pursuing, while building on and re-enforcing Augusta’s strong golf identity.

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