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Discover Atlanta: A City Finding Its Voice
CHALLENGE
Atlanta needed a refreshed digital identity that reflected its culture and lore — not just its attractions. The tourism landscape is competitive, and the brand lacked a modern, socially fluent voice that could resonate with locals and build affinity.
INSIGHT
Locals, not marketers, are a city's truest and most trusted storytellers.
STRATEGY
I modernized Discover Atlanta’s social identity by elevating real Atlantans, cultural landmarks, nationally recognized artistic contributions, and Black excellence. The campaign strategy centered on local-inspired narratives, on-the-ground content, and a voice that felt unmistakably Atlanta. The city became the protagonist — not the tourism board.
EXECUTION
Built and led social strategy, community management, and copywriting
Introduced new parameters for UGC content, moving from drone photogrraphy to street-level life in Atlanta
Managed real-time engagement to keep the brand active in local conversations
Developed platform-specific storytelling across Instagram, Facebook, and Twitter
Increased community engagement efforts bringing local celebrities and influencers into the fold
RESULTS
Significant increases in organic engagement and follower growth
Strengthened brand relevance among local and national audiences
A refreshed brand voice that helped differentiate Discover Atlanta in the tourism space
AWARDS
Bronze ADDY — Social Campaign
Bronze HSMAI Adrian Award — Recovery Strategy
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