Atlantans Vie For Lanier Islands

Lake Lanier Islands, a 1,200-acre entertainment complex north of Atlanta, is slated to hear presentations from four local agencies over the next week or two, the client confirmed.
Ian Hoffman, director of advertising and promotions for Lake Lanier Islands, said the property selected four finalists, including incumbent The Criterion Group, which has worked on creative projects since early last year, and three undisclosed Atlanta shops.
Napolitano & Co. in Atlanta handles media chores.
“We’re not saying we’re changing agencies, we’re just reviewing the current situation,” said Hoffman, who joined Lake Lanier Islands 18 months ago. “We’re very happy with both [Criterion and Napolitano].”
The budget is not disclosed, but sources estimated the account at under $1 million.
Hoffman said Lake Lanier Islands wants to ensure it has “the proper long-term partner” as the entertainment facility prepares to expand under its new managing company, KSL Recreation Corp. As part of Georgia Governor Zell Miller’s privatization efforts, in 1996 the state contracted privately with KSL to manage Lake Lanier Islands.
Based in La Quinta, Calif., KSL owns and operates 40-plus golf courses across the country, including the Doral Golf Resort and Spa in Miami.
Lake Lanier Islands has used TV and radio to advertise its golf courses and water attractions, while its destination resort is promoted primarily through print, Hoffman said. The Criterion Group created the client’s “Islands in the fun” tagline.
Hoffman said the four finalists will be given a strategic assignment. He hopes to make a decision by the end of January.
Owned by the state of Georgia, Lake Lanier Islands is located 30 minutes from Atlanta on the southern shore of Lake Lanier. The complex includes a beach and water park, two golf courses and two hotels. The property attracts 1.7 million visitors annually, according to the client.