Grey Creative Rebrands Atlanta

ATLANTA Atlanta introduced its new slogan yesterday, the last of a three-part $8 million effort to rebrand the city as a good place to visit and live.

Grey Worldwide created the slogan, “Atlanta: Every day is an opening day.” The Atlanta shop also designed the city’s new logo, which was unveiled last month. A new anthem, “The ATL,” was launched Oct. 24.

The new branding effort began earlier this year when Mayor Shirley Franklin formed Brand Atlanta, a partnership between public and private interests to develop an advertising campaign for the city. Franklin wants to attract more tourists and businesses to the city.

The slogan, logo and song will be used in all the city’s marketing efforts. The logo and tagline began appearing on banners and billboards throughout Atlanta and at the city’s airport today. The song, written by recording star and Atlanta resident Dallas Austin, will be used in broadcast ads and at events.

The television and radio ads will begin running today throughout the Southeast. The work includes voiceovers by actor Samuel L. Jackson, a Morehouse University graduate, and Holly Hunter, a native of Conyers, Ga., an Atlanta suburb.

The new work replaces the former slogan, “The city too busy to hate,” which was popular for decades as Atlanta tried to distance itself from other areas of the South that favored segregation. The Ray Charles song, “Georgia on My Mind,” had been the city’s anthem for decades and was included on the state’s vehicular license plates until last year.