ATLANTA--Lake Lanier Islands placed its estimated $1.5 million advertising account with Pringle Dixon Pringle here last week.
Pringle Dixon Pringle (PDP) scored the business based on its strategic abilities and its "roots here in the Atlanta area," said Lake Lanier Islands director of advertising and promotions Ian Hoffman.
"I think what swayed them our way was the fact we had everything they needed," said agency founder Jim Pringle. "We're a totally integrated agency and we know travel and tourism."
The entertainment complex considered two other undisclosed Atlanta agencies in the review's final competition round.
The incumbent on the creative portion of the account was The Criterion Group, while media was handled by Napolitano & Co., also of Atlanta. The "Islands in the fun" tagline, developed by Criterion, will continue to be used.
The agency's mission has two primary objectives: create brand-building advertising and promote Lake Lanier Islands' new amenities. Scheduled for completion this summer are 30 additional lake houses, a 65-passenger boat and an "interactive" water entertainment center.
Hoffman, who has been with Lake Lanier Islands for nearly two years, considered local shops exclusively because the complex is situated only 30 minutes from the city.
"Atlanta is going to be our primary focus," Hoffman said, though he plans to reach out to markets within a 150-mile radius as the property evolves into a regional resort.
Owned by the state of Georgia, Lake Lanier Islands is located 30 minutes from Atlanta on the South shore of Lake Lanier. The complex includes a beach and water park, two golf courses and two hotels, which recently came under the management of KSL Recreation Corp. of La Quinta, Calif.
The property attracts 1.7 million visitors annually, according to the client. --with Jim Osterman