LESLIE TARGETS YELLOW JACKETS | Adweek LESLIE TARGETS YELLOW JACKETS | Adweek
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LESLIE TARGETS YELLOW JACKETS

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Georgia Tech alumni are getting a chance to trade their boisterous "Rambling Wreck" image for the refined sensibilities of the golf course and country club.

The Georgia Tech Club has commissioned The Leslie Agency of Green-ville, S.C., to create a direct-mail campaign targeting some 3,000 alumni and supporters.

The club offers grads and members a chance to buy into a 600-acre golf course and residential community to be built on "beautifully wooded, rolling property in the horse country of metro Atlanta." The property is a project of The University Clubs by Melrose, a subsidiary of developer The Melrose Co. of Hilton Head, S.C. The latter is aLeslie client.

A percentage of the project's revenue will flow into university coffers, and Tech's golf team will practice on the club's course.

Fans of The Varsity need not fear being displaced, however. The landmark drive-in that has served millions of chili dogs and burgers for more than 50 years (the smell of simmering onions literally envelops motorists traveling on a nearby interstate) will remain alongside the Georgia Tech campus in downtown Atlanta.