Georgia with a Twist: Leaders use photography to sell state tourism

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By Leon Stafford

The Atlanta Journal-Constitution

State tourism officials are banking on colorful photography of destinations throughout Georgia to help them win over travelers looking for a place to vacation.

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"Rock with a Twist" is part of the Georgia Department of Economic Development's new "The South with a Twist" tourism campaign.

Georgia Department of Economic Development "Rock with a Twist" is part of the Georgia Department of Economic Development's new "The South with a Twist" tourism campaign.

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"Nightlight with a Twist" is part of the Georgia Department of Economic Development's new "The South with a Twist" tourism campaign.

Georgia Department of Economic Development "Nightlight with a Twist" is part of the Georgia Department of Economic Development's new "The South with a Twist" tourism campaign.

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The state has launched "The South with a Twist," a campaign that uses ads in magazines and on the Web to lure visitors instead of costly TV commercials that states like Texas and Florida use.

It's a move borne out of prudence. The state's budget for the campaign is miniscule by advertising standards -- just $2.1 million. Las Vegas' famous "What happens in Vegas" advertising, by comparison, is said to have cost between $60 million and $80 million.

"At the root, it is a budgetary move because we do not have a lot of funds," said Kevin Langston, deputy commissioner for tourism for the Georgia Department of Economic Development.

The ads, which are targeted to big circulation publications such as "Southern Living" and "Ladies Home Journal," are separated into themes that combine three to four photos to sell Georgia as a visitation haven. For instance, "Rock with a Twist," features pictures of Stone Mountain, a rocking chair, a guitarist and the Gold Dome.

The hope is to grab travelers who are beginning to get back on the road -- including Georgians -- after years of economic uncertainty forced most to remain close to home in "staycations" or limit their travels to one trip a year.

The state saw an 8.3 percent increase -- $21 billion -- in domestic and international visitor spending in 2010 over the year before, the department of economic development said. And Georgia was the fourth fastest-growing U.S. destination for international travelers with an increase of 19 percent.

Greg Torre, the deputy commissioner for marketing and communications for the Georgia Department of Economic Development, said while the budget is small, it is targeted at the right people. The focus is on women between the ages of 25 and 54, who make most of the travel decisions. They also uses social media, online and print stories for ideas more so than they do broadcast.

"They are looking for word of mouth, not only from what we say, but from what their friends say," he said.

The campaign, which will include some billboards, is also directed at the drive-in markets such as Birmingham, Jacksonville and Charlotte. While the department hopes the online presence, at exploregeorgia.org, will have a national or global reach, officials know that the visitation bounce will come from areas from which Georgia is easy to access.