Originally created 05/12/05

One great tee shot

The irony is, you'd probably hear more about the Augusta Metropolitan Convention and Visitors Bureau if you lived outside the area. Its mission, after all, is to reach out and bring people here.

But you need to know that the Augusta CVB continues to be one of the most highly functioning entities in town.

Its new "branding" campaign is the latest proof.

Officially launched Tuesday, the CVB's "I Played Augusta" slogan and golf-oriented theme already is showing up in select businesses and magazines. One particularly clever magazine ad touting the area's water sports tells readers, "Not all water is considered a hazard."

Again building on the golf metaphor - which is Augusta's image - the campaign tells meeting planners that "Not all groups come as foursomes."

Visitors to town will henceforth boast in T-shirts and bumper stickers that "I Played Augusta."

We've seen a lot of cities and states experiment with themes and slogans to attract tourists. We've seen a lot of them fizzle. But you'd have to search far and wide to find a theme or slogan that does a better job than Augusta's of building on an area's image and assets.

Selling a destination is a delicate convergence of science and art. Augusta's Convention and Visitors Bureau seems to have mastered both.


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