Reimagining a Classic: The Visit Savannah Brand Transformation
Paradise Advertising & Marketing helped Visit Savannah transform its brand by highlighting the city’s unexpected, quirky side through the “This isn’t ordinary. This is Savannah.” campaign. The data-driven rebrand, paired with innovative partnerships and experiential marketing, helped drive significant growth in visitor spending.
Destination Profile
Destination Organization
Geographical Location
Savannah, Georgia, is located on the state's southeastern Atlantic coast, roughly 20 miles inland from the Atlantic Ocean.
Destination Population Size
351,000
Organization Budget Size
$10,000,000 USD
Destination Challenge
In 2019, we were engaged to reimagine the Visit Savannah brand image to attract and engage visitors. But how do you elevate a charming, Spanish-moss infused coastal escape that has defined Southern hospitality since 1773?
The Project
We decided to play up the fact that Savannah wasn’t just another genteel Southern city with lovely architecture. It was elegant, yes – but also unpredictable. Classy — but also quirky. In other words, it was anything but ordinary. With that realization, the new “This isn’t ordinary. This is Savannah.” brand platform came to life, with a campaign that is as authentic, unexpected, and evocative as the city itself.
Results and Key Performance Indicators (KPIs)
- $4.4B Visitor Spending
- +21.6% Bed Tax Collections ($44.5M)
- +9.6% Job Growth
- +27.5% Air Arrivals Increase
- 9.7M Overnight Person-Trips
- 2 HSMAI Silver Adrian Awards
- ADDYs Best of Bay - Print Campaign
- Charlie Award - Best of Print
- Graphis Advertising Annual 2020 - Gold
- >12 Marketing Campaign Awards (and counting)
Lessons Learned
From its brand research and nationwide experiential marketing, we learned that data-driven marketing campaigns and strategic lifestyle partnerships yield massive engagement. We discovered that bridging their historic roots with digitally savvy advertising coupled with innovative, modern promotions, such as AI-powered trip planning and high-end fashion and luxury media crossovers, doesn't just generate millions of impressions. Big thinking and strong, targeted audience execution drives travel demand, increases visitation, and bolsters visitor spend.
Actionable Advice
Replicating the rebranding success of Visit Savannah requires moving beyond surface-level visual updates to create a narrative-driven, authentic identity.
To achieve similar results, focus on these five core pillars:
- Ground Identity in Authentic Research
- Target a Premium, Younger Demographic
- Leverage Innovative, Mobile Activations
- Forge Strategic Cross-Promotions
- Combine Tourism and Economic Development
Top Takeaways
1. Target a Younger, Affluent Demographic
2. Execute Non-Traditional Brand Partnerships
3. High Frequency of Data-Led Messaging Updates
4. High Impact Branded Experiential Mobile Tours
5. Prioritize First-Party Data Capture
Savannah, Georgia
Savannah, Georgia, known as the "Hostess City of the South," is the state's oldest city, founded in 1733. Famous for its 22 iconic park-filled squares, cobblestone streets, and moss-draped live oaks, it offers a blend of pristine antebellum architecture, deep historical significance, and a vibrant coastal culinary scene.
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Barbara is the CEO and Co-Owner of Paradise Advertising & Marketing, Inc., an award-winning, full-service marketing agency specializing in tourism and hospitality, and notably, A Partner for GoodSM for the livelihoods and communities served. Before acquiring Paradise with her husband in January 2018, Barbara had lived in eight countries and traveled to more than 20 countries while leading global brand and consumer marketing, sponsorship, entertainment, e-commerce, licensing, operations, and consumer products divisions for companies such as SeaWorld Parks & Entertainment, PGA TOUR, NASCAR, and the United States Olympic & Paralympic Committee. She has negotiated more than $485 million in global partnership contracts. She also held a sales and marketing role with a prominent African-American-owned clothing manufacturer located in Los Angeles, allowing her to manage brand, licensing, and retail sales and marketing programs for many urban and hip-hop artists and music industry entities.