As the authority for sustaining a vibrant Downtown, Central Atlanta Progress noticed an uptick in new restaurant openings and created the Downtown Dining District (DDD) to position Downtown as the premiere dining destination in Metro Atlanta. This positioning would also serve as an economic driver and visitor attraction for Downtown restaurateurs and businesses.
The new Downtown Dining District would need a sustainable branding theme that would resonate, create buzz, and also communicate a distinct positioning to attract people back to Downtown. The new brand would also reshape misconceptions about Downtown being difficult to navigate, unsafe, and offering few entertainment choices.
We accomplished this by capturing the essence of the Downtown vision and downtown attraction marketing strategy by redeveloping the brand to be inspirational, aspirational, and experiential and to highlight the vibrancy of the community to position it a compelling place to dine, shop, and live, and also capture the essence of Downtown as a thriving hub of economic, social, and cultural activity.