Destination Augusta
The Feel-Good City On the Road – Atlanta Media and Sales Immersive Showcase
While Augusta is widely recognized for its iconic golf legacy, the destination offers far more than one moment in time. New restaurants, arts and culture experiences, outdoor recreation, and distinctive local personalities continue to reshape the city’s story.
To broaden awareness beyond traditional perceptions, Destination Augusta sought to take “The Feel-Good City” directly to key influencers and decision-makers in Atlanta — including regional media and meeting planners — by creating an immersive, transportive experience that would allow them to taste, experience, and truly feel what makes Augusta special.
Strategy
Destination Augusta brought the Feel-Good City on the road, transforming a traditional media event into a fully immersive showcase media and meetings planners showcase. The event was designed to move beyond brochures and presentations — allowing guests to connect emotionally with the destination through multi-sensory engagement. By creating an experiential environment, attendees were able to envision story angles, event concepts, and authentic connections that would translate into coverage and bookings.
Results
- 25 media and meeting planners, representing a mix of regional outlets and freelancers, engaged in meaningful conversations with the sales team.
- Multiple media currently developing stories inspired directly from the event.
- Meeting planners actively working with Destination Augusta’s sales team to plan future events in the Feel-Good City.
- Strengthened awareness in the Atlanta market and repositioning Augusta as more than a single-event destination.
Looking Ahead
Building on the success of the Atlanta showcase, Destination Augusta is exploring opportunities to take the Feel-Good City on the road to additional destinations.