An original song, a focus on the state’s most beautiful destinations, and an undeniable sense of place all come together in a new ad campaign designed by Blue Sky Agency for the Georgia Department of Economic Development’s Tourism Division. Entitled “Pretty. Sweet.” and launched on March 24th in the state’s primary markets, the campaign includes television, print, outdoor, radio, digital and social assets.
“Pretty.Sweet.” is a campaign with multiple meanings. While the words have traditionally meant beautiful and nice, in today’s vernacular they can also mean exceptional and awesome – all of which are attributes that the department and agency believe apply uniquely to Georgia.
“22 years ago, I came to Georgia to live and create a business. Developing this campaign was a great opportunity to help the state share the beauty, people and personality I have come to know and love,” commented Rob Farinella, founder and president of Blue Sky Agency. “We are proud to partner with the state and are confident this campaign will help them not only attract new visitors, but encourage past tourists to come back and remind residents why they love calling Georgia home.”
One of the most unique aspects of the campaign was the composition and production of the song “Pretty.Sweet.” by Blue Sky’s Senior Vice President and Creative Director Mike Schatz. “It was a fun challenge to create a song that not only highlighted the diverse opportunities that await visitors to Georgia but that would also be appealing to a diverse audience,” added Schatz. The song is used in two different television spots and will also be integrated into the state’s celebration of a “Year of Music” throughout 2016.