January 20, 2011

Digital Advertising Agency Charged with Expanding the State’s Reputation as a Global Commerce Hub and Tourist Destination

Atlanta, GA – After a five-month review, the Georgia Department of Economic Development has named Engauge advertising agency of record for a five-year multimillion dollar advertising contract to expand Georgia’s reputation as a hub of global commerce and favored tourist destination for travelers.

Engauge, one of the nation’s largest independent advertising agencies, will handle all advertising, sponsorship and brand activation, positioning/strategy, media planning/buying, creative development and grant/co-op management for the Georgia Department of Economic Development (GDEcD).

As a result of GDEcD’s marketing activities, both jobs and corporate investment activities increased in Georgia during 2010. Jobs increased by 14 percent and investment by 20 percent in the state during 2010. New and expanding companies created more than 20,000 jobs and boosted investment by $4.1 billion in Georgia last year. Georgia ranked as the second-fastest growing U.S. state for international travelers.

“With positive momentum built in 2010, we are already off to a great start,” said Greg Torre, division director of marketing and communications at GDEcD. “Engauge’s unique approach to cross-functional marketing support will help to deliver greater efficiency for our budget and a stronger overall positioning for the Department.”

International travelers tend to stay longer and spend more, and their expenditures resonate throughout the state’s economy. Georgia offers them the authentic Southern experience they seek, such as the state’s commemoration of 150 years of Civil War history. Every additional $1 million spent by international visitors creates 11.5 new jobs and generates $33,143 in payroll taxes and $123,588 in state taxes.

“Georgia has an incredible story to tell to the world, and we are thrilled to play an even bigger role in driving business and tourism growth for the state we call home,” said Scott Hildebrand, chief consumer relationship officer at Engauge. Hildebrand is based in Engauge’s fast-growing Atlanta office, which recently opened a new multi-million dollar facility after a banner year in which staff additions nearly doubled headcount and local revenue growth hit 37 percent. New hires are expected to grow local staff by more than 30 percent in 2011.

Engauge has served as GDEcD’s digital agency of record since 2006. In 2007, Engauge launched ExploreGeorgia.org to differentiate between the consumer tourism site and the Global Commerce/business development site Georgia.org. It was designed to enable Georgia’s 3,500+ business partners (tourist attraction owners, tourism officials, etc.) to create, access and manage their own promotional listings. The goal was to drive consumer interest among out-of-state visitors while encouraging Georgia residents to spend vacations in-state. With the development of the new tourism site and migration for Global Commerce, Georgia needed to tell their story in a new and compelling way. And that they did. ExploreGeorgia.org traffic increased by 45 percent and bounce rate decreased by 60 percent. Direct traffic climbed 155 percent and unique visitors grew by 45 percent.

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