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Atlanta CVB Launches Celebrity Video Generating Super Bowl Buzz

January 28, 2019
Atlanta Super Bowl LII video

NFL quarterbacks Tom Brady and Jared Goff will go head to head at Mercedes-Benz Stadium in Atlanta this Sunday, Feb. 3, for Super Bowl LII. Yet the Atlanta CVB is drawing on more stars to help promote the big game, launching a celebrity-packed video welcoming visitors to the city to mark the first the first time it’s hosted the Super Bowl since 2000.

“Atlanta is a city that celebrates diversity, and we’re thrilled to work with many of the people who make this city special as we welcome visitors for this landmark event,” said William Pate, president and CEO, Atlanta CVB. “We are excited to show every guest who visits for Super Bowl LIII the passion, pride and love we have for Atlanta.”

The upbeat, one-minute reel features 19 famous Atlantans, including OutKast rapper Big Boi; Spanx founder and CEO Sara Blakely; Chick-fil-A CEO Dan T. Cathy; ESPN sports analyst Maria Taylor, and even the Coca-Cola polar bear. Watch the video here.

Capturing Atlanta’s rich diversity, culture and spirit, the video represents why each individual calls Atlanta home, and aims to inspire guests to get out and explore the city while they’re in town for the game.

"I continue to call Atlanta home because there's no place like it on earth to me,” said Big Boi. “I've been all around the world, and to be in a city where you have trees and people speak to you when you walk down the street … that’s Southern hospitality you don't get everywhere.”

This isn’t the first time a tourism board has used celebrities in marketing.

Five years ago, NYC & Company instituted singer Taylor Swift as tourism ambassador, kicking off a nationwide trend. The Tennessee Department of Tourism Development has run various celebrity spots over the last decade, including some with Dolly Parton, Keith Urban and Rascal Flatts. Visit California put together a collection of videos featuring famous Californians that ran in national TV spots. Even North Dakota has capitalized on a homegrown celebrity, Josh Duhamel, with a series of content and videos highlighting reasons why the actor loves the state.

All of these campaigns have seen varying degrees of success, especially when the celebrities help promote them through their own Instagram accounts—one of the most powerful tools in marketing right now.

The Atlanta CVB is banking on this video generating buzz for the city leading up to the big game, sharing it across its social media platforms and also broadcasting the video in hotel rooms across the city on the Atlanta Channel. More than 20,000 hotel rooms were contracted by the NFL for Super Bowl week, according to CVB officials. Check out a full guide to all Super Bowl LII events, concerts and parties here.


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