How do you turn a decades long tourism destination reflecting the Old South into a more inclusive attraction appealing to today’s diverse audiences? That was the main objective when Georgia’s Antebellum Trail asked us to develop a brand story, positioning line and logo concepts. Rebranding a beloved state tourism institution while removing negative connotations associated with the Antebellum Trail’s name was no small feat. We worked diligently to preserve the Trail’s historic architectural sites while expanding the Trail’s story and appeal bringing seven Georgia communities together in agreement to embrace a new brand.
Georgia’s Antbellum Trail included multiple sites in both larger cities and smaller communities in a centralized region within the state and the trail was needing a major update and rebranding. For more than thirty years, Georgia’s Antebellum Trail, a historic 100-mile odyssey through seven Georgia cities and towns had been positioned as the place to see Pre-Civil War mansions, plantations and architectural gems that escaped burning during Sherman’s March to the Sea. But over the past few years, the Trail’s brand had lost much of its relevance, connection and significance in today’s racially sensitive climate.
From Athens, home to Georgia’s flagship university and Macon, home to an ancient civilization site dating back thousands of years to Milledgeville, Georgia’s former state capital for 60+ years and another trendy college town, the Antebellum Trail included architectural gems, but so much more that didn’t fit under the current branded theme. After immersing ourselves as visitors to the Trail, we recommended expanding the trail beyond historic house museums and architectural sites to include more of the area’s rich cultural arts and heritage.
This stretch of Georgia is, after all, home to important cultural icons from music (Otis Redding, Little Richard, the Allman Brothers, R.E.M., the B-52s) literature (Flannery O’Connor, Alice Walker, Joel Chandler Harris and the Uncle Remus Museum), numerous artist studios, old taverns and restored historic Main Streets – all with their own compelling stories to share.
We renamed, rebranded and helped tell the story of Georgia’s new Trail and exciting tourist destination.
Brand Solution: Georgia's Trail of Legacy & Lore