2014 PR News Agency Elite Awards: Branding

Winner: Nebo – Nebo Launches Choose ATL Campaign and Inspires 30 Million Users

For Nebo, it was never about blasting key messages or broadcasting standard taking points, press releases or impressions. PR at Nebo is about sharing a client’s story and making an impact. Its public relations philosophy more or less sums up the key to the business: telling the right stories to the right audiences at the right time.

The challenge of Nebo’s Choose ATL campaign was the idea of branding an entire city whose potential, to Nebo and fellow digital marketers, is unknown by most people and businesses. Nebo wanted to create a grassroots movement to shine light on Atlanta’s thriving economy, emerging status as a tech hub and incredibly diverse community.

Part of this was building a task force of key local influencers who would stand behind a change in Atlanta’s public perception. Nebo also built a website, www.chooseatl.com, to educate visitors about Atlanta and help new transplants find resources in their thriving city. To kick off the campaign and bolster support, Nebo organized an official launch party at the Atlanta Tech Village, which ultimately drew more than 300 attendees, including more than 20 media invitees. The Choose ATL initiative gained an overwhelming amount of support from major brands, startup leaders, government representatives and non-profit organizations. In three months, Nebo secured more than 30 million impressions from media coverage, garnered more than 200 media placements, and brought in more than 10,000 views of the Choose ATL video.

Honorable Mentions:

  • Kentico CMS – Brand Awareness