OLYMPIAN PITCH FOR '96 GAMES ATLANTA, GEORGIA SEEK $15M TO SNARE WORLDWIDE ATTENTION

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ATLANTA-As the 1996 Olympics grows near, both Atlanta and Georgia hope to capitalize on the worldwide attention to promote themselves as destinations for tourism, corporate headquarters and trade.

The Atlanta Convention & Visitors Bureau this month unveiled its new marketing initiative, "Atlanta: Come celebrate our dream."

In 1993, a group of city, corporate and ad executives working pro bono created the 1999 Group, headed by Atlanta advertising consultant Alf Nucifora, principal of Nucifora Consulting. The 1999 Group examined more than 4,000 responses from Atlanta area residents for new slogans and areas of emphasis.

The TV and radio campaign, also including a new logo and song, was created and designed by McCann-Erickson Worldwide. It is expected to start in May or June and run through 1996.

The first TV spot features Mayor Bill Campbell and is expected to roll on national and regional networks as well as cable and spot TV. Two more ads featuring Atlanta Committee for the Olympic Games' President Billy Payne and Delta Air Lines Chairman, President and CEO Ron Allen are to follow.

With an expected price tag of $5 million for the overall marketing campaign, the Atlanta Convention & Visitors Bureau plans to spend $388,000 of this year's budget toward the effort. It has been trying to raise the rest from corporate sponsors. So far only $1 million has been raised from the bureau, Visa International and Delta. Both are Olympic sponsors and featured in the ads.

In an effort to make Georgia a world tourist destination, Gov. Zell Miller has asked the Legislature to approve a $10 million marketing budget for the state's "Georgia Global Now" campaign created by J. Walter Thompson USA. The funding measure is before state lawmakers. If approved, plans call for a spring study to establish targets and goals followed by TV spots starting July 1 on CNN and national networks.

There also would be separate marketing programs for industry, trade and tourism.

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