Georgia’s Peach New And Improved. Tagline Is Another Story.

Savannah Morning News: “Georgia on My Mind” leaves everyone with a warm and fuzzy feeling.
About Ray Charles, not Georgia.
That’s what surveys told Georgia Department of Economic Development Commissioner Craig Lesser about the state’s slogan.
new_GA_peach.jpg
So for the first time in two decades, Georgia now has a new tag line.
At a Thursday “State of Economic Development” luncheon at the Savannah International Trade and Convention Center, Lesser unveiled the slogan “Put Your Dreams in Motion.”
“This gives us more flexibility,” Lesser said. “‘Georgia on My Mind’ is great, but it doesn’t drive people to do what we want them to do, which is invest money and visit Georgia.”
The new slogan will be accompanied by a new logo: A more colorful, active version of the Georgia peach.

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About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • http://decentmarketing.typepad.com Katherine Stone

    As a resident of Georgia, I have to say … boring. “Put your dreams in motion” doesn’t make me think of Georgia, or anything else in particular for that matter. Maybe Microsoft or something. I’d love to know more about how they plan to tie that message together with what Georgia has to offer.

  • http://adpulp.com David Burn

    Katherine,
    Tag lines are tricky little beasts. I’ve attempted many and have so little to show for it. I once worked on rebranding Mutual of Omaha, and every line I crafted fell short in the eyes of our account exec. She had been a pr writer for the client in a previous job and the world can now thank her for “Begin Today,” a line she both wrote and sold.
    “Begin Today” and “Put Your Dreams In Motion” remind me of those motivational posters. You know the ones with black borders and some sailing photo or what have you? In other words, could these tag lines be any more vacant? Any more safe? And less memorable?
    Maybe we ought to offer up better lines to this Craig Lesser. See if he bites on the consumer generated thing?

  • http://thebrandbuilder.blogspot.com Olivier Blanchard

    … Oh wait… I’ve already forgotten it.
    What was the point again? The only state tagline I knew was Georgia’s. The new one is now just as irrelevant as the other 49 I’ve never heard.
    Cheers. ;P

  • Jasmine Aiken

    I personally don’t think there is any need to change the tagline. “Georgia on my mind” is a special slogan that all Georgians should appreciate. Just like Alabamians should feel good about “Sweet Home Alabama”, we should feel the same about “Georgia on my Mind”. But hey, its just an opinion.

  • Woody

    “Put your dreams in Motion?”…. Florida sounds nice….. who dreams of Georgia?….
    keep them here and bring them in….
    “Georgia, Southern Hospitality for all”

  • http://twitter.com/krissy_baddgyal JamaicanPeach

    I Like “Georgia on my Mind” Personally, but if we had to change it, I would go for “Georgia, Southern Hospitality for All” Not “put your dreams in motion” thats lame!