The Choose ATL initiative is a smart, data-driven marketing campaign designed to position Atlanta as the premier destination for young talent and businesses.
Launched by the Metro Atlanta Chamber, it leverages the city’s strongest assets — economic opportunities, diverse industries, and a thriving cultural scene — to attract professionals, entrepreneurs, and creators.
It’s a classic example in using a city’s unique strengths to build a brand that resonates on a national scale.
Why the Choose ATL Initiative Works
The Choose ATL initiative is built on a clear marketing strategy: highlight Atlanta’s assets in careers, culture, and community.
Instead of just listing features, the campaign showcases Atlanta as an experience — a city where ambition meets lifestyle.
This isn’t a generic pitch; it’s laser-focused on connecting with the next generation of professionals who value both career opportunities and quality of life.
Positioning Atlanta as a Career Magnet
At its core, the campaign targets Atlanta’s strongest selling point: its economy.
The city is home to 16 Fortune 500 companies, a thriving tech sector, and a booming entertainment industry.
With big names like Coca-Cola and Delta alongside startups and small businesses, Atlanta offers opportunities at every level.
The ChooseATL After 5 program is a brilliant way to bring interns into the fold, giving them firsthand exposure to Atlanta’s lifestyle.
These experiences don’t just showcase jobs; they create long-term emotional connections with the city, turning interns into advocates.
Marketing Through Community
Through strategic partnerships with organizations like the United Way and the Young Leaders Network, the campaign markets Atlanta as a city where professionals can grow roots.
This focus on community makes the initiative stand out.
Instead of just saying “Move here for a great job,” it highlights how the city’s culture fosters connection, leadership, and civic engagement.
Leveraging Atlanta’s Cultural Capital
The Choose ATL initiative taps into the city’s global reputation for music, art, and food to build an aspirational brand identity.
The messaging is clear: Atlanta isn’t just a city — it’s a lifestyle.
By using targeted social media campaigns, dynamic video content, and real-life stories, the initiative connects with audiences emotionally while reinforcing Atlanta’s tangible strengths.
Details About the Choose ATL Campaign
The Choose ATL initiative doesn’t just rest on broad strokes; it delivers concrete, innovative programs and tools that reflect Atlanta’s appeal.
Here’s a breakdown of the standout components that make this campaign resonate with young professionals and businesses alike:
1. ChooseATL After 5
This program targets interns and early-career professionals working in Atlanta-based companies.
It introduces participants to Atlanta’s vibrant lifestyle, offering curated experiences outside of the workplace. Activities might include:
- Networking events at popular Atlanta venues like The Battery or Ponce City Market.
- Group outings to cultural touchpoints, such as the High Museum of Art or an Atlanta United game.
- Sessions that spotlight local leaders and success stories, inspiring interns to envision their future in Atlanta.
By showcasing the city’s energy and livability, After 5 doesn’t just make an impression — it builds loyalty among young talent.
2. Young Leaders Network
The Young Leaders Network is a platform that connects professionals under 40 with Atlanta’s business and civic landscape.
Its key offerings include:
- Networking Events: From mixers to speaker panels, these events provide opportunities to meet other professionals and industry leaders.
- Mentorship Opportunities: Seasoned professionals guide emerging leaders in navigating career paths and community engagement.
- Community Impact Projects: Hands-on involvement in initiatives like nonprofit board service or civic projects gives participants a stake in shaping Atlanta’s future.
This element of the campaign reinforces Atlanta’s reputation as a city where leadership thrives and young professionals can make a meaningful impact.
3. Targeted Digital Campaigns
Choose ATL’s marketing isn’t limited to in-person experiences.
Its digital strategy leverages Atlanta’s personality through:
- Video Content: Vibrant, dynamic videos highlight everything from Atlanta’s BeltLine to its booming tech scene, capturing attention on platforms like Instagram, TikTok, and YouTube.
- Social Media Engagement: Eye-catching graphics, live updates from city events, and testimonials from Atlanta-based professionals help build a strong online presence.
- Storytelling Websites: The Choose ATL website serves as a hub for showcasing job listings, neighborhood guides, and success stories, making it an all-in-one resource for potential residents.
These tactics reach the target demographic — millennials and Gen Z — where they already spend their time.
4. Focus on Culture as a Selling Point
The campaign’s cultural narrative plays a major role in its success.
Choose ATL positions the city as a hub for innovation, artistry, and entertainment by emphasizing its key cultural assets:
- Music and Film: Atlanta’s status as the “Hip-Hop Capital” and a major film production center adds cachet for creative professionals.
- Food Scene: Choose ATL promotes the city’s dynamic culinary offerings, from Southern classics to global fusion.
- Events and Festivals: Showcasing events like the Atlanta Jazz Festival or Dragon Con keeps Atlanta top-of-mind as a city full of life and opportunity.
This branding capitalizes on Atlanta’s reputation as more than a place to work—it’s a city where culture thrives.
5. Partnerships with Local Organizations
Choose ATL collaborates with Atlanta-based nonprofits and civic groups to create meaningful connections between the city and its new residents.
Notable partnerships include:
- United Way of Greater Atlanta: Offering leadership training for professionals looking to make an impact.
- Arts Organizations: Highlighting Atlanta’s galleries, theaters, and artist collectives as reasons to stay.
- Corporate Allies: From Coca-Cola to startups, the campaign aligns with businesses to create a unified message of opportunity.
By rooting the initiative in Atlanta’s existing ecosystem, Choose ATL makes the campaign authentic and impactful.
6. Metrics and Results
The campaign has generated measurable success:
- Increased young professional migration rates to Atlanta.
- Higher retention rates for interns and early-career employees.
- Strong engagement on digital platforms, with thousands interacting with the campaign’s content.
These data points underscore the effectiveness of Choose ATL as both a marketing tool and a long-term strategy for city growth.
The Choose ATL initiative doesn’t just market a city — it tells a story about what makes Atlanta an unbeatable choice for work and life.
From targeted programs like After 5 to its savvy use of digital media, the campaign expertly highlights Atlanta’s strengths and opportunities.
It’s a strategy that turns the city into more than a destination; it makes Atlanta the place to be.
At the End of the Day
The Choose ATL initiative is a masterclass in urban marketing.
By focusing on the intersection of work, play, and community, it has successfully repositioned Atlanta in the eyes of young professionals.
The campaign uses digital-first strategies, including social media and targeted advertising, to reach its audience where they live — online.
For other cities looking to emulate this success, the takeaway is simple: Know your audience, amplify what makes your city unique, and tell a story that resonates beyond facts and figures.
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