Golfers, their families, and fans from across the globe flock to Augusta this weekend for the 87th edition of the Masters Tournament and the first of the men’s four major golf championships held in 2023. It is scheduled to be played from April 6–9 at Augusta National Golf Club. Augusta Regional Airport and Destination Augusta are ready to make a great first impression by creating a welcoming and colorful experience for passengers arriving at the airport.
“The arrival experience is so important for setting the right tone of a visit. For our fly-in visitors, the airport is their first impression of Augusta so it’s critical we provide them with a sense of place right from the start,” said Bennish Brown, President and CEO of Destination Augusta.
Destination Augusta, previously called the Convention and Visitors Bureau, and the airport began the partnership in 2022 to work together to promote the region as a destination for tourism and businesses. The first step of a multi-phase campaign has been completed in time for golf fans arriving for the Augusta National Women’s Amateur tournament, the Drive, Chip and Putt Competition, and the Masters Golf Tournament.
The campaign is a collection of graphics and signs spread across the baggage claim area, which underwent a $2.4 million renovation and carousel replacement project in 2021.
There’s a section of the wall displaying the Destination Augusta logo. The tops of the baggage carousels are decorated and include a welcome message. Four pillars in the section each have a different design to highlight what Augusta has to offer. The pillars include QR codes that connect the reader directly to the topic highlighted on the pillar. It will also direct visitors to Augusta and Co., the tourist information center and gift shop on Broad Street.
“We are delighted to feature the displays Destination Augusta has provided at the Airport in advance of our Masters visitors,” said Herbert Judon Jr., Airport Executive Director. “These visuals create an energetic and positive tone for patrons as they explore and embark upon our region.”
The designs were created by Wier / Stewart, a local agency that specializes in helping organizations rebrand and market themselves.
“We rebranded in 2020 so a lot of that creative was there,” explained Brown. “Then came the question of how do we now incorporate that? They took our thoughts, brainstorming ideas, and turned them into things that are tangible, using those brand assets that they created for us.”
Brown said the redesigned area can do more than help visitors feel welcome and see all that Augusta has to offer for tourists. It can also serve as a calling card to business travelers to promote Augusta and the region as a good place to do business.
“We do know in our industry that quite often for a business to explore where they’re interested in making their home, they look for what’s available,” Brown said. “The first visit is looking at the quality of life and the types of things available for you, clients, and their business partners. What kinds of things would be an opportunity for employees that might be relocating?”
Judon agreed, calling it a great opportunity to highlight all the attributes of the region. He added it can also help grow the airport.