Agency Launches SkyView Atlanta Ferris Wheel

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SkyView Atlanta Ferris Wheel ad agency The Partnership

20-Story Attraction at Centennial Olympic Park Turns to Agency for Tourism Expertise

The major legacy of 1996’s Centennial Olympics is now downtown Atlanta’s centerpiece, Centennial Olympic Park. Once a blighted industrial zone, it’s now a recreational / tourist mecca, surrounded by the Georgia Aquarium, the World of Coca-Cola, CNN Center, Philips Arena, the Georgia Dome, the Georgia World Congress Center, and soon the College Football Hall of Fame. But it’s never had a true a thrill ride. Until now.

This week the Atlanta City Council approved a plan to build a state-of-the-art 200-foot tall Ferris Wheel called SkyView Atlanta. It will spring up in what’s now a parking lot on the southern end of the park, just a block from CNN. Construction will begin immediately and the ride will be operating later in June. But plans have been in the works for months, and The Partnership has been there since the start.

“One of the first things we did when we chose Atlanta for our site was research advertising and PR firms with the right mix of people and skills to launch this in the biggest way possible,” said Todd Schneider, co-owner of Atlanta Partners, the company behind the project. “Everyone we spoke to told us we needed to meet The Partnership. From what we’ve seen so far, they were all right.”

In just a few short weeks, the agency helped name and create the identity for the attraction, laid the groundwork for digital / social media, and handled PR duties. This all went on quietly in the background as the client team worked with the city to make the project happen. Then suddenly, the media got wind of the story. And from there, the thrill ride really began. 

Working quickly to manage and build interest and support among media properties and community activists and organizers, agency PR head Jason Evans leveraged his decades in TV news to ensure the coverage was exciting and accurate. And the best way to ensure everyone got the story right? Appear on air yourself to talk about it.

 

Evans gave more than a dozen interviews to all four major TV news stations, as well as Atlanta’s major newspapers and even Reuters news service.

At the same time, agency consumer insights and social intelligence lead Ted Tagalakis and executive CD, Randall Hooker, closely navigated the growing social buzz.

“One of the things we observed was that some people were under the impression the city was putting public money into the project, which was entirely inaccurate,” Hooker said. “So we made an effort to guide the conversation to set the record straight in social and in all of our efforts whether they be digital or traditional. The result was people came forward in a big way to voice their support of the plan, which was really great to see and we presented a unified vision.”

Kwanza Hall Support Tweet

With construction ready to begin any day and the summer tourist season just ahead, the next few months will be busy for The Partnership team. But the excitement surrounding the project has the agency truly jazzed up. “We’ve worked with a lot people over the years to build or accomplish BIG things,” agency president David Arnold added. “But never anything quite like this. During the NCAA Final Four, they had a 60-foot Ferris Wheel in the park, and people thought that was high. At over three times that size, SkyView is going to really be a thrill for everyone. We’re really excited to be a part of it, from the ground up.” 

For more on SkyView Atlanta, visit SkyViewAtlanta.com (coming soon), @SkyViewAtlanta and Facebook.com/SkyViewAtlanta. 

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