Background:

In its mission to transform from a storied daily newspaper into a modern media company, The Atlanta Journal-Constitution sought to engage consumers, community leaders and advertisers to see them in a new light. 

Opportunity:

To tell the story of the AJC’s transformation to an essential southern media company focused on the people it serves and the partners with which it does business.  

T2 Strategy was given a blank page to create an experiential event that would gather key partners and leaders of Atlanta’s business community to bring the AJC’s brand promise of Writing for the Greater Atlanta to life.     

Outcome:

After reviewing materials, interviewing internals and exploring the marketplace, T2 Strategy created the Atlanta Journal-Constitution’s first AJC CONNECT experiential event. Atlanta based business, marketing and advertising leaders were immersed in the new AJC brand and its editorial pillars through a combination of activations and program that highlighted Dining, UATL, Politically Georgia and AJC Sports.  

• 175+ Engaged Attendees 

• Shifted Marketplace Perception translating to Increased Investment Consideration 

• Positive Mentions on Social Media 

• Revitalized Internal GTM Mindset and Materials 

“Amanda is a unicorn. Her unique ability to tie together great narrative storytelling, brand marketing, and world class experiential events made our inaugural AJC Connect event a resounding success.”
-Andrew Morse, President & Publisher, The Atlanta Journal-Constitution 

“I am incredibly grateful to Amanda Turnbull for her outstanding work in planning and implementing our first-ever ‘AJC Connect’ event. Her creativity, organization, straightforward approach, and unwavering focus on the objective from start to finish were truly remarkable. Amanda, you have set a high standard for future events, and we couldn’t have done it without you!”
-Kim Yates, Head of Sales, The Atlanta Journal-Constitution