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Georgian Terrace

Atlanta, GA

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Georgian Terrace

Atlanta, GA

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Georgian Terrace

Atlanta, GA

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Georgian Terrace

Atlanta, GA

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Dubbed “Atlanta’s Modern Classic,” The Georgian Terrace boasts a longstanding tradition as Midtown’s luxurious boutique hotel, situated right in the heart of the arts and culture district, directly across the street from the historic Fox Theatre. Over the years, the hotel has welcomed an array of notable guests, lending to it’s legacy and notoriety: In 1939, The Georgian Terrace hosted the premiere gala for “Gone with the Wind,” and in the 1970s, the ballroom was used as the famed Electric Ballroom, hosting musicians such as Bruce Springsteen and Fleetwood Mac.

Dubbed “Atlanta’s Modern Classic,” The Georgian Terrace boasts a longstanding tradition as Midtown’s luxurious boutique hotel, situated right in the heart of the arts and culture district, directly across the street from the historic Fox Theatre. Over the years, the hotel has welcomed an array of notable guests, lending to it’s legacy and notoriety: In 1939, The Georgian Terrace hosted the premiere gala for “Gone with the Wind,” and in the 1970s, the ballroom was used as the famed Electric Ballroom, hosting musicians such as Bruce Springsteen and Fleetwood Mac.

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Over the years, Green Olive Media and The Georgian Terrace have fostered a relationship spanning several food and beverage concepts, working with pre-existing brands and those built from the ground up. We are also proud to have handled design, public relations and marketing initiatives for the hotel itself, promoting both internal and external endeavors. Our work with this client and its various outlets have garnered a wide array of local and national recognition.

Over the years, Green Olive Media and The Georgian Terrace have fostered a relationship spanning several food and beverage concepts, working with pre-existing brands and those built from the ground up. We are also proud to have handled design, public relations and marketing initiatives for the hotel itself, promoting both internal and external endeavors. Our work with this client and its various outlets have garnered a wide array of local and national recognition.

In today’s market, creating a sense of place within airport eateries is ever important in its ability to forge connections with the consumer at an emotional level. The Chicken+Beer brand visuals, ranging from everything from logo design to large-scale environmental treatments, were devel-oped to speak to the cultural and social landscape of today’s South. Using the aesthetics of a tra-ditional meat-and-three as the foundation for inspiration, the Green Olive design team worked to provide a fresh, clean, and contemporary interpretation of Southern dining culture in a casual and approachable way. Additionally, Green Olive Media implemented a robust communications strat-egy to present Chicken+Beer to as many key stakeholders and press representatives as possible to grow the consumer base and garner traditional and non-traditional media coverage (including but not limited to newspapers, magazines, pertinent websites, radio and broadcast placements, and social media influencer engagement); to develop a landscape of seamless brand integration across all social media platforms and develop creative social engagement; and to extend word-of-mouth reach that generates awareness and excitement for the brand by way of compelling events marketing. On a national level, we generated media awareness with earned media placements that expanded upon the local market rhetoric and promoted the brand’s overarching narrative.

DETAILS

• Opened in October 1911
• Historic Hotels of America member
• Features 326 guest rooms and suites, a world-class conference center, and ballroom appropriate for corporate meetings, weddings, and other private functions
• The hotel is home to three food and beverage outlets offering breakfast, lunch, dinner and drinks: Proof and Provision, Livingston and Café Mims

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Proof & Provision
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The Georgian Terrace approached the Green Olive Media team with the idea of converting an under-utilized basement storage area, home to decades worth of old guest room furniture, into something special. We were presented with lofty, yet exciting, challenge of defining a strong brand concept in the competitive and trendy Midtown Atlanta market while simultaneously overhauling the image of the food and beverage program at one of the South’s oldest and most traditional hotels.

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SERVICES

Concept Ideation & Development
Brand Positioning & Messaging
Logo Design
Website Design
Signage Design
Menu Design
Collateral Design
Food & Beverage Photography
HTML E-Mail Marketing
Media Kit Development & Distribution
Traditional Public Relations
Story Pitching
Social Media Marketing
Community Relations
Partnership Development
Off-Premise Event Coordination
Off-Premise Event Marketing
On-Premise Event Development
On-Premise Event Coordination

PROCESS

Our first step was an ideation trip, taking hotel management to carefully-selected cocktail bars and restaurants that had successfully dealt with many of the same spatial and operational limitations. This initial research produced ideas which came together to form the new concept, and help us to define the brand’s individual tone and personality. concept we had envisioned — a hip and modern community space with a focus on gourmet bar snacks and unique craft cocktails. Thus Proof and Provision was born, and the design team delved into exploration of the brand system from a visual standpoint, making aesthetic choices to carefully communicate the story we were compelled to tell. The result was a modern industrialist sensibility every bit as unique and hip as it is approachable, and features a flexibility that allows for unity across a wide variety of applications.

In conjunction with design efforts, the communications team initiated a comprehensive three month plan prior to opening that focused on introducing the concept and executive chef to the market, planning a media preview for select members of the press and planning an opening party for the public. The goals of our public relations strategy included establishing Proof and Provision as an edgy Midtown destination that offered an exciting alternative to the average hotel bar, attracting both hotel guests and Atlanta locals.

Shortly after the opening, Executive Chef Zeb Stevenson was featured on an episode of the Food Network’s “Chopped”. In order to capitalize on the buzz surrounding the show, Green Olive Media hosted a “Chopped” viewing party at Proof and Provision. The party and the social media campaign created in tandem helped establish the concept as a relevant contender in the heavily saturated Atlanta dining scene.

Since opening, the communications team has created and promoted unique in-house programming that speaks to the brand identity that Green Olive Media has established through all facets of design and public relations. Such events include “Gingerfest”, a party co-sponsored by Yelp that celebrated area redheads. Despite the playful, tongue-in-cheek nature of the event, it was a huge success and reiterated the spirited attitude that has become the hallmark of the Proof and Provision brand. Through traditional public relations strategy, the communications team worked to secure media coverage of Chef Stevenson, bartender Nate Shuman, the barrel-aged cocktail program and the “upscale bar snack” menu in both local and national publications. The design team continued to develop distinctive solutions to support the initiatives of both the Green Olive communications team and the restaurant’s management and ownership teams.

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RESULTS

The concept behind Proof and Provision has proven to be widely embraced by hotel-goers and the Midtown community alike, and the visual identity successfully echoes the space’s authenticity in a consistent manner across outlets. The experience has been embraced not only as a laid-back alternative to The Georgian Terrace’s fine dining establishment, Livingston Restaurant + Bar, but also as a place unlike any other in Atlanta. Through traditional press and public relations, strategic social media planning, and in-house programming, the communications team helped to establish Proof and Provision as one of the most popular cocktail bars in the city within the first six months of its existence. The concept has garnered both local and national press placements, including being named one of Atlanta Magazine’s Best New Bars (December 2012) and being named Eater National’s 21 Best Cocktail Bars in America (November 2012). Most tangibly, the space which was once occupied by furniture and holiday décor, is now an active community space and source of revenue for the historic hotel.

As a result of Proof and Provision’s success, Chef Zeb Stevenson has become one of Atlanta’s most popular chefs and is often one of the first called upon by festival and farmer’s market organizers as well as by members of the local media. This popularity has allowed the Georgian Terrace’s other food and beverage outlet, Livingston Restaurant + Bar, to undertake unique programming of its own. In November 2012, Chef Stevenson and three other popular Atlanta chefs put on an eight-course dinner showcasing the different uses of blood in gourmet dining. Green Olive Media created all of the original design work for the dinner, including posters, menus and email blasts, and ramped up public relations efforts. The 2012 Atlanta Blood Dinner was a local sensation and garnered tremendous press placement including The Huffington Post, Bon Appetit online and CNN’s Eatocracy blog.

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Livingston & Café Mims
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The conceptualization, branding and design services we provided for Proof and Provision garnered so much positive feedback that The Georgian Terrace requested that we also lend a hand with existing outlets Livingston  and its adjacent Starbucks-affiliated coffeeshop, Café Mims. An emphasis was to be placed on changing public perception of Livingston from a special occasion restaurant and hotel dining room to a premiere neighborhood restaurant offering bold, locally- sourced, upscale American cuisine.

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SERVICES

Brand Positioning & Messaging
Signage Design
Menu Design
Collateral Design
Food & Beverage Photography
HTML E-Mail Marketing
Media Kit Development
Media Kit Distribution
Traditional Public Relations
Story Pitching
Social Media Marketing
Community Relations
Partnership Development
Off-Premise Event Coordination
Off-Premise Marketing
On-Premise Event Development
On-Premise Coordination

PROCESS & RESULTS

Green Olive Media embraced this refreshed brand message to visually represent Livingston. Our team provided the brand with a noticeable facelift, executing a visual overhaul that included a full menu redesign, updated hotel signage, key cards, in-room and private dining collateral, advertising, and promotional materials for special events. The visuals were both approachable and welcoming, but still felt polished.

In an effort to provide a consistent, refined brand voice, a complementary design approach was applied to Café Mims, the hotel’s Starbucks-affiliated coffee shop offering grab-and-go snacks and sandwiches. While previous iterations of the Café Mims menu boards were handwritten and easy on the wallet to update, they lacked a professional flair and attention to detail that had become a hallmark of the Georgian Terrace’s other food and beverage outlets. In response to the situation, Green Olive Media redesigned the boards to better coincide with those of the adjacent Livingston, and were able to have them produced with sensitivity to client budgetary concerns, and future content changes.

Through a combination of social media campaigning, special events placement, and traditional press relations, Green Olive Media helped Livingston establish a strong and consistent brand voice that positioned it in the forefront of Atlanta fine-dining restaurants. It also created a harmonious juxtaposition with Proof and Provision that has continued to serve both outlets. The popularity of Proof and Provision’s programming also allowed Livingston to undertake distinct endeavors of its own. In November 2012, Green Olive Media helped plan and execute one of Atlanta’s most unique dining experiences with the Atlanta Blood Dinner. Chef Stevenson and three other popular area chefs cooked an eight-course dinner showcasing the  different uses of blood in modern gourmet dining. Green Olive Media created all aspects of the original design work for the dinner,
including posters, menus and email blasts. Additionally, we created a strong public relations and press campaign that not only increased ticket sales for the dinner but was also recognized in publications such as The Huffington Post, Bon Appetit online and CNN’s Eatocracy blog.

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Click Links Below to

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READ SELECT PRESS

READ SELECT PRESS

SELECT PRESS:

Atlanta_Magazine-web
bon-appetit-web
Eater-web
eatocracy-web
The_Huffington_Post-web

Atlanta

Atlanta

Atlanta

Atlanta

165 Ottley Drive NE, Ste. 205
Atlanta, Georgia 30324
Main Office: (404) 815-9327
New Business: (404) 966-1655

165 Ottley Drive NE, Ste. 205
Atlanta, Georgia 30324
Main Office: (404) 815-9327
New Business: (404) 966-1655

165 Ottley Drive NE, Ste. 205
Atlanta, Georgia 30324
Main Office: (404) 815-9327
New Business: (404) 966-1655

© Green Olive Media

© Green Olive Media

© Green Olive Media

© Green Olive Media

© Green Olive Media