Georgia State Parks/Coral Hospitality were seeking to increase profitability and visitor loyalty at their properties, especially Amicalola Falls State Park and Lodge and Unicoi State Park and Lodge. In order to do this, they needed to change public perception from an ordinary state park experience as day-trip locales to an unforgettable vacation in a destination.

To reach millennials, who spend approximately $200 billion a year on travel, the state parks needed to package an experience for the public much like a cruise line packages an entire vacation for its passengers.

Amicalola Falls State Park and Lodge and Unicoi State Park and Lodge were branded the “Adventure Lodges of Georgia.” The brand captures the essence of places where families, corporate groups, and daredevils alike discover extraordinary parks and excitement through such activities as zip lining, archery, survival camping, and more. A tagline was developed that serves as a descriptor and a call to action: “Begin your adventure today!”