The Atlanta Football Host Committee (AFHC) announced last week the design of a year-long campaign in preparation of the 2018 college football Playoff National Championship that is set to take off on January 8 at Mercedes-Benz Stadium. Atlanta won the bid to host the games involving 128 competing schools in one of the largest events in sports.

'Are You In'?

During the big reveal at the Centennial Olympic Park, AFHC and selected creative boutique Outfront uncovered a billboard showing the message: “Are You In?” Outfront Studios has been working together with AFHC to design the marketing materials in a year-long campaign utilizing digital materials and vinyl billboards.

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“The campaign is designed to tap into the everyday passion Atlanta has for college football and rally the community to embrace the big game,” said Dan Corso, president of the AFHC board and Atlanta Sports Council. The marketing campaign is planned to feature numerous leaders and celebrities, as well as employees working behind the scenes.

Unique community faces

The “I’m In” creative tagline will be shown on billboards, the first one featuring Mayor Kasim Reed, and then followed by 10 more billboards displaying unique community faces in the city of Atlanta.

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New faces will be revealed throughout 2017, and finally, an “Atlanta’s All In” during the week of the game.

Along the year, a set of Snapchat promotional materials that will allow people to submit a selfie with an “I’m In” filter for a chance to be featured will also be released. The current round of billboards set to come out throughout 2017 are going to feature 5 notable community members in rotations, including Bus Operator John Hall, who has been a MARTA employee for 14.5 years and Atlanta Chief of Police Erika Shields.

Bringing in national attention

“Our goal for the ‘I’m In’ program was to create a sustainable campaign that could attract national attention all year long, but also tie into our local roots,” explained Dan Corso. The AFHC was formed in 2016 for the purpose of planning and producing the 2018 College Football Playoff National Championships and related events. It is the community extension of College Football Playoff.

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