DULUTH -- Gwinnett is no longer just a bedroom community. Now it's "Atlanta's Playground."
The phrase is the new tagline for a newly re-named Gwinnett Convention and Visitors Bureau. The tourism group announced a new brand Friday as "Explore Gwinnett."
Playing off the suburban county's reputation for family-friendly activities, sports and events, leaders are hoping the new strategy brings even more visitors.
"We truly feel that our new name, branding and logo pull together so many positive aspects of Gwinnett's reputation with visitors," said Lisa Anders, executive director of Explore Gwinnett. "Gwinnett is a vibrant, active community and there are so many things to do. Visitors love to explore, so we are inviting them to explore Gwinnett."
With sporting events, trade shows, family reunions, faith-based events and corporate travel, tourism one of the strongest industries in Gwinnett. According to the Explore Gwinnett staff, more than 2 million visitors come to the county each year, spending more than $904 million.
Anders said there could be even more potential with the new name and tagline.
"This change did not come on a whim. We did our research and really planned it out. In our focus groups, both residents and tourists, used words like fun, exciting and entertaining to describe Gwinnett," Anders said. "There is no doubt that there is a trend within the tourism industry of getting away from bureaucratic names and titles that non-industry people just don't understand."
Atlanta-based marketing firm TG Madison helped the tourism board on its new identity. In addition to the new name, colors and tagline, Explore Gwinnett also unveiled a new logo and website URL at www.ExploreGwinnett.org.
"We've received so many positive comments already. We are looking forward to the release of our new events app, too," Anders said. "We want to make it easy for visitors to explore the one-of-a-kind annual events we have like, Japanfest, Suwanee Beer Fest, SEC Women's Basketball Championships and Peachtree Corners Art Fest."