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Henry Munford meant to break the mold when he set out to produce a new set of marketing materials, including a 10-minute video, for the Georgia World Congress Center. The director of marketing for the World Congress Center, Georgia Dome and Centennial Olympic Park, Munford told firms competing for his business to look through existing industry advertising. They would find, he said, a preponderance of beauty shots of buildings or interior shots of meeting rooms and auditoriums. If you come back with that, he told them, you’re fired.
Munford knew the video had to accomplish two things. First, it had to convey to meeting planners that if they book the World Congress Center, they also have access to the Georgia Dome and Centennial Olympic Park. Second, it had to underscore the World Congress Center’s stellar reputation for solving client problems.
Produced by Craig Miller Productions, the finished video, called “Imagine the Possibilities,” opens with a frustrated meeting planner on the telephone trying to plan an event. After she slams down the phone, she hears a booming, disembodied voice speaking to her as the walls of her office collapse and she winds up on a stage in the Georgia Dome. In a quick montage, she appears in the Olympic Ring Fountain, with chefs and guards carrying her on a throne and with two Atlanta Falcons serving her wine. It ends with the cynical meeting planner impressed with the offerings of the Georgia World Congress Center.
Craig Miller Productions won out in Munford’s bidding process from a field of 24 competitors, some from New York and Los Angeles. “It was quite competitive,” Munford said, “but Craig Miller was clearly in the running from the beginning” because Munford liked the emotion that he saw running through the examples in Miller’s portfolio. “We’re selling concrete here,” Munford said, “to meeting planners who are predominantly female, so I knew that emotion would be acceptable. You just can’t conceive of what these meeting planners have to deal with, the static they have to cut through.”