June 19 to 22... Surf’s Up! More than a thousand corporate relocation professionals visited
the Atlas booth at the SHRM 57th Annual Conference & Exposition in San Diego. Visitors had a
chance to "be cool like the puppy" and win a pair of Ray-Ban sunglasses.
Visitors who stopped in an Atlas booth at this year's SHRM Conference or ERC
Symposium could not mistake one obvious fact: Atlas folks know how to have a good time, and it's contagious.
"Everyone knows Atlas can get the job done," says Jeff German, Vice President, Sales & Marketing,
The Imlach Group (1130). "Those who visited us in the booth also know we can make it fun."
The lovable Atlas puppy took center stage at both shows, promoting the recently redesigned Atlas public
web site in San Diego and the Atlas commitment to quality in Chicago. Booths enjoyed high traffic, as Atlas
corporate and agency personnel greeted and spoke with an estimated 2,000-plus people.
"The promotions were a big hit," says Jeff. "Visitors would make it a
point to go and find their associates and bring them in to participate. The interest level was great."
At the ERC Symposium, Atlas Van Lines joined Atlas Canada, Atlas International, and Cornerstone
Relocation Group to create an all-Atlas bloc of excitement in 500 square feet
of adjacent exhibit space. It was the first time four Atlas companies had
combined forces in that way.
"Clients commented they didn't know Atlas included all of these services," says Beverly Bell, Executive
Vice President, Sales & Marketing, Atlantic Relocation Systems Group (1037).
Beverly noticed a tremendous synergy in the blending of Atlas companies. "When a visitor had a
relocation question related to Canada, I would walk with them to the Atlas Canada booth and introduce them to
Bob Clark (Atlas Canada Vice President). Or, when someone needed information related to Russia, I was
able to introduce (Atlas International General Manager) Pete Helgeson."
September 28 to 30...We're on a mission. Visitors to the ERC Global Workforce Symposium in downtown Chicago
found representatives of four Atlas companies working together and creating fun. Atlas brought its brand
message to life in a coordinated fashion with promotions that dovetailed around the warm and fuzzy Atlas icon, the puppy.
Warm and Fuzzy Times Four
The overarching theme of the Atlas World Group booth, "We're on a mission," focused on quality using a
phrase made famous in the 1980 movie musical, "The Blues Brothers." Graphics featured the puppy striking
a pose reminiscent of the title characters. Visitors received foil-encased chocolate medallions to let them
know that Atlas has earned the Quest for Quality Award for the eighth consecutive year. As at SHRM,
visitors received game pieces for a chance to win a higher-value prize, and nearly 200 lucky people nabbed a CD
of—what else—blues music!
In related promotions, Atlas International gave visitors a chance to win a CD player case and Atlas
Canada offered hand-sock puppy puppets. Cornerstone Relocation Group not only gave away cuddly
"Corn Dog" soft puppy toys, they also featured three live and affectionate
puppies right in their booth.
"We wanted to bring a consistent, fun approach to our sales efforts at these shows," says Barbara Cox, Atlas
Director, Marketing Communications. "I think we succeeded, based on the overwhelmingly positive response."