LONDON, NOVEMBER 7, 2024 – Action Greensboro has been awarded the top honor for Best Communications Strategy in Economic Development at the prestigious City Nation Place Awards 2024. The award was presented at the City Nation Place Global conference in London, where over 100 tourism, economic development, and talent attraction leaders have gathered to celebrate outstanding campaigns from around the world. Competing against initiatives from Estonia, Copenhagen, Michigan, and the Republic of Moldova, Action Greensboro’s Boomerang Greensboro initiative stood out, demonstrating the campaign’s impact in attracting talent to the city.
“It’s incredible for Boomerang Greensboro to be recognized on an international stage,” said Cecelia Thompson, Executive Director of Action Greensboro. “Greensboro’s innovative talent attraction campaign being honored here is remarkable, and it reflects the collaborative effort of our community to create a place where people want to return and thrive.”
The concept for the Boomerang Greensboro campaign was conceived in November 2019 during a strategic planning session at the Center for Creative Leadership. During this session, 25 community members gathered to explore ways to attract talent to the city. They observed a unique trend: former Greensboro residents, affectionately dubbed “Boomerangs,” were returning and taking on key leadership roles in the community. This insight became the foundation of the campaign, with a goal to attract 25 new families to Greensboro each year.
Since its launch following a brief pause at the onset of the COVID-19 pandemic, the Boomerang Greensboro campaign has connected highly qualified talent with prominent employers in the region, including Honda Jet, First Bank, the Center for Creative Leadership, and Guilford County, among others. The campaign has capitalized on national migration trends, as individuals and families sought more affordable and spacious living environments. Greensboro’s vibrant, high-quality lifestyle proved an appealing option.
Key Achievements to Date:
- Welcomed 85 families back to Greensboro
- Engaged over 23,000 individuals through social media and digital content
- Fielded more than 200 inquiries via their concierge service
- Secured 45 mentions in local and national media, along with conference appearances
The success of Boomerang Greensboro exemplifies the city’s appeal as a dynamic and affordable place to live, work, and grow, while reinforcing Action Greensboro’s commitment to economic and community development. Action Greensboro also extends its thanks to Boulton Creative, whose collaboration and creative expertise played a pivotal role in bringing the campaign to life.
# # #