I noted this in the Wikipedia article: "Some airports have started using their IATA codes as marketing brands." Indeed, Atlantans often refer to the city as "the ATL," and "ATL" is used in advertisements for all kinds of things connected with Atlanta. The airport is very much a part of Atlanta's identity, as the city has no natural landmarks to speak of, no body of water, no architectural wonders, little of historical significance--just nothing remarkable. But for the foresight of the city to build that massive airport in what was then still a very small city, Atlanta could have been just another BMH.