Cultural marketing pays off for Cherokee

This is a press release that raises some interesting questions for what works, and what doesn't, in terms of how to market tourist destinations. Visitation is down everywhere, but not in Cherokee. Hmmmm...

ASHEVILLE, N.C. – While tourist destinations across the country have experienced a challenging financial year, events and attractions in Cherokee, N.C., are reporting the fourth straight year of gains in sales and attendance. According to John Tissue, Executive Director for the Cherokee Historical Association, Cherokee experienced a 37 percent increase in overall visitation this year, in spite of the decline in travel nationwide. According to the Travel Industry Association, leisure travel across the country was down (-0.2%) in 2008 and is expected to decline modestly in 2009 (-1.3%).

In the South Atlantic region, figures just released from Smith Travel Research, show sales down 4.8 percent, with travel related sales in fall travel Mecca Asheville down 3.6 percent. How does one account for such success, in the wake of the worst year for the travel industry in more than a decade?

“We attribute our growth in part to our focus on cultural heritage marketing,” stated John Tissue. “We have strengthened our sales in almost every area and seen increases of 49 percent in a two-year period, since launching a cultural branding campaign four years ago. It seems to be the catalyst for our success.”

Cultural events and festival attendance were up 3.5 percent and ticket revenues at “Unto These Hills” outdoor drama were up 10.89 percent. The rich culture of Cherokee exposes visitors to the history and traditions of the Cherokee Indians who have lived in the mountains of Western North Carolina for nearly 11,000 years. Last year more than one million people visited the historic travel destination and its cultural venues.

Cherokee’s apparent sales phenomenon comes as no surprise to Jeff Goss, whose firm The Goss Agency created the campaigns that led to the travel destination’s success. The Goss Agency is the agency of record for the Eastern Band of Cherokee. Goss has been using a cultural heritage approach to their messages and developing cultural branding campaigns for more than a decade. Cultural heritage tourism has a nationwide economic impact of $166.2 billion annually, which represents approximately one third of all tourism spending. Statistics show that on average, historic/cultural travelers spend roughly 40 percent more than the average traveler ($623 per trip for the cultural traveler versus $457).

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FRIENDS of the Blue Ridge Parkway, Inc.
Chapter News, Asheville Chapter

Asheville, N.C. - ASHEVILLE, N.C. - Local resident and business owner Jeff Goss made a $1,000 contribution to FRIENDS of the Blue Ridge Parkway, a nonprofit volunteer organization whose mission is to preserve, promote, and enhance the Blue Ridge Parkway. Goss is President of The Goss Agency, an award-winning, national marketing and advertising firm based in Asheville. He grew up in Ashe County, N.C., and has fond memories of his experiences on the Parkway. These experiences fueled his desire to donate and help preserve this national treasure for future generations.

"I recall going on picnics with my family on the parkway, riding motorcycles, going on dates in my first car, drives with my family and stopping for a milkshake and hamburger," said Goss. "I have a lot of fond memories of the Parkway and believe that it's a national treasure. Thankfully, for us all, the FDR administration created something iconic out of a national depression that lives on. It is equally a national tragedy that our federal government through the years has neglected this treasure in budgets, along with many other national parks so critical to America. So, until we have a federal government that recognizes and protects the value of the Blue Ridge Parkway and its experience for all Americans - organizations like FRIENDS of the Blue Ridge Parkway need to be appreciated and supported so we can retain this precious treasure."

The Goss Agency, founded in 1998, has won more than 90 regional, national, and international awards. The Agency specializes in brand positioning, creative print campaigns, television and radio commercials, direct marketing, public relations, media buying, multimedia strategy, strategic marketing plans, and marketing communications strategy. Visit www.thegossagency.com for more information.

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Goss Agency Develops Creative for First Mobile Kidney Screening Vehicle in WNC

Asheville, N.C. - The National Kidney Foundation of North Carolina recently unveiled its new Kidneyville Cruiser at Harrah’s Casino & Hotel. Harrah’s is sponsoring the mobile health unit on behalf of the Eastern Band of the Cherokee Nation. “We have partnered with NKFNC because this is an issue that affects so many individuals in our community. Our goal is to help improve health and longevity through education,” said Joyce Dugan, Executive Director of External Communications for Cherokee Harrah’s. The Kidneyville Cruiser is the region’s first interactive mobile health classroom and screening lab.

Local advertising agency, The Goss Agency, worked with Harrah’s and the National Kidney Foundation to create an exhibit for the mobile unit’s interior, with a natural wellness message aimed at preventing diabetes. The agency handles the advertising and public relations for the Eastern Band of Cherokee Indians. “One out of every seven Cherokee suffers from chronic kidney disease. We are dedicated to changing these statistics through preventive measures,” stated Susan Leading Fox, Cherokee Deputy Director for Health and Medicine.

The 20-foot long wall exhibit includes images of a Cherokee medicine man and native plants once used for natural healing and prevention. The message, “Cherokee have relied on nature to provide a healthy diet for 11,000 years,” encourages a return to the Cherokee’s native heritage to improve wellness. The exhibit describes some of the herbs which are known to lower blood sugar and help prevent diabetes and kidney disease, such as ginseng, onion, and garlic - reported to lower blood sugar levels, wild carrots- known for aiding aid in kidney function, and cinnamon – which triples insulin’s efficiency. “Our goal is to reinforce the significance of Cherokee traditions that have been practiced for thousands of years,” said Jeff Goss, Creative Director for the agency. The project is part of a larger movement the agency is spearheading to help the Cherokee promote and preserve their Native American cultural heritage for future generations.

The mobile unit will be offering free kidney screenings and chronic kidney disease (CKD) awareness programs in 100 counties with the greatest need in North Carolina. The Kidneyville Cruiser made its first official stop on Sept. 28 at High Point City Lake Park in Jamestown. The next stop will be the 96th Annual Cherokee Indian Fair Oct. 7-11. For more information on the Kidneyville Cruiser, or to participate in a kidney screening, call (704) 749-3316.

The Goss Agency, founded in 1998, focuses on results producing branding and advertising strategies using traditional media as well as multimedia and strategic public relations platforms. The agency has won more than 90 regional, national, and international awards. Visit www.thegossagency.com.

©2003-08 CarolinaNewswire.com, All rights reserved • Terms of Service

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Cultural Tourism Campaign Benefits
Eastern Cherokees

Written by Native American Times Cherokee

N.C. – Sales figures just released show increased tourism spending in Cherokee, according to John Tissue, Executive Director for the Cherokee Historical Association. July sales at the Oconaluftee Indian Village were up 5.9% from July 2007. “Unto These Hills” outdoor drama experienced a 6.19% increase respectively. Revenues are up across the board in Cherokee. The Qualla Arts and Crafts Mutual Co-op saw a 16% year over year increase for 1st and 2nd Qtr. July sales figures represent the second straight month of year over year increases for the cultural destination. Last year more than one million people visited historic Cherokee.

According to AAA, for the first time this decade, there was a decline in the number of people traveling during the 4th of July holiday period when gas was holding around $4 per gallon. Similarly, according to the U.S. Department of Commerce, spending on tourism nationwide decreased at an annual rate of 3.7% in 2008. Contrary to this numbers, Cherokee has seen increases in attendance at almost all of its events and attractions this season.  Given the overall economic downturn, these numbers are encouraging for the Qualla Indian Boundary.

“Our growth is due in part to the trend toward more localized travel, combined with successful summer sales promotions and effective advertising,” said Mary Jane Ferguson, Travel/Promotions Department official.

Cultural tourism has a nationwide economic impact of $166.2 Billion annually, which represents approximately one third of all tourism spending. Cultural tourism is defined as “tourism concerned with a country or regions culture especially its arts. It generally focuses on traditional communities who have diverse customs, unique form of art and distinct social practices, which basically distinguishes it from other types/forms of culture.” It’s a growing sector within the travel industry. Statistics show that on average, historic/cultural travelers spend $623 per trip versus $457 per trip for the average traveler.

The increase in revenues helps create new cultural preservation projects – such as “Hands on Cherokee” classes, now being offered at the Oconaluftee Indian Village. The classes offer visitors a chance to learn ancient Native American crafts such as basket weaving and pottery, using techniques thousands of years old. The classes are taught by Cherokee elders who are often 6, 7 and 8th generation craftsman. Classes such as this and the “Qualla Experience” help keep these indigenous crafts alive for future generations and educate the public about the tribe’s heritage.

Cherokee, N.C., was the 2006 Travel Attraction of the Year as named by the Southeast Tourism Society. Cherokee’s cultural attractions include the Museum of the Cherokee Indian, interpreting the tribe’s history in the Southern Appalachian Mountains; “Unto These Hills” Outdoor Drama, the story of the Eastern Band of Cherokee Indians staged each summer in the open-air Mountainside Theatre; Oconaluftee Indian Village, a living representation of a 1700s Cherokee village; and the Qualla Arts and Crafts Mutual, Inc., showcasing traditional and contemporary crafts and fine art by Eastern Band members. For information visit: www.cherokee-nc.com or call 800-438-1601.

The Goss Agency, the award-winning travel and tourism ad agency employed by the Eastern Band of Cherokee to launch their cultural tourism campaign, announced recently that it was assigned to develop a cultural tourism ad campaign for Cherokee Nation in Tahlequah, Oklahoma. The campaign will highlight Cherokee Nation’s proud heritage with messages that focus on little known, but awe-inspiring facts about Cherokee history. “We are currently working toward developing our cultural tourism sector. Cherokee Nation is positioned to be a national tourist destination in two to three years. We believe the Goss Agency’s creative executions and strategic branding knowledge will be a key factor in our growth,” said Talisha Nichols, Senior Manager, Cherokee Nation Cultural Tourism.

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Good Deeds Ease Tension in Gas Lines

LESLIE BOYD • LBOYD@CITIZEN-TIMES.COM • PUBLISHED SEPTEMBER 25, 2008 12:15 AM

ASHEVILLE – As drivers waited in long lines Wednesday afternoon, a lucky few got treats to cheer them up.During the afternoon, people from the Goss Agency, a public relations firm, handed out doughnuts donated by Krispy Kreme to people waiting for gas along Hendersonville Road in Shiloh.


As tempers flared and frustrated drivers fumed over waits of an hour or more with no guarantee there would be gas at the end of the line, a few good Samaritans went out of their way to offer gestures of kindness.
“We were all talking this morning about how hard it is to find gas and all the news sounded so bad,” said Jennifer Losch at the agency office. “Somebody said it would be nice if they could get a doughnut while they waited.”

Soon someone was on the phone with Krispy Kreme, which offered to give Goss the doughnuts if they were willing to hand them out. The store donated 120 doughnuts at lunchtime and another 120 at suppertime.
“We brightened up some days,” said Matt Chamberlin of the Goss Agency. “We got to see a few smiles.”

One such smile belonged to Chris Morgan, who was pushing his Mazda Miata toward the Hess station.

“The funny thing is I still have a little gas,” he said, a fleck of doughnut glaze still stuck to his cheek. “I turned the car off and on so many times I wore out my battery.”

Morgan was getting help pushing from employees of Chammie’s Car Wash.

Tuesday evening along Smoky Park Highway, people from Wendy’s, IHOP and Fatz Café brought free cold drinks to drivers. IHOP’s people also had sandwiches for sale and Fatz handed out small portions of its chicken.

“People are waiting a long time,” said Karina Vasquez from IHOP. “They should have a little something to drink.”

Drivers hoping to get gas at the Shell station nearby waited up to four hours.

At the Hess station on Smoky Park Highway, James Moody volunteered to stand at the entrance Wednesday morning, directing drivers who had been waiting for gas about an hour.

“I got here at 6 o’clock and it was lined up already,” he said. “I’ve only seen one fight all morning. Mostly, people are patient and polite.”

After an hour of waiting, patience paid off for Marie Freeman of Candler.

“You need a lot of hope you’ll make it to the pump,” she said. “I just didn’t know whether to get on line or not.”

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Picture Caption:
Matt Chamberlin of the Goss Agency offers free Krispy Kreme doughnuts to motorists in a gas line Wednesday at a Shell station on Hendersonville Road. Accepting the treat is Zhenna Thomas of Asheville.

Goss Agency Wins Branding Campaign for Cherokee Nation

Dale Neal • DNeal@CITIZEN-TIMES.com • published August 26, 2008 12:15 am

ASHEVILLE – The Goss Agency, which has helped brand the Eastern Band of Cherokee Indians, will design a cultural tourism ad campaign for Cherokee Nation in Tahlequah, Okla.

“We are currently working toward developing our cultural tourism sector. Cherokee Nation is positioned to be a national tourist destination in two to three years. We believe The Goss Agency’s creative executions and strategic branding knowledge will be a key factor in our growth,” said Talisha Nichols, senior manager of Cherokee Nation Cultural Tourism.

The goal is to “develop a branding campaign that changes the way people look at the Cherokee by accentuating the ‘hidden gems’ – their proud history, unique historical landmarks, sophisticated government and social infrastructures that were ahead of their time,” said Jeff Goss, creative director for the agency.

The campaign, which includes magazines, billboards and newspapers, is scheduled to launch in the fourth quarter of 2008 in media markets within a three-hour drive of Tahlequah, Okla.

After the Goss Agency helped launched a new culturally-based brand campaign two years ago, the Eastern Band saw a 49 percent increase in ticket sales and continues to see year over year increases at its main events and cultural attractions.

The agency, which has also done work for the Islands of Palau, Disney, St. Lucia and others, is carving a successful niche within the cultural travel and tourism industry, especially with Native American cultural destinations.

The Goss Agency, founded in 1998, has won more than 90 regional, national, and international awards. Visit www.thegossagency.com for more information.

Call Dale at 828-232-5970 or e-mail DNeal@CITIZEN-TIMES.com.

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