The Eastern Band of Cherokee Indians dynamic history and culture had been shadowed by the image of the casino, social ills, and rubber tomahawk tourist traps.
Identify historical/cultural facts, traditions, features, and experiences to establish an emotional appeal and effective media/creative campaign.
"It was time to consolidate our resources and unite our cultural entities and conduct an RFP for a marketing partner. We narrowed our list of prospects and sent out our RFP to a dozen or so marketing agencies in the Southeast. From the moment we looked at the ads done by The Goss Agency, it was obvious they ‘got us.’ It was obvious they did their homework and knew something about our culture. Their presentation of our culture was truly striking. We looked proud and accomplished and rich with heritage and tradition in a ‘National Geographic’ sort of way. Since then, four years ago, the advertising has instilled a sense of pride in our people, and the results have been profound, from town levy to numbers at the gates of the Fairgrounds, Drama, Village, and Museum.”
- Mary Jane Ferguson, Director of Marketing, Eastern Band of Cherokee Indians