CHALLENGE

Disney launched a new brand extension, Disney Vacation Club, to become a network of resorts located throughout the U.S. Today, Disney Vacation Club has resorts in Hilton Head, in Vero Beach, and at Walt Disney World. These resorts represent the first time Disney has moved beyond the boundaries of its theme parks. There was a major challenge with the launch of this brand extension. Disney was known for its fabulous Disney World and animation, but people didn’t know what to expect from Disney in this new venture.

ACTION

Identification and prioritization of historical and cultural features/facts. Then communicated "Brought to you with the quality experience and imagination you trust of Disney."

RESULT

Sales continue to exceed projections.

TESTIMONIAL

"I worked directly with Jeff Goss in the launching of The Disney Vacation Club, which consisted of Disney’s Vero Beach Resort and Disney’s Hilton Head Island Resort. It was the first time Disney had extended its brand beyond The Walt Disney World Resorts. After eight months of disappointing results in pre-occupation sales, the recommendation spearheaded by Jeff Goss to implement consumer insight programs in the north and in our Florida markets was executed. This led to targeted creative insights that leveraged the unique distinctive characteristics of the properties Disney is known for.

It is a Disney policy not to give specific results. I will say the campaign far exceeded expectations. Thanks, Jeff.”
- Pat Quinn, Marketing Director, Disney Vacation Club

CHALLENGE

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.

ACTION

Identify historical/cultural facts, traditions, features, and experiences to establish an emotional appeal and effective media/creative campaign.

RESULT

TESTIMONIAL

"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

CHALLENGE

The loss of the banana contracts in Europe led the St. Lucia Tourist Board to focus on tourism and meaningfully on differentiating the Island from the many islands in the Eastern Caribbean. The board was leaning toward positioning the Island as the island with the friendliest people.

ACTION

We conducted Inside Insights Focus Groups with travelers who had been to the Caribbean at least once and planned to visit again within the next two years. We discovered travelers considered "the island with the friendliest people" to be Jamaica. Different attitudinal segments favorably received two Benefit Statements, The Authentic West Indies and The Island Adventure. Both of these strategic benefits were incorporated into the current advertising and public relations campaigns.

RESULT

TESTIMONIAL

"Jeff Goss of The Goss Agency headed the creative image campaign that defined the beautiful qualities of our island. The campaign was defined through identifying what specific island attractions appealed to the various audiences. The attraction-specific ads were strategically placed in related verticals to capture the audience. Islands Magazine was so impressed with the new campaign they gave it preferred placement, inside front cover – a 20-percent premium at no additional cost. Island Tourist Board tracking indicated a 37-percent increase in inquiries.”

- Maria Fowl, Director of Marketing, The Island of St. Lucia

CHALLENGE

The first ever official branding campaign for the 208-year-old county. Haywood County’s 555 square miles has four small towns, none of which had appeal on their own to be a main attraction. When coupled with the other amazing cultural, outdoor, and agritourism experiences, the County had the potential to be the attraction, especially in an age with travelers, particularly millennials, seeking things real, experiences vs. possessions.

ACTION

Execution: Branding Program, Logo/Tagline, Strategic Marketing/Media Plan, Social Media Strategic Plan, Affinity-targeted display ad campaign designed for each of the nine Affinity Target Profiles to which the diverse Haywood County features appealed, Mobile Responsive Website, Visitor’s Guidebook/Collateral, Monthly Monitoring/Reporting, Execution of Pinterest’s new Rich Pin boards, allowing visitors to do self-guided mobile tours through the Pinterest App.

RESULT

TESTIMONIAL

"I would like to thank the Goss Agency and the Tourism Development Authority Staff and Board for their work in the creation of our new brand and logo. This logo will accentuate the implementation of our long term strategic plan. This plan will be instrumental in guiding us into the future.”

- Ken Stahl, Chairman, Haywood County Tourism and Development Authority

CHALLENGE

In the late 1800s, Historic Biltmore Village was conceived by visionary millionaire George Vanderbilt and designed by the world-renowned architect Fredrick Law Olmstead as the home to the hundreds of artisans, builders, and craftsmen there for the construction of the Biltmore Estate. Today, the preserved historic village is home to over 80 independent and national shops and restaurants.

A lack of deliberate and consistent branding/marketing coupled with the emergence of several new shopping centers resulted in a year over year sales drop.

ACTION

The Merchant’s Association hired The Goss Agency to execute the first ever branding and marketing campaign with Brand Logo, tagline, event schedule, website, marketing plan, brochures, and historic map and visitors guide.

RESULT

TESTIMONIAL

"This brand revitalization has contributed to an average sales increase of about 16%, according to participating merchants, and has breathed new life into the Village, providing the missing and well deserved image of an international quality leisure shopping experience with distinctive independent and national shops, restaurants, and lodging in a relaxed, historic, charming setting.”

- Curtis Williams, Biltmore Property Group