Cherokee

The Passport Program, designed to enhance the visitor’s experience as well as take advantage of destination partnership opportunities, is a great program in and of itself. With Cherokee, we went a leap further. For the release of the Passport, we arranged with the police a roadblock with flashing lights, cones, and digital signage at the entrance of Cherokee from the Great Smoky Mountain National Park. We had the Cherokee warriors dress up in 18th-century regalia as they stopped vehicles entering Cherokee from the Great Smoky Mountain National Park to “check their passports”, in intimidating Cherokee language. Our campaign was on the evening news and 1,000s of likes and shares across our primary social media channels.