Striking a balance between historical reality and cultural integrity,
Cherokee Nation set out to create a cultural tourism program with
authentic perspective and experiences. The Cherokee Nation Cultural
Tourism Department launched its quest in 2007 by conducting an
extensive research study that resulted in the completion of a
strategic concept plan in May 2008. The strategic concept plan led to
the formal introduction of the Cherokee Nation Cultural Tourism
program in January 2009. The foundation of the program rests in its
cultural, historical, natural and recreational resources of the
Cherokee Nation, which includes the 14-county area located in
northeastern Oklahoma that spans 7,000 square miles. The Cherokee
Nation is home to more than 149,000 Cherokee citizens.
The plan features Six Strategic Development Components: resources,
marketing, economic development, community, interpretation and site
planning. Resources identified for the cultural tourism program range
from visible and tangible sites, buildings, and cultural events and
festivals; to ecological and recreational resources; to less tangible
resources, such as hidden stories, archaeological sites, and sacred
and cultural significant places known only to a few.
Taking into consideration the six strategic development components,
the Cherokee Nation Cultural Tourism program recently unveiled four
all-new historically authentic tours including the Cherokee History
Tour, Cherokee Old Settler Tour, Civil War History Tour and Will
Rogers History Tour, with online booking functionality through its
website at www.CherokeeTourismOK.com.
“The locations and events are tremendous sources of pride to the
Cherokee people but until now there has been little, if any, effort to
create a cohesive program that presents the stories and places of the
Cherokee Nation in a compelling, educating and respectful way,” said
David Stewart, CEO of Cherokee Nation Entertainment, which manages the
Cherokee Nation Cultural Tourism Department. “The strategic plan has
assisted us in identifying the program’s strengths and weaknesses and
provided a blueprint in establishing a cultural tourism program
Cherokee Nation can be proud of and that visitors will draw wisdom and
inspiration from through their experience with the Cherokee Nation
story.”
To support the Cherokee Nation Cultural Tourism program, a new
branding and advertising campaign was introduced in June with “Osiyo”
(hello) as the main message point, which then focuses on the unique
elements of the Cherokee culture with the slogan: “Cherokees Say Hello
Like No One Else.” A strategy to focus on cultural references,
specific achievements and overcoming misperceptions are creative
elements featured in the headlines: “If You Come Expecting Smoke
Signals, Prepare To Be Surprised,” which refers to the printing of the
first bilingual newspaper in 1882; “If You Come Expecting Teepees,
Prepare To Be Surprised,” which refers to Cherokee Nation establishing
the first institute for higher learning for women west of the
Mississippi; “Now, Planning A Cherokee Tour Is As Easy As A-B-C,”
which refers to Sequoyah creating the first written Native American
language and the first written language created by someone not
literate in another language; and “Meet The Man Who Never Met A Man He
Didn’t Like,” for Oklahoma’s favorite son and Cherokee native Will
Rogers.
The advertising campaign is currently running on television, radio,
online, outdoor and transit. In addition, collateral and signage is
being distributed to supplement the branding efforts. “The all-new
cultural tourism program is a multi-faceted undertaking that
encompasses the best of the Cherokee Nation people and its rich
history and diverse communities,” said Stewart. For more information,
call 877-779-6977 or visit www.CherokeeTourismOK.com.
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