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Stewardship Foundation Rolls Out New Brochure

A new brochure with a new tagline is rolling out in visitor centers across the region, introducing travelers to the wonders waiting at Grandfather Mountain while explaining that all proceeds from ticket sales go toward preserving and protecting Grandfather for future generations.

"We had not completely redesigned our brochure in 15 years," said Marketing Director Catherine Morton. "It was time to give our brochure a new look to match the new message."

The Stewardship Foundation brought in Engine Enterprises of Carrboro, NC to help find the language to communicate Grandfather Mountain and its mission. Agency members spent time on the Mountain with the staff and experienced for themselves what the research bore out: that a visit to Grandfather Mountain evokes the awe and wonder of childhood.

“Several members of the focus groups told us that being on Grandfather Mountain made them feel like a child again,” said Brant Wansley of Engine Enterprises. “We determined that our communications should tap into the emotional wellspring of childhood as a way to generate interest and appreciation for the park.”

The new tagline selected for Grandfather Mountain going forward is, “wonders never cease.”

“Time spent on Grandfather Mountain evokes a feeling of wonder,” said Wansley. “Whether it is the wonder of childhood, the wonder of discovery or the wonder of escape and rejuvenation, it can be found here. It’s the brand essence, that intangible, emotional bond, the lasting impression of what a visit to Grandfather Mountain is all about.”

Wansley went on to explain that the wonders “never cease” because there is always something new to learn on every visit, and something new to see in every season. He said the "never cease" reference also speaks to the mission of the Stewardship Foundation, which is to preserve Grandfather Mountain so that it will be here to provide that same kind of wonder for generations to come.

"I am passionate about sharing the story of the Grandfather Mountain Stewardship Foundation," said Ms. Morton, "and I am confident that this new tagline and this new brochure will help Grandfather Mountain connect with the people who share our love of the land."

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