Official licensed merchandise

As we approach the 75th anniversary of the Blue Ridge Parkway in 2010, the Blue Ridge Parkway Foundation has commenced efforts to promote the experience of the Parkway through licensed merchandise, special events and strategic promotional partnerships.  It is the Foundation’s intent to create a sensory driven and emotionally compelling brand identity through the use of its name, logos, associated trademarks, taglines, and the colors, imagery and cultural history of the Parkway.  The Foundation’s goal is to create a continuous merchandise program that will bring about greater awareness of the Parkway and the Foundation’s mission through the years leading up to the 75th anniversary and thereafter.

Product categories will include

The Foundation will also offer custom, limited edition collectible items. Services and non-retail items may include advertising (use of the Foundation’s Share the Journey® tagline), marketing and promotional ties, affinity credit cards, travel services and tours, premiums, ad specialties and incentives.

• Our high-quality licensed products are carefully selected and designed for their relationship and ability to capture the Parkway experience. These products leverage the core brand equities of the Parkway (nature, outdoor recreation, scenery, peacefulness, tranquility, freedom, relaxation, preservation).
• Whenever possible, our licensed products are sourced from manufacturers within the Parkway region.
• Many of the products can be customized with name drops or exclusive designs to meet the needs of retailers, promotional partners and sponsors.

Promotion of the 75th anniversary is already underway. The partner organizations from North Carolina and Virginia, including the Foundation, who collaborate on a variety of Parkway projects are joining together to plan for events along the Parkway during 2010 to celebrate the building of the Parkway as well as the history, music and culture of the region. Commencing first quarter 2010, limited edition licensed merchandise bearing the Foundation’s 75th anniversary logo will be introduced to the public for purchase throughout 2010.

The Blue Ridge Parkway is a “destination park” which attracts visitors who can afford to travel a considerable distance and spend a few days in or near the park. Strong brand recognition and consumer trust has already been established for the Parkway as indicated by the average yearly visitation to the area of 20,000,000. Many are international visitors. Others are repeat visitors who have been visiting the Parkway every year since childhood.

SALES BENEFIT THE BLUE RIDGE PARKWAY FOUNDATION

A significant portion of the proceeds from the sale of each item benefits the Foundation which provides essential private support for vital Parkway enhancement projects that would otherwise go unfunded. The Foundation focuses closely on the enrichment of children by funding hands-on learning programs that encourage the preservation of this unique national park, including Parks As Classrooms. Working independently of federal budgets, the Foundation insures that everyone who travels here, for generations to come, can Share the Journey®.

Licensed merchandise creates a sustainable profit center for the Foundation to help offset the Foundation’s operating costs and it:

• Enhances and increases awareness of the brand;
• Educates new consumers and donors;
• Redefines consumer perceptions;
• Strengthens brand relevance;
• Provides the Foundation with advertising and marketing support;
• Generates new revenue streams at minimal incremental costs;
• Offers ongoing revenue potential;
• Provides broader retail presence and cross-promotional opportunities;
• Protects the brand against infringement;
• Preempts the competition; and
• Supports the Foundation’s core fundraising program.

“Companies have an opportunity to engage consumers and

remain relevant to their target audiences year-round by establishing a deep, ongoing cause commitment.”

Offering the Foundation’s licensed merchandise to your customers, clients and employees demonstrates your support of the Foundation's role in enhancing the Parkway and provides individuals an opportunity to contribute to the preservation and awareness of the Parkway.

TRENDS

According to LICENSE! Magazine’s 2006 Industry Annual Report (www.licensemag.com), retail revenues generated for licensed products throughout the industry totaled $180.9 billion in 2005, of which sales related to non-profit organizations totaled $48 million, up 4.8% from 2004.

**Surveys conducted by Cone, Inc., a Boston-based strategic marketing and communications agency that builds brand trust (www.coneinc.com)

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