Goss Agency Lands ARAA Biz

ATLANTA The Asheville Regional Airport Authority has tapped The Goss Agency to develop its corporate-identity campaign, sources said.

Following a review that included undisclosed North Carolina agencies, the client chose the Asheville, N.C., shop due to its experience with accounts such as Delta Airlines and American Airlines, sources said. Goss’ objective is to educate regional business travelers on the new services and competitive pricing of carriers at ARAA, according to sources.

“We want to focus on the people and ask, ‘What is your time really worth?’ ” said Kirk Adcock, director of accounts at Goss. “Our goal is to remind customers that they don’t have to drive three hours to Greenville or Charlotte to travel.”

Adcock added that much of the work presented during the review will be used in the campaign. Billboards, print ads, radio spots and broadcast efforts will run in the 11-county North Carolina market. Print ads and billboards also will run in Houston, which is a direct-flight destination for the airport.

The campaign is expected to launch no later than July 2004, sources said. Spending was undisclosed.