The joy of discovery
Business Problem
Asheville is one of the most unique travel destinations in the country,
with an endless array of things to do, see and explore. But to potential visitors, Asheville was only known for the Biltmore Estate. How could we get them to see that there was so much more that Asheville had to offer?
Results
26%
increase in overnight visitations
10.9M
visitors
91%
increase in lodging sales
1.9B
direct visitor attribution
26%
increase in overnight visitations
10.9M
visitors
91%
increase in lodging sales
26%
increase in overnight visitations
10.9M
visitors
Strategic insights
Cultural insight
Travel unlocks a part of you – your inner artist, pioneer or budding musician. It can show you things about yourself that you never knew.
Consumer insight
Brand insight
Asheville is an eclectic, multi-dimensional town with many hidden gem attractions in the arts, food and music scenes, all set against the immense natural beauty of the Blue Ridge Mountains.
Creative solution
We created a campaign we called, “discovery inside and out” and redesigned the Asheville logo to speak to the many layers of the culture visitors will find when they visit.
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