Asheville, North Carolina draws visitors from around the country to see the Biltmore Estate nestled in the picturesque Blue Ridge Mountains – both essential ingredients for the perfect itinerary. But Asheville offers visitors that and so much more: an eclectic array of culinary, shopping and outdoor experiences make Asheville worthy of more than just a day or weekend trip. Plus, the opportunity for something deeper.
The Cultural Insight that drove the campaign was that visitors want more than an escape; they seek a transformative experience. They wanted to be changed, to see and do new things that would in turn allow them to become more enriched individuals.
To expand visitation, our campaign targeted experiential travelers – eclectic doers who relish personal enrichment and collect experiences. The promise of “Discovery, Inside and Out” helped them see that Asheville was a treasure trove of experiences that would lead them to new places, emotionally and physically. In 2014, Asheville’s marketing set record levels for visitation and helped deliver the highest RevPAR and ADR in 15 years.