The stunning Blue Ridge Mountains reflect the spirit of Asheville's community and resilience.
Asheville initiates a vibrant campaign to revive tourism after Hurricane Helene, showcased through a heartfelt commercial featuring Eric Church’s song ‘Carolina.’ The campaign, tagged ‘Be Part of the Comeback,’ aims to inspire visitors by highlighting the city’s resilience, stunning scenery, and supportive community. The initiative follows a successful benefit concert that raised over $24.5 million for recovery efforts, reinforcing the spirit of unity and hope in the region as it welcomes tourists back to explore its beauty.
Asheville is buzzing with excitement as the city launches a vibrant new campaign to attract visitors back to the stunning Appalachian region following the devastating impacts of Hurricane Helene. In a heartfelt effort to showcase the area’s resilience, central to this initiative is a newly produced commercial featuring the beloved song “Carolina” by country music star Eric Church. The commercial celebrates the spirit of Asheville and encourages travelers from all around the nation to support the local businesses that have faced significant challenges due to the storm.
With the tagline “Be Part of the Comeback,” the campaign aims to inspire wanderlust while highlighting the stunning scenery, warm hospitality, and robust sense of community that Asheville is known for. The vibrant imagery presented in the commercial is designed to pull at the heartstrings of viewers, echoing the message of unity and hope felt throughout the region, especially after enduring such tough times.
Dodie Stephens, who is the vice president of marketing for Explore Asheville, passionately noted that Eric Church’s song encapsulates the resilience of the Appalachian people. The heartfelt lyrics and melody evoke a sense of home and connection to the breathtaking Blue Ridge Mountains that surround this charming city, making it a perfect backdrop for the campaign.
The commercial will make its debut nationwide across various platforms, including video streaming services, television, as well as digital and social media channels. This broad media outreach is designed to ensure that the message reaches a wide audience, inviting more people to come and experience what Asheville has to offer. Produced in collaboration with History Boutique Films, a local production company, this campaign reflects a genuine love for the community and aims to breathe life back into the area.
Building on this momentum, the campaign ties back to the recent Concert for Carolina held at Bank of America Stadium, which featured a lineup of major artists, including Luke Combs, Eric Church, Billy Strings, and James Taylor. This benefit concert, which took place on October 26, 2024, was a resounding success, raising over $24.5 million for recovery efforts in response to Hurricane Helene. Attendees had a great time while contributing to the vital rebuilding process of the local community.
The impact of Hurricane Helene was nothing short of catastrophic. The storm brought severe flooding and destruction, leading to a significant recovery effort that brought the community together. In fact, North Carolina Governor Roy Cooper described Helene as one of the most devastating storms the state has ever faced. However, the communal spirit and determination to rebuild have not gone unnoticed. Eric Church’s performance and message during the concert emphasized the essential need for community support during these challenging times.
As Asheville embarks on this new chapter of recovery and revitalization, Explore Asheville’s president and CEO has expressed genuine gratitude to Eric Church for lending his song to invite people back to the city. The community’s strength, as showcased in the commercials, tells a powerful story of determination not just to repair, but to thrive once again.
The overall aim of this campaign is simple yet impactful: to encourage tourists to visit Asheville and support the recovering community. By showcasing Asheville’s vibrant culture, scenic landscapes, and resilient spirit, the hope is that travelers will feel inspired to take part in this thrilling journey of recovery and exploration.
So whether you’re a longtime visitor or thinking about your first trip, now is the perfect time to act! Join the movement, be part of the incredible comeback, and discover the magic that awaits in Asheville!
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