Running in the eighties, Asheville, it will lift your spirit was the first fully choreographed campaign after a room tax established the funding source for marketing the city to a traveling public.
In television commercials under the branding, writer George Plimpton spoke of a creative environment that attracted George Vanderbilt, George Gershwin, Henry Ford and Thomas Edison and inexorably continues to inspire. Created at Price/McNabb where I worked as creative director, the campaign wrapped around the profoundly simple idea of a sophisticated and charming city within a fly-cast of deep and pristine nature.
The visitor upsurge this work triggered set off an up-building of accommodations of all kinds, from brocaded bed and breakfasts to Victorian inns to glassy hotels. More importantly, the outreach brought to our city travelers who felt at home here.
I believe we are still benefiting from the carefully articulated positioning that this campaign crystallized more than twenty years ago.
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