The tagline was revealed on Wednesday night at the annual meeting of the Buncombe County Tourism Development Authority. The entity is connected to the Asheville Area Chamber of Commerce and is in charge of spending thousands of dollars on print, television and social media advertising in outside markets to draw tourists to town.
According to the Asheville Citizen-Times, the new advertising campaign will target tourists from 25 to 55 years old, with an average household income of $75,000 and an interest in the outdoors, food, art and “discovery.” The new tagline replaces the old “Asheville, Any Way You Like It” tagline.
The Buncombe County TDA hired the New Orleans ad agency Peter Mayer to create the tagline and an advertising campaign around it. The agency showed the tagline to 2,000 customers, who liked it, according to the Citizen-Times story. The Buncombe TDA’s decision to hire an outside agency to create the campaign has been criticized by some who argue that outside agencies don’t offer up an authentic view of Asheville, and say the money spent on promoting Asheville should go to Asheville agencies. Local tourism officials say they seek an agency with the negotiating power to make big media buys and the infrastructure to adhere to strict payment requirements for those buys. Local tourism officials also note that they hire a number of Asheville-based freelancers and companies for work.
I haven’t seen any of the images or videos created around the tagline yet, but I’ll add that when I get it.
For now, what do you think of the new tagline?