As North Carolina continues its recovery efforts from the devastation caused by Hurricane Helen, Explore Asheville has launched a powerful new commercial inspired by Eric Church’s 2009 hit, “Carolina.”
The 60, 30 and 15-second spots were unveiled as part of the Be Part Of The Comeback Campaign, which invites visitors to return to the Appalachian region and show their support for its businesses in order to help them rebuild their home. The lyrics to Church’s heartfelt musical ode to his home state are paired with images of Asheville’s beautiful scenic landscape, local creatives, and the bustling downtown area, showcasing the unwavering strength within the community.
“In the early days following Hurricane Helene’s devastating impacts to the area, Explore Asheville was honored to step up as presenting sponsor to support Eric Church and Luke Combs’ Concert for Carolina to benefit our region,” said Vic Isley, president and CEO of Explore Asheville and the Buncombe County Tourism Development Authority. “We are humbled that Eric Church offered ‘Carolina’ — a siren song for Church’s home state — to invite people to come back to Asheville and Western North Carolina.”
Much like the narrative of the country star’s iconic tune, this campaign offers an important message of pride the people of Asheville have for their home while simultaneously inviting others to make the trip out to see first-hand the tremendous resilience and determination to rebuild.
“Like a phone call from my baby/ Sayin’ honey I miss ya like crazy/ Like the sound of a siren song/ Oh Carolina, ya keep callin’ me home/ Callin’ me home,” Church sings on the chorus.
This partnership evolved during Concert for Carolina, a star-studded benefit show presented by Explore Asheville that featured headliners Luke Combs, Eric Church, Billy Strings and James Taylor. A record-breaking crowd of more than 82,000 showed up for the five-hour show on October 26 at Bank of American Stadium in Charlotte, resulting in more than $24.5 million raised. One hundred percent of the proceeds, including sponsorships, went towards Hurricane Helene recovery efforts.
“Rising up from Bank of America Stadium during the Concert for Carolina benefit show, Eric Church’s song ‘Carolina’ was a glowing, unforgettable moment of solidarity, Appalachian resilience and heart,” adds Dodie Stephens, vice president of marketing for Explore Asheville. “Eric Church’s lyrics call out to people with a connection to the Blue Ridge Mountains, a connection that feels like home. We invite our neighbors across the state and visitors across the country to be a part of our comeback. Asheville is open and ready. We’re calling you home.”
The commercials are airing nationally across video streaming services, traditional TV, digital platforms, and social media, targeting key drive markets and core travel intent markets. Produced in collaboration with local film and production company History Boutique Films, the campaign features newly captured footage of post-Helen, showcasing Asheville’s restaurants, downtown galleries, streetscapes, skylines, and the return of visitors.
The post Eric Church’s ‘Carolina’ Becomes the Anthem of Asheville’s Comeback in New Tourism Commercial appeared first on Country Now.
