Five Day Weekend

America works best when America works less. That was the rallying cry behind The Friends of the Five Day Weekend, a faux political movement created by Luckie to promote Asheville as a destination for those tired of being beat down by overwork. With a mix of guerrilla, social media, print, TV and more, the Five Day Weekend took America by storm and racked up more than 6,000 signatures on a petition to Congress.

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Asheville Convention & Visitors Bureau

Case Study