Have you ever stood in line at the DMV wishing you were somewhere else? Somewhere like Asheville? Yeah, we thought so. This was the basis for our “Asheville Calling” campaign. The campaign reminded people that Asheville was the perfect destination for leaving the world behind and enjoying the mountains, the Biltmore and a food lover’s paradise. This multichannel campaign helped to increase room nights by 7% and had people hoping their next call would be from Asheville.