The old slogan for Ashville, NC, was “land of sky,” promoting its mountain location.
The new slogan tries to appeal to the unconventionality of the destination: “Any way you like it.”
The Buncombe County Tourism Authority spent $200,000 and two years researching the new slogan, which is being seen in TV spots.
Maria Tambellini, director of marketing for the city, said it needed to go beyond its superficial identity.
Local tourism officials plan to spend $1.7 million on an ad campaign promoting Asheville as an unusual destination.
Report by David Wilkening
