In late September 2024, Hurricane Helene devastated much of Western North Carolina—threatening not only infrastructure, but Hendersonville’s lifeblood: tourism. Early forecasts projected a catastrophic 30% decline in occupancy-tax collections for the remainder of the fiscal year for Henderson County.
The Henderson County Tourism Development Authority (HCTDA) needed to respond immediately—with empathy and authenticity—to reassure travelers that the destination was open, safe, and still the welcoming mountain community they loved.
The answer came from the most unlikely of sources: The Blue Ridge Mountains themselves.
Paradise helped the HCTDA send a heartfelt “Message from the Mountains” – a simple but emotional video that was shared exclusively through social media as the first proactive communication following the storm.
The Objectives:
● Protect Hendersonville’s brand reputation as welcoming and resilient.
● Deliver a tone of compassion that respected regional trauma while inspiring hope.
● Keep Hendersonville top of mind with potential visitors.
● Reinforce community pride and trust among residents and partners.
● Stabilize traveler confidence and mitigate the projected 30% revenue loss.
The Challenge:
As the entire region was still recovering physically and emotionally from Hurricane Helene’s wrath, any “come visit us” message risked appearing insensitive. So instead of promoting visitation directly, the HCTDA and agency crafted a heartfelt social message that embodied the “Voice of the Mountains”—a calm, reflective tone that spoke with the gratitude, wisdom, and optimism of a mountain range that had seen and experienced it all throughout the years.
The Strategy:
Focus on organic storytelling, not advertising spend. The single video became the anchor content across all social channels. The campaign relied on:
● Honesty, not hype. A simple, first-person narration played over a single simple image of one of Hendersonville’s mountain landscapes.
● Timing that balanced compassion with optimism. The video was released just days after the storm, and became an entire region’s rallying cry to lead the recovery efforts.
● Earned amplification through community partners and regional fans. Everyone who was moved by the video shared the video organically.
● Consistent engagement management to foster dialogue, gratitude, and unity in comments and shares.
The approach intentionally prioritized emotional connection over production polish—positioning Hendersonville as a steadfast voice amid the crisis.
The Results:
Within days of launch, Message from the Mountains became the HCTDA’s highest-performing content in history.
The video reached more than 161,000 people and earned over 201,000 views, driven entirely by shares and community engagement. With 87% of Instagram and 82% of Facebook views coming from non-followers, the message spread far beyond the destination’s existing audience. Engagement was exceptional—8,867 reactions, comments, and shares, 451 direct shares, and a 9.24% engagement rate, three to four times the industry average.
Yet the true measure of success came in traveler behavior. Hendersonville rebounded faster and stronger than many expected. Occupancy increased consistently throughout the fall and winter months, averaging more than 30% year-over-year growth during the recovery period.
Revenue performance followed the same trajectory. RevPAR rose significantly as well, averaging more than 45% year-over-year growth, with particularly strong gains during late 2024 and early 2025. These results demonstrate not just recovery, but a strong resurgence in demand and economic impact.
This social media effort helped reverse a projected 30% loss in occupancy-tax collections into a 6.29% year-over-year increase, closing the fiscal year up 2%. The “Message from the Mountains” didn’t achieve this alone, but it was a critical catalyst that made recovery possible—stabilizing perceptions, restoring traveler confidence, and setting the tone for every initiative that followed.
But perhaps the greatest impact of “Message from the Mountains” wasn’t financial. It was reputational. Hendersonville emerged as a model of empathetic crisis communication, earning trust from travelers, residents, and partners alike.
The strategy centered on organic storytelling, not advertising spend. A single short-form video became the anchor content across all social channels. The campaign relied on:
● Authentic, first-person narration playing over a single simple shot (with Ken Burns effect) of one of Hendersonville’s mountain landscapes.
● Timing that balanced compassion with optimism—released just days after the storm to lead the recovery narrative.
● Earned amplification through community partners and regional fans who shared the post organically.
● Consistent engagement management to foster dialogue, gratitude, and unity in comments and shares.
The approach intentionally prioritized emotional connection over production polish—positioning Hendersonville as a voice of steadiness amid crisis and reinforcing long-term brand trust.
The video was recognized in the travel and tourism industry for its powerful storytelling. It won a silver Adrian and Best of Category award from the Hospitality Sales and Marketing Association International (HSMAI). And at the North Carolina Travel Industry Association (NCTIA) statewide Tourism Leadership Conference, the campaign earned a Platinum Award for Best Social Media, as well as Best of Show.
But perhaps the greatest impact of “Message from the Mountains” wasn’t financial. It was reputational. Hendersonville emerged as a model of empathetic crisis communication, earning trust from travelers, residents, and partners alike.
