To introduce Hendersonville to consumers familiar with the Blue Ridge Mountains, yet not intimately familiar with Hendersonville and its surrounding towns. We knew establishing an immediate emotional connection with consumers was the key to inspiring interest in the destination, so we introduced them to the simple joys they weren’t going to find anywhere else. Like the quiet pleasure of locally produced cider or wines. The fresh flavors of a meal prepared with ingredients grown just down the road. Or the profound feeling of gratitude that comes with getting to the top of a mountain and seeing the vast, indescribable beauty of Mother Nature laid out before them. We branded these unforgettable moments as “Mountain Moments,” and launched a brand campaign that brought them to life.