ASHEVILLE, N.C. (March 1, 2006) – Asheville, North Carolina wants its visitors to produce the next television commercial in its new travel ad campaign.
“With the prevalence of mini DVs, digital cameras and even cell phones, who is in a better position to capture the unique, enriching, memorable moments in a vacation than the travelers themselves,” explained Marla Tambellini, Asheville Convention & Visitors Bureau (CVB) assistant vice president and marketing director.
“While large consumer brands are seeking input and direction from their most loyal customers, Asheville is pioneering a strategy to include its guests in its advertising process,” observed Duane Knapp, a worldwide brand consultant, author of The Brand Mindset® and co-author of the Destination BrandScience books.
The current “Unscripted” ad campaign was produced by the Asheville CVB’s agency, Cramer-Krasselt in Orlando, and launched in March. It plays off the new Asheville area destination brand tagline – any way you like it – which was designed to evoke the welcoming, vibrant qualities of Asheville, while tapping into the destination’s reputation for personal, unexpected experiences.
To encourage visitors to share their own “uniquely Asheville” experiences that can be captured in an ad, the Asheville CVB created an “Any Way You Like It” video contest. Details and information on how to enter can be found at www.anywayyoulikeit.com.
The winner of the “Any Way You Like It” contest not only wins $1,000, but also a vacation getaway trip to see the winning ad idea put into production by Cramer-Krasselt whose other clients include Corona, Career Builder and AirTran Airways.
Video ideas should be no more than 30 seconds. The first five video ad contest entries that are submitted through the www.anywayyoulikeit.com Web site will receive $100 each.
On the Web site, visitors can view the current ads (which include humorous takes on the idea of an unscripted experience such as the pairing of mountain bikes in Biltmore House). Then, guests get a chance to cut through the clutter and tell their own stories. All of the contest entries will also be posted for viewing and can be e-mailed to a friend. The winning concept will be announced in July 2006 and produced and launched during phase two of the campaign which airs in spring 2007.
Visit www.anywayyoulikeit.com for more information regarding the contest, eligibility, rules and prize details.
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