Mullen announced today that it has been selected as agency of record for
the Buncombe County Tourism Development Authority, which oversees the
Asheville Convention and Visitors Bureau (CVB). Mullen’s office in North
Carolina will handle media and creative duties for the Asheville tourism
business and collaborate with the CVB on strategic management of the
brand.
The agency selection was made after a competitive review. Terms of the
contract were not disclosed, and creative work is expected to hit the
market in early 2014.
Asheville CVB Executive Director, Stephanie Brown, said that Mullen’s
strategy and creative vision demonstrated a passion for Asheville.
“Mullen came in with a creative perspective that elevated Asheville as
an amazing destination with a unique set of attractions,” Brown said.
“Their plan to bring that to life in a big way set them apart as a
creative partner.”
Taylor Bryant, president of Mullen North Carolina, said his team homed
in on those unique qualities to create the winning strategy.
“Our mantra was ‘to amplify the magnetism of Asheville’,” Bryant said.
“I think we did that with an insightful strategy and integrated campaign
approach that will create greater traction with travelers.”
About Mullen North Carolina
Mullen is a full-service, “hyperbundled” agency with an “unbound”
approach to marketing. It specializes in working with culturally
relevant experiential brands and is recognized as the leading
marketing-to-women consultancy through its Frank About Women
group. Agency clients include Unilever, Hanesbrands, Pep Boys, Auntie
Anne’s Pretzels, CSX Transportation, Sylvan Learning and Food Lion.
Mullen was recently recognized as one of the Ten Great Ad Agencies of
2012 by Forbes. Headquartered in Boston, the agency operates
offices in North Carolina, Los Angeles, New York, Pittsburgh and San
Francisco. Mullen is an independent brand within the Interpublic Group
of Companies (NYSE:IPG). For more on Mullen North Carolina, please visit mullennc.com.
About the Asheville CVB
The Asheville CVB, a department of the Asheville Area Chamber of
Commerce, is a contract agent for the Buncombe
County Tourism Development Authority (BCTDA). The Asheville CVB
promotes the destination through out-of-market advertising and other
marketing and sales initiatives. Last year, Buncombe County attracted
9.1 million visitors, generating $2.3 billion in economic impact and
supporting 22,924 jobs in the area. For more information, visit http://www.ExploreAsheville.com/.
Copyright Business Wire 2014