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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.
“Mullen came in with a creative perspective that elevated Asheville as an amazing destination with a unique set of attractions”
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/.