Client: Explore Asheville

Telling the Whole Destination Story

The Challenge

Introduce Asheville, North Carolina, to a sophisticated urban audience and build awareness of the destination's diverse cultural, culinary, artistic, and outdoor attractions, encouraging travel throughout the year.

Our Approach

Fathom developed a comprehensive editorial program that showcased Asheville through the people, places, and experiences that make it distinctive. We identified key storytelling opportunities across food, design, music, family travel, and nature, working with local experts and makers to create insider recommendations and original content, including a downloadable itinerary, that gave travelers compelling reasons to visit.

The Work

• Original destination stories and itineraries featuring local experts, including A Chef's Tour of Asheville.
• A shoppable editorial feature highlighting local makers.
• A year-round calendar of events encouraging travel across the seasons.
• A series of promotional newsletters.
• Five Perfect Days in Asheville, a downloadable custom itinerary.

The Result

A multi-format destination content program that presented Asheville's diverse offerings through local voices, practical travel recommendations, and year-round inspiration.

Learn about Fathom Creative Studio
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