New TV Spot Features Eric Church Song "Carolina" Calling Visitors to Return to Asheville with Heart

Asheville, NC (January 15, 2025) – Explore Asheville is launching a new commercial inspired by “Carolina” Eric Church’s heartfelt musical ode to his home state. Debuting at the top of the new year and in the wake of Hurricane Helene, the spot aims to encourage travelers to return to the Appalachian area for vacations and events to support the many small, creative businesses and the people of the region. As part of a broader “Be Part of the Comeback” campaign, the sixty, thirty and fifteen-second spots feature Church’s song “Carolina” alongside images of open doors and welcoming faces as local creators, makers and businesses call visitors to come back to Asheville with heart. 

“In the early days following Hurricane Helene’s devastating impacts to the area, Explore Asheville was honored to step up as presenting sponsor to support Eric Church and Luke Combs’ Concert for Carolina to benefit our region,” said Vic Isley, president and CEO of Explore Asheville and the Buncombe County Tourism Development Authority. “We are humbled that Eric Church offered ‘Carolina’ -- a siren song for Church’s home state -- to invite people to come back to Asheville and Western North Carolina.”  

The spots are launching nationally across video streaming, traditional TV, digital and social platforms, focusing on key drive markets and core travel intent markets. Created in partnership with local film and production company History Boutique Films, the commercial incorporates fresh, post-Helene footage of Asheville restaurants, downtown galleries, streetscapes, skylines and returning visitors.  

“Rising up from Bank of America Stadium during the Concert for Carolina benefit show, Eric Church’s song ‘Carolina’ was a glowing, unforgettable moment of solidarity, Appalachian resilience and heart,” said Dodie Stephens, vice president of marketing for Explore Asheville. “Eric Church’s lyrics call out to people with a connection to the Blue Ridge Mountains, a connection that feels like home. We invite our neighbors across the state and visitors across the country to be a part of our comeback. Asheville is open and ready. We’re calling you home.”

Featured Lyrics from “Carolina” by Eric Church:

Like a phone call from my baby,  

Sayin' honey I miss ya like crazy.  

Like the sound of a siren song,  

Oh Carolina, ya keep callin’ me home.  

Callin' me home. 

The roots of this partnership began during Concert for Carolina, presented by Explore Asheville. The star-studded benefit show, headlined by Luke Combs, Eric Church, Billy Strings and James Taylor, raised more than $24.5 million for Hurricane Helene relief efforts on October 26 at Bank of American Stadium in Charlotte. A record-breaking crowd of more than 82,000 took in the five-hour show. One hundred percent of the proceeds, including sponsorships, supported Hurricane Helene recovery efforts.   

To view the commercial spot, visit www.ExploreAsheville.com. Share using the hashtag #BePartoftheComeback and #CarolinaCallingYouHome on Facebook, Instagram, TikTok and YouTube.  

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ABOUT ERIC CHURCH 

Church, a native of Granite Falls, began his musical journey in Western North Carolina, playing gigs locally throughout high school and into his time at Appalachian State University before chasing his dream to Nashville. He continues to split time between Tennessee and North Carolina with his family, even returning to the Appalachian Mountains to record his last studio album, the three-part Heart & Soul, in Banner Elk. Church’s latest single, “Darkest Hour,” saw the superstar signing over all of his publishing royalties to the people of North Carolina to provide immediate relief following the devastation of Hurricane Helene while also providing ongoing funds to support a more resilient future for the state. In 2016, Church was inducted into the North Carolina Music Hall of Fame, and in 2022, he was awarded the North Carolina Award, the state’s highest civilian honor. 

ABOUT EXPLORE ASHEVILLE AND THE BUNCOMBE COUNTY TOURISM DEVELOPMENT AUTHORITY   

Explore Asheville is the official destination marketing and management organization for one of the most deeply rooted and creative destinations in the mountains of western North Carolina. Explore Asheville is powered by the Buncombe County Tourism Development Authority, a public authority that has been investing in and building community since 1983. The authority has committed $96 million in grants to more than 50 community projects as well as $5 million in grants through the Tourism Jobs Recovery Fund to nearly 400 small travel and hospitality businesses to reopen following the pandemic.