Explore Asheville has launched a new commercial inspired by “Carolina,” Eric Church’s heartfelt musical ode to his home state Debuting at the beginning 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 60-, 30- and 15-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.

Related: Explore Asheville Announced Concert for Carolina to Support Recovery