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The people who market Asheville and Buncombe County to the world have a new ad campaign.

Thursday afternoon at its annual meeting, the Buncombe County Tourism Development Authority (BCTDA) unveiled the new slogan, “Let your spirit run free.”

Buncombe County draws more than 30,000 visitors a day, who spend nearly $5.5 million a day.

The BCTDA says money spent on the ad campaign is well worth it.

“For every dollar we actually spend in advertising, it generates $43 in return, back to this community,” said Marla Tambellini, Asheville Convention and Visitors Bureau Vice President of Marketing. “And the calculations that we’ve done demonstrate the media spend for the year should generate $500 million in spending on the ground in Buncombe County, by visitors who come here.”

Also at Thursday’s meeting, the Asheville Symphony unveiled the video of their collaboration with the Steep Canyon Rangers and Boyz II Men for the Rangers’ song, “Be Still Moses.”