FWV Client, Asheville Savings Bank, Paves The Way For The Launch Of The New Blue Ridge Parkway Quarter
We all remember when the U.S. Mint introduced the 50 States Quarter Program in 1999. The anticipation of guessing how your home state would be depicted as a quarter, the everlasting hunt to collect all 50 states, and the willpower it took not to spend your precious collection at the vending machine.
Fast forward to 2010, and the U.S. Mint has begun another quarter program, this time issuing 56 quarters representing national parks and other national sites as part of the America the Beautiful Quarters® Program. Each year, five new quarters are released representing U.S. states and territories. Each quarter released is accompanied by a debut event hosted by the U.S. Mint, the National Park Service, and a local bank to represent the new quarter’s state and manage the exchange of paper money and newly minted coins.
French|West|Vaughan’s client, Asheville Savings Bank, was chosen to act as the sponsoring bank of North Carolina’s portion of the United States Mint’s America the Beautiful Quarters® campaign for the Blue Ridge Parkway Quarter. The official launch event and coin exchange for the 28th quarter in the series took place on June 25th at Asheville’s Pack Square. Coins were also made available during Asheville Savings Bank sponsored banking center open houses.
French|West|Vaughan set forth to leverage Asheville Savings Bank’s role in the America the Beautiful Quarters Program by securing positive media coverage for the bank, engaging existing and prospective customers and citizens throughout Western North Carolina, and continuing to represent Asheville Savings Bank as Western North Carolina’s local bank. In doing so, Asheville Savings Bank worked closely with the U.S. Mint to create the quarter release event and establish media relations, which resulted in almost $24,000 worth of quarters exchanged at the launch event in just one hour. The Blue Ridge Quarter release was covered by a variety of national and local outlets, including:
- USA Today
- Asheville Citizen-Times
- Transylvania Times
- Hendersonville Times News
- Coin Update News
The local media coverage garnered over 1.7 million media impressions, which carried a PR Value of nearly $16,000, reaffirming Asheville Savings Bank’s status as the local bank for Western North Carolina.
To further promote the Blue Ridge Parkway Quarter release on social media, French|West|Vaughan developed and launched a sweepstakes, hosted on Facebook, that awarded one grand prize winner with their own collection of the new quarters along with a $100 gift card to local business, French Broad Adventures – a perfect way to really enjoy an outdoor adventure in Western North Carolina. The sweepstakes ran for a couple weeks and brought in over 375 entries and 1,000 visits.
Asheville Savings Bank was honored to represent not only the Blue Ridge Parkway, but also the state of North Carolina, and encourages you to keep a look out for the Blue Ridge Parkway quarter. You can find out more about the America the Beautiful Quarters Program at http://www.usmint.gov.