Blue Ridge Parkway

Asheville, NC

The 469-mile Blue Ridge Parkway traverses the Appalachian mountains through Virginia and North Carolina. In 2010, the Blue Ridge Parkway celebrated its 75th anniversary, and the Blue Ridge Parkway Association, though a National Scenic Byways Grant, retained Sims to oversee public relations efforts during a 16-month time period.

Working in tandem with the National Park Service, the states of Virginia and North Carolina,and the Blue Ridge Parkway 75th Task Force, Sims generated over $200 million in public relations advertising equivalency values and secured media placements in USA Today, The Today Show, Travel + Leisure, Southern Living Magazine, National Public Radio’s All Things Considered, The Washington Post and Associated Press’s National Travel Bureau.

The goal of the public relations efforts was to increase awareness of this scenic byway and its significance as a national park unit. The organization has seen increased awareness, support and advocacy for the Parkway as a result of the project.