As humans, we spend our lives yearning for people and places we feel a deep connection to. Life moves fast, and we long to slow things down. To feel closer to nature and a more authentic lifestyle. We positioned West Virginia as the East Coast’s premier mountain town escape, capturing a sense of freedom and adventure that’s as close to heaven as you can get. The campaign is grounded in the tagline “Almost Heaven” and features the nostalgic longing of John Denver’s classic song, “Country Roads.”