Asheville (NC) Convention & Visitors Bureau is using technology derived from real time location data to target, message, and measure its ad campaigns much more effectively for a better ROI. Working with analytics agencies Arrivalist and Buxton, the destination can gauge, for example: who visits, what their interests are, whether they’re staying overnight, and where they’re from.

Ad Age reports, “The hipster mecca-turned-hot tourist destination (it ranks No. 1 on Lonely Planet’s list of best destinations in the U.S. for 2017) discovered which ad vendors were most effective at coaxing travelers…”

The city’s tourism budget exceeds that of the state of North Carolina, adds AdAge, noting that Asheville ran a variety of ads on TV, in streaming video and on desktop and mobile platforms.

Read more from AdAge here and the Citizen-Times here.