Wrong Way Brand Activation Case Studies

Brief: OutsidePR, the premiere outdoor PR agency for brands like The North Face and Red Bull, tapped us to host a two-day Camp Teva activation for 8-10 adventure journalists to test Teva's new Aventrail 2.0 running shoe at Wrong Way.

Testimonial: “As a PR agency that’s constantly seeking meaningful, story-worthy settings to host immersive brand experiences, we can’t recommend Wrong Way Campground enough. We recently brought a group of editors, writers, and creators to Wrong Way for a media trip focused on connection—to nature, to community, and to the spirit of exploration. From the well-appointed A-frame cabins along the French Broad River to the thoughtfully curated common spaces, every detail at Wrong Way felt perfectly tailored to our event. The location—just minutes from downtown Asheville but tucked into its own quiet, riverside world—offered the ideal balance of accessibility and outdoor escape. Perhaps most importantly, the team at Wrong Way made the entire process-- from planning to hosting-- so incredibly smooth. Shelton was a great resource for recommending local trails, restaurants, and activities as we built the itinerary, and the staff made everything go off without a hitch. If you’re looking for a venue that goes beyond lodging and becomes part of the story, Wrong Way Campground is it." —Stefanie Walters, Outside PR on behalf of TEVA

Unique Objectives:

• Create a memorable experience for journalists and influencers to test a trail running shoe in a newsworthy location with a unique outdoor personality and trail running culture.
• Stay at an on-brand outdoor-oriented property with a sense of place, a hospitable and press savvy team, and access to trails and local insight.
• Provide locally sourced catering and private lodging with indoor and outdoor communal spaces and other wellness activities.

Wrong Way Solutions:

• Located along the French Broad River Greenway and just a few miles from Pisgah National Forest, Wrong Way was the perfect basecamp for Teva’s media launch event. Each guest got their own A-frame cabin and the brand activated Wrong Way’s River Lodge gathering spaces and outdoor meadow for time together, including a catered BBQ dinner that ended with s’mores around the campfire.
• Wrong Way catered Camp Breakfasts and Trail Lunches to fuel every Teva running adventure.
• One morning, the group left directly from Wrong Way for a 4-mile out-and-back trail run that ended with a mobile sauna and cold plunge experience on site, an experience partner of Wrong Way’s.
• Wrong Way’s local (and outdoor-obsessed) owner-operators recommended off-the-beaten path trails and activities for OutsidePR’s action-packed itinerary.
• Teva wanted to incorporate a give back component since their trip was taking place six months after Hurricane Helene, so Wrong Way connected them to BeLoved Asheville for a morning of volunteering with the non-profit.