Eric Church has been a big part of the recovery efforts for western North Carolina since Hurricane Helene struck. He performed at the "Concert For Carolina" benefit concert weeks after the disaster, he gave 100-percent of the royalties to his song "Darkest Hour" to the relief effort, and now, he's loaning one of his signature hits to an ad campaign aimed at bringing tourists (and their business) back to the Asheville, North Carolina area. His 2009 song "Carollina" now anchors the commercials hoping to help the business community of Asheville and the surrounding area get back on its feet after the crushing blow Helene brought last fall. See the ad for "Explore Asheville" below