MMGY Chosen for Brand Positioning and Research Plan Initiative


The Myrtle Beach Area Chamber of Commerce and Convention and Visitors Bureau selected MMGY as the agency to lead the organization’s brand positioning research and plan initiative following a nationwide request for proposal.

As the official destination marketing organization for the area, this project is vital to the chamber’s long-term marketing strategy for the entire Grand Strand.

“Visit Myrtle Beach has become a powerhouse when it comes to driving visitation to our destination and creating an impressive return on investment for the community’s stakeholders,” said Karen Riordan, president and CEO of Myrtle Beach Area Chamber of Commerce. “We are embarking on this project from a position of strength and with a genuine desire to keep improving our product, our promotion, our pricing strategy and our distribution.”

The chamber released the RFP nationally in March and received nine proposals that were evaluated by nine-person task force comprised of local industry experts and a few chamber staff members.

“After scoring each RFP and discussing them as a task force, we chose four finalists to make in-person presentations,” said Matt Klugman, chairman of the chamber’s board of directors. “After going through the presentation phase, we knew the right partner to handle this initiative was MMGY.”

The chamber’s full board of directors voted in favor of the task force recommendation to hire MMGY in June.

“The team working on the chamber account includes our most accomplished creative and strategic thinkers,” said Katie Briscoe, president of MMGY Global. “Our approach merges research and analytics with inspired creative. It was designed to engage stakeholders throughout the process and present a brand blueprint that extends well beyond a destination’s marketing program.”

“MMGY is going to help us develop a new brand positioning strategic framework that will convey who we are and what we have to offer our visitors,” Riordan said. “We are interested in placemaking that speaks to what makes the Myrtle Beach area a great place to live, work and play. MMGY is an industry leader that can help us achieve our goals.”