With these rapidly changing and challenging times, we wanted to provide an update on the tourism marketing efforts as of the week of July 13th, 2020.
Watch the video below for a recorded update from Karen Riordan, president and CEO of the Myrtle Beach Area Chamber/CVB. You’ll find additional highlights following the video, including recent industry research and stories of interest.
Phase 3 “Go” Strategy Back Running at 100%
The Myrtle Beach Area Chamber and CVB continues to create demand for the destination by implementing the Phase 3 “GO” Tourism Marketing Recovery Strategy. While some advertising was paused briefly in New York, New Jersey, Connecticut, Virginia and West Virginia markets, we are back up to 100% promotion in all markets this week, July 13th, 2020. Digital was added back to paused markets the previous weeks, and television added back this week. We will continue to be flexible and responsive to changing conditions, as well as optimize our promotional efforts to stimulate demand in these challenging times.
Visit Responsibly Messaging Added to TV Spots
We’ve also updated the broadcast television spot to include a safety message across the top of the video which you can view below. This is in addition to the Visit Myrtle Beach Responsibly videos which have been updated to reflect the new mask requirements.
Communications Focused on Beach is Open and Visit Responsibly Messaging
The Chamber/CVB Communications and Visitor Services teams are working with media and visitors to correct misinformation, confirm that the beaches are open and share the many ways people can enjoy our destination responsibly. On VisitMyrtleBeach.com, the first message you see is an alert sharing these messages. The Chamber/CVB’s PR agency is also working with area leaders, including Mayor Bethune, on how to best communicate our Visit Responsibly message in the media. Below are some highlights:
Rediscover Summer Release – distributed nationally on wire and regionally – June 17th.
Ongoing media outreach and pitching road trips, near-cations, outdoor activities and social distance vacation opportunities.
Ongoing media monitoring, statements and interviews in response to negative stories related to COVID cases.
Visit Responsibly Greater Grand Strand is Open Program Release, Website, and Social – June 25th and ongoing.
Visit Responsibly Mask Release – distributed nationally on wire and regionally – July 2nd.
Media Training/Message Alignment Sessions for area leaders.
Ways to Safely Travel This Summer MAT Release – scheduled for deployment this week.
Air Service Seat Declines for July & August
As of July 13th, 2020, we are also seeing continued seat reductions by our air service carriers over the previous week. We’ve included the numbers as of July 13th below, but note that this is highly fluid and could change more.
July schedules as of July 13th show 187,721 seats compared to 196,613 as of last week.
August schedules as of July 13th show 164,436 seats compared to 218,290 as of last week, or 228,997 as reported June 28th.
Recent Research and Stories of Interest
Following are a few recent research studies and stories we wanted to share. As cases of COVID-19 continue to rise, a number of research studies show declines in travelers sentiment. Destination Analysts’ latest national survey revealed a record low of 13.8% of American travelers feel the pandemic will get better in the U.S. in the next month; instead two-thirds feel it will get worse. The survey also revealed that personal safety concerns are the highest they have been in three months. While research shows lower traveler sentiment with increased safety concerns, there are still indicators that people still want to travel and when they do, it will likely be road trips to the beach, including Myrtle Beach. For more insights, view the research reports and other stories below.
Destination Analysts’ Coronavirus Travel Sentiment Index Report, July 12th, 2020
Longwoods Travel Sentiment Study Wave 15, July 8th, 2020
U.S. Travelers Pull Back on Travel Plans Even as Restrictions Lift: Skift, July 2020
Press Briefing: U.S. Travel Emphasizes Need for Healthy Travel Practices, Wearing Masks
U.S. Travel Association Executive Vice President of Public Affairs and Policy Tori Emerson Barnes participated in the Infectious Diseases Society of America’s weekly press briefing. Read more.
CDC chief says Northerners heading South for vacation may be to blame, CNBC
It’s Okay to Go to the Beach, The Atlantic
Additional Research
Check out additional research updates on the US Travel’s COVID-19 Travel Industry Research page.