The Myrtle Beach Area Chamber and Convention & Visitors Bureau’s Fall campaign captures the essence of showcasing the best The Beach has to offer. A niche focus of the campaign will be on culinary experiences and live music.
The core of the campaign is a full-funnel approach which includes three phases: Inspire, Engage and Convert. Each phase has its own unique purpose, messaging, and individual media content. The mix of media that is included in the campaign is as follows:
Integrated packages
Cable TV
CTV
Cross Channel
Audio
OOH
Travel Endemic/OTA
Paid Search
Paid Social
The campaign was also supported with additional marketing efforts that include public relations, email, and promotion via owned media channels.
The campaign was also supported with additional marketing efforts that include public relations, email, and promotion via owned media channels.
Fall Audiences
The Fall audiences were determined by insight gained from our Terminal Data analysis. The two focused groups are Beach Sophisticates and Classic Beachers.
Fall Markets:
The fall market mix is determined by many factors, including:
Market size and proximity
Direct Lift access
Relative advertising costs
Current macro and micro trends
Arrivalist arrival/stay lift
Measured online demand
Consumer planning behavior
Markets, audiences, media channels and timing varied for each campaign and were chosen based on insights from our various data sources and past performance. Of course, these campaigns are all fluid and will be optimized to maximize the results or as conditions change.
The following are highlights from each channel, as well as sample creative for current campaigns.
Integrated Packages & Content:
Partners
Garden & Gun
Magnolia
Okra
Southern Living
Grit
Tastemade
Eater
Bon Appetit
Placement Types
Custom Content
Display
Social
Print
Spread
Video
Examples of the custom content are included below:
Eater
Taking Travelers on a food adventure with an immersive social video series. For this Eater map, the focus is on the food and drink experiences travelers rarely think about but definitely need on their radar! From the top breweries in the area to the most unique restaurants experiences on the beachfront, Eater will challenge their audience to let their flavor flags fly at The Beach this fall while inspiring them to get their bags packed for their next trip. This will be in conjunction with a socially led video series shared on Eaters Instagram Reels, twitter, FB reels and YouTube Shorts.
Tastemade
The Travel Checklist is a mobile-shot format that provides an authentic look into a single destination, highlighting up to 4 points- of -interest. From regional cuisine and architectural highlights to insider tips for tourists, the Travel Checklist provides a first hand deep dive into the multiple experiences that matter most to travelers, highlighting how the destination is central to unmatched travel.
Bon Appetit
Custom Article
Bon Appetit touts Myrtle Beach as a must-visit spot for beach-loving families everywhere. The article will be pair with a Map Module, allowing the readers to discover the magic of Myrtle Beach dining, even before they arrive.
Link to Article: The Restaurants That Prove Myrtle Beach Is, In Fact, A Foodie Destination | Bon Appétit (bonappetit.com)
Streaming Audio
Partners: Pandora, Genius, Touch Tunes
Placement Types: Branded Mixtape, Sponsored Listening (Video or Carousel), Mobile Audio, Sponsorship of New Music Friday, Top Covers IG Story and Top Artist HPTO
Examples of the streaming audio content are included below:
Pandora
Myrtle Beach Vibe Check will give audiences access to their favorite covers via a custom mixtape that will promote live music at The Beach. Within a custom listening experience, music fans will be able to tap into a personal top covers’ playlist for a glimpse into the sounds of what they can hear at the many venues in Myrtle Beach. They will also discover more about specific venues by tapping into EXPLORE. Places like The Bower, the House of Blues and more.
Sponsored Listening will allow Visit Myrtle Beach to reward listeners with 1 hour of uninterrupted listening for spending a minimum of 15 seconds with a VMB branded video or interacting with a rich media carousel for at least 15 seconds.
Mobile Audio will allow Visit Myrtle Beach to speak to the audience in a premium listening environment through :30, :15 or :10 audio spots on Pandora and SoundCloud.
Genius
New Music Fridays sponsorship. On New Music Friday, Genius traffic spikes as the audience flocks to the platform to explore the hottest new release. To assist the audience in their music discovery process, Genius puts together a Spotify playlist each Friday featuring 20 top-trending tracks from a diverse mix of artists and genres.
TouchTunes
Homepage and Search mode sponsorship includes interactive ads in 50 venues in key markets across the country. These ads will appear as users are searching for their favorite songs. VMB will also sponsor popular playlists and have clickable display banners that give users a chance to win free music credits to play music.
Programmatic & OTA
Partners
Epsilon
MobileFuse
Slightly
TravelDesk
Zeta
TravelZoo
Placement Types
Epsilon
Cross Device Display, Myrtle Beach Audience Profiles, Past Travelers to Myrtle Beach, Site Retargeting
MobileFuse
Smartphone Rich Media Expandable Units
Sightly
Livestreaming 24/7 Content (Food & Cooking Video Podcasts), Livestreaming Picture in Picture
TravelDesk
Display -CDP and Targeting Test
Zeta
Display, Native, Video, Retargeting Audience segments built from visitation/location data
TravelZoo
CPC Driving to Myrtle Beach Deal Page, Custom Homepage Placement
CTV & Linear
Partners
Samsung via TravelDesk
VideoAmp
Ampersand
Placement Types
:30 and :15 spots
Beach with the Best Commercial Spot Playlist
Paid Social
Strategic Details
Prospecting, Retargeting & Boosted Posts
Partners
Meta
Pinterest
TikTok
Placement Types
Video
Single Image
Carousel
Story
Reel
Organic Boosting
Paid Search Categories
Public Relations Highlights
Culinary Story Mining
Culinary/Music Influencer Program
NYC Fall Media Event Planning
Sensory-Friendly Programing
Other Fall Campaign Element
2023 College Sports Program
Visit Myrtle Beach will have TV visible in-stadium signage at 22 colleges and universities in target markets across the country. The tv visible signage will begin during football season and run through basketball season. Below is a list of schools and example signage:
Auburn Tigers
Clemson Tigers
DePaul Blue Demons (Basketball Only)
Duke Blue Devils
Georgetown Hoyas (Basketball Only)
Georgia Bulldogs
Illinois Fighting Ilini
Indiana Hoosiers
Kentucky Wildcats
Maryland Terrapins
Memphis Tigers
Michigan State Spartans
NC State Wolfpack
Ohio State Buckeyes
Pittsburgh Panthers
South Carolina Gamecocks
Syracuse Orange
UConn Huskies
UNC Tarheels
Villanova Wildcats
Virginia Cavaliers
West Virginia Mountaineers
How Partners Can Get InvolveD
AMP Partners can submit special packages and offers for Fall via the Member Portal. Everyone is encouraged to submit for the VisitMyrtleBeach.com Events Calendar via the Submit Event Form.