Visit Myrtle Beach partnered with Military Makeover with Montel to give the Dawson family of Palm Springs, Florida, a well-earned beach getaway. Matthew Dawson, a U.S. Army veteran who served in Iraq and Afghanistan, was honored alongside his partner Christina and their two children during the show's home renovation, and Montel Williams surprised the family with the Myrtle Beach trip as part of the big reveal.
The Segment
The integration showcased Myrtle Beach as a welcoming, family-friendly destination, highlighting the area’s beaches, family attractions, oceanfront accommodations, and inclusive experiences. The goal was to drive destination awareness among military families, vacation planners, and leisure travelers between the ages of 25 and 54. This intentional approach positioned Myrtle Beach as a place where military families can relax and create lasting memories.
Where and When It Aired
The segment aired on Lifetime Television on March 26 and May 1, 2026, reaching a network with a lifetime household reach of 53 million and episodic viewership of roughly 300,000 per episode. Beyond its initial broadcast, the episode is syndicated across 300 airings on more than 150 television stations nationwide, and streams on platforms including DirecTV Stream, Hulu with Live TV, Sling TV, Peacock Premium, and several others.
Performance Highlights
3,284,772 total impressions across social, digital, and web
122,225 video views
102,849 engagements
30% of viewers watched the segment all the way through
The campaign also reached its core audience effectively, with the strongest viewership among adults 25 to 44 and top markets in New York, Los Angeles, and Chicago.
Why It Matters
Pairing Myrtle Beach with a show built around honoring military families gave the destination a meaningful, emotional platform. The segment reached millions of households while reinforcing Myrtle Beach's reputation as a welcoming place for veterans and their families to unwind.