National and regional PR and media relations will continue to be a dominant part of our marketing efforts. We aim to generate $180M in earned media or AEV (advertising equivalency value). Strategies include creating customized themed experiences for journalists to best highlight the Grand Strand throughout the year. Major market press trips, radio and satellite media tours, in-market TV show visits, media site visits, and unique and trending story ideas will be deployed to generate exposure to reach prospective travelers throughout the U.S., Canada, and key international markets. Quality travel writer and editor in-market visitations will be increased to enhance the appeal of traveling to the area. Each will be carefully vetted for success. An expanded public relations outreach for sports tourism and group sales will continue and including local community events will be a key element of this strategy as well.