Media Markets
Our media strategy is based on research and is adaptable due to changing consumer buying habits. We are ready to respond to market shifts and global events that can quickly affect tourism. Most of our advertising resources can be easily added or removed, giving us the flexibility to manage our investments effectively. We regularly update our media markets and schedules to enhance performance. The market mix is influenced by various factors, including market size, access, advertising costs, current trends, visitor patterns, online demand, and vacation rental data.
The CVB's Paid Media Market Activation Strategy allocates advertising investments based on market type, focusing on four categories: long haul, short haul, opportunity, and national markets. This tailored approach aims to increase outreach and engagement with target audiences, ensuring resources are used effectively. By targeting these segments, the strategy will boost visibility for the Myrtle Beach area, attracting visitors from various demographics.
The CVB's approach to targeting audiences will focus on Terminal addressable audiences to maximize reach and engagement across multiple media channels.
Key Target Audiences
Expert Explorers: These individuals are characterized by their desire for knowledge and adventure. They seek in-depth information about destinations and experiences, which allows them to make informed travel decisions.
Savvy Socials: This group is highly engaged with social media and values authentic experiences shared by peers. They look for recommendations and insights from their social networks and influencers they trust.
Practical Parents: Families traveling with children often prioritize value, safety, and convenience. They are looking for destinations that offer family-friendly activities and accommodations that cater to their needs.
Trusted Traditionalists: This audience includes individuals who tend to lean towards tried-and-true destinations and experiences. They appreciate reliability and familiarity when planning their travels.
By tailoring marketing efforts to these specific audiences, the CVB aims to create targeted campaigns that resonate with potential visitors, ultimately driving interest and increasing travel to the Myrtle Beach area.
The Myrtle Beach Area Convention and Visitors Bureau (CVB) collaborates closely with Myrtle Beach International Airport (MYR) and various air service providers to enhance travel accessibility to the destination. By focusing on non-stop air service markets, the CVB aims to drive demand and increase visitor numbers to the Myrtle Beach area.
This partnership allows for a streamlined travel experience, making it easier for travelers from key cities to reach the destination without the hassle of layovers. The CVB actively promotes these non-stop routes as part of its marketing efforts, showcasing the convenience and time-saving benefits they offer.
In addition to working on attracting air service providers, the CVB conducts market research to identify emerging travel trends and potential new routes. By understanding traveler preferences and behaviors, strategies can be tailored to effectively promote non-stop flights.
Furthermore, the CVB engages in destination marketing campaigns that highlight the area’s attractions, accommodations, and activities, which can be appealing to those considering travel options. By aligning these marketing efforts with available flight services, the CVB supports both travelers and local businesses, ultimately contributing to the economic growth of the Myrtle Beach area.
The Myrtle Beach Area CVB promotes group travel during shoulder seasons to B2B audiences, targeting sports planners, group tour planners, and meeting planners. For sports planners, the CVB highlights facilities for tournaments and events, providing a suitable environment for athletes and spectators. Group tour planners receive custom itineraries focused on attractions, dining, and entertainment, emphasizing easy coordination and nearby accommodations. Meeting planners are provided with resources showcasing Myrtle Beach as a premier venue for conferences, featuring modern facilities and team-building activities, along with beachside relaxation for attendees. Through targeted outreach, the CVB positions Myrtle Beach as an appealing year-round destination for group travel, boosting off-peak visitation and economic impact.