Myrtle Beach Area CVB Partner Connect

View Original

Visit Myrtle Beach Invites Beachers to Beach With The Best in Latest Campaign

Cori Hutslar

Hilarious Ads Showcase Beachers Beaching Their Best this Summer at The Beach

The best beachers beach on the beach--Myrtle Beach, that is, in the sunny new “Beach with the Best” ad campaign launched by Visit Myrtle Beach. The ads are a part of an integrated, mass media campaign developed to drive awareness and demand for the destination this summer and was developed in partnership with MMGY, Valiant Pictures, FreshFly, The Workshop, and directed by Vincent Lin. The following highlights creative and promotional elements for this latest campaign.

Beach With The Best Creative

Myrtle Beach is The Beach with more beach, more fun, and welcoming, laidback attitude that gives travelers the chance to let go and be themselves in a place that does the same. We want visitors to know that there’s a better way to beach, and that’s in Myrtle Beach, South Carolina.

The campaign showcases the best beachers in the world through the lens of the sportsworld and feature regular people doing extraordinary regular beach things.

Two anchors on location (not the ocean kind) narrate the summertime wins and slapstick mayhem all beachgoers share on vacation in Myrtle Beach, South Carolina, with their own dose of dry humor and comedic timing. Following are 4 - 30-second spots featured in the campaign, but you can view the full YouTube playlist that includes additional spots HERE.

We also captured these “Best Beachers” in colorful action shots. These best beach moments will complement the broadcast creative through owned, earned and paid channels.

Summer Media Mix

The focus of the campaign is a once again full-funnel approach that includes three phases: Inspire, Engage and Convert. Each phase has its own unique purpose, messaging, and individual media content. The mix of media that was included in the campaign is as follows:

  • Audio

  • Integrated Packages

  • Linear TV

  • CTV

  • Cross Channel Programmatic

  • Paid Social

  • Paid Search

  • Travel Endemic/OTA

The campaign was also supported with additional marketing efforts that include public relations, email, and promotion via owned media channels.

Summer Audiences

The Summer audiences were determined by insight gained from our Terminal Data analysis done earlier in the year.  The four focused groups are Beachin’ Boomers, Beach Sophisticates, Family Tides, and Beach on a Budget. Key signature behaviors for each are group are below:

  • Beachin’ Boomers: Traditionalists and social butterflies who love to shower their loved ones with gifts and spend quality time together.

  • Beach Sophisticates: Buy based on quality not price and will spend more to get the brands they prefer but do want to save as much money as possible.

  • Family Tides: Always on the go and strive to have a high social status but go above and beyond to portray that their lives are under control. Shop around and will purchase on impulse to find the brands and products they enjoy.

  • Beach on a Budget: Consider themselves to be savers when they have something specific in mind that they want to purchase and sometimes feel overwhelmed with their finances. 

Summer Markets

The summer 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.

Following are highlights from each channel, as well as sample creative for current campaigns. 

Advanced / Connected TV

  • Strategic Details: Targeted digital TV ads to drive measurable reach and awareness

  • Targeting: Addressable, demographic, behavioral, competitive conquesting

  • Partners: TrueX, TravelDesk, Samsung, LG

  • Placement Types: :15 and :30 video, interactive video

Digital Audio

  • Strategic Details: Reach travelers through targeted, high-impact, engaging audio ads

  • Targeting: Demographic, Contextual

  • Partners: Slate

  • Placement Types: :15 and :30 audio spots, with corresponding display units

Integrated Packages & Content:

Linear TV

  • Strategic Details: Use Linear to drive ad recall and brand awareness in key need markets

  • Targeting: Demographic, Data-led Dayparts/Programming

  • Partners: Local Network, Cable

  • Placement Types: :30 commercials

Performance Digital

  • Strategic Details: Utilize multiple digital formats to expose consumers to messages unique to their audience segment and funnel phase

  • Targeting: Addressable (Terminal), Behavioral, Contextual, Demographic, Pixel-Based, Retargeting

  • Partners: TravelDesk, Sojern, Verizon, Epsilon, Sightly, Zeta, MobileFuse

  • Placement Types: Display, Native, Video, Mobile

Travel Endemic/OTA

  • Strategic Details: Reach travelers who are actively trip planning, but have not booked in travel focused platforms

  • Targeting: Contextual, Behavioral, Demographic

  • Partners: Expedia, Trip Advisor, Travel Zoo

  • Placement Types: Display, Native, Video and CPC

Paid Social

  • Strategic Details: Maintain a full-funnel approach to increase destination awareness, generate meaningful engagement and convert travelers through a mix of targeting tactics and creative types

  • Targeting: Terminal Based (compared against general travelers), interest-based, Look-a-likes, retargeting

  • Partners: Facebook, Instagram, Twitter, Pinterest, TikTok

  • Placement Types: Mobile Video, Static Images, Carousels, Instant Experience, Brand Lift Studies

Paid Search

  • Strategic Details: Always-on approach, running across all main search engines for intent-based awareness and capturing “hand-raisers” while maximizing impressions share and optimizing for key phrase, device, engine, match type, demographic, geographic, and audience performance.

  • Targeting: Keyword, audience, geotargeting, device

  • Partners: Google, Bing, and Yahoo

  • Placement Types: Search, Google Discovery Feed, Gmail, YouTube (Discovery ad)


PUBLIC RELATIONS

Public relations efforts will include story pitching and media outreach to select regional markets and national outlets. A media mission trip will be conducted in Atlanta and at key trade shows, including IPW. Seasonal storylines will highlight summer roadtrips, hidden gems, culinary experiences, live music and sensory-friendly travel. Additional efforts will feature Charlie’s Place and Green Book history. The team will also host select media and influencers.

Other Summer Campaign Elements

How Partners Can Get Involved

CVB Leisure Partners can submit special packages and offers for Summer via the Partner Extranet. Everyone is encouraged to submit their events online via the Submit Event Form.