Myrtle Beach Area CVB Partner Connect

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Visit Myrtle Beach Shifts to Phase 2 Recovery Strategy and Encourages Trip Planning

Diane Charno

This May, Visit Myrtle Beach recovery marketing efforts shifted from Phase 1 “Ready” messaging to Phase 2 “Set” messaging as part of the Ready, Set, Go tourism recovery marketing strategy.

The Phase 1 “Ready” messaging began in March and ran through early May during quarantines and closures. Visit Myrtle Beach messaging was inspirational as we “Shared Some Sunshine” to brighten people’s days until we could see them again.

As businesses began to reopen and quarantines were lifted in May, we shifted to Phase 2 “Set” messaging strategy. This included encouraging trip planning, as well as testing and optimization of messaging.  

Survey Says

Research insights and trends were key to guiding the timing and messaging for this approach. Following are a few key insights gathered from various industry surveys:

  • Eight out of ten people are still concerned about catching COVID-19 when leaving their house.

  • Almost three-quarters (73%) of Americans worry about the future public activities such as public transit or socializing and 68% are worried about going to a restaurant or bar.

  • 66% of Americans are concerned about getting on a plane.

  • Safety and emotional well-being are traveler’s top priorities.

  • Most travelers want certified cleaning and disinfecting protocols in place from businesses they frequent.

  • Nearly half of all travelers (48%) do not feel COVID-19 will be resolved by summer travel time.

  • More than a third of American’s (38%) say that car travel will displace air travel.

  • Almost half (47%) of U.S. travelers say they’ll probably take more regional trips.

  • Price cuts resonate with travelers. Almost 35% say price reductions make travel more interesting.

consumer impact

We also know that consumers have felt the impact of the pandemic in a very personal way and that they long to be together with loved ones and celebrating special moments again.

  • Easter was vastly different – extended families could not be together.

  • Once-in-a-lifetime family milestones have been impacted: weddings, proms, graduations.

  • Families have lost loved ones in isolation.

  • Grandparents have been left alone.

  • People have been cooped-up in their homes and distant from loved ones.

Reasons to Believe Messaging

In Phase 2, messaging will evolve and expand the conversation, provide inspiration and excitement to visit, deliver an emotional connection to Myrtle Beach and invite folks to plan their trip.

If there’s one thing we’ve learned from these uncertain times is that happiness truly does come in waves at just the right moment. And with each amazing sunrise and sunset, Myrtle Beach reminds you that we’ve always been that special place where families come together. We’ve been apart too long. It’s time to come back to The Beach.

Messaging Examples:

  • “It’s time for sun. It’s time for fun. It’s time to come back to The Beach.”

  • “The Beach is calling.”

  • “It’s time to get back to where we all belong.”

  • “We all need The Beach.”

  • “Happiness comes in waves.”

Call to Action:

  • “Book Now”

  • “Summer Deals”

  • “Worry-Free Bookings”

100% Digital

Phase 2 “Set” media will be 100% digital, including a mix of direct paid and network placements.

  1. Display Ads

  2. Video Ads

  3. Native Placements

  4. Geo-Targeted

  5. Sponsored Stories

  6. High Impact Takeovers

  7. Email Distribution

  8. Co-Branded Social Placements

Following are sample digital and social creative.

Visitors were also encouraged to Visit Myrtle Beach Responsibly.

Phase 2 “Set” Markets & Timing

Digital media will run for approximately 5 weeks beginning May 4th in key markets of nearby states, including North Carolina, Georgia, Ohio, Pennsylvania, Tennessee, Virginia and West Virginia.


Phase 2 “Set” Air Service Support for MYR

As carriers start service back to Myrtle Beach International Airport marketing will be used to support May and June flights from select air-service markets, including MSP, PIT, IND, ABE, CLE, PVG, and LCK.

Phase 3 “Go” Planned for June

When it public is more free to travel, Visit Myrtle Beach will be ready to shift to out Phase 3 “Go” messaging which is tentatively scheduled for sometime in June. Again, research insights and trends will guide the timing of the shift to Phase 3. Messaging will continue to give reasons to believe and encourage people to visit while expanding to include value-based offers and packages to expanded markets. At that time, we want to bring one and all to The Beach! Stay tuned for a future update on Phase 3 messaging and timing.

KEEP US INFORMED

We know that things are changing rapidly, but we want to try to keep everything on VisitMyrtleBeach.com and social channels as current as possible. Let us know if you have any changes to share, or any new initiatives, and we’ll do our best to spread the word.