Myrtle Beach Area CVB Partner Connect

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Visit Myrtle Beach Winter and Holiday 2023 Marketing Campaign

Cori Hutslar

The Myrtle Beach Area Chamber and Convention & Visitors Bureau’s Winter and Holiday campaign positions Myrtle Beach as the ideal year-round destination with engaging experiences outside of the beach, including during the holiday season.

The core of the campaign is in the human truth that regardless of the current stresses of the world and everyday life, kicking back in a beach environment always sounds like a good idea!  Out of this the Make It Beachy campaign was born. 

The Make it Beachy campaign consists of the following media mix:

  • Audio

  • OOH

  • Travel Endemic/OTA

  • Paid Social

  • Integrated Packages

  • CTV

  • Cross Channel

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

Audiences

The audiences were determined by insight gained from our Terminal Data analysis.  The two focused groups are Beach Sophisticates and Family Tides.  Two secondary audiences include snowbirds and past visitors.

Markets

Key Leisure Markets

  • Atlanta

  • Augusta

  • Baltimore

  • Boston

  • Charleston/Huntington

  • Charlotte

  • Cleveland

  • Columbus OH

  • Greensboro/High Point

  • Greenville/Spartanburg/Asheville

  • Harrisburg/Lancaster

  • Hartford/New Haven

  • Jacksonville-Brunswick

  • Knoxville

  • Lexington

  • New York City

  • Norfolk/Portsmouth

  • Orlando/Daytona Beach/Melbourne

  • Philadelphia

  • Raleigh/Durham

  • Richmond/Petersburg

  • Roanoke/Lynchburg

  • Tampa/Saint Petersburg

  • Tri-Cities-TN-VA

  • Washington, DC

  • Wilmington

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.

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

Integrated Packages & Content

  • Partners: Food & Wine, Southern Living

  • Placement Types: Custom Content, Display, Social

Examples of the custom content are included below:

Streaming Audio

  • Partners: Pandora, Spotify

  • Spotify

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Spotify Visit Myrtle Beach Winter Escape 30 sec. audio spot

Programmatic & OTA

  • Partners: Epsilon, MobileFuse, TravelDesk, Expedia, TravelZoo

  • Placement Types:

    • Epsilon: Cross Device Display, Myrtle Beach Audience Profiles, Past Travelers to Myrtle Beach, Site Retargeting

    • MobileFuse: Smartphone Rich Media Expandable Units

    • Sightly: Livestreaming 24/7 Content (Food & Cooking Video Podcasts), Livestreaming Picture in Picture

    • TravelDesk: Display -CDP and Targeting Test

    • Zeta: Display, Native,  Video, Retargeting Audience segments built from visitation/location data

    • TravelZoo: CPC Driving to Myrtle Beach Deal Page, Custom Homepage Placement 

CTV & LineaR

  • Partners: Samsung via TravelDesk, VideoAmp, Hulu, YouTube

  • Placement Types: :30, :15 spots

  • Buzz Cuts

  • Beach with the Best Commercial Spot Playlist

Paid Social

  • Strategic Details: Prospecting, Retargeting & Boosted Posts

  • Partners: Meta, Pinterest, TikTok

  • Placement Types: Video, Single Image, Carousel, Story, Reel, Organic Boosting

 Paid Search Categories

Hot Ones – Paid Sponsorship

  • Episode: Carmelo Anthony Goes Hard in the Paint While Eating Spicy Wings

  • Views: 1M

Public Relations Highlights

  • Family Style with Al Roker Myrtle Beach Episode Watch Full Episode

    • Jess from Winna’s Kitchen appeared on Today 3rd Hour

  • Stand Up to Cancer PSA partnership featuring Matthew McConaughey

Other Campaign Elements

  • 2023 College Sports Program

  • Visit Myrtle Beach will have TV visible in-stadium signage at 22 colleges and universities in target markets across the country. The TV visible signage ran during football season and will continue to run through basketball season. Below is a list of schools and example signage:

  • Auburn Tigers

  • Clemson Tigers

  • DePaul Blue Demons (Basketball Only)

  • Duke Blue Devils

  • Georgetown Hoyas (Basketball Only)

  • Georgia Bulldogs

  • Illinois Fighting Ilini

  • Indiana Hoosiers

  • Kentucky Wildcats

  • Maryland Terrapins

  • Memphis Tigers

  • Michigan State Spartans

  • NC State Wolfpack

  • Ohio State Buckeyes

  • Pittsburgh Panthers

  • South Carolina Gamecocks

  • Syracuse Orange

  • UConn Huskies

  • UNC Tarheels

  • Villanova Wildcats

  • Virginia Cavaliers

  • West Virgina Mountaineers

  • Wave Video from Syracuse

How Partners Can Get Involved

  • To become a CVB AMP Partner or submit special packages and offers for Winter contact the CVB Partner Contacts.

  • Everyone is encouraged to submit their events online via the VisitMyrtleBeach.com Event Submission Form.