Myrtle Beach Area CVB 1
Myrtle Beach, S.C., welcomes more than 16 million visitors annually to its 60 miles of pristine coastline.
The majority of these travelers visit during the summer months, leaving the still warm and less crowded “shoulder season” of September and October with room to accommodate. In the fall of 2012, we were called upon to promote these travel months by encouraging quick trips to the area.
We developed a strategy to reach potential visitors aged 25-55 years and educate them on the benefits of traveling to Myrtle Beach during September and October. The campaign, dubbed “60 Miles in 60 Days,” showcased the area’s biggest asset, its 60 miles of coastline, while calling attention to 60 “secrets,” that is, little-known and undiscovered attractions across the area. Focusing on these secrets, we worked with influential travel and lifestyle bloggers on an exclusive 60 Day-themed familiarization trip, encouraging social media activity and allowing time for daily blogging about what they saw and did. We also hosted a contest on Pinterest where consumers were asked to pin their ideal Myrtle Beach trip using the 60 secrets, with a winner named weekly. We also revealed secrets socially each day of the campaign, with a trip giveaway component each Tuesday or “Trip Tuesday” of the campaign on both Twitter and the Visit Myrtle Beach blog.
Through a combination of this campaign and targeted digital and broadcast placements, unique visits to VisitMyrtleBeach.com increased 25% in October over 2011 figures, with the campaign microsite receiving nearly 150,000 unique visits. In total, the campaign reached more than 47.2 million consumers directly through social media alone, with millions more impressions generated through media coverage and advertising support. The campaign has been widely recognized in the industry for its creativity and success, most notably receiving the top CVB honor from Travel + Leisure’s SMITTY Awards.