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Ideas and solutions don't break through − they get invited in.

Marketing and communications are hyper-personal, and getting people to truly engage means addressing their specific needs and interests.

We work with more than 100 clients in dozens of industries, finding the best ways to connect them with the individuals who need their brand or service most.

At Fahlgren Mortine, our diverse experience has led to a collaborative approach designed to create solutions that entertain, educate and connect with a wide range of audiences. Our work turns skeptics into believers and consumers into loyal customers.

Case Studies

Myrtle Beach Area CVB 2

Media Relations

The Myrtle Beach area of South Carolina is known as the Grand Strand for its 60 miles of gorgeous coastline that include hundreds of options for accommodations, live entertainment, attractions and dining.

The opportunity

Despite steady growth and newfound sophistication, Myrtle Beach has maintained a reputation as a summer-only beach destination. While this is of course quite true, the destination is also well equipped to accommodate luxury travelers, culinary enthusiasts, historic seekers, weddings and honeymoons and much more. In December 2011, we were selected to lead communication efforts to secure positive national and out-of-state media coverage for the destination and promote the Grand Strand with niche audiences and within the shoulder season of the spring and fall.

The solution

In 2012, we coordinated, attended and acted as the spokesperson for media missions in New York, Washington, D.C., Atlanta, Dallas, Montreal and Toronto and joined South Carolina at three media missions in New York, Washington, D.C., and Chicago. We also hosted in-market media from national and international and niche outlets, as well as influential bloggers. Working with the Myrtle Beach Area Chamber of Commerce and CVB’s extensive member database, we coordinated eight member “deal” news releases primarily focused on accommodations during shoulder seasons. In addition, we developed media relations blitz campaigns for newly created, seasonal flights.

The results

In total, more than 110 media were met with and hosted in-market in 2012 alone. This effort helped generate more than 8.4 billion media impressions in 2012, a 36% increase over 2011 figures. Media impressions for new air service alone totaled more than 256 million and the “deals” page of the VisitMyrtleBeach.com site, which was promoted through the news releases, was the most-visited in 2012. These efforts helped increase Myrtle Beach’s average occupancy rate by 5% in 2012.

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