Myrtle Beach Area CVB 3
Myrtle Beach "Travel Saturday"
The Myrtle Beach area of South Carolina is the destination of choice for more than 16 million visitors annually.
In early fall 2013, the Myrtle Beach Area Chamber of Commerce/CVB (MBACC) turned to Fahlgren Mortine to create a campaign to gain the attention of potential visitors and boost early bookings for 2014 by generating significant coverage in consumer and travel media, a well as social chatter.
Our team looked for opportunities to capitalize on existing coverage or events and found there was a significant spike in travel-related coverage immediately following Thanksgiving and leading up to the December holidays - focusing on deals that coincide with the Black Friday and Cyber Monday shopping periods.
While individual properties or hotels have for years been offering a travel deal during the deals season, never before had a destination come together to offer travel deals across its region. This lead the team to dream up "Travel Saturday," a one-day flash sale from participating Myrtle Beach attractions and accommodations. We needed enough member partners to demonstrate the destination's commitment, while also offering travel deals of at least 30 percent off retail costs to ensure we were competitive with traditional Black Friday or Cyber Monday expectations. The team began making the rounds to convince partners of the validity of the program and its potential for both media and consumer attention.
In the end, more than 30 partners participated in Travel Saturday, with discounts as high as 60 percent off and travel dates available throughout 2014 with a focus on the lower-volume shoulder seasons.
The team's tenacity returned results that far exceeded the campaign objectives. Travel Saturday was included in every major travel-related deals piece following Thanksgiving, generating more than 213 million impressions, achieved with a limited campaign budget.