MARKETING the Charleston Area

and reach. While innovative electronic promotions are integral, print remains relevant. Our print advertising is both fundamental and foundational, as it is responsible for the branding, positioning, and accolades that have established the Charleston area as one of the world’s premier destinations. These print campaigns are supported by a robust digital strategy that is continually being analyzed and further refined.

Thanks to our extensive video assets, we are able to run a variety of ads on streaming and paid social media. These ads accomplish any of several different goals: provide an introduction to our destination; promote a specific message, (ie beaches, culinary, holidays); and, promote packages or specific price points as the call to action. These ads have been especially effective in OTT (over the top) streaming platforms. OTT campaigns are launched in conjunction with new air service, allowing us to tailor the message to specific cities or DMA. Video assets are also utilized in our extremely popular social media feeds, which operate off a curated six-month calendar, and is developed and based on the industry’s seasonal needs and priorities. Paid boosted posts can be deployed very easily when a need arises, and this flexibility is another bonus to digital advertising.

Initiative 3: Deploy strategic investments in websites, online, and digital tools to keep the Charleston area in the minds of travelers.

Constant investment in Google ad words plays a key role in keeping our sites at the top of potential traveler online searches. Working with Book Direct provide the booking referral engine behind our websites that lead to direct business. Explorecharleston. com, CharlestonAreaBeaches. com, MeetCharleston.com, charlestonweddingguide.com, christmasincharleston.com, and AfricanAmericanCharleston.com are cornerstones in our promotional efforts. The sites are updated daily and upgraded regularly to keep content fresh and relevant.

Social media continues to be important to our strategy. Through a carefully crafted social media calendar, developed and based on the industry’s seasonal needs and priorities, the Charleston area is defining itself to a continually evolving audience while maintaining its reputation in a manner consistent with its status as a premier travel destination. However, social media also offers flexibility, so we are able to deploy campaigns in real-time when the need arises. While consistently growing our number of followers, we understand that it is even more important to increase the number of shares - the digital equivalent of word-of-mouth endorsement.

Initiative 4: Create economies of scale in advertising buys, content creation and creative assets.

Explore Charleston’s marketing department functions as an inhouse advertising agency that provides strategic planning, creative services, media buying, and account management all under one roof. This approach yields negotiating leverage in media buying, and avoids the expense of media commissions typically paid to a traditional advertising agency. Most importantly, the Explore Charleston marketing department serves only one client: the Charleston area.

Initiative 5: Generate collateral that can serve as interest or response pieces to those seeking information about visiting our community.

Annual publications created in-house for promotion include the Charleston Area Visitors Guide, Charleston Area Golf Guide, Charleston Area Wedding Guide and the Charleston Area Destination Planning Guide for group travelers. New to our lineup is Explore Black Charleston, a guide intended to lift up Black-owned, visitor-facing businesses. These printed pieces align with companion websites and are distributed at various locations such as our four area visitor centers, and all South Carolina State Welcome Centers. Further, our full-service mail center team distributes these guides at bulk-rates, producing a savings that makes the mail center self-sufficient.

Initiative 5: Generate collateral that can serve as interest or response pieces to those seeking information about visiting our community.

Annual publications created in-house for promotion include the Charleston Area Visitors Guide, Charleston Area Golf Guide, Charleston Area Wedding Guide and the Charleston Area Destination Planning Guide for group travelers. New to our lineup is Explore Black Charleston, a guide intended to lift up Black-owned, visitor-facing businesses. These printed pieces align with companion websites and are distributed at various locations such as our four area visitor centers, and all South Carolina State Welcome Centers. Further, our full-service mail center team distributes these guides at bulk-rates, producing a savings that makes the mail center self-sufficient.