HILTON HEAD ISLAND VISITOR & CONVENTION BUREAU
Destination Marketing Organization FY23 - Q4 Update
The Hilton Head Island Visitor & Convention Bureau is the leader in promoting tourism within Southern Beaufort County.
The Hilton Head Island-Bluffton Chamber of Commerce/ Visitor & Convention Bureau staff, along with the Hilton Head Island Marketing Council, utilizes national economic and tourism trends, consumer research, prior program performance, demographic considerations as well as the needs of our travel patterns to strategize both short and long-term goals to achieve destination marketing success.
What Drives Us?
Vision
A welcoming, world-class community embracing nature, culture and economic vibrancy for residents and visitors.
Mission
Stimulate the regional economy while enhancing quality of life for all.
Values
The Hilton Head Island-Bluffton Chamber of Commerce is a professional, results-driven and innovative organization for our partners and our community by being:
• Ethical
• Accountable
• Pragmatic
• Visionary
• Compassionate
If you build a place where people want to visit, you’ll build a place where people want to live.
If you build a place where business needs to be, you’ll build a place where people have to visit.
If you build a place where people want to live, you’ll build a place where people want to work.
If you build a place where people want to work, you’ll build a place where business needs to be.
HiltonHeadIsland.org #LowcountryLife 4
Strategically facilitated by DestinationNEXT
Community Alignment
Local Community Support
Organization Governance Model
Partnership Strength
Industry Support
Hospitality Culture
Regional Cooperation
Policy & Regulatory Environment
Workforce
Tourism Economic Development
Funding Support & Certainty
Source: DestinationNext “Futures Study 2019”
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FY23 - Q4 Health Check
VISITS
914,358
April 1 - June 30, 2023
USERS
740,648
PARTNER REFERRALS
297,703
Website Visits Hotels/ Home & Villa
Social Engagement
4
4
There was a significant year-over-year (YOY) increase in site session volume, with the largest increases coming from paid search (+39.27%) and paid-social (+89.62%). In terms of regions, the highest YOY increases were observed in Georgia, Florida, and Virginia.
Source: Google Analytics / VERB Interactive (YOY Comparison)
SESSIONS
76,020
TOTAL AUDIENCE
341,213 5.5%
REFERRALS
8,371
Public Relations
-15.1%
We continue to see positive growth in both sessions and total audience YOY. The decrease in social referrals can be primarily attributed to overall budget allocation, reduced overall event promotion, as well as the decrease in organic blog content published.
Source: Sprout Social / VERB Interactive (YOY Comparison)
OCCUPANCY 67% -3% -1%
4 4 4 4 4
4 4
ADR $353 REVPAR $235 -5%
During Q4 Hilton Head Island experienced decreases in occupancy and average daily rate. Due to these decreases, revenue per available room was down 5%. We will continue to monitor the health of Hilton Head Island in the upcoming quarter.
Source: 2 Source Reports from Keydata and STR (YOY Comparison)
STORIES/MENTIONS (EARNED MEDIA)
595 IMPRESSIONS
1,868,175,485 AD VALUE $4,881,840
Source: Critical Mention / BurrellesLuce / Weber Shandwick
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18.16% 21.45%
41.2%
8.09%
FY23 - Q4 Event Marketing and Campaigns
In collaboration with our partners, we supported a number of events during the quarter. Efforts varied per each partnership agreement and allocation of resources to drive traffic to the destination. We also partnered with USCB for onsite surveying during some of the events that provided visitor and attendee data reports to be used for future planning.
55th Annual RBC Heritage Presented by Boeing April 10 - 16, 2023
SESSIONS
6,820
Website Visits
Social Engagement
PARTNER REFERRALS
3,059
Source: Google Analytics / VERB Interactive
316,102 ENGAGEMENTS LINK CLICKS
IMPRESSIONS
12,755 160
Source: Sprout Social / VERB Interactive
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HiltonHeadIsland.org #LowcountryLife 8 FY23 -
Event
Pedal Hilton Head Island May 7, 2023 Website Visits SESSIONS 194 PARTNER REFERRALS 84 Source: Google Analytics / VERB Interactive Juneteenth Celebration June 15 - 17, 2023 IMPRESSIONS 41,918 ENGAGEMENTS LINK CLICKS 448 125 Social Engagement Website Visits SESSIONS 67 PARTNER REFERRALS 127 Source: Google Analytics / VERB Interactive IMPRESSIONS 79,952 ENGAGEMENTS LINK CLICKS 4,750 125 Source: Sprout Social / VERB Interactive Social Engagement Source: Sprout Social / VERB Interactive
Q4
Marketing and Campaigns
FY23 - Q4 Paid Media Partnerships
It’s no secret that the popularity of Hilton Head Island as a destination continues to increase.
Media partnerships build brand awareness and allow the destination to cut through the ever-increasing noise within the global travel sector, and establish Hilton Head Island as a top destination in the minds of travelers. By utilizing these platforms and endorsements to further amplify our voice, we’re able to tell our brand story by leveraging our marketing tactics to help differentiate the destination from the competitive set and drive awareness and visitation to Hilton Head Island.
Below are our media buys in the market during the quarter of reporting and includes a variety of print and digital efforts.
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FY23 - Q4 Paid Media Partnerships
CAMPAIGN DATE APRIL 2023
OVERVIEW
Utilized Kingdom magazine’s e-newsletter platform, The Turn, to highlight Hilton Head Island and the RBC Heritage presented by Boeing, hosted at The Sea Pines Resort Harbour Town Golf Links.
RESULTS
Circulation: 66,000
CAMPAIGN DATE
APRIL - JUNE 2023
OVERVIEW
Increased awareness of Hilton Head Island’s meetings and conference amenities.
RESULTS
Circulation: 65,000+
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144 SPRING 2022 BIZBASH.COM SPECIAL ADVERTISING SECTION Hilton Head Island, America’s Favorite Island, may be known as an ideal vacation spot, but the Lowcountry is also a prime destination for meetings and conferences. The change of scenery will not only inspire creativity, it will also give your team a chance to connect by mixing business with pleasure during your trip. With wide array of contemporary facilities, exceptional extracurriculars, and skilled meeting planners, Hilton Head Island has everything your business needs to ensure your meeting is effortlessly executed with Southern hospitality. Whether you’re hosting an intimate retreat or a large-scale conference, Hilton Head Island is the perfect destination for your group. The hotels and resorts on the Island offer wide array of state-of-the-art facilities. From boutique beachside hotels to AAA-approved Four Diamond oceanfront resorts, Hilton Head Island has over 150,000 square feet of meeting space and 3,000 hotel rooms. If you’re looking for a unique, non-traditional setting, Hilton Head Island also has variety of off-site venues, including the Coastal Discovery Museum and Page Island. From world-class golf and scenic bike adventures to live performances and sunset cruises, Hilton Head Island has an extensive lineup of team-building experiences. Enjoy show at the Arts Center of Coastal Carolina or learn about the Island’s history at Historic Mitchelville Freedom Park. Reconnect with nature on a guided kayaking tour or relax on the beach. Treat your team to one of the Island’s more than 250 diverse restaurant options, there is something for every palate. Meet on America’s Favorite Island. Start planning today! PHOTOS: HILTON HEAD ISLAND VISITOR CONVENTION BUREAU; THE SEA PINES RESORT/ROB TIPTON Hilton Head Island SOUTH CAROLINA DESTINATION FACTS Hotel Rooms: 3,000 Largest Indoor Venue: Marriott Hilton Head Resort & Spa Largest Outdoor Venue: Coastal Discovery Museum Nearest Airport: Hilton Head Island Airport, Savannah/Hilton Head International Airport Contact Robin Bridgers Group Sales & Marketing Coordinator rbridgers@hiltonheadisland.org Coming Soon $50 million in hotel renovations across the island $50+ million in renovations to the Hilton Head Island Airport Kayaking Group gathered around a fire pit Golf course and lighthouse
FY23 - Q4 Paid Media Partnerships
CAMPAIGN DATE
APRIL - JUNE 2023
OVERVIEW
Distributed content to a high-net-worth audience via full-page ad placements in the Spring Magazine.
RESULTS
Circulation: 761,000+
CAMPAIGN DATE MAY 2023
OVERVIEW
Provided online presence to readers via Golf Monthly’s digital platform highlighting golf and lifestyle on Hilton Head Island.
RESULTS
Campaign still in market. Results will be finalized at the conclusion of the campaign.
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FY23 - Q4 Paid Media Partnerships
CAMPAIGN DATE
JUNE 2023
OVERVIEW
Promoted the destination and direct flights from the Westchester Airport to Savannah/Hilton Head International Airport via Breeze Airways.
RESULTS
Circulation: 25,000
CAMPAIGN DATE
MAY - JUNE 2023
OVERVIEW
Educated and informed audiences about our sea turtles, Gullah heritage, and sustainability through Condé Nast Traveler’s online platform.
RESULTS
Campaign still in market. Results will be finalized at the conclusion of the campaign.
FY23 - Q4 Meetings & Groups
April
South Carolina Restaurant & Lodging Association, Columbia, SC | April 19, 2023
The SCRLA is an annual event held at the State House which showcases the restaurant and lodging industry from all across South Carolina.
May
Luxury Meeting Summit, Atlanta, GA | May 10, 2023
Luxury Meetings is an open market for existing and upcoming luxury hotels, resorts and destinations to connect with corporate and association meeting planners actively booking meetings and seeking out the ideal locations for the next meeting, conference, exposition, or event. Full meeting profiles are provided for all registered meeting planners, offering insight into their upcoming needs.
• 38 registered meeting planners
• 15 hotel/VCB suppliers
• 19 face-to-face meetings between VCB and meeting planners
National Travel & Tourism Week, Hardeeville, SC | May 12, 2023
• The Hilton Head Island Visitor and Convention Bureau greeted traveling tourists with macaroons and Official Vacation Planners at the Exit 8 visitor center.
US Travel Association IPW, San Antonio, TX | May 20-24, 2023
• IPW is a national showcase of America, where U.S. travel exhibitors connect with travel buyers and media from more than 60 countries to promote their products, negotiate future business, and build relationships.
• 5, 000 total attendance
• 41 scheduled face-to-face meetings
June
SCSAE Annual Conference, Greenville, SC | June 18-20, 2023
• The annual conference brings association executives, CVBs, hotels and industry partners together for two days of networking, team-building, reinforcing existing relationships and building new ones. The association market segment drives business to Hilton Head Island from all southern states.
Smart Meetings, Barton Creek, TX | June 25-26, 2023
• Smart Meetings gives the opportunity to industry leaders to meet with prescreened planners, customized pre-scheduled business appointments, and education with world-class speakers and CEU credits. 60 meeting planners in attendance
• 25 scheduled face-to-face meetings
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FY23 - Q4 Public Relations (Earned Media)
Hilton Head Island Story Highlights April - June
April
Travel + Leisure
(UVPM: 2,839,511)
These Are The 15 Best U.S. Resorts For Families, According To T+L Readers
Well + Good (UVPM: 1,272,899)
The Most Unique Experience Gifts To Give Your Mom This Mother's Day
Golf Digest
(UVPM: 627,020)
The Best Courses You Can Play In
Hilton Head Island
May
Southern Living (UVPM: 2,530,157)
13 Best Places To Eat In Hilton Head
Woman’s Day
(UVPM: 1,536,533)
Discover 14 Wellness Retreats For Women Across The Globe In 2023
Trips to Discover (UVPM: 403,441)
Top 13 Beachfront Vrbo Rentals In South Carolina
June
Travel Awaits (UVPM: 245,949)
11 Best Beaches In South Carolina
Marriott Bonvoy Traveler (UVPM: 65,377)
8 Must-Stay Hotels In The U.S. & Canada Worth Planning A Road Trip Around
(UVPM: = Unique Views Per Month)
Upcoming Events
May 27 - September 3, 2023
September 23, 2023
October 10 - November 18, 2023
October 7, 2023 LEARN MORE
November 3 - 5, 2023
October 19 - 22, 2023
November 10 - 11, 2023
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Advertising Opportunities
For questions about advertising, please contact Zack Shedd zshedd@hiltonheadisland.org
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Website Advertising, Co-op, and Vacation Planner
Meet Your Team
Executive
BILL MILES, IOM, CCE
President & CEO
bmiles@hiltonheadisland.org
CONNIE KILLMAR
Assistant to the President ckillmar@hiltonheadisland.org
Communications
CHARLIE CLARK Vice President, Communications cclark@hiltonheadisland.org
HALLIE MARTIN
Director of Communications hmartin@hiltonheadisland.org
SHANNON LONGSHORE
Visual Content Coordinator slongshore@hiltonheadisland.org
Finance & Administration
RAY DEAL Controller rdeal@hiltonheadisland.org
KELLY MCCALLISTER
Assistant Controller kmccallister@hiltonheadisland.org
Visitor & Convention Bureau
ARIANA PERNICE
Vice President, Visitor & Convention Bureau apernice@hiltonheadisland.org
KAYLA BOYTER
Director of Marketing kboyter@hiltonheadisland.org
SETH RICHARDSON Director of Sales & Partnership Management srichardson@hiltonheadisland.org
ZACK SHEDD Multimedia Sales Manager zshedd@hiltonheadisland.org
ROBIN BRIDGERS
Group Sales Coordinator rbridgers@hiltonheadisland.org
CRISTIAN SLATON Research & Digital Marketing Coordinator cslaton@hiltonheadisland.org
Information Specialist
KATHY WININGS Information Specialist kwinings@hiltonheadisland.org
LAURA HIGGINS Information Specialist lhiggins@hiltonheadisland.org
LINDA LANIER Information Specialist llanier@hiltonheadisland.org
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