HILTON HEAD ISLAND VISITOR & CONVENTION BUREAU Destination FY22OrganizationMarketing-Q4Update
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.
HiltonHeadIsland.org #LowcountryLife4 What Drives Us? Strategically facilitated by DestinationNEXT A welcoming, world-class community embracing nature, culture and economic vibrancy for residents and visitors. Vision Stimulate the regional economy while enhancing quality of life for all. Mission 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 Values 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 people want to live, you’ll build a place where people want to work. 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 work, you’ll build a place where business needs to be.
VisitHiltonHead VisitHiltonHead HiltonHeadSC 5 Source: DestinationNext “Futures Study 2019” Community Alignment Local Community Support IndustrySupport CooperationRegional Workforce HospitalityCulture Policy & EnvironmentRegulatory TourismDevelopmentEconomic GovernanceOrganizationModel PartnershipStrength Funding Support & Certainty
HiltonHeadIsland.org #LowcountryLife6 FY22 - Q4 Health Check April 1 - June 30, 2022 VISITS 773,805 AUDIENCE 609,687 PARTNER REFERRALS 275,414 Source: Google Analytics / VERB Interactive (YOY Comparison) Footnotes: Organic search trend data for the Southeast region and surrounding areas has seen about a 30% decrease YoY. Moving forward, supplementing our paid efforts with additional budget help to ensure we see growth in web visitation. Footnotes: YOY comparisons of landing page views and sessions from social were significantly impacted by additional budget during the previous period. OCCUPANCY 70.3% ADR $337.33 +5.7% REVPAR $237.14 -3.9% Source: 2 Source Reports from Keydata and STR (YOY Comparison) STORIES/MENTIONS 1,180 IMPRESSIONS 3,308,585,744 AD VALUE $11,533,886 Source: Critical Mention / BurrellesLuce / Weber Shandwick SESSIONS 53,823 -19.2%-37.1% -20.3% -25.43% TOTAL AUDIENCE 320,321 +3.3% REFERRALS 9,864 Source: Sprout Social / VERB Interactive (YOY Comparison) -60.6%HomeEngagementRelationsPublicSocialWebsiteVisitsHotels/&Villa 4 4 4 4 4 4 44 4-8.9%
VisitHiltonHead VisitHiltonHead HiltonHeadSC 7 FY22 – Q4 Event Marketing and Campaigns Juneteenth | June 18, 2022 Pedal HHI | May 1, 2022 RBC Heritage Presented By Boeing | April 11 - April 17, 2022 SESSIONS 3,692 PARTNER REFERRALS 1,820 IMPRESSIONSIMPRESSIONSIMPRESSIONS LINK CLICKS LINK CLICKS LINK CLICKS 92,077 617,680 55,440 122 25,306 40 ENGAGEMENTSENGAGEMENTSENGAGEMENTS 3,686 6,713 3,241 Source: Sprout Social / VERB Interactive Source: Sprout Social / VERB Interactive Source: Google Analytics / VERB Interactive In collaboration with our partners, we supported several 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 the events that provided visitor and attendee data reports to be used for future planning. Source: Google Analytics / VERB InteractiveEngagementEngagementEngagementSocialSocialSocialWebsiteVisits
HiltonHeadIsland.org #LowcountryLife8 FY22 – Q4 Event Marketing and Campaigns Sea Turtle Campaign | May 1 - October 31, 2022 (Ongoing) CNT Campaign | April 1 - June 30, 2022
VisitHiltonHead VisitHiltonHead HiltonHeadSC 9 FY22 – Q4 Accolades and Recognition Matador Network TODAY Show Travel + Leisure Where To Find the Briniest Oysters and Most Succulent Crab on Hilton Head Island 10 Best Mother-daughter Trip Ideas - From Road Trips to Wine Tasting Taste of South Carolina: 4 dishes that capture the culinary soul of the region
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 everincreasing 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, leveraging our marketing tactics, to help differentiate the destination from the competitive set and drive awareness and visitation to Hilton Head BelowIsland.areour media buys in the market during the quarter of reporting and include a variety of print and digital efforts.
HiltonHeadIsland.org #LowcountryLife10 FY22 - Q4 Paid Media Partnerships
VisitHiltonHead VisitHiltonHead HiltonHeadSC 11 FY22 - Q4 Paid Media Partnerships • Impressions: Delivered: 21M • Clicks: 47K BA Instagram Story Views: 1.3M CAMPAIGN DECEMBER 1 - APRIL 30, 2022 OVERVIEW Connect with a new targeted audience of culinary adventurers by exploring the culinary culture of Hilton Head Island beyond the kitchen. In this custom content video based on the beloved and familiar style of It’s Alive, Brad Leone told Hilton Head Island’s culinary story in the way that only Brad does — with hands-on sustainable oyster farming with Andrew Carmines. Wherever he goes, he shines a light on the incredible community, nature, and cuisine that a region offers, and inspired travelers to visit Hilton Head Island the next time they’re goin’ places themselves.
HiltonHeadIsland.org #LowcountryLife12 FY22 - Q4 Paid Media Partnerships Campaign report is being finalized. CAMPAIGN APRIL 1 - JUNE 30, 2022 OBEJCTIVE Utilizing Condé Nast Traveler’s multiple platforms to raise awareness of our voting campaign. Impressions: 1,278,812 • Clicks: 12,837 • Reach: 441,215
DATE: May 1, 2022 - Still Live IMPRESSIONS GOAL: FTT Social Post IMPRESSIONS TO DATE: Full-Time Travel’s podcast “The Trip That Changed Me”, hosted by editor Esme Benjamin featured the life-changing travel story of Andrew Carmines. In addition, a bonus episode featured Executive Director of Mitchelville Freedom Park, Ahmad Ward. Each episode included sponsored audio ads provided by Hilton Head Island and was promoted across FTT’s social channels. My Hometown Podcast Takeover + Sponsorship Full-Time Travel’s podcast “The Trip That Changed Me”, hosted by editor Esme Benjamin featured the life-changing travel story of Andrew Carmines. In addition, a bonus episode featured Executive Director of Mitchelville Freedom Park, Ahmad Ward. Each episode included sponsored audio ads provided by Hilton Head Island and was promoted across FTT’s social channels. My Hometown Podcast Takeover + Sponsorship
VisitHiltonHead VisitHiltonHead HiltonHeadSC 13 Throughout their stay, Esme, Alexandra and Sandi shared their experiences on-island with their far-reaching Instagram followers. They documented everything from private dinners during the Seafood Festival, delicious pastries from Hilton Head Social Bakery, their tour of Mitchellville and so much more. DATES February 24 - 27, 2022 IMPRESSIONS: 464,222 FTT On-Location Live Social Stories FULL-TIME TRAVEL #s ENGAGEMENTS/VIEWS/PLAYS: 23,818 CLICKS: 85 FY22 - Q4 Paid Media Partnerships CAMPAIGN FEBRUARY 7 - JUNE 30, 2022 OBJECTIVE Create compelling content and distribute it where modern audiences are consuming travel inspiration and booking advice. PARTNERSHIP PROMOTING THE HILTON HEAD ISLAND SEAFOOD FESTIVAL • Hosted editor-in-chief, Esme Benjamin • Hosted travel advisors, Alex Stockton (@alexandrastockton) and Sandi Todorovich (@TravelGirlSandi) • Impressions: 452K Clicks: 494 • Engagements: 55K • Avg CTR: 1.34% SPONSORED NEWSLETTER • Impressions: 100K Open Rate: 27.50% PODCAST • Listens: 10K • Downloads: 686 SOCIAL STORIES SOCIAL POST EMAIL Custom creative promoted “The Foodie’s Guide to Hilton Head” to a targeted audience segment on Facebook and Instagram from the Full-Time Travel handle.
On-Location Amplified
IMPRESSIONS/ENGAGEMENTS:
HiltonHeadIsland.org #LowcountryLife14 FY22 - Q4 Paid Media Partnerships CAMPAIGN MARCH 1 - JUNE 30, 2022 OBJECTIVE Use engaging copy and stunning photos to show our readers how Hilton Head Island’s properties and facilities could create memorable attendee experiences. CAMPAIGN APRIL 4 - NOVEMBER 1, 2022 OBJECTIVE Reach a qualified audience using Kingdom magazine assets that include, sponsored newsletters, dedicated emails, homepage takeover, banner ads, and amplified social posts. WEBSITE UNITS • Impressions: 42K • Clicks: 319 EBLASTS • Opens: 3.1K • Clicks: 140 ENEWSLETTER • Impressions: 54K • Clicks: 1K SOCIAL • Impressions: 82K • Clicks: 1.9K PRINT • Distribution: 3.31M PACKAGEPROMOTIONAL • Impressions: 66K • Clicks: 582 CUSTOM NATIVE DIGITAL PACKAGE • Impressions: 437K • Engagements: 83 • Clicks: 1.4K SPONSORED CONTENT • Home Pageviews: 34K • Article Pageviews: 46 ENEWSLETTER • Opens: 6K • Clicks: 7
• Atlanta: 35 Meeting Planners - 18 Appointments
• Atlanta: 25 Meeting Planners - 20 Appointments
• Travel South USA Global Partner Program: Markets 12 Southern States (SC, NC, GA, AL, MS, LA, VA, AR, MO, WV, TN, KY) to Canada, Brazil, Australia, France, The Netherlands, and Nordic Union
April GPS Destinations, Charlotte, NC and Atlanta, GA | April 4-5, 2022
May Luxury Meeting Summit, Charlotte, NC and Atlanta, GA | May 11-12, 2022
• 42 Appointments
Charlotte: 11 Meeting Planners - 11 Appointments
Experts and industry leaders come together to share best practices and coordinate tactics focused on international advertising, marketing and sales. During the Global Summit you hear the latest on international research, travel trends, visitor behaviors, organize market plans, share insights, develop strategies and communicate best practices. Engage with industry partners and Travel South USA as we examine together what the future will bring.
June U.S. Travel Association’s IPW, Orlando, FL | June 4-8, 2022
SCSAE is an organization of chief executive officers and professional staff who manage a variety of trade, professional and nonprofit associations as well as companies that provide products and services to the association community. Organized in 1963, SCSAE now has more than 250 association executives, meeting planners, association staff members and business partners as members.
SCSAE (South Carolina Society of Association Executives) Annual Conference, Beaufort, SC | May 22-24, 2022
• Charlotte: 24 Meeting Planners - 10 Appointments
US Travel Association- Travel South USA 2022 Global Summit, Atlanta, GA | April 18-19, 2022
GPS Events bring together luxury hospitality suppliers with group travel buyers at unique mid-week afternoon networking receptions. We choose the right locations, bring in fantastic exhibitors and create a dynamic environment to make new connections and reinforce existing relationships.
U.S. Travel Association’s IPW is the leading international inbound travel trade show, driving $5.5 billion in future travel to the United States. It is a national showcase of America, where U.S. travel exhibitors connect with travel buyers and media from more than 70 countries to promote their product, negotiate future business and build relationships. IPW secures America’s position as a foremost global travel destination by increasing international visitation and showing the world the best of what the U.S. has to offer.
VisitHiltonHead VisitHiltonHead HiltonHeadSC 15 FY22 - Q4 Meetings & Groups
Luxury Meetings focuses on bringing qualified meeting planners to meet with some of the world’s best Hotels, Resorts, & Destinations, for the sole purpose of finding potential locations to host their future meetings, incentives, conferences, expositions, or events.
HiltonHeadIsland.org #LowcountryLife16 USA Today (UVPM: 20,613,846) Masters decompression at Hilton Head, LPGA to Honolulu Travel + Leisure (UVPM: 2,005,222) The Best U.S. Destinations for Summer Vacation Home Rentals in 2022 Narcity (UVPM: 1,039,618) This Tiny Island With Only 400 Elite Resi dents Is The South's Best Kept Secret May U.S. News & World Report (UVPM: 15,390,000) The 30 Best Dog-Friendly Beaches in the U.S. Men’s Health (UVPM: 4,160,152) VRBO Just Revealed 10 of the Coolest Va cation Homes You Can Book Right Now Southern Living (UVPM: 1,944,926) The South’s Best Beaches June Popular Science (UVPM: 1,195,566) Safely share the beach with endangered sea turtles this summer Condé Nast Traveler (UVPM: 1,069,148) The Best Beach House Airbnbs in the U.S., From Maine to the Pacific Northwest Fodor’s Travel (UVPM: 494,227) 13 Best Hidden Beaches Across the U.S. FY22April - Q4 Public Relations (Earned Media) Hilton Head Island Story Highlights April – June
VisitHiltonHead VisitHiltonHead HiltonHeadSC 17 FY22 – Q4 Public Relations (Earned Media) Today Show (BROADCAST,IMPRESSIONS/AUDIENCEONLINE&SOCIAL) 153,917,129 AD VALUE • $7,020,090.17 SOCIAL POSTS • 49 BREAKOUT BROADCAST TOTALS TO-DATE • Audience: 33,367,148 • Ad Value: $7,002,534 ONLINE TOTALS TO-DATE • Mentions: 6 • Impressions: 24,824,753 SOCIAL TOTALS TO-DATE • Posts: 49 • Impressions: 94,725,228 HIGHLIGHTS OF TODAY SHOW PARTNERS & BENEFICIARIES • BESTNEST by Beverly Serral Vacation Rentals • One Hot Mama’s • Hudson’s Seafood House On The Docks • Chef BJ Dennis • Sea Turtle Patrol Hilton Head Island • The Sea Pines Resort & Quarterdeck • Out of the Blue Fishing Charters • Burnt Church Distillery • Marriott Hilton Head Resort & Spa • Spartina 449 Birdie James • Lowcountry Mercantile • Camelot Limo • Above & Beyond Limo Includes promos and subsequent coverage of broadcast, online & social media that has Hilton Head Island inclusion.
HiltonHeadIsland.org #LowcountryLife18 LEARN MORE November4–6,2022 LEARN MORE 14–15,October2022 LEARN MORELEARN MORELEARN MORE LEARN MORE 7-8,October2022September 8–October 20, 2022 August 19–September 4, 2022 October8,2022 MUSIC & TASTE ON THE HARBOURRUSSELLGREGG CHILI COOK-OFF BY KIWANIS LEARN MORE October 9–November 12, 2022 Upcoming Events
VisitHiltonHead VisitHiltonHead HiltonHeadSC 19 Advertising Opportunities CONTACT ZACK SHEDD zshedd@hiltonheadisland.org Website Advertising, Co-op, Vacation Planner, Promotion The 2023 Official Vacation Planner ad sales kicked off in July and website ad sales will begin in August. Please reach out to Zack Shedd for inquiries.
HiltonHeadIsland.org #LowcountryLife20 Meet Your Team ExecutiveBILLMILES President & bmiles@hiltonheadisland.orgCEO CONNIE KILLMAR Assistant to the ckillmar@hiltonheadisland.orgPresident CommunicationsCHARLIECLARK Vice President, cclark@hiltonheadisland.orgCommunications HALLIE MARTIN Director of hmartin@hiltonheadisland.orgCommunications LILLY STRICKLAND Visual Content lstrickland@hiltonheadisland.orgManager MEGAN GOHEEN Visual Content mgoheen@hiltonheadisland.orgCoordinator Finance & Administration RAY DEAL rdeal@hiltonheadisland.orgController KELLY MCCALLISTER Assistant kmccallister@hiltonheadisland.orgController Visitor & Convention Bureau ARIANA PERNICE Vice President, Visitor & Convention Bureau apernice@hiltonheadisland.org KAYLA BOYTER Director of kboyter@hiltonheadisland.orgMarketing SETH RICHARDSON Director of Sales & Partnership srichardson@hiltonheadisland.orgManagement ZACK SHEDD Multimedia Sales zshedd@hiltonheadisland.orgManager ROBIN BRIDGERS Group Sales rbridgers@hiltonheadisland.orgCoordinator CRISTIAN SLATON Research & Digital Marketing Coordinator cslaton@hiltonheadisland.org Information Specialist KATHY WININGS Information kwinings@hiltonheadisland.orgSpecialist LAURA HIGGINS Information lhiggins@hiltonheadisland.orgSpecialist LINDA LANIER Information llanier@hiltonheadisland.orgSpecialist
