HILTON HEAD ISLAND VISITOR & CONVENTION BUREAU
Destination Marketing Organization Q4 2020-2 021 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.
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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.
The Destination Management Cycle
Strategically facilitated by DestinationNEXT
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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.
Community Alignment
Local Community Support
Organization Governance Model
Partnership Strength
Industry Support
Regional Cooperation
Workforce
Hospitality Culture
Policy & Regulatory Environment
Tourism Economic Development
Funding Support & Certainty
Source: DestinationNext “Futures Study 2019”
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Q4 2020-2021 Health Check April - June 2021 Visits
958,986 Website Visits
56.2%
Hotels/ Home & Villa
Referrals
85,261
25,633
219.6%
318.63%
66.73%
Total Audience
74,954 233%
Source: Sprout Social / VERB interactive (YOY Comparison)
Occupany
ADR
RevPar
77.2%
$319
$247
67.1%
70.8%
2.3%
Source: 2 Source Report from Inntopia DestiMetrics and STR (YOY Comparison)
451
4
519,541
Source: Google Analytics / VERB interactive (YOY Comparison)
Stories/Mentions
Public Relations
86,842
Partner Referrals
40%
Sessions
Social Engagement
Direct Traffic
Impressions
3,271,945,313
$3,785,397
Source: Critical Mention / BurrellesLuce / Weber Shandwick
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Ad Value
Q4 Performance Metrics - Event Marketing *Performance numbers are based on partnership agreements and allocation of resources to drive traffic to the destination.
RBC Heritage April 12th–18th, 2021 Sessions
1850 Website Visits
862
843%
109%
Source: Google Analytics / VERB interactive (YOY Comparison)
Sessions
Facebook Engagements
(254, 385 | organic, 328,999 | paid)
(13,898 | organic, 698 | paid)
583,384 Social Engagement
Partner Referrals
14,596
Influencer Stats: 104.5K total engagements | 60 link clicks to hiltonheadisland.org/golf | Estimated minimum campaign value based on Klear’s valuation model is $149K
RBC Heritage campaign dates vary between 2020 (June 18 th - 21 st ) and 2021 (April 12 th - April 18 th ). Reporting reflects these two date ranges.
Source: Sprout Social / VERB interactive (YOY Comparison)
Sea Turtle Nesting Season May 1st - October 31st, 2021 (Ongoing) Sessions
2162 Website Visits
776
VisitHiltonHead
411
Source: Google Analytics / VERB interactive (No YOY Comparison*)
Sessions
Social Engagement
Partner Referrals
Partner Referrals
38
Source: Sprout Social / VERB interactive (No YOY Comparison*)
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Q4 Performance Metrics - Event Marketing *Performance numbers are based on partnership agreements and allocation of resources to drive traffic to the destination.
Juneteenth
June 17th–June 19th, 2021 Sessions
Partner Referrals
414
Website Visits
129
Source: Google Analytics / VERB interactive (No YOY Comparison*)
Sessions
Total Engagements
14,045 Social Engagement
3,583
Source: Sprout Social / VERB interactive (No YOY Comparison*)
BravoPiano June 4th–June 12th, 2021 Sessions
39
Website Visits
81
6
13
Source: Google Analytics / VERB interactive (No YOY Comparison*)
Sessions
Social Engagement
Partner Referrals
Total Engagements
2,150
Source: Sprout Social / VERB interactive (No YOY Comparison*)
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Media Partnerships It is 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 top of mind of a traveler’s consideration set. By utilizing these platforms and endorsements to further amplify our voice, we are able to tell our brand story and leverage our overall marketing to help differentiate the destination from the competitive set and drive awareness and visitation to Hilton Head Island. Below are our current and upcoming media buys in the market and include a variation of print and digital efforts. Media Placements JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
Print, Digital
Print, Social, Digital, Email (Leisure and Business) Commercial, Digital + Let’s Meet There
Print, Digital Native Article, Display
Print, Dispay, Social, Enews
Print, Dispay, Social, Enews
Enews, Social Display Across AMEX Digital Emails, Articles, Social
Print, Digital
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Media Partnership Results
Native Articles • 4.3% CTR (T+L average 1-2%) • 64 second average spent (T+L average 50 second) Halo Unit • 9.2% CTR (T+L average 3-4%) • 97 second average spent (T+L average 60-70 second) Branded eNewsletter • Distribution: 79.7K • Open Rate: 19.3K • CTR: 24.23% (Benchmark 20% - 31.6%) Print • April and June Spreadvertorial • Distribution: 950K
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Media Partnership Continued Social Amplified Post • 1.1M Impressions • 12K Clicks • 1.08% CTR (157% over benchmark of 0.42%) • 18K Engagements Social Dark Post on Instagram • 3.5M Impressions • 12K Clicks • 0.34% CTR (100% above benchmark of 0.17%) Facebook Instant Experience • 1.2M Impressions • 17.7K Clicks • 1.49% CTR (381% above benchmark of 0.31%) Overall Campaign Performance • 59.48% Active Page Dwell Time (25.49% above benchmark)
• 10.71% Interaction Rate (215% above benchmark) • 58.72% Attention Quality Rate (95.73% above benchmark)
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AMEX
Martha Stewart Living
Overall Performance
• 802K Impressions (134% above target) • 354 Clicks
• June Issue • Distribution: 2M
• 0.04% CTR
Social/Display • 183K Impressions • 5K Clicks • 2.77% CTR (1.4% benchmark) • 15.7K Engagements
Native Articles • Average impressions per article 12K
• 8.6% Engagement Rate
• Average time spent: 3.5 minutes Social • Impressions: 1.9m • Engagements: 4.6k • Clicks: 919 eNewsletter • Distributions: 100k • Open rate: 30.6% • Clicks: 1.3k
Print • May Issue • Distribution: 925K
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Q4 2020-2021 Performance Metrics Meetings & Groups Continuing to evolve meetings and groups partnerships and additional opportunities available within these platforms to broadcast our position within this tourism sector.
Tradeshows + Virtual Events Keytours Vacation: April 7th • 30 Travel agent attendees
HelmsBriscoe Webinar: June 23rd • 45 meeting planner attendees
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Advertisement/Investment Opportunities Website advertising/ Co-op/ Social & e-Newsletter promotion
2022 Vacation Planner Sales Date: August 11th, 2021 2022 Website Ad Sales Date: August 11th, 2021
CONTACT ZACK SHEDD
VisitHiltonHead
| ZShedd@HiltonHeadIsland.org
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Public Relations April Placement & Metrics CNT Traveler (UVPM: 1,069,148) 9 of Our All-Time Favorite Family Vacations
Forbes (UVPM: 33,734,080) Hilton Head Island: South Carolina’s Hottest Up-AndComing Food And Drink Destination
Red Tricycle (UVPM: 388,559) 5 Beaches within 5 Hours of Atlanta
Upscale Living (UVPM: 13,783) 5 Undeniably Delightful and Trendy Hilton Head Island Restaurants to Visit
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May Placement & Metrics Parents Online (UVPM: 1,670,325) Best Vacations for Kids: Parents’ Travel Awards 2021
The Points Guy (UVPM: 2,056,788) 7 reasons why your next vacation should be on Hilton Head Island
PureWow (UVPM: 1,128,004) 10 Island Vacations You Can Take Without Leaving the Country
June Placement & Metrics TravelPulse (UVPM: 277,465) Top US Vacation Destinations for Families in 2021
Yahoo Finance
The Points Guy
(UVPM: 32,680,000)
(UVPM: 2,056,788)
The Best Touristy Towns to Own Rental Property
4 road trips you can take from Charlotte, North Carolina
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Upcoming Events
September 14 - 18, 2021
October 10 - November 13, 2021
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November 5 - 7, 2021 LEARN MORE
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October 9, 2021
October 15 - 16, 2021
November 12 - 13, 2021
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Meet Your Team Executive
Visitor & Convention Bureau
BILL M ILES President & CEO bmiles@hiltonheadisland.org
ARIANA PERNICE Vice President, Visitor & Convention Bureau apernice@hiltonheadisland.org
CONNIE KILLMAR Assistant to the President ckillmar@hiltonheadisland.org
KAYLA BOYTER Senior Marketing Manager kboyter@hiltonheadisland.org
Communications
KI M NELSON Sales Manager knelson@hiltonheadisland.org
CHARLIE CLARK Vice President, Communications cclark@hiltonheadisland.org HALLIE MARTIN Communications Manager hmartin@hiltonheadisland.org LILLY STRICKLAND Visual Content Manager lstrickland@hiltonheadisland.org
Finance & Administration RAY DEAL Controller rdeal@hiltonheadisland.org KELLY MCCALLISTER Assistant Controller kmccallister@hiltonheadisland.org
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ZACK SHEDD Multimedia Sales Manager zshedd@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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