Destination Marketing Organization
HILTON HEAD ISLAND VISITOR & CONVENTION BUREAU
FY23
- Q1 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
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5 VisitHiltonHead VisitHiltonHead VisitHiltonHeadSC VisitHiltonHead Source: DestinationNext “Futures Study 2019” Community Alignment Local Community Support Industry Support Regional Cooperation Workforce Hospitality Culture Policy & Regulatory Environment Tourism Economic Development Organization Governance Model Partnership Strength Funding Support & Certainty
HiltonHeadIsland.org#LowcountryLife 6 FY23 - Q1 Health Check July 1 - September 30, 2022 VISITS 797,528 USERS 617,678 PARTNER REFERRALS 265,020 Source: Google Analytics / VERB Interactive (YOY Comparison) For the past two fiscal years we have had significant recovery funding in our out marketing efforts, as it pertains to website. We have begun to right side that funding as we move through the pandemic recovery efforts. As we entered the new fiscal year, we revisited our budgets and increased spending across a number of categories.We have seen incremental month-over-month increases in web traffic and partner referrals, and have begun closing the gap in our year-over-year metrics. Although Hilton Head Island has experienced a lighter volume of visitation, RevPar has increased by 6% YoY and 59% versus the previous quarter. OCCUPANCY 60% -7% +13% ADR $630 REVPAR $378 +6% Source: 2 Source Reports from Keydata and STR (YOY Comparison) STORIES/MENTIONS (EARNED MEDIA) 524 IMPRESSIONS 3,155,018,311 AD VALUE $4,141,840 Source: Critical Mention / BurrellesLuce / Weber Shandwick SESSIONS 93,643 +37% -4.3% -5.5% -11.09% TOTAL AUDIENCE 328,888 +4% REFERRALS 14,357 Source: Sprout Social / VERB Interactive (YOY Comparison) +1.5% Public Relations Social Engagement Website Visits Hotels/ Home & Villa 4 4 4 4 4 4 4 4 4
FY23 - Q1 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 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 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 include a variety of print and digital efforts.
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FY23 - Q1 Paid Media Partnerships
CAMPAIGN
JULY 2022
OVERVIEW
Reach the qualified audience of engaged golf and lifestyle readers of Kingdom Magazine to not only showcase Hilton Head Island's 23 golf courses but all the other great amenities from accommodations, dining, excursions and more.
RESULTS
Circulated to 195K readers with 53% having a net worth over $1M
AUGUST ISSUE
CAMPAIGN
AUGUST 2022
OVERVIEW
Engage with readers by using print media to highlight the destination and the Savannah/Hilton Head International Airport.
RESULTS
Circulation 9.2M+ affluent travelers with average household income of $384K+
HiltonHeadIsland.org #LowcountryLife 8
FY23 - Q1 Paid Media Partnerships
CAMPAIGN
AUGUST 2022NOVEMBER 2022
OVERVIEW
Use digital custom articles to promote the Arts & Culture on Hilton Head Island.
RESULTS
Results to be finalized at the conclusion of the campaign.
SEPTEMBER ISSUE
CAMPAIGN
SEPTEMBER 2022
OVERVIEW
Highlight the rich, local culinary on Hilton Head Island.
RESULTS
Circulation 9.2M+ affluent travelers with average household income of $384K+
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FY23 - Q1 Paid Media Partnerships
CAMPAIGN
SEPTEMBER 2022
OVERVIEW
Utilize Condé Nast Traveler publication to raise awareness of the destination and tell a deeper story about sustainability, including a highlight on Sea Turtle Patrol and their efforts.
RESULTS
Circulation 3M+ affluent travelers
CAMPAIGN
SEPTEMBER 16, 2022
OVERVIEW
Produce fall travel tips, for a getaway on Hilton Head Island to a wide variety of viewers.
RESULTS
• Cumulative Audience 15M
• Cumulative Ad Value: $417K+
• Cumulative Number of Placements: 2,714
HiltonHeadIsland.org #LowcountryLife 10
FY23 - Q1 Paid Media Partnerships
CAMPAIGN
SEPTEMBER 2022
OVERVIEW
Utilize departures magazine to reach the top centurion and platinum card spenders.
RESULTS
Circulaion to 500K top centurion and platinum card spenders
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FY23 - Q1 Meetings & Groups
July
Northstar Small & Boutique Meetings, Greenville, SC | July 17 - 19, 2022
• Small & Boutique Meetings — Northstar's premiere hosted-buyer event designed specifically for small and boutique-sized meetings — bringing together highly-qualified meeting buyers with destinations, hotels, DMCs and other suppliers ready to welcome smaller events. Attendees participate in one-on-one pre-scheduled appointments, gain industry insights from our guest speakers and network with this exclusive group.
• 51 Meeting planners, educational sessions, meals and receptions + unique planner & supplier Greenville Experience for additional interaction
• 20 scheduled appointments
August
Connect Marketplace, Detroit, MI | August 8 - 11, 2022
• The 2022 Connect Marketplace is the premier hosted-buyer event that brings together the most active planners, suppliers and experts in corporate, association, specialty, and citywide meetings and events for preset appointments, keynote general sessions, planner/supplier roundtables and quality networking
27 scheduled appointments
September
Destination Southeast, Daytona Beach, FL | September 11 - 13, 2022
• Destination Southeast — Northstar's destination-specific hosted-buyer event — brings together the most highly-qualified meeting and incentive buyers with top destinations, hotels/resorts, cruise lines, attractions, DMCs, DMOs, and tourism offices from the Southeastern states including: Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia and West Virginia.
• Attendees participate in one-on-one pre-scheduled appointments, gain industry insights from our guest speakers and network with this exclusive group. This unique event is hosted by Northstar Meetings Group's leading brands-Successful Meetings, Meetings & Conventions, and Incentive magazine.
• 22 scheduled appointment
S.P.O.R.T.S. The Relationship Conference, Savannah, GA | September 19 - 22, 2022
S.P.O.R.T.S. The Relationship Conference is an exclusive event designed to bring together sporting event owners, host organizations, and sports-industry suppliers. Attendees participate in one-on-one appointments, gain industry insights from our guest speakers and network with an exclusive group of pre-qualified suppliers.
15 scheduled appointments
Band USA Travel Week UK & Europe, Frankfurt, Germany | September 24 - 29, 2022
• Brand USA Travel Week U.K. & Europe 2022 will bring together key players in the U.S., U.K., and European travel industry to discuss trends, challenges, innovations, and the opportunity to drive future visitation to the United States. U.S. exhibitors and U.K. and European buyers will have the opportunity to meet during pre-scheduled appointments.
39 scheduled appointments
Travel + Leisure ( Travel Advisory Board), Big Sky, MT | September 19 – September 21
• The TAB representatives reviewed long term development and technology integration for the Hilton Head Island brand. The feedback is provided through a travel agent's lens.
• This panel of travel experts manage more than 7,000 travel counselors and drive more than $14.5 billion in annual billings.
• Presented to 30 travel agents
HiltonHeadIsland.org#LowcountryLife 12
FY23 - Q1 Public
Relations (Earned
Hilton Head Island Story Highlights July – September
July
The Points Guy (UVPM: 2,056,788)
The best islands to visit right off the US coast
House Beautiful (UVPM: 2,200,538)
The 30 Most Magical Island Getaways in the United States
TripAdvisor (UVPM: 22,191,177)
10 best family beach vacations for the whole crew Parade (UVPM: 1,599,153)
Destinations That Are a Coastal Grandmother's Dream!
August
The Knot (UVPM: 2,481,969)
10 Luxury Destinations for a Passport-Free Honeymoon
Media)
Newsweek (UVPM: 8,856,099)
Explore the World From Inside the U.S.: 13 Great Multicultural Destinations
Redbook (UVPM: 387,450)
9 Bike-Friendly Cities To Visit This Summer (And Save Your Gas Money)
September Islands (UVPM: 76,783)
10 Best Beach Vacation Destinations in the U.S. Forbes (UVPM: 24,220,000)
The Best Places To Stay On Hilton Head Island
Meetings Today
(UVPM: 8,918)
A Sampling of What's New in South Carolina Meetings Destinations
(UVPM: = Unique Views Per Month)
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HiltonHeadIsland.org #LowcountryLife 14 LEARN MORE November 4 - 6, 2022 LEARN MORE October 9November 12, 2022 Voting & Upcoming Events LEARN MORE November 4, 2022 LEARN MORE November 11, 2022 LEARN MORE Travel + Leisure World’s Best Awards 2023 Voting: October 25, 2022 – February 28, 2023
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CONTACT ZACK SHEDD zshedd@hiltonheadisland.org Website Advertising, Co-op, and Vacation Planner
Advertising Opportunities
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
MEGAN GOHEEN
Visual Communications Coordinator mgoheen@hiltonheadisland.org
SHANNON LONGSTORE
Visual Content Coordinator slongshore@hiltonheadisland.org
Finance & Administration
RAY DEAL
Controller rdeal@hiltonheadisland.org
KELLY MCCALLISTER
Assistant Controller kmccallister@hiltonheadisland.org
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
#LowcountryLife 16
