FY23 - Q3 Hilton Head Island Recap

Destination Marketing Organization FY23 - Q3 Update

HILTON HEAD ISLAND VISITOR & CONVENTION BUREAU

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.

Strategically facilitated by DestinationNEXT

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”

FY23 - Q3 Health Check

VISITS

793,187

January 1 - March 31, 2023

USERS

621,190

PARTNER REFERRALS

408,377

Website Visits Hotels/ Home & Villa

4

Social Engagement

-15% -15.5% -0.46%

4 4

We saw a decrease in overall site visits and users YOY, which is directly attributed to the supplemental funding pause in Q3 Due to quick adjustments with the overall brand budget and supplemental being turned back on mid-March, we were able to increase our conversion rate by 17.3% YOY and our partner referrals remained almost flat which indicates an engaged audience.

Source: Google Analytics / VERB Interactive (YOY Comparison)

SESSIONS

68,775 -33.8%

TOTAL AUDIENCE

330,025 +1%

REFERRALS

20,009

Public Relations

OCCUPANCY

-24.3%

The decrease in sessions and referrals can be directly attributed to the supplemental funding pause in Q3, however, we continue to see YOY growth in our total audience.

Source: Sprout Social / VERB Interactive (YOY Comparison)

43% +1% +1%

4 4 4 4

4 4

ADR $186 REVPAR $79 +1%

We continue to monitor on the books and forecast for these two segments to track the health of our economy and business for our partners.

Source: 2 Source Reports from Keydata and STR (YOY Comparison)

STORIES/MENTIONS (EARNED MEDIA)

463 AD VALUE $2,182,115 IMPRESSIONS

2,275,906,960

Source: Critical Mention / BurrellesLuce / Weber Shandwick

FY23 - Q3 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 the events that provided visitor and attendee data reports to be used for future planning.

Chamber Restaurant Week

January 28 - February 4, 2023

SESSIONS

30,754

Website Visits

PARTNER REFERRALS

153,593

Source: Google Analytics / VERB Interactive

Gullah Celebration

February 1 - 28, 2023

SESSIONS

8,443

Website Visits

Social Engagement

PARTNER REFERRALS

3,676

Source: Google Analytics / VERB Interactive

IMPRESSIONS

123,653 ENGAGEMENTS LINK CLICKS

6,312

382

Source:

FY23 - Q3 Event Marketing and Campaigns

Hilton Head Island Seafood Festival

February 20 - 26, 2023

Website Visits

SESSIONS

14,800 PARTNER REFERRALS

4,375

Source: Google Analytics / VERB Interactive

128,604 ENGAGEMENTS LINK CLICKS

IMPRESSIONS

450 Social Engagement

Website Visits

3,037

Promotion timeframe date range November 29, 2022 - February 26, 2023, which included paid and organic efforts. Noting that paid only ran December 12 through January 17 due to the supplemental grant funding pause in Q3

Source: Sprout Social / VERB Interactive

Darius Rucker Intercollegiate Golf Tournament

February 27 - March 1, 2023

SESSIONS

1,362 PARTNER REFERRALS

473

Source: Google Analytics / VERB Interactive

IMPRESSIONS

87,668 ENGAGEMENTS LINK CLICKS

248

89 Social Engagement

Promotion timeframe date range December 1, 2022 - March 1, 2023, which included paid and organic efforts. Noting that paid only ran December 21 through January 17 due to the supplemental grant funding pause in Q3.

Source: Sprout Social / VERB Interactive

FY23 - Q3 Event Marketing and Campaigns

Hilton Head Island Wine + Food Festival

March 19 - 25, 2023

Website Visits

SESSIONS

7,368 PARTNER REFERRALS

5,050

Source: Google Analytics & VERB Interactive

IMPRESSIONS

2,544801 Social Engagement

125,625 ENGAGEMENTS LINK CLICKS

Promotion timeframe date range November 30, 2022 - March 25, 2023, which included paid and organic efforts. Noting that paid only ran November 30 through January 17 due to supplemental grant funding pause in Q3.

Source: Sprout Social / VERB Interactive

FY23 - Q3 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.

FY23 - Q3 Paid Media Partnerships

CAMPAIGN DATE

DECEMBER 2022 - MARCH 2023

OVERVIEW

Utilize Condé Nast Traveler publication and social platforms to raise awareness of Hilton Head Island.

RESULTS

Circulation: 720,697

Results to be finalized at the conclusion of the digital c ampaign.

CAMPAIGN DATE

JANUARY 2023

OVERVIEW

Broaden our audience demographic with a presence within the SouthEast Tourism travel guide 2023.

RESULTS

Circulation: 30,000

FY23 - Q3 Paid Media Partnerships

CAMPAIGN DATE

JANUARY 2023

OVERVIEW

Distributing content to a highnet-worth audience, many whom live in households with a combined net worth in excess of $5 million.

RESULTS

Circulation: 205,000

CAMPAIGN DATE

FEBRUARY 2023

OVERVIEW

Increase awareness and drive travel consideration for Hilton Head Island.

RESULTS

Circulation: 962,867

FY23 - Q3 Paid Media Partnerships

CAMPAIGN DATE

MARCH 2023

OVERVIEW

Drive awareness for Hilton Head Island among Departures readers during key timing for the destination.

RESULTS

FY23 - Q3 Meetings & Groups

January

IPEC (Independent Planner Education Conference), Memphis, TN | January 24 - 26, 2023

• IPEC brought independent meeting planners and hotel suppliers together to provide the perfect mix of education, networking and meetings with venues suited to host conferences.

• 22 scheduled, one -on-one appointments between the VCB, meeting planners and buyers, in addition to networking events and educational sessions throughout the week.

SCSAE, Columbia, SC | January 30, 2023

• SCSAE was formed in 1963 for chief executive officers, their professional staff, meeting planners, association staff, and business partners to help planners network within the industry. SCSAE has 250 members that work in the trade, professional, and non-profit industries.

60 registered meeting planners and association executives attended this year's tradeshow. Hilton Head Island was represented by the VCB and resort partners.

February

SC Governor’s Conference, Kiawah Island, SC | February 13 - 16, 2023

Considered the largest annual gathering of the South Carolina tourism industry, the Governor’s Conference offered sessions on emerging consumer trends and tourism marketing strategies. Its sessions were led by top economists, marketers, social media practitioners and public relations professionals.

South Carolina Sports Alliance at the South Carolina Governor’s Conference, Kiawah Island, SC | February 13, 2023

The Annual meeting of the SC Sports Alliance focused on sporting events and tourism and allowed for committee members to share updates on financials, client relations, memberships, government relations, and public relations specific to sports tourism in the state.

March

Meeting Professionals International Spring Summit, Atlanta, GA | March 22-23, 2023

•Georgia MPI (GAMPI) is the seventh largest chapter in the global MPI organization with 400+ members The Spring Summit is an annual event allowing members to showcase their organization, demonstrate their product and services, network, and spend the day with an anticipated audience of 150+ MPI members.

• 23 Atlanta based meeting planners attended educational sessions and face to face discussion at the Hilton Head Island VCB booth.

Meetings Professional International, Virtual Experience | March 2023

• Offered through MPI at no cost, the live broadcast featured 12 hours of live education, advocacy, and discussion with industry peers from around the world.

The most pressing topics covered, DEI, sustainability, and mental health and wellness for event professionals

• Speakers included Mark Cooper, Ciara Feeley, Dani Kloap, MaryAnne Bobrow, and Elaine Pofeldt.

• Industry updates provided from associations such as NCBMP, IACC, IAEE, ASAE on the latest news in the industry.

FY23 - Q3 Public Relations (Earned Media)

Hilton Head Island Story Highlights January - March

January

Forbes (UVPM: 22,120,000)

Hilton Head Health Is An Idyllic Resort For All Your Wellness Resolutions

Town & Country

(UVPM: 2,088,687)

The 40 Best Beaches on the East Coast

Redbook

(UVPM: 387,450)

The Best Road Trips from Florida

February GOLF

(UVPM: 681,569)

9 places you should play golf this spring

Travel + Leisure

(UVPM: 2,005,222)

This Island in South Carolina Has the First

Self-governed Town of Formerly Enslaved

People in the U.S.

CNBC (UVPM: 19,188,788)

These are the best hotels in the U.S. and Europe, according to a new ranking

March

Parade

(UVPM: 1,599,153)

Happy International Women's Day! 13 of Our Favorite Female Chefs Share Their Go-To Off-Duty Meals

Travel + Leisure

(UVPM: 2,005,222)

11 All-inclusive Resorts

Perfect for a Girls Trip

The Points Guy

(UVPM: 2,630,385)

Best road trips to take with your family this summer

(UVPM: = Unique Views Per Month)

Voting is opening until June 30th. Please select Hilton Head Island and our partners in the following categories: Islands Airports

Hotels & Resorts Restaurants

FY-22 Q3 Voting & Upcoming Events

Music & Taste

Advertising Opportunities

For questions about advertising, please contact Zack Shedd zshedd@hiltonheadisland.org

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

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