HILTON HEAD ISLAND VISITOR & CONVENTION BUREAU
Destination Marketing Organization FY22 – Q2 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.
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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FY22 – Q2 Health Check October 1 - December 31, 2021 AUDIENCE
PARTNER REFERRALS
606,563
486,599
300,004
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4
4
Website Visits
VISITS
+18.1%
+60.26%
+19.66%
REFERRALS
43,693
313,072
9,917
-28.2%*
+3.80%
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TOTAL AUDIENCE
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Social Engagement
SESSIONS
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Source: Google Analytics / VERB Interactive (YOY Comparison)
+34.83%
*Blog views contribute to 50% of this decline. Last year our blogs were viewed 6000 more times than this year. Links going to Daufuskie were also up significantly in 2020. Moving forward we will ensure more CTAs to both of these landing pages. Source: Sprout Social / VERB Interactive (YOY Comparison)
ADR
REVPAR
43.3%
$221
$96
18.5%
10.8%
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4
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Hotels/ Home & Villa
OCCUPANCY
31.3%
Source: 2 Source Report from Inntopia DestiMetrics and STR (YOY Comparison)
Public Relations
STORIES/MENTIONS
IMPRESSIONS
AD VALUE
358
2,605,001,463
$1,800,243
Source: Critical Mention / BurrellesLuce / Weber Shandwick
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FY22 – Q2 Event Marketing Crescendo
October 26 - November 13, 2021
Website Visits
SESSIONS
PARTNER REFERRALS
7,693
921
Source: Google Analytics / VERB Interactive (No YOY comparison due to cancelation of event.)
Social Engagement
SESSIONS
PARTNER REFERRALS
4,973
99
Source: Sprout Social / VERB Interactive (No YOY comparison due to cancelation of event.)
Concours d’Elegance & Motoring Festival November 5 - 7, 2021
Website Visits
SESSIONS
PARTNER REFERRALS
2,488
258
Source: Google Analytics / VERB Interactive (No YOY comparison due to cancelation of event)
Social Engagement
SESSIONS
PARTNER REFERRALS
711
197
Source: Sprout Social / VERB Iinteractive (No YOY comparison due to cancelation of event)
*Performance numbers are based on partnership agreements and allocation of resources to drive traffic to the destination.
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FY22 – Q2 Accolades
“ I T H I N K YO U ’ R E O N M U T E ”
Book a Meeting. Invest in New Ideas.
Plan your meeting on America’s Favorite Island ® 32.1386, -80.8109
H I LT O N H E A D I S L A N D.O R G
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FY22 – Q2 Paid 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 for a traveler’s consideration. 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 media buys for fiscal year 2022 and include a variation of print and digital efforts.
Media Placements 2021-2022 JUL
AUG
SEPT
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
PRINT AND DIGITAL PRINT
DIGITAL
PRINT AND DIGITAL
DIGITAL
DIGITAL
PRINT AND DIGITAL DIGITAL
DIGITAL
DIGITAL DIGITAL
DIGITAL
DIGITAL - LET’S MEET THERE
PRINT PRINT
PRINT AND DIGITAL
Destination Social and Google Display ads (Always On)
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FY22 – Q2 Paid Media Partnerships
TA K E A M O M E N T T O
take it all in
Find Your Way to America’s Favorite Island. 32.1386, -80.8109
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FY22 – Q2 Paid Media Partnerships Walking Around In Hilton Head Island Lowcountry Stories: Meet the People Who Make Hilton Head Island Unforgettable Kumbaya: Discover the Rich Gullah Culture in Hilton Head Island Talking Change at Condé Nast Traveler’s Points of View Summit
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FY22 – Q2 Paid Media Partnerships Campaign Results • 1.6M Card Members Reached • 38.8% Open Rate on Newsletter • 993 Clicks on Hilton Head Island Ad
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FY22 – Q2 Paid Media Partnerships A Culinary Tour of Hilton Head Island
Exploring Hilton Head Island’s Diverse Culinary Flavors Brad Goes Crabbing & Shrimping For A Low Country Boil | It’s Alive | Bon Appétit
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FY22 – Q2 Meetings & Groups Continuing to evolve meetings and groups partnerships and additional opportunities available within these platforms to broadcast our position within this tourism sector. Exploring new opportunities for additional leads and conversions specific to meetings and groups.
Tradeshows + Virtual Events Travel South International Showcase: November 30 - Dec 3, 2021 Travel South USA is the official regional destination marketing organization for the southern United States.
Society for Incentive Travel Excellence (SITE) Southeast Chapter Educational Summit: December 12 -14, 2021 The only global organization dedicated to strengthening and supporting the incentive travel industry.
Meet your new Meetings & Groups Sales Team
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Seth Richardson
Robin Bridgers
Director of Sales and Partnership Management
Group Sales Coordinator
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#LowcountryLife
FY22 – Q2 Public Relations (Earned Media) October Placement & Metrics Family Vacationist (UVPM: N/A) 7 Incredible Golf Courses in the USA Worth Building a Whole Vacation Around
Condé Nast Traveler (UVPM: 1,069,148) Top Islands: Readers’ Choice Awards 2021
Men’s Journal (UVPM: 1,306,651) Best Fall Trip Ideas to Avoid Big Crowds
Eat This, Not That (UVPM: 1,558,986) The Cheapest Eats in Every State
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FY22 – Q2 Public Relations (Earned Media) November Placement & Metrics
December Placement & Metrics
Condé Nast Traveler
The Chicago Tribune
(UVPM: 1,069,148)
(UVPM: 5,238,566)
Talking Change at Condé Nast Traveler’s
7 must-visit restaurants for superb
Points of View Summit
Southern cuisine
Condé Nast Traveler
Southern Living
(UVPM: 1,069,148)
(UVPM: 1,944,926) Live Camera Invites Viewers Into Lives of Nesting Bald Eagle Couple
11 Hilton Head Vacation Rentals to Book for Your Next Stay
Food & Wine
on Hilton Head Island
(UVPM: 2,409,245)
Travel Awaits
A Culinary Tour of Hilton Head Island
(UVPM: 60, 653) 40+ Amazing Travel Deals You Can
Travel + Leisure
Grab This Weekend
(UVPM: 2,005,222) 5 Best Family-friendly Hotels on Hilton Head Island
The Manual (UVPM: 496,066) How to Make an Eggnog and Mix into 6 Cocktail Recipes
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Voting open until Feb 28th VOTE NOW
FY22 – Q3 Voting & Upcoming Events
February 1 - 28, 2022
February 21 - 27, 2022
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February 28 - March 2, 2022
March 19, 2022
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March 7 – 14, 2022
March 20 – 26, 2022
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Advertising Opportunities Website Advertising, Co-op, Social & e-Newsletter Promotion
CONTACT ZACK SHEDD
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HiltonHeadIsland.org
#LowcountryLife
| zshedd@hiltonheadisland.org
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 Director of Marketing kboyter@hiltonheadisland.org
Communications
SETH RICHARDSON Director of Sales & Partnership Management
CHARLIE CLARK Vice President, Communications cclark@hiltonheadisland.org
srichardson@hiltonheadisland.org ZACK SHEDD Multimedia Sales Manager zshedd@hiltonheadisland.org
HALLIE MARTIN Communications Manager hmartin@hiltonheadisland.org
ROBIN BRIDGERS Group Sales Coordinator rbridgers@hiltonheadisland.org
LILLY STRICKLAND Visual Content Manager lstrickland@hiltonheadisland.org
CRISTIAN SLATON Research & Digital Marketing Coordinator cslaton@hiltonheadisland.org
M EGAN GOHEEN Visual Content Coordinator mgoheen@hiltonheadisland.org
Information Specialist
Finance & Administration RAY DEAL Controller rdeal@hiltonheadisland.org
KATHY WININGS Information Specialist kwinings@hiltonheadisland.org LAURA HIGGINS Information Specialist lhiggins@hiltonheadisland.org
KELLY MCCALLISTER Assistant Controller kmccallister@hiltonheadisland.org
LINDA LANIER Information Specialist llanier@hiltonheadisland.org
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