HILTON HEAD ISLAND VISITOR & CONVENTION BUREAU
Destination Marketing Organization Q1 2 021-2 022 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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Q1 2021-2022 Health Check July-September 2021 Visits
Website Visits
833,298
653,813
16.37%
18.5%
Hotels/ Home & Villa
Referrals
64,562
14,930
25.48%
120.37%
56.9%
Total Audience
55,164 27.93%
Occupancy
ADR
RevPar
75.2%
$287
$381
31.1%
17.1%
11.9%
Source: 2 Source Report from Inntopia DestiMetrics and STR (YOY Comparison)
490
4
437,839
Source: Sprout Social / VERB interactive (YOY Comparison)
Stories/Mentions
Public Relations
Partner Referrals
Source: Google Analytics / VERB interactive (YOY Comparison)
Sessions
Social Engagement
Overall Users
Impressions
3,569,733,355
$2,244,367.54
Source: Critical Mention / BurrellesLuce / Weber Shandwick
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Ad Value
Q1 Performance Metrics - Event Marketing *Performance numbers are based on partnership agreements and allocation of resources to drive traffic to the destination.
Hilton Head Island Wine & Food Festival September 14 - 18, 2021 Sessions
15,856 Website Visits
4,368
Source: Google Analytics / VERB interactive (No YOY Comparison due to change in time frame)
Sessions
11,834 Social Engagement
Partner Referrals
Partner Referrals
718
Source: Sprout Social / VERB interactive (No YOY Comparison due to change in time frame)
Sea Turtle Nesting Season May 1st - October 31, 2021 Sessions
Website Visits
6,607
VisitHiltonHead
1,165
Source: Google Analytics / VERB interactive (First Year Initiate)
Sessions
Social Engagement
Partner Referrals
2,041
Partner Referrals
129
Source: Sprout Social / VERB interactive (First Year Initiate)
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Q1 Destination Accolades
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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.
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Media Partnership Results
August 2021 - 50th Anniversary Issue • Distribution: 950,000 September 2021 - The Food Issue • Letter from the Editor • Distribution: 950,000
TA K E A M O M E N T T O
take it all in
THE
Timeless _
Find Your Way to America’s Favorite Island. 32.1386, -80.8109
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A P P E A L O F H I LT O N H E A D I S L A N D
W
ITH A LANDSCAPE THAT STRETCHES from vast cobalt-blue sea to fragrant pines, Hilton Head Island is an unforgettable experience. The sights, sounds, and flavors captivate your senses, making it hard to leave, but easy to come back. Looking out over wide-open spaces, young couples vow to return one day with their kids and share this special place. Grandparents watch grandkids playing peacefully in the warm sand, while others remember all the reasons they fell in love. Days are spent relaxing on beautiful beaches, wandering pathways, and enjoying life without stress until the very moment when the Lowcountry sky turns brilliant shades of orange, purple, and deep navy. A dolphin spotted offshore. A meal filled with tantalizing local flavor. A gallery hosting unique Lowcountry art. And centuries-old Gullah culture brought to life. Whether it’s your first trip or one of many, Hilton Head Island’s endless surprises will draw you back again and again.
Discover Hilton Head Island at HiltonHeadIsland.org.
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Media Partnership Partnership with The Hilton Head Island Concours d’Elegance and Motoring Festival
Luxury Suite Email (3x)
Dedicated Email
• Distribution: 75,000
• Distribution: 14,083 (Atlanta Market)
• Email 1
• 5.57% Open Rate
- 12.94% Open Rate - 3.03% Clicks - 1.22% Social Engagement
• 8.41% Clicks Social - Boosted Instagram • 1M impressions
• Email 2 - 12.41% Open Rate - 2.98% Clicks - 1.33% Social Engagement • Email 3 - 11.83% Open Rate - 1.54% Clicks - 1.34% Social Engagement
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Q1 2021-2022 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 ESTO: August 14th - August 18, 2021 The U.S. Travel Association’s Educational Seminar for Tourism Organizations (ESTO) is the only national forum where destination marketing professionals at the state, regional and local level get critical tools, tips and information to help them better market.
IPW: September 18th - September 22, 2021 IPW is the travel industry’s premier international marketplace. It is a business appointment-based show.
Southeast Tourism Society: September 28th - September 30, 2021 Connections is a group of industry leaders who share the mutual belief that regional promotion of tourism, via a partnership between states, will create a powerful marketing alliance unparalleled throughout our country.
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Advertisement/Investment Opportunities Website Advertising, Co-op, Social & e-Newsletter Promotion
CONTACT ZACK SHEDD
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| ZShedd@HiltonHeadIsland.org
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Public Relations July Placement & Metrics TripSavvy (UVPM: 2,090,295) The Best Beach Hacks Recommended to Us by Experts
Reader’s Digest (UVPM: 3,913,713) 50 Mini Vacations That Won’t Break the Bank
PopSugar (UVPM: 388,559) Here’s Every Featured Location in Netflix’s The World’s Most Amazing Vacation Rentals
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August Placement & Metrics
September Placement & Metrics
FoodSided
Travel + Leisure
(UVPM: 13,529)
(UVPM: 2,005,222)
Seductive oyster and beverage pairings
The Top 10 South Carolina Resort Hotels
that will make you swoon
Money Magazine
Fox News Channel Online
(UVPM: 906,838)
(UVPM: 21,550,873) Top 10 family-friendly vacation spots in
The 50 Best Places to Live in the U.S. in 2021—2022
The Points Guy
the US: Study
(UVPM: 2,056,788)
TravelPulse
4 road trips you can take from Charlotte,
(UVPM: 277,000) America’s Most Family-Friendly
North Carolina
Vacation Destinations
Brides (UVPM: 860,210) How to Get a Marriage License in South Carolina
Food and Wine (UVPM: 2,409,245) A New Yorker’s Journey to South Carolina to Retrace Her Gullah Roots
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Upcoming Events
October 10 - November 13, 2021
November 5 – 7, 2021
LEARN MORE
LEARN MORE
2021 Lantern Parade November 13, 2021
November 12-13, 2021
LEARN MORE
LEARN MORE
December 5, 2021 LEARN MORE
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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 CHARLIE CLARK Vice President, Communications cclark@hiltonheadisland.org HALLIE MARTIN Communications Manager hmartin@hiltonheadisland.org LILLY STRICKLAND Visual Content Manager lstrickland@hiltonheadisland.org
KI M NELSON Sales Manager knelson@hiltonheadisland.org ZACK SHEDD Multimedia Sales Manager zshedd@hiltonheadisland.org CRISTIAN SLATON Research & Digital Marketing Coordinator cslaton@hiltonheadisland.org ROBIN BRIDGERS Group Sales Coordinator
M EGAN GOHEEN Visual Content Coordinator mgoheen@hiltonheadisland.org
rbridgers@hiltonheadisland.org
Finance & Administration
KATHY WININGS Information Specialist kwinings@hiltonheadisland.org
RAY DEAL Controller rdeal@hiltonheadisland.org KELLY MCCALLISTER Assistant Controller kmccallister@hiltonheadisland.org
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Information Specialist
LAURA HIGGINS Information Specialist lhiggins@hiltonheadisland.org LINDA LANIER Information Specialist llanier@hiltonheadisland.org
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