HILTON HEAD ISLAND VISITOR & CONVENTION BUREAU
DESTINATION MARKETING ORGANIZATION Q1 & Q2 2020-2021 UPDATE The Hilton Head Island Visitor & Convention Bureau continues to be 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: Leading the Hilton Head Island region and community collaboratively in effective education, advocacy and innovative programming ensuring quality tourism development, sustainable growth and economic health.
MISSION: Envision and advocate the common interests of our community, stimulate the regional economy and enhance the quality of life for all.
VALUES: The Hilton Head Island-Blu!ton Chamber of Commerce is dedicated to serving as
a professional, accountable and innovative business-oriented organization. The Chamber is pragmatic in its approach while also being visionary, fair-minded and ethical in all of its dealings with the community and its partners. Strategically facilitated by DestinationNEXT
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 people want to live, you’ll build a place where people want to work.
The Destination Management Cycle 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 work, you’ll build a place where business needs to be.
COMMUNITY ALIGNMENT
Organization Governance Model
Partnership Strength
Industry Support
Local Community Support
Regional Cooperation
Workforce
Hospitality Culture
Policy & Regulatory Environment
Funding Support & Certainty
Economic Development
Source: DestinationNext “Futures Study 2019” 2 2
Q1 2020-2021 HEALTH CHECK JULY - SEPTEMBER 2020
WEBSITE VISITS
VISITS
DIRECT TRAFFIC
PARTNER REFERRALS
716.1K
72.5K
207.1K
34.4%
-25%
0.10%
Source: VERB Interactive (YOY Comparison)
SESSIONS
SOCIAL ENGAGEMENT
51.5K 67%
FACEBOOK ENGAGEMENT
REFERRALS
10.5K
386K
-28.9%
5.6%
Source: VERB Interactive (YOY Comparison)
HOTELS HOME & VILLA
OCCUPANCY
ADR
REV PAR
67.5%
$336
$263
11.3%
16.7%
Source: 2 Source Report from Destimetrics (YOY Comparison)
STORIES/ MENTIONS
PUBLIC RELATIONS
30.3%
592
IMPRESSIONS
AD VALUE
3,395,253,615 $2,339,197 Source: Critical Mention / BurrellesLuce
TOTAL REVENUE GENERATED BY HiltonHeadIsland.org
$53,091,228
Compared to July-Sept 2019: $12,871,683 Timeframe July - September 2020 3
Q2 2020-2021 HEALTH CHECK OCTOBER - DECEMBER 2020
WEBSITE VISITS
VISITS
DIRECT TRAFFIC
PARTNER REFERRALS
513.6K
43.7K
170.7K
0.64%
-32%
78%
Source: VERB Interactive (YOY Comparison)
SESSIONS
SOCIAL ENGAGEMENT
60.8K
62.13%
FACEBOOK ENGAGEMENT
REFERRALS
7.2K
332.4K
17.85%
17.7%
Source: VERB Interactive (YOY Comparison)
HOTELS HOME & VILLA
OCCUPANCY
ADR
REV PAR
36.8%
$196
$72
12.6%
21.0%
36.3%
Source: 2 Source Report from Destimetrics (YOY Comparison)
STORIES/ MENTIONS
PUBLIC RELATIONS
590
IMPRESSIONS
AD VALUE
1,760,900,829 $2,418,967.59 Source: Critical Mention / BurrellesLuce
TOTAL REVENUE GENERATED BY HiltonHeadIsland.org
$25,889,903
Compared to Oct-Dec 2019: $13,815,882 Timeframe October - December 2020 4
Q1 & Q2 2020-2021 Initiatives MEDIA PARTNERSHIP
Media partnership timeline that shows current placement for fiscal year 2020-2021.
October 1, 2020 - December 31, 2020 (Full campaign runs through March 31, 2021)
Digital
3 Pages November 2020 Reader’s Choice Awards Issue Advertorial + Brand Ad
Native article, social, crown unit, enewsletter inclusion, display ads
10M
14.2M
Print Audience
Impressions
A D V E R T I S E M E N T
19K Clicks
0.13% CTR
A D V E R T I S E M E N T
Hilton Head Island boasts more than 12 miles of
EMBRACE THE OPEN SPACES OF HILTON HEAD ISLAND
Atlantic beachfront and a seemingly endless array of spacious, sandy playgrounds for beachcombers of all ages and interests to explore. With wide-open vistas and easy access to the warm waters in every direction, it’s no wonder Hilton Head Island is recognized, year after year, as one of the top family beach destinations in the country. On the beaches and beyond, the natural beauty of Hilton Head Island is carefully tended and
It’s easy to imagine yourself on Hilton Head Island— and nearly as easy to get yourself there.
preserved. More than 60 miles of leisure pathways beckon visitors to explore the island’s bounty on foot or by bicycle. The Coastal Discovery Museum, a Smithsonian affiliate, is a fantastic place to learn
These days, if you find yourself dreaming of the ideal place to magically transport yourself, you’re in good
about Hilton Head Island’s ecological wonders,
company. A place where you can practically live in the open air, all year round. Where leisure activities
with everything from guided dolphin-watching
abound and working remotely is both possible and appealing. And where, with the right kind of planning, you can enjoy an extended multigenerational family escape. If you’ve ever been to Hilton Head Island, you know that such a place exists, and no magic is required to get you there. Easily accessible by road or air, this dreamy South Carolina barrier island has become America’s Favorite Island™ for a number of excellent reasons. Exquisite natural beauty, refined yet relaxing hospitality, and vibrant culture and cuisine are only the beginning. Be prepared to run out of vacation days before you run out of ways to enjoy this Lowcountry paradise.
excursions to mesmerizing butterfly habitats. It’s also one of the best places to access the incredible Gullah Heritage Trail Tours, where visitors can take a deep dive into the prized traditions, language, and artistry of the Gullah people—renowned for preserving more of their West African cultural heritage than any other community in the country. And then, of course, there is golf. Hilton Head Island is home to 24 world-class courses, making this a dream destination for experienced golfers and novices alike. Take your pick among courses
ocean air is the best way to work up an appetite
designed by the likes of Robert Trent Jones Sr.,
for Lowcountry coastal cuisine. There is no
Pete Dye, and Jack Nicklaus, but be warned: the
shortage of places to enjoy sustainable local fare
lush greens and picture-perfect coastal lookouts
in inviting outdoor settings—usually with a
might spoil you for anyplace else.
spectacular sunset served gratis.
Sporty types who eschew the fairways can rest
In this classic American resort destination, you’ll
assured that tennis (and its popular cousin,
find every kind of accommodation to suit your
pickleball), fishing, biking, and every manner of
needs and meet the current moment, from
boating also thrive on Hilton Head Island. How
full-service luxury resorts to elegant beachfront
could they not, when this place is simply made for
rentals. Now more than ever, America’s Favorite
outdoor living? Breathing deeply of the crisp
Island™ is poised to become yours.
H I LT O N H E A D I S L A N D . O R G
Getting There Start your journey on the right foot, even before you hit the sand. Savannah/Hilton F LY S AV. C O M
Head International Airport (SAV) welcomes nonstop flights from 25 cities on eight airlines. The hospitality begins as soon as you land, with a large spacious terminal, friendly local staff, and favorite coastal treats—and with on-site car rentals and rideshare available, you’ll be on your way to paradise in no time.
DISCOVERSOUTHCAROLINA .COM
Hilton Head Island_NOV 3.indd All Pages
MEDIA IMPACT PERFORMANCE
9/1/20 8:48 AM
7.1K
Flight Searches
508
Flight Bookings
211.5K Hotel Searches
3.7K
Hotel Bookings 5
Q1 & Q2 2020-2021 Initiatives MEDIA PARTNERSHIP CONT.
November 1, 2020 - December 31, 2020 (Full campaign runs through May 10, 2021)
6.7M
November 2020 Advertorial + Brand Ad
Digital
Video halo unit, native articles, Social, display ads
Print Audience
1.2K
Flight Searches
MEDIA IMPACT PERFORMANCE
65
Flight Bookings
47.4K Hotel Searches
539
Hotel Bookings
EASY TO GET TO, HARD TO LEAVE With gorgeous beaches and wide-open spaces, Hilton Head Island and the Savannah/Hilton Head International Airport are ready to welcome you back to a true island experience. Discover this special place for the first time or reconnect with its timeless charms. Savannah/Hilton Head International Airport (SAV)
FOR MORE TRIP IDEAS, VISIT HILTONHEADISLAND.ORG.
Inspire Your Mind and Body
Reconnect on Hilton Head Island With its dedication to preserving and protecting its natural appeal, along with its fresh ocean breezes, Hilton Head Island is a relaxing beach escape with a commitment to healthy and safe travel.
A SPARKLING GEM OF SOUTH CAROLINA’S LOWCOUNTRY, Hilton Head
Island brims with secluded spots to soak up nature, well-appointed accommodations, and fantastic local cuisine. Whether you’re planning a weekend getaway or an extended vacation, beach living is only a short flight or drive away.
Discover a Different Side Hilton Head Island offers magnificent beaches and natural beauty. With a pledge to healthy travel, the island is ready to welcome you back to complete peace of mind, starting the moment you land in the meticulously cleaned Savannah/Hilton Head International Airport (SAV). Once you arrive on island, discover hidden gems by exploring nature through the serene Sea Pines Forest Preserve or enjoy a quiet beach picnic at Fish Haul Beach Park.
Leading the way: Hilton Head Island has a safety-first plan for stress-free travel, visit ThePathForward.org to learn more.
Under live oak trees draped in Spanish moss, spread out and soak up the great outdoors. Master your swing on one or more of the 24 golf courses, including award-winning, championship courses, and stay active on hundreds of tennis courts, dogfriendly beaches, and more than 60 miles of leisure pathways. Or get out on the water with private boat charters, world-class fishing, or kayaking excursions. For a taste of art and history, delve into vibrant, centuries-old Gullah culture at Historic Mitcheville Freedom Park or discover some of the island’s many fine art galleries and live music venues. Wherever you visit, you’ll find measures in place to keep everyone safe and comfortable.
Unwind in a Pleasant Climate Year-round sunshine makes Hilton Head Island an ideal home-away-from-home for mild fall and winter temps. Unwind with sophisticated Southern hospitality and enjoy utmost privacy in spacious accommodations ranging from full-service luxury resorts to elegant beachfront rentals. Dig into a coastal culinary scene bursting with fresh seafood (fall and winter are prime oyster season) and indulge in the island spirit at local breweries and wineries crafting robust reds and crisp whites perfect for savoring dockside.
Getting There Start your journey on the right foot, even before you hit the sand. The Savannah/Hilton Head International Airport welcomes non-stop flights from 25 cities on eight airlines. The hospitality begins as soon as you land, with a large spacious terminal, friendly local staff, and favorite coastal treats—and with on-site car rentals and rideshare available, you’ll be on your way to paradise in no time.
VOTE NOW IN TRAVEL+LEISURE’S 26TH WORLD’S BEST AWARDS SURVEY SHARE YOUR FAVORITE TRAVEL EXPERIENCES. TO ENTER, SIMPLY HOVER YOUR PHONE CAMERA OVER THIS SMARTCODE OR VISIT TLWORLDSBEST.COM.
For more trip ideas, visit HiltonHeadIsland.org.
September 3, 2020 - December 31, 2020 Digital
2M
Impressions
MEDIA IMPACT PERFORMANCE 6
Display ads
1.3K Clicks
121
Flight Searches
0.07%
CTR (avg between .05 - .10%)
20
Flight Bookings
8.8K Hotel Searches
106
Hotel Bookings
Q1 & Q2 2020-2021 Initiatives MEDIA PARTNERSHIP CONT.
October 8, 2020 - December 31, 2020 (Full campaign runs through March 8, 2021)
Digital
Native article, sponsored social, display ads
1.74%
CTR (to date) (avg 1.25%)
1.57M
Guaranteed Impressions
MEDIA IMPACT PERFORMANCE
1.9K
Flight Searches
94
Flight Bookings
82.1K Hotel Searches
1K
Hotel Bookings
T H E C OA S T I S C A L L I N G E x p l o r e A m e r i c a ’s F a v o r i t e I s l a n d ®
Print 2021 Travel Guide - inside front cover
50K
Visit HiltonHeadIsland.org
Distribution Distribution included AAA travel offices, hotels, armed forces travel agencies, consumer travel shows, leisure travel agencies and visitor center. 7
Q1 & Q2 2020-2021 Initiatives MEDIA PARTNERSHIP CONT.
Digital Email feature: December 17, 2020
100K
Distribution
Phase One
Phase Two
September 7, 2020 - September 25, 2020
November 16, 2020 - December 31, 2020
Kick-off post Labor Day, promoting how to travel safely
Promotion supporting Black Friday, Cyber Monday and holiday travel
Website, social integration
Website, social integration
H A P P I LY E V E R A F T E R S B E G I N o n A m e r i c a ’s F a v o r i t e I s l a n d ®
Print 2020 Annual Planner
219K
Distribution 8
Visit HiltonHeadIsland.org
Q1 & Q2 2020-2021 Initiatives MEETINGS & GROUPS
Epro eNews
Annual awards issue December 2020
18K
September 29, 2020 EAST
Distribution
10K
Distribution
Meeting Mentor Print - September 2020
Hilton Head Island – Bluffton Chamber of Commerce/CVB Subject Line: Exclusive Hilton Head Island Meetings Group Offer Email Blast Date(s): 09/29/2020
13.8K
10K
Distribution
Distribution
BE INSPIRED ON ISLAND TIME P l a n Yo u r N ex t M e e t i n g o n A m e r i c a ’s F a v o r i t e I s l a n d ®
37.88% Open Rate
CENTRAL / MIDWEST
37.89% Open Rate
0.84% CTR
0.50% CTR
(Industry Average Open Rate: 15%) (Industry Average Click Through Rate: .2%)
Please find your post-campaign report attached. If you have any questions regarding this report please contact your Account Executive: Chaunsea Keller, Executive Vice President chaunsea.keller@eprodirect.com (561) 417-5513 (405) 233-1034 - Direct (561) 362-8823 - Fax
EproDirect would like to thank for utilizing our services for your Group and Convention E-Marketing Goals and Objectives. We look forward to the opportunity to share new group opportunities with you. Visit HiltonHeadMeetings.org
Continuing to evolve meetings and groups partnerships and additional opportunities available within these platforms to broadcast our position within this tourism sector.
Report Date: 10/8/2020
TRADESHOWS + VIRTUAL EVENTS
Brand USA Travel Week Europe October 26-29, 2020
TEAMS October 19-22, 2020 52 Appointments
WESTIN FAM November 18-19, 2020
20 Appointments 9
Q1 & Q2 2020-2021 Initiatives ARTS & CULTURAL VIDEO In partnership with the Town of Hilton Head Island Office of Cultural Affairs, we captured and produced two arts and culture videos dedicated to promoting the diverse experiences the island has to offer and inspire a traveler to visit. A targeted marketing campaign has been created and is currently running through digital channels and social media with a focus on drive markets including South Carolina, Atlanta, Charlotte and Jacksonville.
Hilton Head Island Concours d’Elegance Virtual Promotion Promoted virtual events throughout the fall as well as ran a sweepstakes for a prize package that included tickets to the 2021 Concours d’Elegance. Events promoted included Tuesday Toast to Women Series, A Man and His Car Panel: Virtual Panel Discussion, Tour Jaguar Formula E and Michelin Junior Design Challenge.
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Q1 & Q2 2020-2021 Initiatives PUBLIC RELATIONS Examples of Recent Hilton Head Island Placements OCTOBER Best Products - Need a Break From Home? These Hotels are Work-from-Home Friendly Condé Nast Traveler - The Best U.S. Islands: 2020 Readers’ Choice Awards Condé Nast Traveler - The Best Airports in the U.S.: 2020 Readers’ Choice Awards Wall Street Journal - Vacation Home Demand Soars During the Covid-19 Pandemic
NOVEMBER Savannah Business Journal - Nov. 23 - Southwest Airlines Announces Five New Routes to Savannah/Hilton Head International USA Today - Southwest Airlines adding three more destinations in 2021, including Savannah
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Q1 & Q2 2020-2021 Initiatives PUBLIC RELATIONS DECEMBER People - 25 Years of HGTV Dream Home! See Every House the Network Built (and Gave Away) from 1997 to 2021 The Points Guy - 6 of the best destinations to visit in December CNBC - Easy and elegant cocktail recipes for celebrating the holidays at home Condé Nast Traveler - The 25 Best Island Beaches in the World: 2020 Readers’ Choice Awards
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LOOKING FORWARD UPCOMING INITIATIVES & EVENTS As we look to promotions and supporting events throughout the year, please share the following information and dates with your stakeholders in order to amplify our message and drive tourism to our destination.
TRAVEL + LEISURE VOTING Voting January 11th - May 10th, 2021
CLICK HERE FOR THE VOTING TOOLKIT
Hilton Head Island, Bluffton & Daufuskie Island 2021 OFFICIAL VACATION PLANNER
2021 OFFICIAL VACA T I O N P L A N N E R
CLICK HERE TO READ THE DIGITAL VACATION PLANNER If you would like copies for your location, CONTACT ZACK SHEDD ZShedd@HiltonHeadIsland.org
HILTONHEADISL AND.ORG HILTON HEAD ISLAND • BLUFFTON • DAUFUSKIE ISLAND
MARKETING PLAN UPDATES 2021 HHI Supplemental Grant
$350,000
Festival & Events, Meetings & Group, and Golf Approved by Town Council on December 15, 2020
2021-2022 Planning HHI Marketing Plan Due March 19, 2021 ATAX Presentation April 1, 2021 13
LOOKING FORWARD EVENT UPDATE
restaurant week February 20-27, 2021 HILTON HEAD ISLAND-BLUFFTON CHAMBER OF COMMERCE
February 1 - February 28, 2021
February 20 - 27, 2021
April 12 - 18, 2021
LEARN MORE
LEARN MORE
LEARN MORE
May 2021
September 16 - 19, 2021
November 5 - 7, 2021
LEARN MORE
LEARN MORE
LEARN MORE
INVESTMENT OPPORTUNITIES
WEBSITE ADVERTISING
SOCIAL & ENEWSLETTER PROMOTIONS
DIGITAL MARKETING CO-OP
CONTACT ZACK SHEDD | ZShedd@HiltonHeadIsland.org
SCPRT PASS THRU PARTNERSHIP PROGRAM
FLIGHTS FOR SITES
GROUP CLOSING FUND
THINKHILTONHEADISLAND.ORG THINKBLUFFTON.ORG
CONTACT ARIANA PERNICE | APernice@HiltonHeadIsland.org 14
MEET YOUR TEAM Executive
Communications
Visitor & Convention Bureau
President & CEO bmiles@hiltonheadisland.org
Vice President, Communications cclark@hiltonheadisland.org
Vice President, Visitor & Convention Bureau apernice@hiltonheadisland.org
Bill Miles
Connie Killmar
Assistant to the President ckillmar@hiltonheadisland.org
Charlie Clark
Ariana Pernice
Hallie Martin
Kayla Boyter
Lilly Strickland
Kim Nelson
Communications Manager hmartin@hiltonheadisland.org
Visual Content Manager lstrickland@hiltonheadisland.org
Finance & Administration Ray Deal
Controller rdeal@hiltonheadisland.org
Senior Marketing Manager kboyter@hiltonheadisland.org
Sales Manager knelson@hiltonheadisland.org
Zack Shedd
Multimedia Sales Manager zshedd@hiltonheadisland.org
Alyssa Whitehouse
Creative Manager awhitehouse@hiltonheadisland.org
Kelly McCallister
Assistant Controller kmccallister@hiltonheadisland.org
Information Specialist
Cristian Slaton
Research & Digital Marketing Coordinator cslaton@hiltonheadisland.org
Kathy Winings
Information Specialist kwinings@hiltonheadisland.org
Laura Higgins
Information Specialist lhiggins@hiltonheadisland.org
HILTONHEADISLAND.ORG
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