HILTON HEAD ISLAND VISITOR & CONVENTION BUREAU
DESTINATION MARKETING ORGANIZATION Q3 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: 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
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 people want to work, you’ll build a place where business needs to be.
If you build a place where business needs to be, you’ll build a place where people have to visit.
COMMUNITY ALIGNMENT
Local Community Support
Workforce
Organization Governance Model
Partnership Strength
Industry Support
Hospitality Culture
Policy & Regulatory Environment
Funding Support & Certainty
Regional Cooperation
Tourism Economic Development
Source: DestinationNext “Futures Study 2019” 2
Q3 2020-2021 HEALTH CHECK JANUARY - MARCH 2021
WEBSITE VISITS
VISITS
DIRECT TRAFFIC
PARTNER REFERRALS
1.03M
70K
371K
58.4%
75.0%
55.0%
Source: Google Analytics / VERB Interactive (YOY Comparison)
SOCIAL ENGAGEMENT
SESSIONS
REFERRALS
FACEBOOK ENGAGEMENT
11.2%
60.0%
43.0%
106K
30K
465K
Source: Sprout Social / VERB Interactive (YOY Comparison)
HOTELS HOME & VILLA
OCCUPANCY
ADR
44.1%
$163
$72
27.0%
44.2%
13.5%
REV PAR
Source: 2 Source Report from Destimetrics (YOY Comparison)
STORIES/ MENTIONS
PUBLIC RELATIONS
1,016
IMPRESSIONS
AD VALUE
3,822,535,020 $3,899,817.43 Source: Critical Mention / BurrellesLuce / Weber Shandwick 3
Q3 2020-2021 PERFORMANCE METRICS EVENT MARKETING PERFORMANCE METRICS 25th Annual Gullah Celebration January 28 - February 28, 2021 SESSIONS
2,889
WEBSITE VISITS
PARTNER REFERRALS
1530
-87%
SESSIONS
SOCIAL ENGAGEMENT
1,833
-57%
FACEBOOK ENGAGEMENTS
1,871
2,377%
-92%
Source: Google Analytics / Sprout Social / VERB Interactive (YOY Comparison)
Foodie February February 1 - 28, 2021 PARTNER REFERRALS
SESSIONS
2,472
WEBSITE VISITS
SOCIAL ENGAGEMENT
457
-81%
FACEBOOK ENGAGEMENTS
SESSIONS
1,718
2,185%
8,151
43%
192%
Source: Google Analytics / Sprout Social / VERB Interactive (YOY Comparison)
Chamber Restaurant Week February 20-27, 2021
restaurant week February 20-27, 2021 HILTON HEAD ISLAND-BLUFFTON CHAMBER OF COMMERCE
SESSIONS
PARTNER REFERRALS
SESSIONS
FACEBOOK ENGAGEMENTS
18,037
WEBSITE VISITS SOCIAL ENGAGEMENT
2,581
79,364 2,012
There were no paid efforts for Chamber Restaurant Week in 2020. Source: Google Analytics / Sprout Social / VERB Interactive 4
Q3 2020-2021 PERFORMANCE METRICS MEDIA PARTNERSHIPS Below are our current and upcoming media buys in the market for January – June 2021. These include a variation of print with advertorial and brand ads as well as digital with video units, native articles, social posts, display ads and email assets. Several of the media buys began in Q3 of 2021 and will run through Q4 of 2021. Note that The Points Guy and Condé Nast Traveler ended March 31st and we are working with the partner for the final campaign wrap up performance numbers to report on in the next quarterly report.
Media Placements JAN
FEB
MAR
APR
MAY
JUN
Print, Social, Digital, Email (Leisure and Business) Commercial, Digital Print, Digital Native Article, Display Print, Display, Social, Enews Print
Display Across AMEX
Digital Emails, Articles, Social Print, Digital Print
Destination Social and Google Display Ads (Always On)
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Q3 2020-2021 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
March 2021
23 appointments Germany, United Kingdom, Italy, Belgium, Mexico and Canada
Q3 2020-2021 INDUSTRY UPDATES
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Voting April 1 - May 31, 2021
Voting April 6 - May 14, 2021
Recognizes top travel destinations, airports, hotels, cruises and more.
VOTE NOW
Recognizes hotels, convention centers, conference centers, airlines, cruise lines, DMO/CVBs and DMCs that consistently deliver quality service and innovation to meeting and event professionals.
VOTING TOOLKIT
VOTE NOW
Q3 2020-2021 INDUSTRY UPDATES MARKETING PLAN UPDATES FY 2022 DMO Marketing Plan FY 2022 DMO Marketing Plan approved at the Town of Hilton Head Island Town Council Meeting on May 4, 2021.
2020 DMO Metric Report 2020 DMO Metric Report approved at the Town of Hilton Head Island Finance & Administration Committee Meeting on May 4, 2021.
INVESTMENT OPPORTUNITIES
WEBSITE ADVERTISING
SOCIAL & ENEWSLETTER PROMOTIONS
DIGITAL MARKETING CO-OP
CONTACT ZACK SHEDD | ZShedd@HiltonHeadIsland.org 7
Q3 2020-2021 PUBLIC RELATIONS PUBLIC RELATIONS Examples of Recent Hilton Head Island Placements January 2021 Condé Nast Traveler UVPM: 1,069,148 The 25 Best Island Beaches in the World: 2020 Readers’ Choice Awards
Forbes UVPM: 33,734,080 Best of The Best: Tripadvisor’s Popular, Trending and Emerging Destinations For 2021
February 2021 TravelPulse UVPM: 277,465 Spring Break 2021: Travel Ideas for All Ages
Syndicated to MSN UVPM: 67,151,557 The New York Times UVPM: 43,264,806 A Different Early-Bird Special: Have Vaccine, Will Travel
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Q3 2020-2021 PUBLIC RELATIONS
March 2021 PureWow UVPM: 1,128,004 The 25 Best Beach Towns in America
Hotel Online UVPM: 24,254 HSMAI Adrian Awards Celebrate Resilience and Innovation in Travel Marketing
Hilton Head Island, Bluffton & Daufuskie Island 2021 OFFICIAL VACATION PLANNER
2021 OFFICIAL VACA T I O N P L A N N E R
DIGITAL VACATION PLANNER If you would like copies for your location, CONTACT ZACK SHEDD ZShedd@HiltonHeadIsland.org 9
HI LTO N H E A D I S L A N D.O RG H ILTO N H E A D ISLA N D • BLU F F TO N • DAU F USK IE IS L AN D
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Q3 2020-2021 LOOKING FORWARD UPCOMING EVENTS
September 16 - 19, 2021
November 5 - 7, 2021
LEARN MORE
LEARN MORE
• May 7-15, “Johnny Mercer: The Man
• June 23 – August 22, “Mama Mia” at
& His Music” at the Arts Center of Coastal Carolina
• May 28-29, Black Jacket Symphony’s
Rumours at the Arts Center of Coastal Carolina
• June 19, Juneteenth at Historic
the Arts Center of Coastal Carolina
• November 12, Lantern Eve Drive
through Event at the Historic Freedom Park
• November 13, Lantern Parade
Mitchelville Freedom Park
SCPRT DESTINATION SPECIFIC FUNDS (DSF)
FLIGHTS FOR SITES
GROUP CLOSING FUND
THINKHILTONHEADISLAND.ORG THINKBLUFFTON.ORG
CONTACT ARIANA PERNICE | APernice@HiltonHeadIsland.org
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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
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