VisitMyrtleBeach_NTTW_UpdateandCelebration 2021

National Travel & Tourism Week

COMMUNITY LAUNCH OF VISIT MYRTLE BEACH BRAND

NATIONAL TOURISM

IMPACT PRIOR TO PANDEMIC

107 $2.6 17 $51

Straight Months of Growth

Generated Supported

Delivered

Trillion in Economic Output

Million American Jobs Billion Trade Surplus to the U.S.

The Beach IS RESILIENT

$11.4 $842

B I L L I O N

M I L L I O N

in Gross Sales, down 7%

in Lodging Gross Sales

$1.29

INTRODUCED

B I L L I O N

Restaurant Gross Sales

MILLIONS

New Travelers to Tourism Partners

•Visit Myrtle Beach Brand Roll Out

2021-2022

Strategic Priorities

•Lead Destination Recovery & Growth •Execute & Evolve Tourism Partner Programs •Expand Market Wide Data & Analytics •Enhance Services & Engagement

Tourism Builds Community

COMMUNITY LAUNCH OF VISIT MYRTLE BEACH BRAND

l

os

BUILT FOR

H pita ity

ss

MODERN Cla ic

Achievements

2020 GROSS ANNUAL Sales

FOR HORRY COUNTY SPECIFIC TOURISM INDUSTRY SECTORS

$842M

LODGING

$985M

SUPERMARKETS

$1.29B

$3.04B

RETAIL STORES

RESTAURANTS

$150.5M

$543.9M

AMUSEMENTS

GAS STATIONS

$33.6M

GOLF/ COUNTRY CLUB

Source: SC Department of Revenue

20.6M

ANNUAL VISITOR VOLUME IN 2019

G E N E R AT E D

R E S U LT I N G I N

37% > $4B

FIRST TIME VISITATION IN 2019

IN EXPENDITURES IN 2019

G E N E R AT E D

2.2B

EARNED MEDIA IMPRESSIONS VALUED AT $139 MILLION IN 2020

C R E AT E D

$244 REVENUE PER MARKETING DOLLAR INVESTED IN 2019

#1

AMONG COMP SET IN 2019 AND 2020 GOOGLE SEARCH DEMAND

Marketing The Beach

A LOOK BACK

HEALTHY TRAVEL Information

READY

SET

GO

ROBUST YEAR-ROUND Marketing

RESPONSIBLE TRAVEL

to The Beach

The Beach

LED RECOVERY

The Beach

LED RECOVERY

MYRTLE BEACH INTERNATIONAL AIRPORT

Air Service

1,500,000

ANNUAL DEPLANEMENTS 2012-2020 1,200,000

900,000

600,000

300,000

0

2016

2015

2014

2013

2012

2017

2018

2019

2020

MYR'S RECORD-BREAKING

Growth in 2021

ALMOST

1.2 MILLION

1 MILLION

PASSENGERS

PASSENGERS EXPECTED

IN NEXT 3 MONTHS

IN ALL OF 2019

VERSUS

MORE THAN 50 NON-STOP MARKETS

THE STATE OF

The Industry

What's the current situation?

TRAVELERS SENTIMENT INDEX

EVERYONE IS TALKING ABOUT

Summer Travel

MARKETING

Objective

Position Myrtle Beach as a year round destination of 60 miles of “beach plus” among a high value traveler influencing measurable overnight visitation from our core audience segments to the 14 communities that make up Myrtle Beach.

MARKETING

Strategy Datasets

AUDIENCE Strategy

FULL-FUNNEL

Approach

Branding The Beach

DESTINATION BRAND STRATEGY

100+ 562

MYRTLE BEACH STAKEHOLDERS

MYRTLE BEACH RESIDENTS

1200 2042 TRAVELERS INTERESTED IN MYRTLE BEACH

PAST & PROSPECTIVE VISITORS

Key Insight #1: Myrtle Beach is exactly what it's always been. And dominates that space.

Key Insight #2: Your Myrtle Beach isn't

necessarily their Myrtle Beach.

#4: But there's permission to

become so much more.

#3: Our connection is

practical, not emotional.

Key Insight

Key Insight

Opportunity #1: Expand the Myrtle Beach experience to include the entire Grand Strand.

Opportunity #2: Tap into our residents' love

and passion for Myrtle Beach.

#4: Give people permission to

connect with Myrtle Beach.

#3: Make it emotional.

Opportunity

Opportunity

Launching The Beach Brand

LOCAL CAMPAIGN

VISITOR CAMPAIGN DIRECTION

Get on the same wave at

We work hard and play harder. Plan your meeting in a place where everyone is welcome and there's endless fun to be had outside of your event. Top-notch facilities, world-class golf courses and 60 miles of beach are ready. Your meeting belongs at The Beach.

MyrtleBeachMeetings.com

We make it count at VisitMyrtleBeach.com/Groups

HOW YOU CAN GET Involved

View the Brand Style Guide

THANKFUL FOR OUR COMMUNITY AT The Beach