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