MBACVB Provides Q2 2020 Marketing Update

Staff Report

Wednesday, September 23rd, 2020

Karen Riordan, president & CEO of the Myrtle Beach Area Chamber of Commerce and Convention & Visitors Bureau (MBACVB), provided a quarterly marketing report to the Myrtle Beach City Council today. The update included a Q2 A-tax and TDF spending report, a recap of marketing objectives and tactics throughout the pandemic, and a look at the current fall marketing campaign for Visit Myrtle Beach.
“In Q2 we took a three-phased approach to marketing the destination as it became obvious that people were not comfortable traveling in the spring,” said Riordan. “We paused television advertising early and focused on a simple social campaign to ‘share some sunshine’ and keep people dreaming of their next trip to the beach. In May, we began testing messaging in regional markets and giving people reasons to book vacations once again. By mid-June research showed there was renewed interest in travel to our destination and we ramped back up to a full campaign which included television advertising.” 
In Q2, MBACVB spent $236,388 in A-tax funds and $5,731,334 in TDF funds for destination marketing. MBACVB used many marketing activities to reach potential travelers including digital, television, consumer promotions, groups, and outdoor and print advertising. All funds were spent in accordance with state law.   
MBACVB’s summer marketing strategy focused on safe recovery with a strong “Visit Responsibly” message in addition to the themes “You Belong at the Beach” and “Beach Easy.” Activities that held great appeal to summer travelers were highlighted, including road trips, outdoors, camping, golf and dining on 60 miles of wide-open beaches. Public relations efforts garnered coverage in publications such as GO World Travel Magazine, Reader’s Digest, Fodor’s Travel and  
As the summer travel season closed, MBACVB shifted to fall marketing campaigns. Research continues to show the majority of travelers feel safest in areas where they can spread out and easily maintain social distance. Incorporating the “Visit Responsibly” message, MBACVB is inviting travelers to “Escape to the Beach,” while maximizing opportunities to reach new fall travelers; those working remotely and those with children in virtual school this fall.
“The concept of an extended summer season is not new to the Grand Strand as we have used that theme in previous years,” said Riordan. “However, this year there is even greater focus on the fall travel season as there remains pent-up demand by those who missed their summer vacations. And there is greater opportunity to entice families who are working or schooling virtually and have more flexibility for fall travel than in previous years. Our 60 miles of wide-open beaches and fantastic educational opportunities provide a perfect escape for those families still looking for a fun and safe getaway.”