Beach with the Best || Visit Myrtle Beach

GOALS

The “Beach With The Best” campaign launched during the summer of 2022 with the goal of showing everyday people doing fun and somewhat amazing things when they visit Myrtle Beach.

We know that travelers often visit the beaches they are most familiar with, sometimes out of habit. We want them to realize that Myrtle Beach should be their beach. We wanted to show people that Myrtle Beach is “The Beach” with more beach, more fun and a welcoming, laid-back attitude that gives travelers the chance to let go and be themselves in a place that does the same.

The ultimate goal of the campaign is to inspire visitation to the Myrtle Beach area and drive consumers to book hotels and vacation rentals as well as visit attractions and restaurants in Myrtle Beach. Visitation drives tax revenues for the city from the tourism dollars that are flowing through local businesses.

This campaign is a fun and engaging way to show how “the best beachers are beaching their best selves at ‘The Beach’ in Myrtle Beach, SC.”

RESULTS

This campaign’s digital media program generated over 467 million impressions and nearly 3.6 million clicks for a CTR of .77%. The fully integrated campaign included placements with media and content partners including Sojern, Tripadvisor, Expedia, TravelZoo, TravelDesk, Verizon, USA Today, MobileFuse, Zeta, Matador, TinyBeans, Tastemade, Triplelift, Paradise, Slate, Sightly, Slate, Google and Bing. We were able to measure over 42 million engagements with over 344,000 total referrals based on these buys.

The linear TV and CTV component of the media buy resulted in an additional 43.4 million impressions as a part of this campaign. We utilized partners such as Samsung, LG, TravelDesk CTV and TrueX in addition to network and cable TV stations.

Social media programs ran across Twitter, TikTok, Pinterest and Facebook. These placements generated over 122 million impressions at a very efficient CPM of $3.81. Nearly half-a-million clicks were generated as well as nearly 1 million video completions. In total, social media drove over 2.5 million engagements at a cost of only 18 cents each.

BUDGET

The summer media budget for Visit Myrtle Beach was $6.3 million. Final reconciliation of the media expenses is underway. Based on the initial success of the campaign, Visit Myrtle Beach was willing to add an incremental $300,000 in linear TV to the buy to amplify the reach during July and August.

By utilizing Arrivalist data, for the summer program, we were able to see our paid media efforts drove an arrival lift of 186% of exposed versus unexposed visitors, resulting in exposed visitors being nearly two times more likely to arrive in-destination based on viewing the “Beach With The Best” campaign.