Visit Myrtle Beach is driving economic recovery along the Grand Strand with a new brand and marketing campaign. The refreshed brand, The Beach, and corresponding marketing campaign, “You Belong At The Beach,” are designed to drive safe and responsible travel with new and repeat visitors along the destination’s 60 miles of pristine Atlantic coastline as well as instill a greater sense of community pride among residents.
The Beach brand positioning comes as Visit Myrtle Beach sought to further strengthen the destination’s highly successful marketing programs. Extensive visitor, resident and stakeholder research was conducted to inform the brand development during the past year.
In addition, thoughtful and inclusive creative executions ensured the positioning was reflective of visitor experiences and resident sentiment.
Karen Riordan, president and CEO, Visit Myrtle Beach, explained that: “While the pandemic has had a profound impact on tourism, Myrtle Beach is well positioned for a strong recovery in 2021, which makes this the right time to really leverage the new brand architecture and creative elements.”
Riordan continued: “Visit Myrtle Beach will continue to drive economic impact for the destination, and The Beach brand will reflect the welcoming, vibrant and modern classic experience that our visitors and residents are so passionate about.”
“You Belong At The Beach,” the initial marketing campaign to fully integrate The Beach brand, will showcase a multi-faceted effort with a data-led approach to targeting and optimization for key audiences. The campaign will feature paid media elements including television spots, paid search, paid social media and out of home; public relations; social media; co-branded partnerships; and more. The campaign will be supplemented by specific efforts to support non-stop air service markets as well as meetings and groups audiences.
For more, go to www.visitmyrtlebeach.com .