Myrtle Beach

Emily A.

Jessica C.

Anna H.

Jessica N.

Krista N.

+PROBLEM

n From 2007 to 2009, Myrtle Beach has seen a 9% in tourism over the winter months.

+OBJECTIVE

n To increase tourism in Myrtle Beach by 3% from October to March for the 2012-2013 season.

+MEASURING SUCCESS

n Examine increased winter resident revenue:

1.  Lodging

2.  Transportation

3.  Shopping

4.  Food

5.  Entertainment

+WHO WERE TARGETING…

n Snowbirds: n “A person who migrates from northern

to southern states when the mercury in the thermometer drops.”

+SNOWBIRDS

n  Retired person

n  Age 55+

n  Income of $60,000+

n  Relaxed and leisurely lifestyle

+WE’RE NOT TARGETING:

+ WE’RE TARGETING:

+ WE’RE TARGETING:

+ WE’RE TARGETING:

+ WE’RE TARGETING:

+WHY SNOWBIRDS?

n 18% of adults in the US are retired

n 30% of retired adults have cash, stocks and CD's valued at more than $100,000, the highest figure ever reported (MediaAudit)

+SNOWBIRD TOTAL WINTER SPENDING n Household spending is between $1,500 to $4,000

per month. ((Franklin & Raadschelders, 2007)

n In competitors markets, snowbirds have contributed: n  “$1 billion dollars in Arizona… n $992 million in direct spending in Texas,” n  (Texas department of Economic Development

& Tourism)

+Snowbird Daily Spending

Lodging & Transportation

47%

Shopping 20%

Food 19%

Entertainment 9%

Other 5%

+COMPETITIORS:

n Florida

n Texas

n Arizona

n California

+WHAT SNOWBIRDS THINK

+WHAT WE WANT SNOWBIRDS TO THINK

+COMPELLING IDEAS

ADVENTURE

COMMUNITY

LIFESTYLE

+ TONE

Be Educational. Be Genuine. Be Fun. 

+UNIFYING IDEA

Rather than being stuck inside during the winter, enjoy outdoor activities with people who you’ll stay close with once you leave.

+TAGLINE

“How will you winter?”

+WHERE & WHEN WILL ADVERTISING OCCUR:

n  Annual pulsing campaign: n  Stronger from August – October and October – March.

§  We will advertise in the areas our Target Market is located:

Quebec Ontario New York Maine Illinois Ohio Minnesota

Iowa Michigan Pennsylvania Maryland DC Indiana New Jersey

+:30 TV Story Board

+:30 TV Story Board

+:30 TV Story Board

+:30 TV Story Board

+Winter Clothes for Golf Clubs Radio Spot

+Bragging Rights Radio Spot

+

+ Sit back and relax. Or join the action.

How will you winter?

Discover more ways to winter at www.visitmyrtlebeach.com

+

How will you winter?

Discover more ways to winter at www.visitmyrtlebeach.com

The view is much better from up here.

+Guerilla Marketing Example

+Guerilla Marketing

+Guerilla Marketing

+Web Page

!

WINTER MEETINGS, CONVENTIONS & SPORTS MEDIA ABOUT US CONTACT US

WINTER WITH OUR COMMUNITY WINTER WITH OUR ATTRACTIONS WINTER WITH OUR HISTORY

WINTER

Rentals Beaches Golf Shopping Dining Attractions Historic Sites Community

+

n How Will You Winter?