MYRTLE BEACH — Visit Myrtle Beach is hoping to drive economic recovery along the Grand Strand with a new brand and marketing campaign that appeals to new and repeat visitors.
The refreshed brand, The Beach, comes on the heels of extensive visitor, resident and stakeholder research during the past year. Visitor experiences and resident sentiment were taken into account when strategizing creative executions.
“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,” said Karen Riordan, president and CEO, Visit Myrtle Beach. ‘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 marketing campaign to fully integrate The Beach brand, will feature 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 nonstop air service markets as well as meetings and groups markets.
“We are exceptionally thankful for the many community partners who worked tirelessly to support the Myrtle Beach visitor experience and made the many adjustments needed, such as new safety protocols, during the past year,” said Stuart Butler, chief marketing officer, Visit Myrtle Beach. “Tourism is the economic lifeblood of Myrtle Beach, providing US$7 billion in economic impact throughout our 14 communities in the Grand Strand. The Beach branding will ensure we continue to invest in increasing our tourism market share and leverage our competitive advantage for years to come.”
The previous branding for Visit Myrtle Beach was used for more than 10 years and supported significant industry growth for the region.
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