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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?