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.
“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.
Our Brand Anthem video shows the colors, message, sounds, and style which allude to the rolling waves, warm sand, children playing and fun atmosphere that millions of visitors travel to enjoy each year. Myrtle Beach is known for its family, down-to-earth vacation experiences, and the updated brand brings color to and strengthens this feeling.