Unveiled during National Travel and Tourism Week 2021, “The Beach” is the new brand of Visit Myrtle Beach, South Carolina, that aimed to drive tourism recovery responsibly.
According Visit Myrtle Beach, there are a lot of beaches in the world. But only one is The Beach. A place where everyone can let loose, let it ride and go with their own flow.
The Beach is a collection of 14 communities all with unique personalities, also known as the Grand Strand. Across 60 miles Atlantic coastline there are beaches, entertainment hotspots, quaint coastal communities, fishing villages and historic communities full of southern charm and culinary delights for everyone to enjoy.
As 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.
The previous branding for Visit Myrtle Beach was utilized for more than 10 years and supported significant industry growth for the region. The consumer research and brand development work was conducted in partnership with MMGY to support Visit Myrtle Beach’s long-term strategic plan.
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.
Aligns with the “The Beach” brand launch, a corresponding summer marketing campaign “You Belong At The Beach” is also launched as COVID-19 restrictions loosen across the United States. The summer camapign itself is 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 initial “You Belong At The Beach” marketing campaign is fully integrate The Beach brand, and showcase a multi-faceted effort with a data-led approach to targeting and optimization for key audiences.
The summer marketing campaign is planned to 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.