Marketing Update. Visit Myrtle Beach
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- Thomas Glenn
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1 Marketing Update Visit Myrtle Beach
2 2015 TOP GOALS - 12M Unique Visitors to VMB.com - 9M Partner Referrals - 1.5M First Time Vacations - $125M Earned Media
3 2015 Marketing Allocations
4 2015 Marketing Allocations Digital TV
5 2015 Core Leisure Promotion Direct Fly Market Focus Northeast Midwest Weather Boomers MultiGen Winter Deals Spring Deals CCMF Girlfriend Getaways Beach House Giveaway Late School Weddings & Honeymoons Summer Family Focus 60 More Days Valentines Easter Late Fall Deals Boomers MultiGen Camping/RV/Outdoors/Fishing/Nature Girlfriend Getaways Canada July 4th Camping/RV/Outdoors/Fishing/Nature Holiday Push Winter Deals
6 Marketing Update YTD Impact
7 VisitMyrtleBeach.com
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11 Myrtle Beach
12 Creative Update Video Advertising
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14 When Travelers watch videos - they mostly watch music videos! #1 Top 30 Most Viewed Videos on Youtube are Music Videos 71% of US Travel Searches on YouTube are for Destinations. Views of Travel Related Content +118% YoY Source: Google Travel Study, June 2014, Ipsos MediaCT
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18 TV Markets
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22 Social Media Advertising
23 Facebook Ads Building new audiences Retargeting previous visitors Custom lists subscribers Lookalike audiences list - similar behavior to subscribers Page Likes - similar behavior to those who like our page Intending travelers people whose activities indicate they re interested in traveling
24 Facebook Ads Key Demo: Moms Targeting through a variety of methods: Self-identifiers Motherhood interest Children in household
25 Facebook Ads Spirit & Allegiant Air Flight Markets Geotargeted to each flight market Over 265,000 video views Very low cost per video view
26 Facebook Video Ads Myrtle Beach Days Interest and lookalike targeting to identify those with an affinity to Myrtle Beach Over 115,000 video views on Facebook Positive feedback on the video and song Low cost per view
27 Twitter Ads New targeting options: Age TV networks, shows and genres Targeting by behavior lifestyle, CPG buying styles, demographics & more Third party data via DLX and Acxiom
28 Twitter as Customer Service Customer Service pays off: 40% of travelers have engaged/ interacted with travel brands on Twitter Only 28% have received a response from a travel brand 73% feel more positively about brands after receiving a response
29 Pinterest Ads New for Visit Myrtle Beach in 2015 Great access to a key demographic: 68% of Pinterest users are female 50% have children 49% are between the ages of 25 and 45 Very cost effective compared to other channels Over 12x increase in visitors from Pinterest YOY, engagement up 5 fold
30 Pinterest Ads Pinterest(Engagement(( 14,000" 12,000" 10,000" 8,000" 6,000" 4,000" 2,000" 0" Jun" Jul" Aug" Sep" Oct" Nov" Dec" Jan"'15" Feb"'15" Mar"'15" 350" 300" 250" 200" 150" 100" 50" 0" Avg"monthly"engaged" Avg"Daily"Repins*"
31 Google+ Ads New for Visit Myrtle Beach in million impressions Over 62,000 engagements Traffic to website up nearly 200%
32 YouTube Ads Key Demo: Moms Targeting through a variety of methods: Age and gender Interests Excluding those without children in the household
33 Public Relations Earned Media
34 Publicity - Q1 Results Generated(more(than(245$million$ impressions(with(an(adver1sing( equivalency(value(of(more(than( $63.5$million$(through(March(31)( ( Highlights(include(Toronto&Star,& Budget&Travel,(Forbes.com,(Parents,( The&Steve&Harvey&Show,(HGTV s( Beachfront&Bargain&Hunters,(and( more!&
35 Publicity - Q1 Results
36 Publicity - Q2 Efforts Press%Releases% Summer%Deals% Summer%Events:%Salt%Games,%Salute%From%The%Shore% VisitMyrtleBeach.com%300%at%Kentucky%Speedway% Fall%Events:%Loris%Bog%Off,%LiJle%River%Shrimpfest,%Aynor%Harvest%Hoe%Down% 60%More%Days%of%Summer% %Relax%and%Unwind%Fall%Campaign% Pitch%Topics% T.I.G.E.R.S.%Preserve%(select'na*onal'media'invites'only)' Unique%Animal%Encounters% Wedding/Honeymoon%DoWover% Adventure%and%Sports%Travel% Fall%Travel%% New%and%Unique%FesYvals% Food%Tourism%
37 Upcoming Marketing Efforts New Video Production Summer Push New Website
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39 Thank You!
AT&T Global Network Client for Windows Product Support Matrix January 29, 2015
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