Destination Marketing Organization FY22 - Q2 Update

HILTON HEAD ISLAND VISITOR & CONVENTION BUREAU

Destination Marketing Organization FY22 – Q2 Update

The Hilton Head Island Visitor & Convention Bureau is the leader in promoting tourism within Southern Beaufort County.

The Hilton Head Island-Bluffton Chamber of Commerce/ Visitor & Convention Bureau staff, along with the Hilton Head Island Marketing Council, utilizes national economic and tourism trends, consumer research, prior program performance, demographic considerations as well as the needs of our travel patterns to strategize both short and long-term goals to achieve destination marketing success.

What Drives Us? Vision A welcoming, world-class community embracing nature, culture and economic vibrancy for residents and visitors.

Mission Stimulate the regional economy while enhancing quality of life for all.

Values The Hilton Head Island-Bluffton Chamber of Commerce is a professional, results-driven and innovative organization for our partners and our community by being: • Ethical • Accountable • Pragmatic • Visionary • Compassionate

If you build a place where people want to visit, you’ll build a place where people want to live.

If you build a place where business needs to be, you’ll build a place where people have to visit.

The Destination Management Cycle

Strategically facilitated by DestinationNEXT

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#LowcountryLife

If you build a place where people want to live, you’ll build a place where people want to work.

If you build a place where people want to work, you’ll build a place where business needs to be.

Community Alignment

Local Community Support

Organization Governance Model

Partnership Strength

Industry Support

Regional Cooperation

Workforce

Hospitality Culture

Policy & Regulatory Environment

Tourism Economic Development

Funding Support & Certainty

Source: DestinationNext “Futures Study 2019”

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FY22 – Q2 Health Check October 1 - December 31, 2021 AUDIENCE

PARTNER REFERRALS

606,563

486,599

300,004

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4

4

Website Visits

VISITS

+18.1%

+60.26%

+19.66%

REFERRALS

43,693

313,072

9,917

-28.2%*

+3.80%

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TOTAL AUDIENCE

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Social Engagement

SESSIONS

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Source: Google Analytics / VERB Interactive (YOY Comparison)

+34.83%

*Blog views contribute to 50% of this decline. Last year our blogs were viewed 6000 more times than this year. Links going to Daufuskie were also up significantly in 2020. Moving forward we will ensure more CTAs to both of these landing pages.

Source: Sprout Social / VERB Interactive (YOY Comparison)

ADR

REVPAR

43.3%

$221

$96

18.5%

10.8%

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4

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Hotels/ Home & Villa

OCCUPANCY

31.3%

Source: 2 Source Report from Inntopia DestiMetrics and STR (YOY Comparison)

Public Relations

STORIES/MENTIONS

IMPRESSIONS

AD VALUE

358

2,605,001,463

$1,800,243

Source: Critical Mention / BurrellesLuce / Weber Shandwick

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FY22 – Q2 Event Marketing Crescendo

October 26 - November 13, 2021

Website Visits

SESSIONS

PARTNER REFERRALS

7,693

921

Source: Google Analytics / VERB Interactive (No YOY comparison due to cancelation of event.)

Social Engagement

SESSIONS

PARTNER REFERRALS

4,973

99

Source: Sprout Social / VERB Interactive (No YOY comparison due to cancelation of event.)

Concours d’Elegance & Motoring Festival November 5 - 7, 2021

Website Visits

SESSIONS

PARTNER REFERRALS

2,488

258

Source: Google Analytics / VERB Interactive (No YOY comparison due to cancelation of event)

Social Engagement

SESSIONS

PARTNER REFERRALS

711

197

Source: Sprout Social / VERB Iinteractive (No YOY comparison due to cancelation of event)

*Performance numbers are based on partnership agreements and allocation of resources to drive traffic to the destination.

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FY22 – Q2 Accolades

“ I T H I N K YO U ’ R E O N M U T E ”

Book a Meeting. Invest in New Ideas.

Plan your meeting on America’s Favorite Island ® 32.1386, -80.8109

H I LT O N H E A D I S L A N D.O R G

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FY22 – Q2 Paid Media Partnerships It is no secret that the popularity of Hilton Head Island as a destination continues to increase.

Media partnerships build brand awareness and allow the destination to cut through the ever increasing noise within the global travel sector and establish Hilton Head Island top of mind for a traveler’s consideration. By utilizing these platforms and endorsements to further amplify our voice, we are able to tell our brand story and leverage our overall marketing to help differentiate the destination from the competitive set and drive awareness and visitation to Hilton Head Island.

Below are our media buys for fiscal year 2022 and include a variation of print and digital efforts.

Media Placements 2021-2022 JUL

AUG

SEPT

OCT

NOV

DEC

JAN

FEB

MAR

APR

MAY

JUN

PRINT AND DIGITAL PRINT

DIGITAL

PRINT

PRINT AND DIGITAL

DIGITAL

DIGITAL

PRINT AND DIGITAL DIGITAL

DIGITAL

DIGITAL DIGITAL

DIGITAL

DIGITAL - LET’S MEET THERE

PRINT PRINT

PRINT

PRINT AND DIGITAL

Destination Social and Google Display ads (Always On)

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FY22 – Q2 Paid Media Partnerships

TA K E A M O M E N T T O

take it all in

Find Your Way to America’s Favorite Island.

32.1386, -80.8109

HiltonHeadIsland.org

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#LowcountryLife

FY22 – Q2 Paid Media Partnerships Walking Around In Hilton Head Island Lowcountry Stories: Meet the People Who Make Hilton Head Island Unforgettable Kumbaya: Discover the Rich Gullah Culture in Hilton Head Island Talking Change at Condé Nast Traveler’s Points of View Summit

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FY22 – Q2 Paid Media Partnerships Campaign Results • 1.6M Card Members Reached • 38.8% Open Rate on Newsletter • 993 Clicks on Hilton Head Island Ad

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FY22 – Q2 Paid Media Partnerships A Culinary Tour of Hilton Head Island

Exploring Hilton Head Island’s Diverse Culinary Flavors Brad Goes Crabbing & Shrimping For A Low Country Boil | It’s Alive | Bon Appétit

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FY22 – Q2 Meetings & Groups Continuing to evolve meetings and groups partnerships and additional opportunities available within these platforms to broadcast our position within this tourism sector. Exploring new opportunities for additional leads and conversions specific to meetings and groups.

Tradeshows + Virtual Events Travel South International Showcase: November 30 - Dec 3, 2021 Travel South USA is the official regional destination marketing organization for the southern United States.

Society for Incentive Travel Excellence (SITE) Southeast Chapter Educational Summit: December 12 -14, 2021 The only global organization dedicated to strengthening and supporting the incentive travel industry.

Meet your new Meetings & Groups Sales Team

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Seth Richardson

Robin Bridgers

Director of Sales and Partnership Management

Group Sales Coordinator

HiltonHeadIsland.org

#LowcountryLife

FY22 – Q2 Public Relations (Earned Media) October Placement & Metrics Family Vacationist (UVPM: N/A) 7 Incredible Golf Courses in the USA Worth Building a Whole Vacation Around

Condé Nast Traveler (UVPM: 1,069,148) Top Islands: Readers’ Choice Awards 2021

Men’s Journal (UVPM: 1,306,651) Best Fall Trip Ideas to Avoid Big Crowds

Eat This, Not That (UVPM: 1,558,986) The Cheapest Eats in Every State

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FY22 – Q2 Public Relations (Earned Media) November Placement & Metrics

December Placement & Metrics

Condé Nast Traveler

The Chicago Tribune

(UVPM: 1,069,148)

(UVPM: 5,238,566)

Talking Change at Condé Nast Traveler’s

7 must-visit restaurants for superb

Points of View Summit

Southern cuisine

Condé Nast Traveler

Southern Living

(UVPM: 1,069,148)

(UVPM: 1,944,926) Live Camera Invites Viewers Into Lives of Nesting Bald Eagle Couple

11 Hilton Head Vacation Rentals to Book for Your Next Stay

Food & Wine

on Hilton Head Island

(UVPM: 2,409,245)

Travel Awaits

A Culinary Tour of Hilton Head Island

(UVPM: 60, 653) 40+ Amazing Travel Deals You Can

Travel + Leisure

Grab This Weekend

(UVPM: 2,005,222) 5 Best Family-friendly Hotels on Hilton Head Island

The Manual (UVPM: 496,066) How to Make an Eggnog and Mix into 6 Cocktail Recipes

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Voting open until Feb 28th VOTE NOW

FY22 – Q3 Voting & Upcoming Events

February 1 - 28, 2022

February 21 - 27, 2022

LEARN MORE

LEARN MORE

February 28 - March 2, 2022

March 19, 2022

LEARN MORE

LEARN MORE

March 7 – 14, 2022

March 20 – 26, 2022

LEARN MORE

LEARN MORE

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Advertising Opportunities Website Advertising, Co-op, Social & e-Newsletter Promotion

CONTACT ZACK SHEDD

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HiltonHeadIsland.org

#LowcountryLife

| zshedd@hiltonheadisland.org

Meet Your Team Executive

Visitor & Convention Bureau

BILL M ILES President & CEO bmiles@hiltonheadisland.org

ARIANA PERNICE Vice President, Visitor & Convention Bureau apernice@hiltonheadisland.org

CONNIE KILLMAR Assistant to the President ckillmar@hiltonheadisland.org

KAYLA BOYTER Director of Marketing kboyter@hiltonheadisland.org

Communications

SETH RICHARDSON Director of Sales & Partnership Management

CHARLIE CLARK Vice President, Communications cclark@hiltonheadisland.org

srichardson@hiltonheadisland.org ZACK SHEDD Multimedia Sales Manager zshedd@hiltonheadisland.org

HALLIE MARTIN Communications Manager hmartin@hiltonheadisland.org

ROBIN BRIDGERS Group Sales Coordinator rbridgers@hiltonheadisland.org

LILLY STRICKLAND Visual Content Manager lstrickland@hiltonheadisland.org

CRISTIAN SLATON Research & Digital Marketing Coordinator cslaton@hiltonheadisland.org

M EGAN GOHEEN Visual Content Coordinator mgoheen@hiltonheadisland.org

Information Specialist

Finance & Administration RAY DEAL Controller rdeal@hiltonheadisland.org

KATHY WININGS Information Specialist kwinings@hiltonheadisland.org LAURA HIGGINS Information Specialist lhiggins@hiltonheadisland.org

KELLY MCCALLISTER Assistant Controller kmccallister@hiltonheadisland.org

LINDA LANIER Information Specialist llanier@hiltonheadisland.org

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