January 6, 2007

The Pitch

The Hilton Head Chamber of Commerce paid California-based Believable Brands 60 Large for insights into the Hilton Head brand. That’s right, Hilton Head is more than a home to 30,000 beachcombers and a great place to visit for millions–it’s also a brand that needs promoting.

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The Island Packet, a McClatchy newspaper, reveals the strategic communications guidelines established by Believable Brands.

The island “renews and enriches a visitor’s body and spirit through a sophisticated, relaxing and aesthetically beautiful and lush South Carolina seaside resort environment,” the brand statements say. And Bluffton is a “historic creative community located on the May River that is a tapestry of eclectic arts and eco-adventure.”

These insights were then delivered to Smith Advertising and Associates, a North Carolina firm that specializes in tourism marketing. Some of Smith’s creative is shown above.

According to Hilton Head Island MLS, the chamber receives about $1 million a year for tourism marketing from Hilton Head’s share of the state tax on overnight lodging. This year the chamber received an extra $450,000 for the brand study and the subsequent marketing campaign.

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Advertising, Lowcountry