We're excited about this new direction for the Hammock Coast and how in so few words it perfectly sums up a Georgetown County vacation.
Georgetown, SC (PRWEB) January 22, 2015
The Georgetown County Tourism Management Commission has unveiled the latest evolution of the Hammock Coast’s National Ad Campaign – 'Best. Vacation. Ever' - with relaxing beach, exceptional seafood and award winning golf playing a starring role in the new creative.
Announced at the January TMC monthly cohort, the new creative campaign does not suggest, but rather stakes claim, to the statement that Georgetown County is the “Best. Vacation. Ever.”
Tourism Marketing Director Lauren Joseph said the roll-out of the campaign would begin immediately, starting with travel directory size ads in Southern Living and regional billboards in partnership with the South Carolina Department of Tourism.
The concept, created by local advertising agency C.A.S.E. Solutions, was unanimously approved by all members of the Tourism Management Commission. "We're excited about this new direction for the Hammock Coast and how in so few words it perfectly sums up a Georgetown County vacation. We were seeking a creative concept that would really allow us to focus on all of the extraordinary things that we have to offer our vacationers and we felt like this message really nailed it” said Joseph.
Short and sweet is the strategy behind the brand campaign. Based on the idea that consumers are inundated with advertising and travel options, rather than add to the clutter the Hammock Coast implies a more direct, matter of fact approach. There’s no need to continue researching other potential destinations because, very simply put, the Hammock Coast is the place where you and your family will have the Best Vacation Ever. Used along with vibrant experiential travel photos, the creative is designed to complement the medium where ads are placed. By using variations of the “Best Ever” headline The Hammock Coast will be able to drive year-round visitation by changing up the creative in ways that imply The Hammock Coast has the: Best. Golf. Ever, and the Best. Oysters. Ever."
Another appealing aspect of the campaign is the youthful tone of the headline. The Hammock Coast is a multi-generational travel destination and anytime an advertising campaign can break through age barriers it has the ability to make a connection with the traveler. “Engaging with our visitors during the planning process will inspire them to make The Hammock Coast their next trip as they seek out the “Best. Vacation. Ever.” concluded Joseph.