Client Spotlight Series: Greater Beaufort – Port Royal Convention and Visitors Bureau

It’s no secret that COVID-19 brought numerous challenges to the travel & tourism industry. With no one traveling and attractions being forced to close, travel destinations were faced with the difficult decision to either to either pivot their strategy or halt marketing spend all together.

Our client Greater Beaufort – Port Royal Convention and Visitors Bureau shares their plan of action once the pandemic began.

Phase 1: Stop, Listen, Proceed with Caution

As soon as the pandemic took hold, Greater Beaufort-Port Royal CVB’s immediate response was to revert to a hyperlocal campaign.

“Our goal was to work with stakeholders providing them with up-to-date information but also working with them on how we may be able to start facilitating guest experiences in the interim, said President and CEO Robb Wells. “We paused digital and moved social campaigns to a ‘dream now, return later’ model.”

Switching to a localized approach inevitably shifted Greater Beaufort-Port Royal CVB’s role as a DMO as they began to provide local stakeholders with up-to-date information from local government.

Wells reports a successful COVID-19 recovery strategy as far as getting some brand lift to a destination that had been silent for basically 2 1/2 months.

“The response has been better than anticipated,” said Wells. “We’ve seen our numbers increase from a revenue standpoint, and while we’re not 100% back, we are striving all so close.”

Phase 2: Beginning Again

When this phase begins, we advise keeping imagery and promotions centered on wide-open spaces, outdoor and spacious attractions where people can feel safe and not crowded.

As their destination began to reopen, Greater Beaufort-Port Royal CVB decided to put all their advertising dollars in digital, focusing on showing people what makes Beaufort Port Royal and the sea islands so beautiful. They aimed to appeal to why the vast natural beauty is a great escape for those who are cooped up in their houses.

 

About Robb Wells:

Before becoming the President and CEO of Greater Beaufort-Port Royal CVB, Wells served as Vice President of the Tourism Division at the Beaufort Regional Chamber of Commerce, Senior Director of Marketing at Knoxville Tourism & Sports Corporation, as well as Executive Director of Duplin County Tourism.

Advance Travel & Tourism is helping tourism marketers find success in a time of maximum uncertainty and change.  Everything we do is tailored to meet the needs of our individual clients – from DMO’s to attractions to hotels and casinos.  We’re helping our clients find marketing success in an environment that’s shifting every day, and we’d like to work with you too. Drop us a line, shoot us text or send us an email and let’s dive in together to find strategies that make sense for you.

Learn more about how we can help you adapt to the evolving marketing landscape and ramp up your efforts.

Share This Story, Choose Your Platform!

  • March 11, 2025

    The 2025 Sprout Social Index

    Social media isn't just another channel for travel marketers—it’s the center of modern culture, a place where travelers discover their next adventure, make purchasing decisions, and even seek customer support. The 2025 Sprout Social Index™ reveals valuable insights about what consumers really want from brands on social media, offering travel marketers a clear roadmap for staying relevant and impactful. Social is the [...]

    5 min readBy Published On: March 11th, 2025
  • February 24, 2025

    Standing Out in a Crowded Space

    In a recent episode of Field Notes, host Eric sat down with Kyle Stichtenoth, Senior Director of Digital Sales and Strategy at Advanced Travel and Tourism, to explore the evolving landscape of travel marketing. With 15 years of industry experience, Stichtenoth offered valuable insights into how destinations can adapt to changing traveler behaviors and emerging technologies. The conversation kicked off with [...]

    3 min readBy Published On: February 24th, 2025
  • February 20, 2025

    A Beginner’s Guide to the AI Galaxy

    Following our podcast conversation with Mike Yates, let's explore some essential AI tools, particularly for those new to the technology. Before diving into specific tools, let's understand how to effectively communicate with AI through prompts – the instructions, questions, or statements we give to AI systems. OpenAI's president Greg Brockman outlines a four-step framework for creating effective prompts: 1. Define your goal [...]

    3 min readBy Published On: February 20th, 2025

Contact us today to discuss your new travel marketing strategy.

Go to Top