Creative Rationale & Insights: Myrtle Beach, SC Overview From 2007 to 2009, Myrtle Beach tourism decreased by 9% over the winter months. We are looking to increase winter visitors in Myrtle Beach by 3% from October to March in 2012-2013. We will determine this increase in tourism by examining increased winter resident revenue in lodging, transportation, shopping, food and entertainment. Rationale To achieve this increase, we plan to target adults ages 55+. We chose this age range so that we could include retirees, campers/RV owners, self employed, etc. These adults have medium to high income of $60,000+ and are typically well educated Caucasians. “The range of household spending for winter visitors is anywhere from $1,500 to $4,000 per month.” Overall, the financial impact snowbirds have had on competitors is significant. For example, “$1 billion dollars in Arizona… $992 million in direct spending in Texas,” according to the Texas department of Economic Development & Tourism. Thirty percent of retired adults have cash, stocks and CD's valued at more than $100,000, the highest figure ever reported. (MediaAudit) By targeting soon-to-be snowbirds, we can assume that there will be a similar amount of spending in the Myrtle Beach area. Winter residents spending projections are: Types of spending % of total 1. Lodging & Transportation 46.7% 2. Shopping 19.6% 3. Food 19.1% 4. Entertainment 9.4% 5. Other 5.1% Winter Resident's are spending 53.2% of their daily spending on shopping, food, entertainment and other activities. These statistics demonstrate the impact of spending Winter Resident’s can have on the Myrtle Beach area. The retiree market is a growing one. As researched by the Center for Media Research, 18% of American adults are retired. These adults, who are nearing retirement, are now one of the fastest growing demographics in the country. This horde of Boomers will keep the retirement boom going for the next few decades.

According to the following facts, found in the abstract, we felt adults 55+ were the target market with the most potential for growth: ▪ 28% of visitors to Myrtle Beach are retired, a homemaker, self-employed ▪ 23% of visitors are 55+ ▪ 22% of people stay in vacation rentals (want to increase this instead of 58% in hotels/ motels) The statistics support that the category of snowbird destinations is successful, giving our brand opportunity to grow in this prospering market. Currently Myrtle Beach is not in our target market’s top-of-mind awareness for a secondary residence in the winter months. There are numerous snowbird destinations in the United States that offer similar attributes as Myrtle Beach. Through advertisements, we will communicate the benefits Myrtle Beach offers as opposed to the attributes our competitors advertise. Insights Adults that visit Myrtle Beach find that there is plenty to do and good weather. “It’s quieter and more relaxing… My husband can golf as much as he wants, and I can shop as much as I want,” Joann and Wayne Hinman Consumers believe that Myrtle Beach is comparable to our competitive destinations yet offers an affordable aspect that the others do not. “It’s a little bit more economical, the visitors are well received, and there is a lot of things to do,” Len Greenwood Our target market is looking for a community where they can build long lasting ties from year to year. “You can find new friends and new acquaintances that can last for years,” Bea Greenwood Tone Educational We want to be educational so we can make our target market knowledgeable about the snowbird life. We want to educate our target market about Myrtle Beach so that they will consider it for a second home destination. Genuine By speaking to the target market genuinely, we will reassure they made the right decision in choosing Myrtle Beach. We aim to create an emotional

connection between the target market and the brand. This connection will differentiate us from our competitors. Fun We want to show our target market that we understand their newfound lifestyle. It’s their time to focus on themselves and the activities they enjoy. We want to spotlight the fun they will have at Myrtle Beach with all the activities our destination has to offer. Unifying Idea “Rather than being stuck inside during the winter, enjoy outdoor activities with people who you’ll stay close with once you leave.” The main focus of our campaign is to portray to our target market that Myrtle Beach has an amazing community and fun activities to keep you entertained. This unifying idea will help create the emotional connection between target market and the brand by not only emphasizing the great destination, but the people who keep you coming back. We don’t want to give our target market just another place to live or people to spend time with, but a home away from home and a family that comes with it. Tagline “How will you winter?” The target market will ultimately decide on how they will spend there winter months. With this catchy slogan, we want them to picture all the activities they can participate in at Myrtle Beach. What activities will they participate in? How are they going to make their winter? They will look forward to the winters. Explanations for Executions (TBD) ▪ :30 Television Spot; ▪ :30 and :60 Radio Spot; ▪ Three full page magazine ads; ▪ Guerilla outdoor marketing; • Website