Hilton Head Island Visitors & Convention Bureau
2006-2008 Destination/Community Brand Development Success Case Study
Branding Approach
- In-depth destination/tourism and chamber of commerce branding understanding and education with
CVB/Chamber staff and key community/visitor industry partners - Three brand leadership forums convened
- Four online surveys completed (leisure and golf visitor, and group tour and meeting planner)
Branding Successful Outcomes
- New aligned creative prepared with post-research undertaken which showed 30% increase in visitor inquiries after year one
- Brand promises developed for Island and related mainland/island communities
- Brand blueprint report prepared including some six action plan strategies
Additional Advisory Work
- Chamber Board of Directors strategic planning and report
- CVB strategic destination planning and report
- Additional branding reports for Bluffton and Hardeeville, SC)
- Sea Pines Country Club business and promotional planning report
Lessons Learned
- Priority brand initiatives identified
- Key mutually supporting relationship between brand research findings/new recommendations and
creative advertising agency
Contact
Susan Thomas, CDME
Chief Marketing Officer
Visit Huntington Beach
Formerly Vice President
Hilton Head Island Visitors &
Convention Bureau
714–969–3492
susan@surfcityusa.com