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

  1. New aligned creative prepared with post-research undertaken which showed 30% increase in visitor inquiries after year one
  2. Brand promises developed for Island and related mainland/island communities
  3. 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


Susan Thomas, CDME
Chief Marketing Officer
Visit Huntington Beach

Formerly Vice President
Hilton Head Island Visitors &
Convention Bureau