Hilton Head Island

New, direct flights from Music City to the Savannah/Hilton Head International Airport (SAV) meant the time was ripe for The Hilton Head Island- Bluffton Visitor & Convention Bureau (HHIBVCB) to market the destination to potential visitors in Nashville.

To make an impact in Music City, we planned an exclusive, invite-only event to bring the feeling of a Lowcountry summer porch party to Nashville’s tastemakers, influencers, traditional media, and industry colleagues. The event allowed the HHIBVCB to inspire guests to visit Hilton Head Island via the new direct flight service and to make valuable connections with influencers for future content partnerships. Signature cocktails, Lowcountry boil, custom tote bags and a venue draped in spanish moss and other Hilton Head Island touches meant when our guests were transported to an entirely new experience.

The evening’s festivities were captured by a film crew and turned into a promotional video that ran across paid media channels, targeting Nashville residents.

Our marketing objectives for this campaign were to:

• Increase awareness of the destination in a new direct flight market and build an audience for Hilton Head Island in the Nashville market.

• Gather and distribute authentic testimonials from influencers who had previously visited the destination and/or had a strong affinity to do so.

• Drive qualified referrals to the hiltonheadisland.org website during the campaign term.

• Generate a high-value, social-friendly asset to encourage and increase engagement across all channels.

• Make meaningful, personal connections with Nashville’s tastemakers.

In this campaign we targeted Nashville, TN residents, aged 18+, who are classified as travel buffs, luxury travelers and shoppers, as well as those interested in air travel and beach vacations.