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
October 24, 2025
When we talk about AI, most marketers picture disruption: new tools, shifting platforms, and a future that feels like it’s moving faster than we can plan for. But the truth is simpler and scarier. AI won’t replace marketers. Apathy will. And the difference between those who thrive in the AI era and those who fade into the algorithmic background comes down [...]
October 22, 2025
If it seems like the whole world is talking only about AI, you’re not imagining it. In fact, in the past 10 days, we’ve written five blogs about AI. But there’s another marketing tool that’s just as powerful and much older, branding. Branding is the other side of the AI coin. While AI transforms how we create and measure, branding is [...]
October 22, 2025
TikTok has become the world’s digital departure lounge a place where curiosity turns into booked trips. Now, the platform is making it even easier for travel brands and DMOs to reach high-intent travelers through its newest innovation: Travel Ads powered by Smart+. The new solution launched at the end of September lets advertisers automatically promote destinations, hotels, and experiences at scale, [...]
Ad Choices