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.

If you’d like to learn more about how we can help you adapt to the evolving marketing landscape and ramp up your efforts, please contact us today.

Share This Story, Choose Your Platform!

  • April 16, 2024

    The 2024 Travel Outlook Survey Results: Slicing Up the Paid Media Pie

    Reaching repeat visitors and driving the right prospects requires having multiple paths from engagement to conversion. Based on our recent findings and given all the options at their disposal — both digital and traditional — how are DMO marketers planning to allocate paid media resources in 2024?When asked about directing American Rescue Plan Act (ARPA) funds toward marketing efforts, a significant number [...]

    2 min readBy Published On: April 16th, 2024
  • April 16, 2024

    The 2024 Travel Outlook Survey Results: Appealing to the Traveler’s Niche Interest

    “Local gastronomy, nature, wellness and rural tourism experiences will take centre stage in travel in 2024.” […]

    2 min readBy Published On: April 16th, 2024
  • April 10, 2024

    The 2024 Travel Outlook Survey Results: What are DMO’s Marketing Priorities?

    Our 2024 Travel Outlook highlights DMOs' Marketing Priorities, with professionals from destination marketing organizations (DMOs) emphasizing brand awareness as their top goal for 2024, even surpassing the importance of increasing visitor numbers. Brand awareness, indicated by 40% of respondents, is deemed crucial for destinations in generating demand and emerging from the recent pandemic years. DMOs recognize that establishing brand awareness is [...]

    1 min readBy Published On: April 10th, 2024


"*" indicates required fields


Go to Top