Last year, we shared with you a way cool move by the Asheville CVB to snare visibility during the NCAA Basketball Tournament Season. That post got Myrtle Beach CVB CEO Brad Dean thinking of ways to take the concept even further.
Through a sponsorship of the Big South Conference Championships, the Bureau scored big on several fronts. First, because all the participating teams came from within a 6 hour drive, the destination message was tightly targeted. The sponsorship included radio and TV spots on every broadcast, visibility at participating schools and a bunch of other cool stuff, like calling it "Myrtle Madness" on Tournament Social Media and the TV intro to the tilt.
The best part, like Asheville, was visibility during the game...a game that aired nationally. Brad's team chose the first two minutes and last two minutes of the game for that visibility, on the premise that people are paying the most attention during those two periods. And, that the pivotal play often happens in the last two minutes.
Which played out so well that it wasn't just the play of the game...but one of ESPN's "Plays of the Day" (and played over and over and over).
While there was clearly some serindipity involved here, the strategy enabled magic to happen for the Bureau and its destination.
And, I love when we get the chance to spread the love...and see it played forward.
Myrtle Madness, indeed.
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