SCPRT Introduces New Advertising Campaign

MYRTLE BEACH, SC – February 1, 2010 – South Carolina is Made For Vacation.

That’s the message the South Carolina Department of Parks, Recreation & Tourism will be delivering to consumers in a new tourism advertising campaign, and it’s one that the state is ready to back up.

South Carolina is unique in many ways, said SCPRT Director Chad Prosser. South Carolina’s endless variety of activities, destinations and attractions — as well as reputation for hospitality — make us a natural vacation choice.

The campaign launches this month and will include television, magazine and online advertising in markets east of the Mississippi River, including eight targeted spot markets. Additionally, the state will have an experiential presence with programs in upscale malls in three of those spot markets.

The message is powerful and direct, said Prosser, who unveiled the new campaign today during the state’s annual Governor’s Conference on Tourism and Travel, underway at the Myrtle Beach Marriott Resort & Spa at Grande Dunes. The campaign showcases our strengths as a leisure destination. We’re putting a stake in the ground that says when you need a vacation, South Carolina is made for it, he said.

In addition to debuting a South Carolina television general consumer commercial and new campaign targeting the leisure traveler, Prosser also revealed television, print and online ads delivering a dedicated golf message and incorporating the Made For Vacation message. The golf spot will air on the Golf Channel, while the print and digital ads will be distributed through golf publications and golf Web sites.

A preview was released of a new state tourism Web site featuring the Made For Vacation message. The new site, which will go live in March, will use the state’s existing tourism URL, www.DiscoverSouthCarolina.com.

The new advertising campaign was developed by the bounce agency in Greenville. The television spots were produced by Mad Monkey, a Columbia-based film and production company. The Web site is being developed by Aristotle, a nationally recognized firm that specializes in tourism Web sites. For a glimpse at the new campaign, visit www.SCMediaRoom.com and click on South Carolina Made For Vacation Press Room.