After reviewing the results of its 2014-15 fiscal year campaign June 9, the Wrightsville Beach Marketing Advisory Committee glimpsed what its new campaign could look like as it moves from inquiry-driven shoulder season marketing to a year-round brand awareness push.
The success of the previous inquiry-driven campaign was presented in terms of how many times people were driven to click through to the town’s tourism website.
Steve Kelly, media planner with the committee’s advertising partner Clean Design, said online ads generated the most inquiries. Facebook marketing and ads placed on the Raleigh news site WRAL were the best performers, Kelly said.
Natalie Best, executive vice president of public relations firm French West Vaughan, also emphasized the efficiency of social media in driving inquiries. At the end of May, she said, the town’s tourism Facebook page had garnered 31,000 fans, which was a 9 percent increase since July 2014.
Best reviewed the town’s social media campaigns, which were intended to boost engagement by offering incentives in exchange for people sharing photographs or posts on the Wrightsville Beach page.
From now on, Kelly pointed out, the agencies will judge the success of the town’s marketing efforts differently. Inquiries will be secondary to the campaign’s ability to create awareness for the Wrightsville Beach brand throughout the year.
Clean Design creative officer Scott Scaggs presented the advisory committee with two concepts for the new campaign’s creative.
Both ideas featured large, full-bleed images in response to the committee’s earlier feedback that beautiful photography would be key to marketing Wrightsville Beach. Once the committee picks a concept, Scaggs said the agency would work with local photographer Bill Russ to capture the most stunning views of the island.
To write the body copy, Scaggs said the agency identified phrases like “wide, pristine beaches” and “sunrises and sunsets over water” that describe the island’s uniqueness.
Each concept also unveiled a new tag line. The committee is abandoning “easy to get here, easier to stay” because members agreed not to market the island’s accessibility when it has so much else — beautiful scenery and a wealth of outdoor activities — to offer.
The members were in favor of the new tag line “Just another day on the island,” following a list of activities offered throughout town and set unobtrusively over a stunning image of Wrightsville Beach. It plays off the idea of the humble brag, Scaggs said.
The committee members’ main concern was the quality of the photography, that it not appear too generic to people unfamiliar with the island. They wanted to see obvious Wrightsville Beach landmarks, like surf shops and restaurants, in the background.
Committee members Lisa Weeks and Sue Bulluck suggested shooting from the top of the Shell Island Resort or the Blockade Runner Beach Resort to capture both the beach and the sound in one photograph.
Several members were absent from the meeting, so the committee will wait for their feedback before voting on a concept.
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