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Thursday, March 28, 2024

Wrightsville’s new marketing strategies prove successful 

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During the past fiscal year, Wrightsville Beach adjusted its marketing strategy to keep up with the public’s ever-changing methods of consuming media, and the switch was successful, the town’s hired marketing agencies told the Wrightsville Beach Marketing Advisory Committee on June 21.

One big change was buying fewer online display ads, which many people’s browsers now block. Instead, the agencies focused resources on social media and native advertising —content that blends in with its platform, like a sponsored article about Wrightsville Beach on a travel publication’s website.

Representatives from Clean Design and French West Vaughan (FWV) presented the results of the past year’s ad campaign to the committee during Tuesday’s meeting, telling members Instagram, Facebook and email blasts were some of the most effective channels for driving people to Wrightsville Beach’s tourism website.

Instagram is a relatively new channel for advertising, but the platform proved effective for both advertising and public relations, the representatives agreed. While Instagram does not currently allow links in posts, they said, they were able to mine user-generated content by encouraging beach visitors to hashtag photos from their vacation.

The town’s hired public relations team at FWV also sent out several press releases throughout the year, covering topics like wellness travel, scuba diving and snorkeling at Wrightsville Beach. Through these efforts, as well as pitches to media outlets, the public relations agency was able to make Wrightsville Beach’s limited budget go a long way, they said. After sharing the return-on-investment data, Leah Knepper, FWV associate vice president, told committee members, “We don’t get numbers like this for a lot of clients, and I think it speaks in large part to the great product you have here.”

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