Myrtle Beach has long been a beloved summer destination. But what if we could make travelers see it in a new light? What if the best time to visit wasn’t just summer, but all year round? That was the challenge at the heart of "You Belong at the Beach": to shift perceptions and inspire travelers to experience Myrtle Beach, beyond peak season.
We wanted to speak to all types of travelers, from families to foodies to off-season explorers, ensuring every part was impactful. More than a campaign, this was a way to get the word out that Myrtle Beach, South Carolina, is not just a summer getaway but a year-round escape waiting to be discovered.
To showcase Myrtle Beach beyond its summer reputation, we built a multi-layered content strategy designed to inspire travel in every season.
Narrative Custom Script Video: At the heart of our campaign was a cinematic, first-person video shot on location. Told through the eyes of a father, it captured the little moments that make a trip unforgettable, like sunrises on the shore and spontaneous beach adventures.
Bringing this vision to life wasn’t without its challenges, and Mother Nature had her own plans. We shot during Hurricane Helene, which meant dealing with unpredictable weather, chilly water, and keeping a group of young kids happy and engaged. Our production team went above and beyond, keeping spirits high, hopping into the water with gear, and riding on the backs of bikes to capture action shots
Another challenge? Finding talent that embodied the warmth and excitement of real vacationers was no small task. Thankfully, we found the perfect family: one that brought chemistry and emotion to every scene, making the story feel effortlessly real.
And then there were the small but meaningful details, like staging an ice cream scene for kids with dietary restrictions. Huge shoutout to our team for sourcing dairy-free ice cream on short notice to keep the moment (and the kids) as joyful as imagined.
Branded Content Hub: We built a centralized Branded Hub packed with engaging, useful stories about Myrtle Beach culture, hidden gems, and seasonal experiences. Whether visitors were planning a cozy fall getaway or a vibrant spring escape, the hub makes trip-planning seamless.
Original Podcast Series: We took storyelling to the headphones, too. Our original podcast series features local personalities, event organizers, and longtime visitors. Each episode peeled back the layers of Myrtle Beach, sharing real voices and real experiences across different seasons.
Interactive Elements: We introduced three interactive elements within the hub: a Vacation Style Quiz that personalized recommendations based on user preferences; local recipe cards that brought a taste of Myrtle Beach right to the target audience; and a "What to Pack" module tailored to different times of the year.
To maximize reach, we launched “You Belong at the Beach” as a branded content series on SFGate, one of Hearst’s largest news platforms for national exposure. Native and social ads connected directly with families and vacation-seekers, driving awareness and engagement.
In four months, "You Belong at the Beach" delivered stellar engagement. As Stuart Butler, CMO of Visit Myrtle Beach put it, “The StoryStudio team did an exceptional job capturing the emotion of a Myrtle Beach experience, and we can’t wait to see what comes next.”
