Challenge
LHWH was hired to handle all branding, advertising, and public relations for the launch of Broadway at the Beach when the complex was still under construction. Thus, creation of an authentic and compelling sense of place would have to take place in the absence of a finished location. Recognizing the magnitude of Broadway’s potential, LHWH took a bold stance, declaring Broadway “The New Center of Myrtle Beach,” and designing a graphic skyline that incorporated the distinctive pyramid shape of the Hard Rock Cafe, one of many attractions the development would feature.

Goals

• To create a brand identity and establish positioning reflective of Broadway’s transformative potential.
• To employ creative radio spots as part of a comprehensive marketing strategy, thereby reaching large segments of the Grand Strand’s drive market.
• To inspire enthusiastic anticipation of the grand opening.
• To attract large numbers of area visitors to a new location in its opening summer.

Results
LHWH’s massive creative, media, and public relations efforts drew a Grand Opening crowd of 100,000 people to Broadway at the Beach. This was, and remains, the largest crowd ever to assemble in one place in the history of Myrtle Beach. In 1996, Broadway was named “Most Outstanding Attraction” at the Governor’s Conference on Travel and Tourism. Annual attendance now exceeds 14 million visitors.