In recent years, Myrtle Beach International Airport had dramatically grown the magnitude of its air service. For the most part, both outbound and inbound travelers had very little awareness of that growth. LHWH was charged with developing a marketing campaign to change that in a meaningful way.
The Marketing Challenge
Myrtle Beach had become one of the fastest-growing resort communities in the nation with significant growth in both the tourist and year-round population. Interest in the Myrtle Beach area had translated into major and ongoing growth in airline service to the region. With new destinations being added and routes subject to seasonality, the marketing challenge was how to make the traveling public aware of all the changes and options available at MYR.
LHWH created an aggressive outbound campaign based on a “bet-you-didn’t-know” approach to MYR’s burgeoning flight and airline options … and “MYR>OMG” was born, featuring compelling imagery of the 50 non-stop destinations, paired with lively copy and graphics, resulting in a huge uptick in MYR travel and the nation’s Best Travel Campaign. The campaign evolved into both inbound and outbound campaigns, with metrics continuing to soar as MYR was awarded “Best Small Airport” in USA Today’s 10Best Readers’ Choice Awards. MYR continues to enjoy staggering growth and load factors despite a volatile airline industry.
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