"DISCOVER" South Carolina
The most successful campaign to date for the South Carolina's Tourism Office.
Campaign kickoff: 2012 to Present.
When asked, most travelers will tell you South Carolina has by far some of the best beaches and world-class golf courses anywhere in the U.S. but what about the rest of the state? From the Coast to the Smokey Mountains, yes South Carolina has mountains, the ask was to show it off, all of it. Hidden gems tucked away in those less known unexplored back roads. Everything was on the table from Barbecue to oysters to small-town charm and even the state parks in between. We realized we needed to not only speak to visitors both also instate residents as well. So we set out to show everyone what was out there and what they were, in fact, missing out on. We were going to show off South Carolina like never before.
So we defined our objective around one very simple proposition to develop a multi-faceted campaign with one single goal in mind – to drive revenue to "UNDISCOVERED" places travelers could experience all across the state. From classic southern "home cooked" barbecue to 47 of the most diverse State Parks, you'll find anywhere, and festivals practically happening every day of the year. "Off the beaten path", we would go while capturing it all.
• HSMAI Adrian Award - Discover campaign
• HSMAI Adrian Award - South Carolina BBQ Trail campaign
• STS Shining Example - South Carolina BBQ Trail campaign
• OMMA - Parks Making Memories Photo Contest campaign
• 2.1 Billion Dollars in growth revenue in 2016