Peaceful Paradise, Myrtle Beach

The Challenge

A couple in the Northeast U.S. purchased a second residence in Myrtle Beach, South Carolina to generate short-term rental income for the coming decade, before then eventually transitioned the property into their permanent retirement location. The primary goal: increase bookings from current 5% to 50% of available nights for the year-round rental.

Their 14th floor ocean-front condominium was an active STR prior to their purchase, though activity was sparse despite a fantastic offering. The condo is located in a highly desirable resort with owner-occupied and STR rentals, with incredible amenities including seven swimming pools and direct access to the beach. The condo itself is well-appointed, the décor was upper-mid coastal, and a pair of view decks each have commanding 180-degree views of Myrtle Beach, the shore for miles, and the Atlantic Ocean.

Our Solution

Vacaygency was engaged to create a new brand identity, including a marketable name, logo, official colors, and fonts. We crafted a new narrative for the Online Travel Agency listings and direct booking website to tell a compelling story and separate the property from competitors, and we sourced beautiful stock photos to drive higher emotional engagement among their Prospect / Guest personas. A Facebook Business Page was launched and Vacaygency was responsible for text and visual content creation and deployment.

Marketing Initiatives

* A new name was developed to encapsulate the spirit of the location, and convey the experience to Prospects and Guests

* A persona-tuned logo was created, with fresh color set and a pair of fonts appropriate for the location and the clientele

* New narrative created for online travel agency listings and use in the direct booking website

* Stock photos were chosen to create emotional connection, elevate the property, highlight local activities and amenities, and position the property as the most inclusive option in the Resort and among local competitors

* A branded Facebook Business Page was launched, and Vacaygency created and deployed all page content

Results

* The core goal was achieved less than 30 days after implementation of Vacaygency’s marketing: 170 additional nights were booked across the upcoming 12 months, with no decrease in day rate

* Direct bookings grew 27%

* OTA property views skyrocketed 1480%

* Organic Meta (Facebook) traffic exceeded 250 unique visitors in the first month