The joy of control
Business Problem
Amidst the social unrest and political discord of 2020, we needed to show that Mississippi was a safe, tried and true destination for diverse audiences. To build positive connections with Black and Latino consumers, we evolved the destination’s “Secret Coast” positioning to demonstrate that the coast’s hidden gems were genuinely welcoming to all.
Results
17%
increase in destination revenue from Q3 2019 to Q3 2022
22%
increase in average daily hotel rate between 2019 and 2022
33%
increase in hotel revenue over 2019
17%
increase in destination revenue from Q3 2019 to Q3 2022
22%
increase in average daily hotel rate between 2019 and 2022
33%
increase in hotel revenue over 2019
17%
increase in destination revenue from Q3 2019 to Q3 2022
22%
increase in average daily hotel rate between 2019 and 2022
Strategic insights
Cultural insight
Social media has become the predominant form of travel research for our audience to find new, unexpected experiences.
Consumer insight
Prospective visitors of color want to know that they’ll find people in their destination city who look and think like they do.
Brand insight
People who visit Coastal Mississippi tout the welcoming culture and friendly locals who are happy to suggest hidden gems and off-the-beaten-path adventures.
Creative solution
We hired diverse talent and sent them out across the Mississippi Gulf Coast to visit popular sites and hidden gems across the destination, capturing content along the way. We then turned that content into the backdrop of our campaign, illustrating our main characters’ internal dialog as they decided whether to broadcast “The Secret Coast” to the world, or to keep the destination to themselves. The result? A campaign that underscored the authenticity of the destination and the diversity of the people and places you’ll find there.
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