Wednesday, December 18, 2013
The Pawleys Island Accommodations Tax Committee approved spending $63,334 to market the town next year.
The largest chunk of money, $14,400, will pay for ads in the January/February and March/April editions of the AAA Carolinas guide book in North Carolina.
North Carolina is second only to South Carolina in the number of visitors to the town, according to rental statistics from Pawleys Island Realty.
The number of leads about possible visitors that came from the AAA Carolinas advertisement increased from 1,176 in 2012 to 1,914 in 2013.
Ads in the March/April editions of the AAA Going Places books for Georgia and Tennessee will cost $11,332. Both books are scheduled to have a story about South Carolina in them, said Bo Chase.
The Civic Association didn’t advertise in the Tennessee book this year, but will be taking advantage of a combo deal next year.
The number of visitors to Pawleys Island from Tennessee has been increasing in the past few years, said Linwood Altman, president of Pawleys Island Realty and chairman of the committee.
The committee approved spending $7,650 to advertise on charlotteobserver.com, a decrease of $1,625 from this year. Leads from the website decreased from 1,281 in 2012 to 1,132 in 2013.
Eleven weeks of ads on atlantajounal.com and knoxvillenews.com will cost $14,120, the same as last year.
Leads from atlantajounal.com jumped by 615 from 2012 to 2013. Chase said the ads were the same, so he couldn’t explain what caused the increase.
Leads from knoxvillenews.com increased 233 in the same time period.
Two ads in the January/February and March/April editions of the AAA World guide book, which covers Virginia and the Metro Washington, D.C., area, will cost $6,636.
Altman said Pawleys has seen an increase if visitors from Virginia in the last four years.
Leads from this year’s ads increased by 345 over last year.
The committee also approved spending $4,978 for a four-inch, color ad in the January issue of Southern Living.
“We feel like we need to be in Southern Living at least once a year,” Chase said.
The ad will run in all of the magazine’s regions, therefore reaching about 2.5 million readers.
Committee member Howard Ward suggested the Civic Association try to “seasonalize” its advertising by finding out when people from certain areas visit the most and then target those areas during those times.
Pawleys Island Mayor Bill Otis suggested figuring out where the people who rent the houses on the interior of the island are from and target those areas.
Altman said houses on the beach and the creek rent themselves.
“We have to work on those in between,” he added.
The committee also approved buying four full-page color ads in a magazine called “Skirt,” which targets affluent, educated women between the ages of 25 and 44. Thirty thousand free copies of Skirt are distributed every month in Columbia, Aiken and Augusta.
Several recent issues contained a full-page ad from the Hammock Coast brand and a smaller ad from the City of Georgetown.
Altman said it was an area that the committee was interested in targeting for advertising.
The ads will cost $4,218.
According to Pawleys Island Realty statistics, visitors to Pawleys Island this year hailed from 46 states and five foreign countries.
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