"Yeah, THAT Greenville" campaign wins tourism award - FOX Carolina 21

"Yeah, THAT Greenville" campaign wins tourism award

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"Yeah, THAT Greenville" "Yeah, THAT Greenville"

VisitGreenvilleSC was honored with the South Carolina Governor's Cup this afternoon at the 2014 Governor's Conference on Tourism and Travel.

The Governor's Cup is the state tourism industry's highest award. The award is presented annually for demonstrating "extraordinary achievement in marketing a South Carolina attraction or destination," as well as showcasing exemplary industry leadership, innovation, creativity, and most significantly, tourism economic impact on the local community and the state of South Carolina.

The official announcement was made at an industry awards luncheon at the Hilton Head Marriott Resort and Spa at the close of the conference.

"We're proud to share this honor with our hospitality partners and fellow citizens - with a salute to the gathering of happy people," said Chris Stone, president of VisitGreenvilleSC.

VisitGreenvilleSC (VGSC) is a nonprofit economic development organization. The organization is responsible for promoting the Greenville area as an attractive destination for meeting, conventions, trade shows, sporting events, and leisure. VGSC is the official sales and marketing organization of the city and county of Greenville. The organization's goal is to increase visitor-generated revenue from local, regional, and national markets, thereby strengthening Greenville's economy. This year, the VisitGreenvilleSC did just that.

Visitor spending in Greenville County was a record-breaking $1 billion. Hotel occupancy rates increased by 3.1 percent, which is more than double the U.S. average. The increase was a result of VGSC's active marketing campaign to put more "heads in beds." New inquiries from advertising communications increased 283 percent since 2012, and requests for visitors guides went up 250 percent. VGSC saw the largest increase in membership ever, up 124 percent.

In early 2013, the destination marketing organization rebranded itself by reinventing the Greenville Convention and Visitor's Bureau as VisitGreenvilleSC. The organization also launched it's first group sales and leisure marketing campaign.

There are 36 U.S. communities named Greenville, and by creating innovative, results-generating marketing, VGSC changed "Which Greenville?" into "Yeah, THAT Greenville," which is the organization's new slogan.

"The backbone of our campaign was built around this research nugget: ‘Wherever happy people gather day after day, something good must be going on,'" said Stone. "Our passion is getting more people to say ‘Yeah!' to Greenville, South Carolina."

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