South Carolina’s Hammock Coast
Brand Development and Campaign
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Situation
The Hammock Coast faced stiff competition from well-known competitors like Myrtle Beach, making it critical to carve out its own identity. Their goals?
- Showcase the Hammock Coast as a dream destination for birding, outdoor adventures, and serene beaches.
- Keep those visitor numbers growing year-round while supporting the local economy.
- Build buzz and awareness while focusing on sustainability, honoring the area’s tranquil charm
Approach
Our Approach: A True Partnership Across Channels
The Hammock Coast and Madden — it’s more than just a partnership; it’s a creative alliance fueled by innovation and trust. Over the years, we’ve worked hand-in-hand to amplify every facet of the Hammock Coast’s presence. From the earliest rebranding campaigns that evolved into today’s “Cherish the Moments” messaging, to the seamless integration of data-driven strategies and vibrant creative work, our collaboration spans every channel. Whether it’s crafting stunning digital ads, optimizing SEO, or building cohesive assets for festivals, our shared goal has been to bring the Hammock Coast’s unique charm to the forefront for travelers everywhere.
Our scope goes beyond standard marketing — it’s about weaving a story that resonates. We manage dynamic email marketing campaigns that nurture interest from the very first welcome email. We execute engaging media buys that drive results while meeting state grant compliance. We create eye-catching event collateral that elevates festivals and fosters community pride. Each element — from interactive maps to year-round campaigns — is designed to enhance visibility, generate meaningful engagement, and deliver economic impact. Together, Madden and the Hammock Coast have built a robust strategy that not only celebrates the destination’s beauty but also positions it as a standout among its competitors.
Results
- Increased Visibility: Year-over-year SEO gains positioned the Hammock Coast as a leading destination for birding and outdoor activities, seeing 12% increases in organic website visitors and 21% increase in engaged organic web sessions in 2024.
- Event Success: Hammock Day saw rising attendance rates and strong engagement, incorporating strategies with iHeart radio and streaming placements, Azira geofencing and Meta ads, gaining upwards of 1M impressions, and a sold-out festival!
- Economic Impact: Communicated the value of tourism showcasing tax savings and visitor spending’s contribution to local households.
- Paid Media: in 2024, we saw nearly 17M ad impressions (over 3x more than the population of South Carolina!) and 415K clicks
- Creative Evolution: Seamless progression from “Little Things, Big Moments” to “Cherish the Moments,” ensuring the Hammock Coast’s brand remains fresh and relevant.
A Fresh Look for Life’s Cherished Moments
The new logo for Hammock Coast embodies the serene charm and natural beauty of this tranquil destination. Inspired by its lush landscapes, serene beaches, and outdoor adventures, the design captures the essence of slowing down and cherishing life’s simplest pleasures, ensuring it stands out as a peaceful retreat.
Cherishing the Hammock Coast: A Decade of Collaboration
South Carolina’s Hammock Coast is the kind of place where you’re reminded to slow down, breathe deep, and soak up life’s simplest pleasures. For over a decade, Madden has been the Hammock Coast’s partner in making those moments unforgettable. From creative campaigns to SEO wizardry, we’ve helped shine a spotlight on this hidden gem, showing the world why it’s the perfect place to escape the ordinary.
From “Little Things” to “Cherished Moments”
Our journey together started with a rebranding initiative that would redefine how people saw the Hammock Coast. With the tagline “Little Things, Big Moments,” we captured the joy of those quiet, life-changing experiences. Over time, this evolved into “Cherish the Moments,” a campaign that celebrates everything this destination offers — from its lush landscapes to its captivating coastline.
Every campaign built on the last, layering in breathtaking visuals, heartfelt messaging, and creative assets tailored to what makes the Hammock Coast unique: outdoors, birding, golfing, and beaches. Deliverables included banners, digital ads, print materials, and all the extras for events and promotions.
SEO: Making Destination Magic with Search
Search engine optimization might not always sound exciting, but for the Hammock Coast, it’s been a game-changer. We’ve taken a deep dive into their digital presence, ensuring they’re seen by the audiences they aim to reach most.
Here’s how:
• Answering the right questions: We created FAQ content that speaks directly to niche audiences, like birding enthusiasts, answering the questions they’re already searching for.
• Claiming the Spotlight: By positioning the Hammock Coast as the destination for birding and outdoor lovers, we’ve made sure it stands tall next to nearby destinations like Myrtle Beach.
• Keeping it Fresh: Quarterly SEO updates for both Hammock Coast and Pawley’s Island keep this charming locale in the digital conversation.
Media Buying and Campaign Management
Partnering on media buys and strategy, here’s what we’ve achieved together:
• Birding Festival Buzz: We launched media campaigns to support the annual birding festival, which sold out in its first year and continues to grow with hundreds of attendees.
• Interactive Maps: We developed user-friendly, interactive maps for the Hammock Coast’s website, making trip planning simple and enjoyable.
• Ongoing Digital Campaigns: We focus efforts on a range of platforms, including Google display and video ads and Meta remarketing campaigns, to keep the conversation about Hammock Coast active year-round.
• Grant Support: We ensure all ads meet state grant requirements, helping the Hammock Coast secure tax reimbursements that are reinvested into the destination and its local community.
Events & Collateral: Bringing the Brand to Life
Nothing says we’ve got your back like showing up for events. For the Hammock Coasts’ signature birding festival, Hammock Day, we pulled out all the stops:
• Designed vibrant signage and branded merchandise that helped attendees continue to spread the word of Hammock Coast, long after their trip.
• Created step-and-repeat displays perfect for photo ops (and social media buzz).
• Used strategic promotions to keep attendance growing year after year.
Email Marketing and Automation: Inbox Magic
Email marketing is a powerful tool for the Hammock Coast, consistently delivering results. New subscribers are welcomed with a personalized email series that feels like a warm handshake, and highlights all the destination has to offer.
Through targeted lead generation campaigns, we’ve grown their email list year-over-year, engaging new audiences while keeping current subscribers informed and inspired.
Next up: a drip campaign delivering timely, interest-based content to keep the Hammock Coast top of mind throughout every stage of the travel planning journey.
Looking Ahead
The future for the Hammock Coast is as bright as its sunny beaches. With new photoshoots, website enhancements, and more creative evolution on the horizon, we’re excited to continue helping this special destination thrive in 2025 and beyond.
Madden has been an invaluable partner in promoting South Carolina’s Hammock Coast and Pawleys Island, transforming what began as a contract into a true partnership built on shared goals and trust. Madden’s ability to adapt to evolving data, technology, and marketing trends ensures our campaigns stay fresh, innovative, and impactful. From digital advertising and content creation to print campaigns and data-driven insights, the company’s expertise spans the entire marketing ecosystem, delivering seamless, results-driven strategies. Madden’s collaborative approach makes this fare more than a vendor-client relationship — Madden is an extension of our team, consistently bringing our destination’s story to life in meaningful ways.
Mark A. Stevens
Director of Tourism Development
Georgetown County Chamber of Commerce
South Carolina’s Hammock Coast
