This Visit Myrtle Beach campaign is back at it for Visit Myrtle Beach, using recurring comedic characters to redefine authentic leisure— Clapboard's Global Ad

Travel / Leisure

The Beachiest Beach is back at it... - Visit Myrtle Beach | Clapboard Ad Archive

Other Travel / Leisure Campaigns

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The Beachiest Beach is back at it... - Visit Myrtle Beach | Clapboard Ad Archive

The Beachiest Beach is back at it with Visit Myrtle Beach’s 2023 campaign from MMGY, an integrated effort that leans decisively into character-driven comedy and establishes Myrtle Beach as America's go-to destination for relaxed, relatable fun in the sun. Produced by The Workshop in partnership with Valiant Pictures and FreshFly, the campaign exemplifies how branded content can harness recurrency to build a distinctive, communal brand world: its vignettes are anchored by returning personalities like the nearly immovable beach reader Brigette Paperback Ryder and the ever-resourceful beach dad, each embodying the awkward, amusing realities of family leisure rather than an airbrushed coastal fantasy. Through a series of interlinked character shorts, the campaign recalls what Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, a device that trades classic narrative arcs for audience familiarity, establishing continuity and seriality in the Myrtle Beach storytelling universe. Unlike the aspirational, often aloof tone of competing travel campaigns for destinations like Hilton Head Island or Cape May, Visit Myrtle Beach’s work confidently targets a cross-generational audience attuned to authenticity, humor, and the gentle chaos of group holidays. Every set piece—whether it’s a reader obliviously glued to her paperback amid pandemonium or slapstick sunscreen sagas—serves to reinforce Myrtle Beach as the destination for effortless good times, where vacationers can drop their guard and delight in genuine moments. This attentiveness to market insight is reflected in the campaign’s strategic casting, leveraging average American archetypes to create a mirror that prospective guests recognize and want to join, ultimately positioning the brand as an open invitation to beachgoers of all stripes. With over 600,000 views on flagpole assets, the campaign has achieved substantial digital reach for the travel and tourism category, aided by a nimble content approach that spans scripted and non-scripted executions across multiple platforms, and by consistently sharp, playful creative stewardship from the agency. The campaign earns 63/100 in Clapboard’s global creative archive. As travel marketing increasingly pivots toward serialized, character-driven branding to foster community and repeat travel, Visit Myrtle Beach’s latest effort sets a persuasive benchmark for how humor and recurrency can humanize and differentiate an established leisure destination.

Credits

Client

Visit Myrtle Beach

Agency

MMGY

Chief Marketing Officer

Stuart Butler

Vice President Of Brand

Diane Charno

Creative Director

Chris Mowder

Photographer

John Muse

Pr Manager

Denielle Van Dyke

Account Management

Brandon Sanders, Traci Strickert, Matt Sueper

Art Director

Meredith Shea

Copywriter

Dean Cowles

Production House

Tom Farrell, Chayne Gregg

Producer

Adam Zimmer, Matthew Damato

Director

Vincent Lin

The Visit Myrtle Beach campaign, titled "The Beachiest Beach is back at it...," centers on reinforcing Myrtle Beach’s identity as a premier, quintessential beach destination that offers authentic, relatable, and lighthearted experiences. The brand proposition positions Myrtle Beach not just as a scenic getaway but as a space where visitors can fully embrace leisure and recreation with a humorous, down-to-earth vibe. By depicting a range of typical beachgoers engaging in playful, often imperfect moments under the sun—such as a completely absorbed beach reader or a dad expertly navigating sunscreen and ice cream mishaps—the campaign underscores the value of genuine, carefree enjoyment that resonates with everyday vacationers. From a market strategy perspective, the campaign leverages the insight that travelers seek both relaxation and memorable, often amusing social experiences during their trips. The creative angle emphasizes character-driven storytelling infused with humor and relatable scenarios, which differentiates the destination from more polished or aspirational beach imagery typical in travel advertising. This relatability aims to connect with a broad demographic—families, solo travelers, and groups—who appreciate authentic, unscripted moments over idealized portrayals. The ongoing collaboration with established production partners Valiant Pictures and FreshFly ensures a consistent, engaging narrative style that supports both scripted and non-scripted content, maximizing appeal and reach across integrated media. The campaign’s focus on recurring characters and scenarios builds a sense of familiarity and community around the Myrtle Beach experience, intending to strengthen brand recall and encourage repeat visitation by positioning the destination as home to “the best beachers on the beach.”

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign most closely fits FORMAT#8 because it centers on the return of “the same witty anchors” and recurring characters—like “beach reader Brigette ‘Paperback’ Ryder” and the distinctive dad—highlighting a second season with established comedic personalities. Rather than telling a classic narrative arc, the format relies on character-driven vignettes to showcase Myrtle Beach’s “beachiest” appeal. The meta description, campaign structure, and continuing cast signify an ongoing series approach rather than a story-driven resolution or direct demonstration. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. South Carolina’s Hilton Head Island – Positioned as a family-friendly and upscale coastal destination, Hilton Head Island emphasizes outdoor activities like golf, biking, and boating, combined with pristine beaches and eco-conscious tourism. It appeals to visitors seeking a balanced mix of relaxation and active leisure in a sophisticated, low-key environment. 2. Florida’s Myrtle Beach – Often confused with South Carolina’s Myrtle Beach, Florida’s beachfront communities promote vibrant nightlife, affordable accommodations, and diverse entertainment options, targeting younger travelers and budget-conscious families looking for an energetic beach vacation. 3. Virginia Beach – Positioned as a versatile beach destination with a strong military heritage, it combines urban amenities with natural attractions, focusing on year-round events, a bustling boardwalk, and family-oriented experiences to attract a broad demographic. 4. Outer Banks, North Carolina – Known for its natural beauty and historic sites, the Outer Banks market themselves as a tranquil, family-friendly getaway with a strong emphasis on water sports, wildlife, and cultural heritage, appealing to visitors valuing authenticity and outdoor adventure. 5. Cape May, New Jersey – Markets itself as a charming Victorian seaside resort with historic architecture and a quieter, boutique experience, differentiating through upscale dining and cultural festivals, targeting couples and families interested in heritage tourism and refined coastal living.

Q: What is The Beachiest Beach is back at it... about? A: The Beachiest Beach is back at it... is a 2023 integrated campaign for Visit Myrtle Beach, created by agency MMGY and produced by The Workshop in collaboration with Valiant Pictures and FreshFly. Targeting the United States market, the campaign brings back a cast of recurring, witty beachgoers—such as the steadfast beach reader and the resourceful dad—to highlight the authentic, lighthearted experiences that define Myrtle Beach. Through a series of humorous vignettes, the campaign reinforces the destination’s identity as America’s quintessential beach, inviting viewers to embrace genuine fun and relaxation. Q: What creative device does The Beachiest Beach is back at it... use? A: The Beachiest Beach is back at it... employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as classified by Clapboard’s 12-format taxonomy. This approach centers on the return of established, comedic personalities—like Brigette Paperback Ryder and the distinctive dad—who anchor the campaign’s character-driven vignettes. Rather than relying on a classic narrative arc, the format builds brand recall through recurring figures and scenarios, fostering a sense of familiarity and community around the Myrtle Beach experience. Q: What is the campaign proposition for The Beachiest Beach is back at it...? A: The campaign proposition for The Beachiest Beach is back at it... positions Visit Myrtle Beach as the definitive destination for authentic, relatable, and lighthearted leisure. By showcasing everyday beachgoers in playful, imperfect moments, the brand speaks directly to families, solo travelers, and groups who value genuine enjoyment over idealized beach imagery. The strategy emphasizes Myrtle Beach as a place where visitors can fully embrace recreation and relaxation with a down-to-earth, humorous vibe, setting it apart in the travel and tourism market. Q: How does The Beachiest Beach is back at it... rank in Clapboard's archive? A: The Beachiest Beach is back at it... holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards. Q: Who are the competitors in Visit Myrtle Beach's category? A: In the travel and leisure category, Visit Myrtle Beach competes with destinations like Hilton Head Island, which is positioned as an upscale, family-friendly coastal retreat emphasizing outdoor activities and eco-conscious tourism. Florida’s beachfront communities target younger travelers and families with vibrant nightlife and affordable options, while Virginia Beach combines urban amenities with natural attractions to appeal to a broad demographic. The Outer Banks in North Carolina focus on authenticity and outdoor adventure, and Cape May, New Jersey, differentiates itself with Victorian charm, boutique experiences, and cultural festivals for couples and families seeking heritage tourism.