South Shore Chamber
More Day Less Trip
South Shore Chamber of Commerce hired Hollywood Agency to plan and execute a website roll-out and marketing campaign around “Hello! South Shore,” a tourism program to get South Shore residents out and exploring their region. The campaign was the first to formally promote the South Shore region. This was accomplished through an exciting and robust marketing campaign—launched in less than six weeks— spotlighting the exciting places to be discovered and things to do in the 25 cities and towns the South Shore Chamber represents.
The Hollywood team was tasked with designing and producing a marketing and public relations campaign that included print, radio, and billboard ads, email marketing, social media content and a “Hello! South Shore” website with a very quick turnaround time.
The goal of the campaign was to spread the word about the Chamber’s new initiative and encourage the 600,000+ residents of the South Shore to think of “local” as more than their own town. The campaign aimed to promote broader exploration in the region to help local businesses recover following losses from the pandemic.
Our strategy was to create an engaging campaign with catchy taglines, quality photography showcasing the natural beauty of the South Shore region and to build an easy to navigate, visually compelling website that housed the recommended excursions, promotions and information.
While not originally contracted for social media, four days before the Hello! South Shore website went live, local news and social media was abuzz with news of a black bear that had wandered into the region. As media began tracking and reporting on the updated whereabouts and sightings of the bear, Hollywood and South Shore Chamber dove into the world of anthropomorphic parody, creating a “South Shore Bear” Twitter handle.
Hollywood quickly developed a content strategy utilizing a combination of bear puns, silly observations and Hello! South Shore messaging focused on engaging South Shore residents by referencing some of their favorite spots – restaurants, nature hikes, local businesses, farmers markets and performing arts venues. Hello South Shore reached nearly a million impressions in just 13 weeks. The project also provided countless local businesses, organizations, and events the much-needed support they deserve as they recovered from operational losses due to the pandemic.
The campaign launch spanned three months during the summer of 2021 with 125 unique communications produced and delivered through email, radio, social media, billboard, magazine, and other forms of media.
The strategy of engaging local media personalities produced 15 earned local media placements, including multiple stories online at BostonGlobe.com, the region’s largest online news outlet by readership, that received an estimated 48,000+ views.
An interview for WBZ NewsRadio aired eight times, including during peak drive time hours. WBZ NewsRadio has the largest news listening audience among terrestrial radio stations in New England.
The campaign was awarded the Communications Excellence “Best In Show” by ACCE, the Association of Chamber of Commerce Executives. ACCE is the leading national association for chambers of commerce and economic development organizations representing over 1,600 members, and more than 9,000 industry professionals.
The South Shore Bear campaign also won a 2022 Bellringer award from the Publicity Club of New England.