Case Study: Discover South Carolina sparks curiosity and drives tourism growth with 9Rooftops

Discover South Carolina sparks 933,000 trips with 9Rooftops

The customer, Discover South Carolina, faced the challenge of differentiating its tourism marketing in a category crowded with clichéd and aspirational content. The vendor, 9Rooftops, implemented a data-fueled digital strategy and performance creative to pivot from showing generic beauty to selling the emotional thrill of discovery.

9Rooftops created a fully integrated campaign that reframed South Carolina through a lens of intrigue, spotlighting its undiscovered gems and partnering with native Darius Rucker as a trusted guide. The solution sparked curiosity and drove significant results, including 933,000 trips to undiscovered areas, $2.1 million in trackable spending, and a $930 million impact on hotel revenue. The campaign was also awarded Top Integrated Marketing Campaign of the Year.

Discover South Carolina