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Despite being outspent 100 to 1 by Disney, LSB was able to differentiate the Myrtle Beach, S.C. Tourism brand with a campaign so resonant it outperformed the category: In the first quarter of the launch, requests for the vacation guidebook were up 26% over the same time period in the prior year. By the time the 5-month campaign ended overall occupancy rates were up 10.3% over the previous year. These results exceeded the national average of 2.3% for the same time period; exceeded the 4.2% increase experienced by the entire state of South Carolina! The increase was also larger than any of Myrtle Beach’s direct competitors along the Atlantic Coast. Of our work the client said: “LSB’s passion to understand and define the Myrtle Beach brand has resulted in strategic creative and media thinking that’s changed how we market ourselves. And we increased tourism tax revenue 11% with LSB’s MY Beach campaign.”