TOURISM MARKETING HAS BECOME A HIGHLIGHT REEL OF THE EXPECTED.
It’s packed with glossy shots of crashing waves, clinking wine glasses and horseback rides at golden hour. Instagram curated, aspirational and beautiful. But in all that beauty, something real is missing.
Discover South Carolina wasn’t just a tagline. It was a strategic pivot and a purposeful invitation. In a category crowded with promises of relaxation and the same-old experiences, we set out to reframe South Carolina as a place of possibility. “Discover” became our rallying cry — not just a call to visit, but an invitation to see the state as a series of secrets waiting to be found.
WE DIDN’T SIMPLY SHOW THE BEAUTY OF SOUTH CAROLINA. WE LET PEOPLE FEEL WHAT IT MEANS TO DISCOVER IT.
The state wasn’t lacking appeal. It was just waiting to be seen differently. While other destinations leaned into the expected, we leaned into emotion. Because when it comes to travel, people may be comforted by the familiar, but they’re utterly thrilled by discovering something new.
BY TRADING CLICHÉS FOR CURIOSITIES, WE REFRAMED SOUTH CAROLINA THROUGH A LENS OF INTRIGUE AND DISCOVERY, ELEVATING IT TO A MUST-EXPLORE DESTINATION.
The rise of solo travel and social media fatigue point to an underlying motivation — travel gives us a feeling and a spark.
TRAVELERS AREN’T LOOKING FOR PERFECT, THEY’RE LOOKING FOR MEANING.
They want to learn, grow and expand their life through unforgettable experiences.
South Carolina had long been known for its beaches and golf, but when we looked closer, we saw something far more compelling: lively small towns, phenomenal cuisine, breathtaking mountain trails and a culture that somehow felt both iconic and undiscovered.
A fully integrated campaign rooted in the emotional thrill of exploration — the goosebumps of finding something unexpected. From digital content to broadcast, social, podcasts and print, every asset was designed to spark and reward curiosity.
WE SPOTLIGHTED CULINARY TRAILS, OUTDOOR ADVENTURES, STATE PARKS, SMALL-TOWN STORIES AND HARD-TO-ACCESS GEMS
through 360° video, editorial storytelling and immersive experiences — all crafted to make people feel like insiders, not just tourists.
To bring it all home, we partnered with South Carolina native and music legend Darius Rucker. As a local and lifelong fan of the state, he extended a heartfelt invitation: “Come see why I love this place.” His voice and presence offered more than celebrity — he became a trusted guide, sharing a road map of must-visits shaped by lived experience, deep pride and hometown charm.
In a sea of sameness, we sold more than a destination.
WE SPARKED CURIOSITY FOR AN EXPERIENCE OF DISCOVERY.
"From enticing visitors with new flavors through our Chef Ambassador program to welcoming them to our charming small towns and undiscovered gems, 9Rooftops has helped us help the world discover South Carolina."
933,000 TRIPS
TO UNDISCOVERED SOUTH CAROLINA
$2.1M
IMPACT IN TRACKABLE SPENDING
$930M
IMPACT ON HOTEL REVENUE
AWARDED
TOP INTEGRATED MARKETING CAMPAIGN
OF THE YEAR
