IMC Hawks Blog

Category: Tourism

  • Your Weekend Plans, Delivered

    With spring break behind us and the end of the semester quickly approaching, now is the time where you scramble to complete all of your assignments. This time in the semester is undoubtedly the most stressful, but that doesn’t mean you have to let the heavy workload get the best of you or cut out anytime for yourself. Sometimes, it is perfectly necessary to step away from that textbook in favor of something that will give you a chance to relax and refocus your mind. Trust me, you deserve it.

    One of my favorite coastal destinations not too far from Wilmington is Charleston, SC. Charleston is a charming, historical city lined with brightly colored houses on the streets and palm trees everywhere your eye can see. Stroll along Waterfront Park with some friends and don’t forget to take pictures in front of the famous pineapple fountain (below) while you’re there. Of course, you can’t miss King Street, the hub of Charleston filled with endless stores, restaurants, and other attractions. The food is also worth the trip itself. With so much to do in this city, there is a reason why Southern Living named it the South’s Best City of 2019!

    waterfront-park-pineappleSource: South Carolina Picture Project

    If you are your friends are looking to have a weekend full of adventure, head down to Shallotte River Swamp Park located in Ocean Isle Beach, 45 minutes away from Wilmington. Swamp Park features the longest, fastest, and tallest zipline tour on the east cost. The tour lasts about two hours and gives you the ability to look at the park in the most unique way possible. However, if soaring in the sky doesn’t sound like your idea of fun, there is also an aerial adventure park for you to challenge your friends on. The park features 53 different elements, including a climbing wall, tightrope, and monkey bars. Lastly, if you’re interested in learning more about the swamp itself, including its rich history, opt for the guided Shallotte River boat tour. You must book your adventures in advance, and lucky for you, group discounts are available! Learn more about the park and book your weekend plans here.

    o_1a5i6d5jbe8990pq3fgt01qrqaSource: Shallotte River Swamp Park

    No matter what you choose to do with your weekend, it is important to take time for yourself and do something you enjoy. The end of the semester can be hectic, but that doesn’t mean you can’t take a break once in a while! Grab your friends and go have fun!

    –Colleen Worrell

     

  • Spring Break Travel, Iceland, and Authentic Advertising

    Spring Break Travel, Iceland, and Authentic Advertising

    March begins the season of spring break for college students and faculty. It’s a necessary period to disconnect, reflect, and have some fun in the midst of midterms and difficult coursework, jobs, or internships.

    But just because we might be escaping our day-to-day lives for a week doesn’t mean we escape the myriad ways that advertising and integrated marketing communication impacts us and our decisions. One huge way IMC impacts us: how do we decide where to go?

    Travel agents, tourism bureaus, hotels, airlines, and other stakeholders create vibrant campaigns. Few have had to deal with a crisis as large as a volcanic eruption.

    Inspired by Iceland

    Eyjafjallajokull-fimmvorduhals-eruption-iceland11
    Eyjafjallajökull erupting. Via adventures.is

    In 2010, Eyjafjallajökull (an Icelandic volcano) erupted and caused historic disruptions, including ash fall that shut down flights across Europe for almost a week.

    Tourism to Iceland fell by 30%. Inspired by Iceland was a campaign that involved the whole country. The president of the country at the time, Ólafur Ragnar Grímsson, stopped the entire country in its tracks (schools, workplaces and more) to ask for citizens to submit positive stories–which they did.

    The campaign chronicled its success in this video:

    The huge catalogue of positive Iceland experiences included celebrity testimonials. Webcams provided live footage of some of the most tourist-attracting natural wonders. The results of the campaign included more than £137 million in extra tourism revenue and more than 22 million stories shared.

    That last part is pretty amazing, because Iceland’s population is fewer than 350,000 people.

    The Brooklyn Brothers, the campaign’s creators, shared a case study on their website with more details.

    What Other Travel Experiences Can Take from Inspired By Iceland

    The award-winning campaign was effective because the agency running it knew its target audience: socially conscious millennials wary of traditional advertising ploys. The Brooklyn Brothers successfully gathered authenticity and storytelling.

    What would be more likely to get you to travel to a destination: a generic, high-production-value slideshow of landscapes with a peppy but robotic disembodied narrator telling you to Visit XYZ? Or a series of pictures of black sand beaches and a story from Olaf, a real Icelander, telling you about his afternoon on Iceland’s south coast? What is more authentic–a curated video or a live webcam broadcast?

    If you picked the second answer for any of those, you’re part of the target audience for Inspired by Iceland.

    Authenticity in marketing is now more important than ever, Business.com writes. That’s counterintuitive for some brands, which strive to carefully curate a perfect facade. Consumers’ desire for authenticity also makes it difficult for brands that lack a clear contribution to “the greater good”–without that corporate social responsibility, authenticity just means admitting that a brand wants a profit.

    The travel and tourism industry has always been about selling experiences, not goods. The next time you start googling destinations, consider what experiences you’re being sold–and whether they’re true-to-life or inauthentic ones.

    –Nikki Kroushl

  • Spring Break: New Edition

    Many spring breakers spend their time relaxing or partying in warm weather, but there are plenty of other great things to do at the top 5 spring break destinations.

    Spring Break Destination One: Tampa, Florida

    Tampa not only has beautiful beaches nearby but so many other fun things to do.  You can rent paddle boards or water bikes and explore the bay area, visit Busch Gardens or the Florida Aquarium, go see the Big Cat Rescue, or hike the upper Tampa Bay trail.

    Tampa Florida kayaking with city skyline

    Spring Break Destination Two: South Padre Island, Texas

    South Padre Island is the perfect getaway for the adventurous spring breakers who want to see and try new things.  At South Padre Island you can fish, rent jet skis, surf, paddle board, visit a sea turtle center, and even visit a bird and nature center.  Don’t be thrown off by the name of the state, because Texas is the home to some amazing tropical paradises.

    Image result for south padre island surfing

    Spring Break Destination Three: Las Vegas, Nevada

    It may be hard to avoid all the casinos and bars in Las Vegas, but if you can, there are tons of other great opportunities to take advantage of during your spring break.  You can visit the Red Rock National Conservation Center, Shark Reef at Mandalay Bay, Clark County Wetlands Park, or even the Las Vegas Natural History Museum.

    Image result for las vegas red rock park

    Spring Break Destination Four: New Orleans, Louisiana

    New Orleans is known for their liveliness, but they have other great spots to visit too.  The Aquarium or the Americas, Audubon Zoo, National WWII museum, Mercedes- Benz Super dome, and the Jean Lafitte National Historical Park and Preserve are all great sites to see while in New Orleans. The luscious culture of New Orleans is definitely something to experience, but a more relaxed getaway may be just what you need in the center of all the craziness.

    Related image

    Spring Break Destination Five: Panama City, Florida

    Panama City is a huge spring break destination, and there is lots you can do there too.  Renting water sports is always an option near water, but you can also visit the Gulf World Marine Park, the Oaks by the Bay Park, or if you decide to bring your dog along your spring break adventure, there is even a luxurious dog park for your furry friends in Panama City.

    Image result for gulf world marine park

    Spring break can be anything you want it to be, but just remember there is always something to find for a more relaxing time.

    -Jennifer Howard

  • Goodbye Henrietta, Hello Jacob’s Run

    henriettaAll Wilmingtonians have grown accustomed to seeing the Henrietta floating lazily along the Cape Fear River over the past fifteen years. Docked at the foot of dock street, it had become a landmark of the city, a signature attraction. It has hosted many passengers as they dinned on buffets, enjoyed on board entertainment, or simply relaxed on the deck to take in the beautiful water way.

    However, the Henrietta’s time on the Cape Fear River has come to an end. Cape Fear River Boats, the company that has been operating the Henrietta since 2000, has recently sold the 3-story vessel to Pleasure Boat Cruises Corporation, a company based out of Fort Meyers, Florida.

    While sad to see the iconic river boat leaving the Cape Fear shoreline, Cape Fear River Boats has been working hard on creating new attractions for the Wilmington community. The Barge Grille, a floating structure that can be accessed from the Wilmington boardwalk, now has a new and improved bar along with an entirely new grill. These two new additions will create a scenic place for visitors to relax with a cold beer and tender burger while gazing out across the river with a perfect view of the battleship.

    Jacobs Run

    In addition to the new and improved barge, Cape Fear River Boats has also purchased a new tour vessel that will be docking on the barge. Recently named Jacob’s Run after the tunnels that run under historic downtown Wilmington, the vessel, as can be seen in the above picture, will make a fine addition to the Wilmington waterways. It is a 48-passenger tour boat that will be joining the already operational Capt. Maffit as they provide hour long scenic sight seeing tours that run up and down the Cape Fear River. These sight include not only the downtown water front, but also an exciting view of the port and how Wilmington has become such a successful port city.

    For more information on Cape Fear River Boats and what they have to offer this season, check out their website here. You don’t have to be a tourist to enjoy what your home-town river front has to offer.

    -Lane, Austin, Allen