We’re proud to announce the 2024 ETSY Award Winner for Best Content Marketing Program: Discover South Carolina.

South Carolina is renowned for its stunning beaches, myriad golf courses, unique cuisine, and rich history. Beyond these broader promotional themes, a core tenet of Discover South Carolina’s work involves supporting local partners in each tourism region by showcasing the undiscovered gems. The Palmetto Porch Podcast is a valuable tool to help increase awareness and visitation to these lesser-known destinations. Hosted by South Carolina native Devyn Whitmire, the podcast takes listeners to some of the most charming locations across the state, where they connect with locals who make the state unique.

Running from February 1 to May 31, 2023, the Palmetto Porch Podcast campaign targeted individuals aged 25–34 who were avid travelers and had a household income of more than $100,000, including young families and regular podcast listeners. The campaign focused on local audiences and prospects from nine other states known for their podcast consumption and travel habits: North Carolina, Tennessee, Illinois, Massachusetts, Michigan, Ohio, Colorado, Minnestoa, and Washington.


To reach a wider audience, the campaign utilized social media platforms such as Facebook and Instagram to help drive the conversation. Additionally, Taboola was used for native advertising, while Adelphic/Viant Podcast Network, Spotify, iHeart, and Pandora were used for audio and companion banner ads.

A 30-second promotional video featuring attractions from each city or town was created to use on social media and on the podcast’s landing page, which also provides links to additional information for each destination.

The paid media outcomes for the campaign surpassed all expectations, garnering an impressive 27.7 million impressions. The campaign also generated significant engagement with 153,800 clicks. The video content was a key component of the campaign and proved to be highly successful, garnering 306,200 completed views.

Photo Credit: Discover South Carolina

Have a story idea or want to be featured? Email Matt Swenson at matt.swenson@informa.com.

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