Tourist board Explore Charleston has unveiled an interactive video campaign that puts locals at the heart of what makes the South Carolina city such hit with tourists.
The ‘Local Legends’ campaign was produced by content creation and marketing agency Studio Black Tomato.
It was launched in conjunction with the announcement that the city of Charleston has been named Condé Nast Traveller’s number one small US city for the eighth consecutive year.
The campaign gives credit for the awards to Charleston’s local people. ‘Local Legends’ was created with Studio Black Tomato’s new interactive service, Blackwire.
This service uses WIREWAX tech to enable viewers to delve deeper into the content, which shows Charleston through the eyes of a local historian, basket weaver, artist, paddleboard instructor, craft distillery owner and a photographer, among others.
While watching, viewers can read features on the landmarks they see, book experiences, listen to ghost stories, open photo galleries of the best beaches, download apps and cocktail recipes.
Studio Black Tomato said this significantly increases dwell time and the service has been designed to “enable a new approach to tourism marketing, by offering more value and information behind each story of the destination in a way that viewers can engage with directly from the video itself”.
Catherine Dority, director of marketing of Explore Charleston, said: “We’re incredibly excited to offer content that not only inspires people to travel to this wonderful place, but that also gives consumers the ability to immediately engage further or instantly book the experiences brought to life through the campaign.”
Nick Ford-Young, head of Studio Black Tomato, added: “At the heart of the Charleston Local Legends videos are the local people – who better to champion a destination than the residents who make it so unique?
“From our previous work with Explore Charleston, we understood how passionate the people of Charleston are about their hometown. The city fuels the creativity of its inhabitants, and in turn they make it what it is. We strived to create a video series that inspires audiences through these localised stories.”