Atlanta is the target of a new advertising and public relations campaign just launched by the SC Department of Parks, Recreation & Tourism, the state’s official tourism marketing arm.

S.C. Next Door (www.SCNextDoor.com) is the theme of the campaign that includes radio, print, online advertising, a customized landing page and public relations outreach to the diverse range of Atlanta media. The landing page features the song “Sweet Tea” by Cravin’ Melon and includes links to general tourism information as well as specialty sites focusing on golf, beaches, dining and state parks across South Carolina.

Downloadable ring tones and video tours also are offered, as are computer desktop images of South Carolina’s mountains and beaches and e-newsletters about destinations and deals for tourists. A distance estimator, measured in numbers of gas tanks required to reach South Carolina, also is included.

“The proximity of South Carolina’s destinations to the Atlanta area is an added value at a time when consumers must maximize every dollar they spend on their vacation experience. Atlanta residents can easily access South Carolina’s mountains, beaches, lakes and towns, spending less money and more time enjoying their break from home.” – SCPRT Director Chad Prosser.

This year’s promotion in Atlanta, the nation’s ninth-largest market, follows the state tourism agency’s successful Chicago promotion last year. That campaign – the recent winner of national awards from Google and the Hospitality Sales and Marketing Association International (HSMAI) – focused on South Carolina as an escape from cold Chicago winters. The Atlanta campaign focuses on the proximity of all South Carolina has to offer the big metro market of about 3.6 million people, including the more than 1 million households that have incomes of $50,000 or more.

The S.C. Next Door campaign was created by SCPRT in partnership with its two ad agencies – Rawle Murdy Associates Inc. of Charleston, the bounce agency of Greenville, and Web specialist Aristotle Inc. of Little Rock, Ark.

The S.C. Department of Parks, Recreation & Tourism has launched a new Web site devoted specifically to the Palmetto State’s 200 miles of coastline. The site is so new in fact that it took a minute to load, and when it did, it just redirected to a sub-domain off their existing site. Here’s the direct link: SCPRT’s new beach site.

The Web site at www.SCBeaches.travel provides up-to-date travel information on three distinct areas – the Lowcountry and Resort Islands, Historic Charleston and Myrtle Beach & the Grand Strand – along with interactive games for kids, weather, maps and a photo album.

Using keyword research, SCPRT has organized the new site in a way to make it more accessible to the Internet search engines that millions of consumers use when looking for unique, fun and affordable beach trips. It also provides the state’s tourism partners on the coast with a clear portal for their consumer message.

SCBeaches.travel is the latest in a series of Web sites created and maintained by SCPRT. The others include the state’s official tourism site at www.DiscoverSouthCarolina.com, the Web site of the S.C. State Park Service at www.SouthCarolinaParks.com and specialized offerings such as www.SouthCarolinaGolf.com, www.SavorSouthCarolina.com and www.CarolinaGirls.travel.

The state tourism agency also maintains sites designed specifically for cellphones and other handheld devices. They are www.DiscoverSouthCarolina.mobi and www.SouthCarolinaParks.mobi. They contain key information about South Carolina attractions, events, lodging, shopping, dining, golf courses and state parks.

_{Now I know why my logs have been showing so many hits for “South Carolina beaches” lately.}