Harnessing the Power of Story


There are stories in the Lowcountry. Not just in the pages of a Pat Conroy novel, but in the tang of salty air, the crook of an ancient tree, the arc of a shrimp net cast into water at low tide.

And no place captures the storied essence of the Lowcountry quite like Palmetto Bluff.

We harnessed the power of those stories and told them to the world with a dramatic integrated campaign about this exceptional community. Using a first-person narrative, we highlighted the Lowcountry’s considerable charms with a comprehensive campaign that also included direct mail, digital and some pretty inventive out-of-home. The narratives, sometimes funny, sometimes poignant, were accompanied by photos that brought the stories into full relief, capturing a sense of place, time and emotion.

So what’s the Reader’s Digest version of this story-based approach? The print work generated 2,538 website sessions, 225 phone calls and 98 direct leads. But that’s just the beginning. It also won 13 awards across the country, including seven Charlotte ADDYs (plus Best in Copywriting), two regional ADDYs (including Best in Show), two national awards for photography, one Rosey Award of Excellence and an Award of Merit. The campaign also caught the eye of the former editor of Rolling Stone magazine and novelist John Grisham, who praised the work’s authentic Lowcountry vibe. It was a rewarding campaign and gratifying result. And the first chapter in many success stories to come.