The Jekyll Island Authority oversees the conservation and development of the island for the State of Georgia. A self-supporting body, it obtains its operating revenues from leases, park fees, and Island amenities. Income is used to maintain, develop, beautify, and promote the island as a world-class vacation and meeting destination.
With overall visitor traffic declining, the Jekyll Island Authority needed to increase visibility for the island and attract more overnight guest stays. The Authority planned to do this by launching a signature event for the island that would be staged annually.
Working with Cohn Overstreet & Parish (a local PR firm), Snowball developed a concept for an event to pair two regional favorites, shrimp and grits. The event, named Shrimp & Grits: The Wild Georgia Shrimp Festival, paired these culinary favorites with live music, renowned Georgia chef book signings and shrimp-eating contests—among other activities. To build awareness, we created an integrated marketing campaign, including visual branding and marketing materials, print, magazine and radio advertising.
In the event’s inaugural year, more than 12,000 people visited Jekyll Island, filling not only the island, but its hotel rooms.