Public/Media Relations Manager

Coastal Mississippi Celebrates First Anniversary

COASTAL MISSISSIPPI (March 11, 2020) – Coastal Mississippi: The Secret Coast. This is the new brand and ad campaign that the tourism marketing organization for the tri-county coastal region, formerly known as Visit Mississippi Gulf Coast, unveiled to community partners and industry stakeholders a year ago on March 11, 2019. One year later, the future for the travel and tourism industry in Coastal Mississippi is looking extremely bright.

Designed to truly reflect the region, its communities and its array of outstanding assets, and capitalizing on today’s top trends to inspire visitors to explore largely undiscovered destinations, the new brand was a product of a year-long rebranding process that would lay the foundation for the future success of the tourism industry in Coastal Mississippi. With 55 percent of frequent travelers saying they primarily travel to discover new experiences, cultures, lifestyles, food, and places, Coastal Mississippi is perfectly poised to surprise and delight.

“Coastal Mississippi speaks to who we are and what we offer as a region,” said Coastal Mississippi CEO, Milton Segarra, CDME. “The Coast is the place where water meets the land, but ‘coastal’ encompasses the beaches, the water, and the land beyond. This is an important distinction to make, as the experience offered here goes well beyond where the water meets the shore: our beautiful coastal communities with rich, authentic culture, attractions, activities and diverse natural resources offer a phenomenal amount to do, see and experience like no other destination.”

“Coastal Mississippi is working diligently to promote this truly unique and not-quite-discovered destination that offers the relaxation, adventure, and variety today’s travelers seek,” said Nikki Moon, President of the Coastal Mississippi Board of Commissioners. “With the plans and strategic efforts that we have in place for this coming year, deepened community partnerships, and exciting developments across the tri-county region, the future of the travel and tourism industry on The Secret Coast is looking very promising indeed.”

To celebrate the brand’s first anniversary, Coastal Mississippi will be holding a ribbon cutting on Wednesday, March 11, 2020 at 10:30a.m. at the Coastal Mississippi offices, located on the second floor of the Mississippi Coast Convention Center at 2350 Beach Boulevard in Biloxi. To further honor the brand’s milestone, all counties and municipalities within the destination have proclaimed or will be proclaiming March 11, 2020 to be Coastal Mississippi Day in their respective counties and cities.

The Coastal Mississippi: The Secret Coast campaign has seen great success throughout the past year, garnering over 113 million impressions with its paid digital media, over one-billion impressions in earned media coverage, a 26 per cent increase in social media followers, over 30,000 meetings attendees, 14,000 sports tournament visitors, and winning a Bronze Adrian Award for advertising excellence. Leisure Business Development initiatives also saw great accomplishments, including booking 71,132 incremental room nights through Expedia Campaigns and growing the motor coach market by 22 percent. Furthermore, Coastal Mississippi recently released tourism numbers for the month of January 2020, which are the most successful the region has seen in four years. The historical key performance indicator (KPI) comparison for January in the last four years shows increases in all indicators between January 2017 and January 2020.

Coastal Mississippi will continue in its endeavors to promote The Secret Coast and looks forward to welcoming many more visitors to discover the #MSCoastLife.
To find out more, visit:

WATCH: Celebrating one year of Coastal Mississippi: The Secret Coast



Coastal Mississippi is an organization charged with promoting South Mississippi as a tourism and convention destination worldwide. Its mission centers on attracting ever-increasing numbers of leisure, convention, sports and business visitors to the area. It is dedicated to maximizing the travel and tourism industry for South Mississippi.
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