COMING AT 2 P.M.| South Carolina's top annual tourism honors will be handed out today at the Governor's Conference on Tourism and Travel, including the Governor's Cup Award for the top attraction. Visit MyrtleBeachOnline.com after 2 p.m. to find out who won this year's honors.

South Carolina will target affluent women with a new "It's Time" advertising campaign aimed at raising the amount of money the state gets from its tourists.

The campaign, unveiled Wednesday during the opening session of the Governor's Conference on Tourism and Travel, is a shift from the traditional Grand Strand visitor who is looking for an affordable getaway. Other parts of the campaign will focus on golfers, black tourists and families, the beach's core market.

The "It's Time" slogan, combined with shots of kids playing in the surf and couples relaxing on the beach, is intended to connect emotionally with women, who make most of the purchasing decisions. The ads are focused on reaching TV viewers and Internet users but also will be in newspapers and magazines.

Though focused on women with a household income of more than $100,000, the campaign also will relate to the Grand Strand's traditional core market, said Chad Prosser, director of the S.C. Parks, Recreation and Tourism Department, which developed the campaign.

Most of the Grand Strand's visitors, 42 percent, make between $49,001 and $74,000 annually, according to a 2002 study. About 17 percent make between $90,001 and $120,000. Visitor income steadily has increased over the years as higher-end offerings such as Grande Dunes and Barefoot Resort have opened.

"Obviously, it is a different demographic [than what the state previously targeted]," Prosser said. "But it will also appeal broadly to all consumers. It's an emotion everybody can connect with."

If it is successful, the campaign will lure visitors who stay longer and spend more. Prosser's goal is to raise the gross tourism product per visitor by 10 percent, to hit $288, by the end of 2005.

Nationally, gross tourism product per visitor is $464. Gross tourism product represents how much the state makes from each tourist.

Travelers who make more than $100,000 annually are 46 percent more likely to spend more money, officials said.

"These are people who splurge a little bit," said John McDermott, creative director of The Leslie Agency, who with Rawle Murdy Associates created the campaign. "When they take a vacation, they do it in style."

The "It's Time" slogan plays off the current time-crunch culture in America, urging folks to take a vacation instead of getting consumed at work or with other daily duties.

"I think it is a true sense of what people are feeling these days," said Theda Jackson, marketing vice president for the Myrtle Beach Area Chamber of Commerce.

Mickey McCamish, president of marketing group Myrtle Beach Golf Holiday, said after the presentation that he isn't so sure the ads will influence a worker's decision to take a trip.

"I don't necessarily think running an ad will change my behavior," he said. "It's a good start, but it will take some amount of time."

One ad urges readers to "Spend a few days being called Ma'am instead of Mom." Another, with a picture of kids bolting for beach sand, states, "When was the last time you found sand in their pockets?"

The campaign will cost $6.7 million, with $2.6 million of that going to reach affluent women. That is much less than what other destinations spend on promotions, putting more pressure on the campaign to work. Nine states spent more than South Carolina on ads in 2003, according to the Travel Industry Association of America. Florida's ad budget is double that of South Carolina's.

"We are going to have to outsmart rather than outspend other destinations," said John Kautz, account director with Rawle Murdy.

Promoters are reaching past the traditional nine-state feeder market. The 30-second and 60-second TV spots will appear on a number of national channels including Lifetime, A&E and the Food Network. Ads will go in magazines such as Southern Living and Family Circle.

Area leaders applauded the marketing shift and the prominent inclusion of coastal shots.

"I think it is a great move. You are appealing to the person who makes the decisions," said John Rhodes, director of the Beach Ball Classic basketball tournament and member of the Hotel Board Corp.

The conference continues today at the Myrtle Beach Marriott Resort at Grande Dunes with a visit from Gov. Mark Sanford.