GEORGETOWN, S.C. —  Life has thrown you a curve if you hoped to see Georgetown County marketed as the “Chicora Coast.”

Instead, Georgetown County’s brand name is now the “Hammock Coast.”

The county’s Tourism Management Commission supported the Hammock Coast moniker during a recent meeting to decide the issue.

Five members of the commission were in favor of the Hammock Coast and one voted no, said Sally Hogan, tourism coordinator for the Georgetown County Chamber of Commerce.

The logo, which was also decided by the commission, will include two palm trees with a hammock in the middle, Hogan said.

The advertising campaign will also include the “vacation interrupter.’’

“It’s meant to be a little bit on the humorous side,’’ Hogan said.

The interrupter, which will be portrayed by a real person, will be used on print, banner ads, Web-based marketing and social media, such as Facebook and Twitter.

The man will step in and out of traditional Georgetown County vacation spots and jokingly say, “You shouldn’t come to Georgetown County,’’ in future advertising.

The man appears to be saving the destination for himself, according to the campaign.

The idea is that Georgetown County is such a secret getaway, that the man is trying to keep the vacation destination a secret.

Social media use of the branding will begin in April, Hogan said.

The branding can soon be seen on the Georgetown County Tourism Web site, operated by the Tourism Management Commission.

At least two ideas, Chicora Coast and Hammock Coast, were presented last month to the commission by the marketing firm RawleMurdy.

A unique identity

 The first-time effort is meant to give Georgetown County a unique identity that visitors will recognize.

The brand name will mesh that with the existing “George” campaign for the Chamber of Commerce.

Henry Mathieu, associate creative director of RawleMurdy, and John Kautz,  the company’s brand and relationship manager, said last month that Georgetown County is not immediately recognized by visitors.

The branding would give a familiar sense of place to the entire Georgetown County area, they said.

“There is confusion over what Georgetown County is and what it stands for,’’ Kautz said.

“There is not a connection between Georgetown County and being a vacation destination.”

At least 400 people surveyed gave a clue to what they were thinking about Georgetown, Kautz said.

The area is considered a “secret jewel,’’ where people come for the sea air, he said.

“It’s a place that stays true year after year,’’ he said.

By Kelly Marshall Fuller

Kfuller@gtowntimes.com