TOURISM SANTA FE 2016 KIDS FREE SPRING BREAK PROMOTION

Transcription

1 TOURISM SANTA FE 2016 KIDS FREE SPRING BREAK PROMOTION

2 Randy Randall, Executive Director Cynthia Delgado, Director of Marketing John Feins, Public Relations Manager Joy Rice, Marketing Manager Frank Cordero, Social Media Coordinator Phyllis Ortiz, Administrative Assistant Lou Hammond & Associates PR Terry Gallagher, Vice President Carlyn Topkin, Account Executive Matt Sessions, Account Manager Stephane Ferraris, Account Coordinator Studio X Website Kyle Langan, Webmaster Jay Turley, Webmaster & Account Manager Fuseideas Advertising Steve Mason, Strategic Director Kelea Denmark, Account Manager CJ Kaplan, Creative Director Shaun Stanwood, Art Director Jon Muenier, Sr. Media Planner/Buyer Bella Media Santa Fe Guide Bruce Adams, Publisher Bryan Cooper, Editor 2

3 KIDS FREE SANTA FE SPRING BREAK INTRODUCTION RATIONALE: Santa Fe offers a unique mix of museums, galleries, culture, shopping, and outdoor activities that appeal to adults and kids alike. There are so many different types and styles of cuisine in Santa Fe that nobody s appetite will go unsatisfied. For parents who are looking for something, we invite you to try a one of akind family vacation in The City Different. This school break, take a Santa Fe Spring Break. Target Audience: Families with children aged 12 or younger in household, who are most likely to book a family vacation. Geographies: Drive markets Albuquerque, Phoenix, Denver Boulder Colorado Springs, Amarillo, Oklahoma City GOAL: The ultimate goal is to capture drive market families looking for something to do during school break and to increase their length of stay and overall spend in Santa Fe. APPROACH: Santa Fe Spring Break will be promoted through paid, earned and organic media where all tactics/executions will push to and promote the Santa Fe Spring Break landing page. Timing of paid media: January February

4 PROMOTION TIMEFRAME October 2015: Promotion planning began November 2015: Promotion announced citywide December 2015: Business partners began adding special offers through santafe.org December 2015 April 2016: Social media campaign January 1 February 29, 2016: Paid media campaign January 1 April : Website landing page is live January 28, 2016: Public Relations efforts began April 15, 2016: Promotion ended PROMOTIONAL OFFERS BY THE NUMBERS 45 specials offered Breakdown by category: 11 Accommodations 15 Restaurants 6 Art & Culture 5 Tours 3 Attractions 2 Sports & Recreation 2 Workshops & Classes 1 Wellness 4

5 PAID MEDIA DIGITAL APPROACH Utilize networks that specialize in Family, Travel and have credible sites that target Moms (the primary decision maker in the household) TARGETED BANNER ADS Enable various targeting parameters to ensure that TSF s banners are adjacent to relevant content such as Demo, Geo, Contextual and Behavioral THE RESULTS: 4,678 clicks/5,565,592 impressions (0.08% CTR), 66% Visit Rate Evolve Media: 0.07% CTR, 45% VR RGM: 0.14% CTR, 71% VR Varick Media: 0.08% CTR, 81% VR Note: no one creative is outperforming the others in terms of CTR or VR. All creatives are around 0.08% CTR and between 66 70% VR PAID SEARCH Ad a Kids Promotion campaign to the current Paid Search buy THE RESULTS: 1,567 clicks / 144,775 impressions (1.08% CTR) Total spend to date is $4,885 and Avg CPC $3.12 Best performing ad groups are Spring Break with avg position of 2.0 and imp share of 46% and Kids Vacation with 2.4 avg position and 51% imp share Best performing keywords are vacation family packages, family vacation packages Vacation packages for families Best vacation destinations and vacations for kids 5

6 PAID MEDIA RADIO RADIO MARKET APPROACH ONE: Leverage the existing radio package that was purchased through the NM Hospitality Association to increase awareness and reception to additional Santa Fe Spring Break messages within the local drive market. EXPECTED OUTCOMES: Success for radio is typically seen in increased lower funnel activity such as website visits, organic search and increased CTR on digital banners reinforcing the promotional messaging. Target: Drive Albuquerque, NM Recommended station: KABG FM (Big 98.5) Format: Adult Classic Hits Demo: Women, Flight Dates: : Feb 1 Feb 21 (3 weeks) Dayparts: Mon Sun, 6:00a 12:00a RESULTS Frequency: 72x spots over 3 weeks Impressions: 137,000 Reach: 11.1% of target demo (W, 35 54) were exposed to spot avg of 5.4x over 3 weeks Note: Certificate for a $2,500 radio schedule was granted on 4/28/15 and is valid for one year through any of the American General Media stations in the ABQ market 6

7 PAID MEDIA RADIO RADIO MARKET APPROACH TWO: HIGHLY TARGETED radio buy, featuring a :30 second spot in two key DRIVE markets with higher populations of Women, 35 54, with children in the household who would be looking for a plan on Spring Travel for their kids. Objective of the buy was awareness and reception to additional Santa Fe Spring Break messages within the local drive market. EXPECTED OUTCOMES: Success for radio is typically seen in increased lower funnel activity such as website visits, organic search and increased CTR on digital banners reinforcing the promotional messaging. Target: Drive El Paso, TX Recommended stations: KFII/KLAQ/KTSM Demo: Women, 35 54, with children in the household Flight Dates: : Feb 1 Feb 21 (3 weeks) Dayparts: Mon Sun, 6:00a 12:00a RESULTS Impressions: 268,380 Reach: 70.3 % of target demo (W, 35 54) were exposed to spot on avg of 3.5x over 3 week period Target: Drive Lubbock, TX Recommended stations: KBTE/KLLL/KZII Demo: Women, 35 54, with children in the household Flight Dates: : Feb 1 Feb 21 (3 weeks) Dayparts: Mon Sun, 6:00a 12:00a RESULTS Impressions: 66,316 Reach: 59.1 % of target demo (W, 35 54) were exposed to spot on avg of 3.3x over 3 week period 7

8 WEBSITE TOP GEO LOCATIONS DRIVING TRAFFIC (Paid Media Period: Jan 1 Feb 29) 1. Phoenix 2. Albuquerque (radio market) 3. Oklahoma City 4. Washington, DC 5. Colorado Springs 6. Tucson 7. El Paso (radio market) 8. Dallas 9. Amarillo (radio market) HALO EFFECT (after paid media period) Houston New York Denver PAGE VIEWS (Period: Jan 1 Apr 15) 15,468 REFERRALS TO SANTAFE.ORG (Period: Jan 1 Apr 15) 3,966 8

9 SOCIAL MEDIA AND BLOGS 12 Facebook Posts Total Reach 31, Twitter Posts Total Impressions 7,422 Blog Posts: Jan 12, 2016 A Santa Fe Family Spring Break Is Calling You (208 Views) Feb 28, Events That Will Have You Marching Into Spring (326 Views) 9

10 PUBLIC RELATIONS PRESS RELEASE January 28, 2016: Kids Discover Santa Fe for Free This 2016 Spring Break PITCHES 180 individual pitches, deskside pitches and HARO s PRESS COVERAGE Total reach = 37,746,035 Earned media = $270,677 The Washington Post (Circ: 356,768 Media Value: $1,181) The Washington Post (UMV: 23,672,840 Media Value: $157,818) Only In Your State (UMV: 43,934 Media Value: $292) Austin American Statesman (UMV: 6,391,330 Media Value: $42,609) Dayton Daily News (UMV: 2,788,069 Media Value: $18,587) Napa Valley Register (UMV: 40,130; Media Value: $267) The Fresno Bee (UMV: 1,020,477 Media Value: $13,606) Orange County Register (UMV: 1,033,590 Media Value: $6,890) Santa Fe Hometown News (UMV: 9,570 Media Value: N/A) Dallas Morning News (Circ: 273,053 Media Value: $1,986) Palm Beach Post (UMV: 960,983 Media Value: $6,406) Atlanta Journal Constitution (UMV: 1,015,200 Media Value: $6,768) Travel With Val (UMV: 20,350 Media Value: $135) Consumer Queen (UMV: 1,762,823 Media Value: $11,752) Stuffed Suitcase (UMV: 117,822 Media Value: $786) Santa Fe New Mexican (UMV: 173,966 Media Value: $1,160) Physician s Money Digest (UMV: 65,130 Media Value: $434) 10

11 What We Learned Launch program on December 1 with all offers posted by participants Increase emphasis on #SpringBreakDifferent hashtag Increase share of TOURISM Santa Fe social media materials Create your own social media presence around Kids Free Spring Break offers Increase the number of participants in all categories

12 TOURISM SANTA FE THANKS YOU!