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TOURISM Santa Fe December 2017
Marketing Report
TOURISM Santa Fe
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MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


As we approach the end of the calendar year, it is exciting to look back to see the outstanding publicity we have achieved through both earned media in editorial as well as the numerous accolades awarded by national publications in 2017, that set Santa Fe apart.

Wikipedia tells us that Earned media refers to publicity gained through promotional efforts other than paid advertising. A benefit to earned media is that it provides exposure in markets that we might not be able to afford to advertise in and it allows Santa Fe to expand its reach into new markets. The key measure for us is how we do year over year when using the same criteria for measurement.

The news is exciting as through October we have achieved an earned media value of $27,857,661 compared to $29,279,560 for the same time period in 2016. Important to note that in 2016 we had the benefit of the roll out of the Margarita Trail that brought in a combined onetime value of close to $5 million. Even without it in 2017 we are within a million and a half of what was a record setting year.

From the standpoint of accolades, we are on pace with last year with 36 to date. And these include some blockbustersǃ

  • Travel and Leisure: Reader’s Choice for Destination of the Year-2017
  • National Geographic: World Legacy Award #1 for Sense of Place
  • Travel and Leisure: #4 Favorite City Destination
  • Conde Nast: #4 Best Small City in the United States
  • Travel and Leisure #2 of the Top 15 Cities in the US and #11 in the World
  • National Geographic: one of America’s 20 Best Mountain Bike Towns
  • Outside Magazine: one of the Best Towns Ever – Where to Live
  • TripAdvisor: Top Affordable City for an Epic Group Getaway

We list these on santafe.org and expect to have a few more coming in. We need all of our partners to use these accolades as well – otherwise we are just bragging to ourselves. Help us share them with the world. Take a look at your business web site and see if you list any of the accolades…probably not. Please, please, please don’t just use your web site to sell your business. Use it first to sell Santa Fe and then explain why you offer the best alternative for lodging or dining or shopping once Santa Fe is selected. We need to all work closer together, for the common good of the destination, to bring more business for everyone to The City Different.

Happy Holidays to all.

Randy Randall
Executive Director
TOURISM Santa Fe
(505) 955-6209
rrandall@santafenm.gov



MARKETING ACTION ITEMS
 
It’s not too lateǃ Add your Kids Free Spring Break offers

Order the 2018 Official Santa Fe Visitor Guide

Claim your business: Google My Business Listing



It’s not too lateǃ Add your Kids Free Spring Break offers



The landing page for Kids Free Spring Break 2018 is live and full of fun offers for kids. Digital advertising starts on January 1. There’s still time to add your offers and promote your business to families planning their Spring Break vacations. Do not be left outǃ Last year more than 28,000 visitors went to the landing page and more than 1,500 potential visitors have requested additional information. Remember that over the holidays families are planning their Spring Break getawaysǃ

To add your offers, login now to your business partner account on santafe.org and from your dashboard, click on the blue button that says “Add your Spring Break Offers.”


Order the 2018 Official Santa Fe Visitor Guide



The 2018 Official Santa Fe Visitor Guide will arrive by the end December. Be sure you have the new guides available for your guests Arriving in the first quarter of 2018. Place your bulk orders for the guide anytime through our online order form and we will notify you as soon as they’re ready to be picked up at the beginning of the year.


Claim your business: Google My Business Listing



Do you own your Google listing? Do you want to control what people see when they are searching for you? Google research shows that when initially searching for places, consumers use mapping products 44% of the time. Business listings with photos and a virtual tour are twice as likely to generate consumers’ interest. Improve your online presence and be sure your Google business listing has the correct address, hours of operation, and eye-catching images.

If you have not yet claimed your business on Google, click here to learn more and to set up a Google My Business profile.

If you want to learn more about the basics of Google My Business, watch this short video which gives a demonstration of a business partner signing onto Google My Business and updating information.



MARKETING INFORMATION ITEMS
 
Santa Fe Wins T+L Readers’ Choice Destination of the Year 2017

Canyon Road recognized as a Main Street Across America

TSF Business Partner Meetings

Santa Fe Margarita Trail Update




Santa Fe Wins T+L Readers’ Choice Destination of the Year 2017



Thanks for your support and for getting out the vote. Santa Fe was voted Readers’ Choice Destination of the Year 2017 receiving more votes than 21 other destinations from around the world.

Winning keeps Santa Fe at the forefront of travelers’ minds as they select their next vacation destination. Be sure to share this exciting news with your networks via social media. Congratulations Santa Feǃ


Canyon Road recognized as a Main Street Across America



Canyon Road is one of this year’s Main Streets Across America. Main Streets Across America is a celebration of streets in each of the 50 states and the District of Columbia that reflect strong ‘main street values’, play a central role in the communities in which they are located and have great stories to tell.

Let’s celebrate and help spread the wordǃ Visit Canyon Road's profile and share the page on social media.


TSF Business Partner Meetings


TOURISM Santa Fe officials met with the following partners/organizations in November:
  • New Mexico Tourism Department
  • Hotel Santa Fe
  • Sunrise Springs
  • Edible Santa Fe
  • NM Department of Cultural Affairs
  • North Central Regional Marketing Board, NMTD
  • Ski Taos
  • International Folk Art Alliance
  • Daniel Quat, Photographer
  • Google Street View
  • Southwest Planning
  • New Mexico Hospitality Association
  • Discovery Map
TSF representatives conducted press desk sides in Seattle, WA from December 4-7, 2017 and met with the following publications:
  • Motif Seattle
  • Portia Smith, Obsessed by Portia
  • Naomi Tomky (Freelancer), Saveur, Fodor’s, The Atlantic, Vogue, Food & Wine
  • Tom Douglas, Seattle Kitchen
  • Rob Taylor, 2TravelDads
  • Corinne Whiting (Freelancer), 10Best
  • Tracie Howe, Tracie Travels
  • John Nelson and Leslie Kelly, Seattle Magazine contributor
  • Lisa Lee and Virginia Smyth, Seattle Magazine
  • Providence Cicero, Seattle Times
  • Chelsea Lankford, Truelane
  • Marissa Pederson, Postcards to Seattle
  • Carolyn Tuen Marino, Hey Pretty Thing

Joanne Hudson, Public Relations Manager, attended the 2017 Annual Convention of the Society of American Travel Writers held in Portland, Oregon, October 29—November 2 and networked with 85 travel writers and had 15 unique appointments over the four day conference.


Santa Fe Margarita Trail Update



MARGARITA TRAIL APP COMING SOONǃ The all new Santa Fe Margarita Trail App will encompass all the great benefits of the printed Passport book, but now on your smart phoneǃ Map your nearest discounted margarita, keep track of which margaritas you still need to taste or see how close you are to winning your next reward. You can also get all the margarita recipes, restaurant information and rate your favorite margarita. Stay tuned for more information and release date coming soon.

Since the Santa Fe Margarita Trail program launched in May of 2016, nearly 2300 t-shirts have been awarded to passport holders, 118 signed copies of The Great Margarita Book have been claimed and 65 lucky people have completed all the stops on the Margarita Trail to earn the official Margarita Trail Bartender Kitǃ

Attn: Margarita Trail Partners – SALEǃ
Be sure to stock up on your Passports for the Holiday seasonǃ Margarita Trail Passports are a great gift idea and are on sale until the end of the year. Get 25 for only $50ǃ Make sure you have enough Passports ready to sell for the Holidays. Order more today by Clicking here for the order form and instructions. If you need replacement Passport stamps, we can provide those too—at no charge. Call or e-mail Ryan Dodge at rhdodge@santafenm.gov or 505-955-6232 to order more.



SANTAFE.ORG
 
SantaFe.org How It's Performing



November 2017 Performance Metrics

Visits
  • Total Sessions 87,402 (15% increase Y/Y)
  • Unique Users 70,149 (14% increase Y/Y)
  • Pages per Session 2.18 (1.3% decrease Y/Y)
  • Average Time on Site 2:09 (7.4% decrease Y/Y)
  • Conversion Rate 8.4% (3.4% decrease Y/Y)

For November, traffic is up 15% Y/Y, buoyed by a >2700% Y/Y increase in advertising traffic. Retention statistics are down slightly Y/Y, with session length down 7%. Mobile traffic was 42% of all traffic, with tablet another 15%. Demographics trended male and younger M/M.

Visitor Gender
  • 60.4% Female
  • 39.6% Male
Visitor Age
  • 7.4% 18 - 24
  • 19.9% 25 - 34
  • 17.7% 35 - 44
  • 16.5% 45 - 54
  • 20.8% 55 - 64
  • 17.6% 65+
Newsletters
  • Santa Fe Holiday Events Not to be Missed
    • Sent: November 2, 2017
    • Number sent: 24,246
    • Number opened: 5,258
    • Open rate: 21.8%
  • Santa Fe Happenings
    • Sent: November 7, 2017
    • Number sent: 48,565
    • Number opened: 2,278
    • Open rate: 17.1%
  • TOURISM Santa Fe Marketing Report
    • Sent: November 8, 2017
    • Number sent: 1,101
    • Number opened: 329
    • Open rate: 30.1%
  • Santa Fe Deals and Specials
    • Sent: November 17, 2017
    • Number sent: 28,908
    • Number opened: 5,166
    • Open rate: 17.9%
  • Santa Fe Gift Guide
    • Sent: November 21, 2017
    • Number sent: 60,297
    • Number opened: 9,576
    • Open rate: 15.9%
  • TOURISM Santa Fe Sales Report
    • Sent: November 22, 2017
    • Number sent: 1,103
    • Number opened: 313
    • Open rate: 28.6%
*Open rate is only counted for users who have images enabled in their email or if a user clicks on a link.



SOCIAL MEDIA
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TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
Visit Santa Fe Facebook engagement in November was up by 27%. Facebook also garnered 1,094 new followers, a 1.7 % increase over last month. The Facebook Canyon Road Farolito Walk post took the second top ranking post for the year to date for November. Twitter saw a 6% increase in followers over last month. Twitter engagement shot up 83% while monthly impressions rose 43%. Instagram continues to see a steady rise in followers with an increase of 498 followers.

As always, we encourage all of our business partners to follow, share and interact with us on our social media channels.

Don't forget to add #SantaFeNM or #TheCityDifferent to your postsǃ

Facebook: www.facebook.com/SantaFeTourism
Twitter: twitter.com/CityofSantaFe/
Pinterest: pinterest.com/cityofsantafe/
Instagram: instagram.com/CityofSantaFe/
YouTube: youtube.com/VisitSantaFeNM
SantaFe.org Blog: santafe.org/blog/


Join us on Facebook Facebook
Facebook screenshot

November 2017 Performance Metrics

  • Total Page Followers: 61,436 (1.7% increase M/M)
  • People Talking About This: 12,641 (22% increase M/M)
  • Engagement: 44,866 (27% increase M/M)
  • Top Ranking Post: Canyon Road Farolito Walk for November 21 at 8:28 pm
    • Likes: 2205
    • Comments: 246
    • Reach: 40,928


Join us on Twitter Twitter
Twitter screenshot

November 2017 Performance Metrics
  • Followers: 12,935 (6.3% increase M/M)
  • Monthly Impressions: 91,200 (43% increase M/M)
  • Engagement: 1280 (83% increase M/M)
    • Top Ranking Post: Read our Santa Fe Travel Insider Blog “Santa Fe December Events To Enjoy The Season” December 1 at 3:20 pm
    • Impressions: 2,940
    • Favorites: 45
    • Retweets: 14
    • Total engagements: 80


Join us on Instagram Instagram
Instagram screenshot

November 2017 Performance Metrics
  • Followers: 19,100 (2.7% increase M/M)
  • Top Performing Post for November: Enchantment Aerials’s “A view of last night’s Annual Christmas Tree Lighting on the Plaza. On November 25
    • 1,999 likes


Join us on Pinterest Pinterest
November 2017 Performance Metrics
  • Followers: 2,385 (.4 % increase M/M)


Read the Santa Fe blog Santa Fe Blog
November Blog Posts

Meet the Artists of the New Santa Fe Artists in Residence Program
  • Posted November 7, 2017
  • Views: 57
Celebrating Culture and Community on Santa Fe Indigenous Peoples Day
  • Posted November 14, 2017
  • Views: 20
On the Trail of the Ancient Ones
  • Posted November 21, 2017
  • Views: 59
6 “Not To Miss” 2018 Museum Exhibits in Santa Fe
  • Posted November 28, 2017
  • Views: 57
November 2017 Performance Metrics

Total Blog Views: 6,348 (45.5% decrease M/M)
Average Time on Blog: 3:30 minutes

Please share the weekly blogs on your social media channels. To share directly from the blog, simply click on the colored share buttons at the top of the page, selecting your preferred networks, and click each to post.


Watch us on Youtbue YouTube
November 2017 Performance Metrics
  • Subscribers: 334 (1.8% increase M/M)
  • Views: 2312 (36% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT
New Mexico Magazine
Target market: New Mexico
Flight dates: 11/1/17-11/30/17
Impressions: 300,000
Digital Impressions: 24,258


DIGITAL DISPLAY, E-NEWSLETTERS, PREROLL VIDEO & MOBILE

AdTheorent: Rich Media Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 11/1/17-11/30/17
Impressions: 2,408,078


Undertone: Rich Media Desktop
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 11/1/17-11/30/17
Impressions: 1,184,412


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 11/1/17-11/30/17
Impressions: 18,639
Go Travel Sites sent 182 names, emails and addresses to Santa Fe

Amobee: Contextually Targeted Desktop & Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 11/1/17-11/30/17
Impressions: 2,946,365


Adara: Programmatic Desktop/Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 11/1/17-11/30/17
Impressions: 883,627


TripAdvisor: Sponsorship/Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 11/1/17-11/30/17
Impressions: 247,752

Fly Santa Fe/NNMAA

Undertone: Desktop & Mobile Display w/ Inbound RM
Target market: Phoenix/Scottsdale metro, CA markets (LAX, ONT, SBA, SAN, BUR, SNA), Northern New Mexico (Santa Fe, Los Alamos, Taos, etc.)
Flight dates: 11/1/17-11/30/17
Impressions: 961,320


Adara: Desktop & Mobile Display
Target market: Phoenix/Scottsdale metro, CA markets (LAX, ONT, SBA, SAN, BUR, SNA), Northern New Mexico (Santa Fe, Los Alamos, Taos, etc.)
Flight dates: 11/1/17-11/30/17
Impressions: 1,591,273


SEM

Google AdWords
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 11/1/17-11/30/17
Impressions: 126,558







TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
November was another exciting month for Santa Fe in the news. The city earned a new accolade from the readers of Travel + Leisure Magazine when we were voted the “Reader’s Choice Destination of the Year 2017” in an online pole. This month we had several big hits when pitches sent through the “Help A Reporter Out” (HARO) service were picked up by Food & Wine, Travel Channel online and PopSugar. These three articles accounted for almost one million in earned media value, or 1/3 of the month’s total value.

This month, TOURISM Santa Fe PR staff hosted six journalists on an “Only in Santa Fe” themed group press trip. The group experienced three full days of essential Santa Fe activities and cuisine. Thank you to all the partners who worked with our office to host a portion of this trip.

Read on for a variety of media hits from this month and please share your favorites on your website or social media accounts.


News to Use, Utilize Our Press Releases


Check in with the Current Releases section of the santafe.org website for press releases that you can use, redistribute or reference.


PUBLIC RELATIONS PERFORMANCE METRICS
 
November 2017
  • Pitches: 49 (44% increase Y/Y)
  • Press Releases: 4 (No change)
  • Media Visits: 8 (33% increase Y/Y)
  • Media Contacts: 152 (6.2% increase Y/Y)
  • Earned Media: $2,875,127 (51.7% decrease Y/Y)



RECENT ACCOLADES
 
Santa Fe, NM was named the #1 “Reader’s Choice Destination of the Year 2017” by Travel + Leisure


VISITING PRESS
 
Cynthia McCloud Woodman, writer for What a Girl Eats, visited the destination on November 10-11.

TOURISM Santa Fe hosted a group press trip with a “Only in Santa Fe” theme from November 16-20. The following media attended:

  • Zach Mack – Thrillist
  • Kim Swidler – Albany Times Union
  • Sahar Nooraei – S/Magazine
  • Joanna Mazewski – Family travel writer
  • Maya Stanton – Budget Travel
  • Elisabeth Abrahamson – AAA Alabama Journey



SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Here is a selection of November coverage. To see more, please visit the Hot News page at the santafe.org Media Center.



Websites:

Thrillist featured the destination in an article entitled “The Least-Visited States In America -- And Why You Should Go” on November 15.


As a result of previously hosting Teddy Minford in July, Fodor’s Travel included New Mexico in the “Fodor's Go List 2018” on November 15.


As a result of hosting Brittany Anas on the Ski Santa Fe press trip, Simplemost featured the destination in an article entitled “12 Magical Christmas Destinations You Need To Add To Your Holiday Bucket List” on November 20.


As a result of hosting Clint Brownfield in October, Travel Planners Radio Show provided coverage on the destination with an 18 minute segment.

As a result of a HARO response, Travel Channel featured Santa Fe in an article entitled “10 Places Serving Native American Cuisine” on November 20.


As a result of hosting Rachel Chen on the September influencer trip, Vintage Dolls featured the destination in an article entitled “Where to Stay in Santa Fe” on November 1.


As a result of hosting Atsuna Matsui on the September influencer trip, Atsuna Matsui featured the destination in in two article and a YouTube vlog.

Top 6 Photo Opportunities in Santa Fe” – September 27
What I Did in Santa Fe” – October 2
Santa Fe New Mexico Vlog Trip” – September 28

As a result of hosting Haley Plotkin on the September influencer trip, Ready Set Jet Set featured the destination in an article entitled “Your Weekend Getaway Guide To Santa Fe” on November 5.

As a result of hosting Keri Fay on the September influencer trip, All of My Essence featured the destination in an article entitled “Santa Fe, New Mexico” on September 29.


As a result of media outreach and previously hosting Jill Fergus, BestProducts.com featured the destination in an article entitled “Things To Do In Santa Fe For A Fabulous Escape To The Southwest” on November 14.


As a result of hosting Cynthia Woodman in November, What a Girl Eats provided feature coverage of the destination in an article entitled “Girl’s Weekend In Santa Fe” on November 25.


As a result of Alison Tibaldi attending the La Posada de Santa Fe Fam, CNN Travel featured Santa Fe in an article entitled “10 cozy hotels that redefine luxury” on November 29. Representatives from TSF met with the writer.


As a result of Alison Tibaldi attending the La Posada de Santa Fe Fam, offMetro provided feature coverage on the destination in an article entitled “Active Adventures in Santa Fe, New Mexico” on November 29. Representatives from TSF met with the writer.


As a result of hosting Kelli Acciardo in September, domino provided feature coverage of the destination in an article entitled “Green Chile Recipes That Will Transport You to the Heart of Santa Fe” on November 26.


Wall Street Journal included Santa Fe in an article entitled “5 Festively Original Holiday Getaways” in print and online on November 25.


ManTripping featured the destination in an article entitled “Uniquely American Holiday Road Trip Ideas” on November 29


As a result of hosting Joanna Mazewski on the November Fam, Babble featured Santa Fe on an article entitled “This Middle School Teacher Prepares Fresh Lunches For 160 Students Every Day – From Scratch” on November 30.


As a result of hosting Johnnie De La Garza in September, Flicks and Food featured Santa Fe in three stories:



As a result of hosting Kelli Acciardo in September, domino featured the destination in an article entitled “Why Santa Fe Belongs On Your Travel Bucket List” on November 11.


Santa Fe New Mexican featured the destination in an article entitled “Santa Fe on Short List for 'Travel + Leisure' honor” on November 8.

Santa Fe New Mexican featured the destination in an article entitled “Santa Fe: A Class by Itself” on November 8.


As a result of a HARO response, PopSugar featured Santa Fe in an article entitled “Christmas-Lovers Need to Add These 15 Cities to Their Holiday Travel List” on November 13.


As a result of hosting Kristen Boatright in September, Shermans Travel featured Santa Fe in an article entitled “Luxury for Less - Santa Fe, New Mexico” on November 14.


As a result of hosting Winona Dimeo-Ediger in October, Livablity featured the destination in an article entitled “” on November 14.


Magazines (print/online):

Alaska Beyond featured the destination in an article entitled “Strolling Santa Fe” in the November issue.


As a result of hosting Paula and Bruce Koffsky on the 2017 Ski Santa Fe trip, Upper East Side Magazine featured the destination in a story entitled “Santa Fe – Your Next Ski Adventure” in the Winter issue.


As a result of media outreach, Travel + Leisure included Santa Fe as one of “Travel + Leisure’s 2017 Destination of the Year Readers' Choice Nominees” on October 30.


As a result of a HARO response, Food & Wine featured Santa Fe in an article entitled “South Indian Food Is Having a Major Moment in America” on November 13.



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