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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


SANTA FE HAS AN AMAZING OPPORTUNITY...but we need everyone's help along with all your friends, employees, relatives and acquaintances. The editors of Travel and Leisure Magazine have included Santa Fe along with 21 other destinations, which include 12 countries, 3 states, 5 cities and 2 regions, as a nominee in their 2017 Destination of the Year selection. The final selection is determined by a vote and we need everyone to get behind this. We are competing with the likes of Canada, California, Greece, the entire Caribbean, Iceland and Norway to name a few so the competition is tough both in quality of destination and quantity of support. But with help from all, we can get it done. And amazingly it appears you can vote again and again and again. Make it an hourly eventǃ

What an incredible honor it would be to have Santa Fe named the 2017 Destination of the Year by the readers of Travel and Leisure. Here is what you have to do Vote and Shareǃ WE ONLY HAVE A FEW WEEKS TO VOTE...

Link to Vote: www.travelandleisure.com/poll-destination-of-the-year-2017

So please keep November 14, 2017 in mind as the deadline; vote as often as the system will allow; call your friends, neighbors and even those you do not like to get behind the effort with their vote as well as all their friends and relatives. This is a monumental task but with everyone's help we can make it happen. We will be reminding you to vote and support getting out the vote on a minute by minute basisǃ Thank you for your support.

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



MARKETING ACTION ITEMS
 
VOTING ALERT: Travel + Leisure Destination of the Year and USA Today

Add your 2018 Santa Fe Kids Free Spring Break offers

Enter Now: 2018 Global Spa & Wellness Awards

Submit your 2018 OTAB grant application - Deadline Extended



VOTING ALERT: Travel + Leisure Destination of the Year and USA Today



Santa Fe was nominated by the editors of Travel + Leisure for Destination of the Year with 21 other destinations which include cities, states, regions and countries from around the world. This is an important award voting has started and winners will be announced on November 15, 2017.

Now is the time to pitch in for Santa Fe by spreading the news wherever you can... to win we are going to needs everyone’s support.

Link to Vote: www.travelandleisure.com/poll-destination-of-the-year-2017

This award is easily among the most elite in all of travel and hospitality and we have to make an extra push to get out the vote. Winning keeps Santa Fe at the forefront of travelers’ minds as they select their next vacation destination from literally a world of sensational choices.

The fun just keeps coming inǃ USA Today 10Best Readers’ Choice just announced Santa Fe as a nominee for “Best Place to Ring in the New Year.” We need your vote here as wellǃ

Link to Vote: www.10best.com/awards/travel/best-place-to-ring-in-the-new-year/santa-fe-new-mexico

Now is not the time to put off the voting...vote now. Please help Santa Fe continue to be a favorite destination for the world. Share this with your employees, friends and your social media networks.


Add your 2018 Santa Fe Kids Free Spring Break offers



Do you have your 2018 Kids Free Spring Break offers ready? Now’s the time to add your offers. To add, login to your business partner account on santafe.org and from your dashboard, click on the blue button that says, “Add your Spring Break Offers.”

We will go live with the landing page on November 20 just in time to reach families who are gathering for the holidays and planning their Spring Break vacationsǃ Don’t miss this opportunity to promote your business for free. Add your offers now and be included in our initial public relations and marketing efforts.



Enter Now: 2018 Global Spa & Wellness Awards



The Global Spa & Wellness Awards offer the opportunity for global recognition and are bestowed by some of the industry's most notable names. Winners and finalists will be featured in a special supplement in both American Spa and Luxury Travel Advisor magazines. Let’s represent Santa Feǃ Enter today. The deadline for submission is December 31, 2017.


Submit your 2018 OTAB grant application - Deadline Extended



The application period for Occupancy Tax Advisory Board (OTAB) grants for use in fiscal year 2018-2019 is open. TOURISM Santa Fe is now accepting 2018 applications and the deadline has been extended through November 30, 2017 at 5:00 p.m. Reviews of all grant applications will be conducted in early December and funds will be available on a reimbursement basis during the 2018-2019 fiscal year which starts July 1st, 2018.

The purpose of the OTAB funding program is to support marketing efforts of third party, non-profit organizations that will increase tourism through new, multi-year events or the expansion of existing multi-year events. Events must also be multi day events with a strong attraction to bring overnight tourists to Santa Fe. Click here for more information and to apply.



MARKETING INFORMATION ITEMS
 
Q3 2017 Marketing Results

Recent Accolades & Awards

TSF named finalist in 2017 Top HAT awards

TSF Business Partner Meetings

Santa Fe Margarita Trail Update



Q3 2017 Marketing Results


Advertising
  • Q3 2017 marked the first quarter of TSF FY18 fiscal budget; new media tactics include Varick PMP, ZEFR YouTube video, Undertone Rich Media (previously ran in Spring ’17)
  • Total media spend in Q3 2017 was $192,095, which was 50% lower than Q2 2017 (Q/Q) and 7% lower than Q3 2016 (Y/Y); Greater spend in Q2 2017 due to presence of additional print and high impact Rich Media display, which didn’t launch until 9/25.
  • Q3 Core digital campaign delivered 15.3M impressions, a 49% lower mark than Q2 2017 (Q/Q) and 35% lower mark than Q3 2016 (Y/Y); fewer Y/Y impressions was the result of launching digital media into the market later than anticipated — about three weeks later than previous year for rich media and native display
  • Absence of high impact rich media in Q3, which typically drives a great amount of site traffic, largely contributed to a 77% decrease in conversions (site visits) during this period Q/Q (“Conversions” were not being measured in Q3 2016); Rich Media launched on 9/25 and visits expected to increase in Q4
  • Print ads, which were mostly targeted to drive and priority markets in Q3, had spent 66% less than Q2 and 17% less than Q3 2016
  • Fly Santa Fe/NNMAA campaign concluded in Q3 (7/31) and resulted in 47M impressions from $177k in media spend ($3.78 CPM), with 20,414 site visits ($5.64 CPV) to the flysantafe.com website; Undertone Rich Media was best performer in terms of CTR (1.23%) and CVR (0.49%)
  • Santa Fe Celebrates Global Arts & Culture concluded in Q3 (9/30) and resulted in 12.6M impressions from $62,000 in media spend ($4.92 CPM) and 12,578 site visits ($4.93 CPV)
  • Despite Paid Search spend being 65% lower than Q2 and 54% lower than Q3 2016, CTR and CPC performance has increased with a +6% CTR and 40% more efficient CPC Q/Q, and +16% CTR and 4% more efficient CPC Y/Y
  • Sept 2017 marked the first month of using Adara Impact Analytics; Impact reported 105 hotel bookings with an estimated $27,445 in revenue was generated by attributable advertising efforts in September (note that video and search were not included in this tally as pixels were not fully active during this month; more robust reporting to be included in Q4)
Website
  • Total Sessions: 309,351 [DOWN 16% Y/Y; DOWN 2.5% YTD]
  • Unique Users: 248,970 [DOWN 16%; UP 1.7% YTD]
  • Average Pages Per Session: 2.33 [DOWN 1%; DOWN 9.2% YTD]
  • Average Time on Site: 2:27 [DOWN 3%; DOWN 16% YTD]
  • Conversion Rate: 10.7% [DOWN 0.5; DOWN 2.5% YTD]
Website traffic was down about 16% Y/Y during Q3 2017. Content/ad blockers may be contributing significantly to lower traffic numbers. A 7% decrease in total advertising spend Y/Y may also be contributing to a decrease in metrics. Additionally, digital advertising was launched in the market later than anticipated—about 3 weeks later than the previous year.

Public Relations
  • Pitches: 130 [DOWN 22% Y/Y; UP 32.7% YTD]
  • Press Releases: 6 [DOWN 50% Y/Y; DOWN 45.2% YTD]
  • Media Visits: 23 [UP 28% Y/Y; UP 15.3% YTD]
  • Media Contacts: 446 [UP 4% Y/Y; UP 0.6% YTD]
  • Earned Media: 3,830,226 [DOWN 53% Y/Y; UP 13.6% YTD]
  • Earned Media Impressions: 256,928,770 [DOWN 73% Y/Y; UP 17% YTD]
In July 2017, Travel + Leisure named Santa Fe one of the “World’s Best Cities,” which lead to major placements in Today.com, People.com and Business Insider among others, accounting for significant national, regional and local coverage in Q3.

When comparing the Q3 2017 earned media coverage total to Q3 2016 there is a decrease of 53%. The month of August is where we see the largest discrepancy year over year, which accounts for much of this quarterly decrease. Last year, Santa Fe was named on the Conde Nast Reader’s Choice Awards “Friendliest Cities” list and approximately 20 articles resulted in syndication from this accolade for a total earned media value of $791,067. There were also some additional high value pieces of coverage that factored into the August 2016 total including a USA Today story on “Breakfast Bowls” with a value of $390,810 and a US News and World Report article on “Underrated Cities for Art Lovers” with a value of $126,347. In August 2017 there was no comparable coverage.

In September 2017, TSF hosted its first social media influencer group press trip, hosting seven travel, fashion and lifestyle influencers. Coverage happened during and immediately following the trip in the form of social posts and blogs published on participant’s websites. In addition to the group of visiting social media influencers, overall media visits were up nearly 28% over the same time period in 2016.

Blog
  • Page views: 29,534 [UP 71% Y/Y; UP 61.8% YTD]
  • Average Time on Blog: 3:23 [UP 29% Y/Y; UP 31.7% YTD]
  • Website Referrals: 7.4% [DOWN 0.8% Y/Y; DOWN 1.7% YTD]
Blog traffic is up by 71% Y/Y and every engagement metric is up. Referrals to the main site declined while exit rates increased, showing that visitor are coming for the blog content and leaving after consuming it. Conversions originating from the blog have dropped as a result. To address this we are working on the linking of blog content to SantaFe.org.

Email Newsletter (Averages)
  • Consumer: Happenings
    • Number Sent: 144,924 [DOWN 1% Y/Y; DOWN 1.2% YTD]
    • Happenings Open Rate: 17.4% [UP 0.5 Y/Y; DOWN 0.3% YTD]
  • Consumer: Deals & Specials
    • Number Sent: 85,378 [UP 6% Y/Y; UP 6.9% YTD]
    • Deals & Specials Open Rate: 18.7 [UP 0.4% Y/Y; DOWN 0.7% YTD]
  • Industry: Marketing Report
    • Number Sent: 3,341 [DOWN 3% Y/Y; DOWN 0.9% YTD]
    • Marketing Report Open Rate: 31.7% [UP 1.5% Y/Y; DOWN 0.7% YTD]
  • Industry: Sales Report
    • Number Sent: 3,351 [DOWN 2% Y/Y; DOWN 0.9% YTD]
    • Sales Report Open Rate: 32.6% [UP 0.5 % Y/Y; UP 0.2% YTD]
Consumer: newsletter engagement rose slightly in Q3, especially for Deals and Specials which improved the open rate by 9%. As in Q2, one-off emails performed better than regular emails.

Industry: newsletter engagement rose slightly for the Marketing Report, but fell slightly for the Sales Report.

Social Media [Y/Y change]
  • Facebook Followers: 60,220 [UP 13% Y/Y; UP 10.1% YTD]
  • Facebook Engagement: 87,079 [DOWN 52% Y/Y; DOWN 32.1% YTD]
  • Twitter Followers: 12,767 [UP 12% Y/Y; UP 12.4% YTD]
  • Twitter Engagement: 2,045 [DOWN 56% Y/Y; DOWN 48% YTD]
  • Twitter Impressions: 218,300 [DOWN 39% Y/Y; DOWN 41.8% YTD]
  • Instagram Followers: 18,300 [UP 48% Y/Y; UP 47.6% YTD]
  • Pinterest Followers: 2,386 [UP 7% Y/Y; UP 5.8% YTD]
  • YouTube Subscribers: 326 [UP 19% Y/Y; UP 18.5% YTD]
  • YouTube Views: 11,332 [DOWN 29% Y/Y; DOWN 10.2% YTD]
  • Tripadvisor Page Views: 41,895 [DOWN 40% Y/Y; UP 0.8% YTD]
Over the last several months our Twitter feed and other social media channels were experiencing negative metric results, we concluded that a more strategic and consistent approach would need to be taken to turn around the negative trends. The first plan of action was to clean up the calendar and consistently post as called out by the content calendar.

The TSF social media calendar is now handled by Joy Rice, Marketing Manager has been revised and with the focus to follow and post from the calendar schedule on a timely basis. With Twitter we are sharing many of our business partner’s posts and leveraging the Santa Fe brand and followers. A rise in engagement was noted after rebranding content was introduced. Cross promoting our social media channels has also been instituted to bolster followers and likes totals.

Visitor Guide Distribution [Y/Y Change]
  • Distributed Guides: 90,628 [UP 38.7% Y/Y; DOWN 5.2% YTD]]
Distribution reported here includes: First & Third Class USPS mailings, UPS Shipments, Bulk pick-up of guides by partners, distribution by Fun & Games and Certified Folder Display. It does not include distribution to walk-in visitors to the Visitor Information Centers. We currently have a total of 11 unopened pallets, which equates to 59,400 guides, available to last the remainder of the year

Visitor Center Visits [Y/Y change]
  • TSF Visitor Center Visits: 21,110 [DOWN 12% Y/Y; DOWN 16% YTD]]
  • NMTD (Lamy) Visits: 9,337 [UP 12% Y/Y; DOWN 1.3% YTD]
Click here to view the full report.


Recent Accolades & Awards



Travel + Leisure has released its annual “America’s Favorite Places” 2017 survey results.

The America's Favorite Places survey is a way for locals to share what their hometowns do best. Readers ranked their hometowns and cities across a range of categories, from the quality of the pizza to the demeanor of the locals. For T+L's eighth annual America's Favorite Places survey, the outlet tallied more than 50,000 votes, ranking 38 cities across the U.S. in dozens of categories, including food, culture, and style. Below is how Santa Fe ranked:
TOURISM Santa Fe was awarded the following 2017 Cumbre Award by the Public Relations Society of America’s New Mexico Chapter:
  • Bronze in Campaign – Integrated Communications for the 2017 Kids Free Spring Break Promotion.



TSF named finalist in 2017 Top HAT awards



TOURISM Santa Fe has been named a finalist for the following New Mexico Hospitality Association Top HAT awards:
  • Best Print Campaign – TOURISM Santa Fe Leverages the Love / New Mexico Magazine
  • Most Innovative Campaign – Santa Fe Celebrates Global Arts and Culture
  • Outstanding Attraction – The Prado in Santa Fe
  • Best Digital Campaign – Santa Fe The City Different Undertone PageGrabber X unit
Congratulations to all of our Santa Fe business partners who were also named finalist. Click here to view the list. Winners will be announced at the Top Hat Awards Gala on November 14.


TSF Business Partner Meetings


TOURISM Santa Fe officials met with the following partners/organizations in October:
  • New Mexico Tourism Department
  • Sunrise Springs
  • Edible Santa Fe
  • SITE Santa Fe
  • Greater Santa Fe Restaurant Association
  • Santa Fe Lodgers Association
  • La Fonda
TSF representatives conducted press desk sides in Washington, DC from October 16-19, 2017 and met with the following publications:
  • National Geographic Traveler, Amy Alipio
  • The JetSet, Brad Smith
  • Freelance (The Daily Meal), Richard Brash
  • Chicville USA, Ashley Hafstead
  • TIME, Denver Nicks
  • Freelance (USA Today), Jayne Clark
  • Dining Traveler, Jessica van Dop DeJesus
  • Freelance (Eater and Thrillist), Tim Ebner



Santa Fe Margarita Trail Update



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, over 2170 t-shirts have been awarded to passport holders, 112 signed copies of The Great Margarita Book have been claimed and 62 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



October 2017 Performance Metrics

Visits
  • Total Sessions 136,211 (9.2% increase Y/Y)
  • Unique Users 110,7812 (9.3% increase Y/Y)
  • Pages per Session 1.95 (1.4% decrease Y/Y)
  • Average Time on Site 1:49 (4.2% decrease Y/Y)
  • Conversion Rate 7.5% (2.1% increase Y/Y)

For October, traffic is up 9% Y/Y, buoyed by a >350% Y/Y increase in advertising traffic. Retention statistics are down slightly Y/Y, with pages viewed down 1% and session length down 4%. Mobile traffic was 48% of all traffic, with over half of that from drive markets.

Visitor Gender
  • 62.1% Female
  • 37.9% Male
Visitor Age
  • 8.5% 18 - 24
  • 18.8% 25 - 34
  • 15.4% 35 - 44
  • 16.1% 45 - 54
  • 21.3% 55 - 64
  • 20.0% 65+
Newsletters
  • Santa Fe Happenings
    • Sent: October 4, 2017
    • Number sent: 48,478
    • Number opened: 8,463
    • Open rate: 17.5%
  • TOURISM Santa Fe Marketing Report
    • Sent: October 12, 2017
    • Number sent: 1,116
    • Number opened: 318
    • Open rate: 29.8%
  • Santa Fe Deals and Specials
    • Sent: October 20, 2017
    • Number sent: 28,791
    • Number opened: 5,229
    • Open rate: 18.2%
  • TOURISM Santa Fe Sales Report
    • Sent: October 25, 2017
    • Number sent: 1,099
    • Number opened: 352
    • Open rate: 32.0%
*Open rate is only counted for users who have images enabled in their email or if a user clicks on a link.



SOCIAL MEDIA
Join us on Facebook See us on Flickr See us on YouTube Follow our Tweets Watch us on YouTube See us on Instagram Join us on Google Plus
 



TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
Visit Santa Fe Facebook engagement in October was up by 20%. Facebook also garnered 151 new followers. A selection of fashion editorial photographs of Ali MacGraw from Porter Magazine took the top ranking post for Facebook in October. Incidentally, Ali MacGraw also took the top ranking Facebook post in May of 2017 in an interview article. The post also received the highest number of reactions, comments and shares ever.

Twitter saw a decrease overall in followers, engagement and impressions for the month of October. The number of tweets dropped significantly. There were 120 tweets in September 2017 and 62 in October. Profile visits to our page also fell notably. There were 3,154 visits in September and 1,684 in October.

Instagram continues to see a steady rise in followers. The account gained 302 new followers.

YouTube views were down by 24%. A greater effort will be made to post online videos. Currently, we post organic video for a pillar week.

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

October 2017 Performance Metrics
  • Total Page Followers: 60,372 (0.2% increase M/M)
  • People Talking About This: 10,378 (29% decrease M/M)
  • Engagement: 35,425 (20% increase M/M)
  • Top Ranking Post: Ali MacGraw. Photographed by Pamela Hanson for Porter Magazine - October 28, 2017
    • Likes: 3,194
    • Comments: 90
    • Reach: 54,312


Join us on Twitter Twitter
Twitter screenshot

October 2017 Performance Metrics
  • Followers: 12,158 (5% decrease M/M)
  • Monthly Impressions: 63,900 (29% decrease M/M)
  • Engagement: 698 (34% increase M/M)
    • Top Ranking Post: Planning your first trip to Santa Fe? - October 7, 2017 9:50 pm
    • Impressions: 2,629
    • Favorites: 61
    • Retweets: 6
    • Total engagements: 74



Join us on Instagram Instagram
Instagram screenshot

October 2017 Performance Metrics
  • Followers: 18,602 (2% increase M/M)
  • Top Performing Post for September: Ali MacGraw. Photographed by Pamela Hanson for Porter Magazine
    • 1,472 Likes


Join us on Pinterest Pinterest
October 2017 Performance Metrics
  • Followers: 2,385 (0.4% decrease M/M)


Read the Santa Fe blog Santa Fe Blog
October Blog Posts

5 November Events You Won’t Want to Miss
  • Posted October 3, 2017
  • Views: 334
6 Spooky Santa Fe Halloween Cocktails
  • Posted October 10, 2017
  • Views: 138
Fall into the Best Season in Santa Fe
  • Posted October 17, 2017
  • Views: 49
Santa Fe - A Sense of Place In Memory of Billie Frank
  • Posted October 24, 2017
  • Views: 118
9 Santa Fe December Events To Enjoy The Season
  • Posted October 31, 2017
  • Views: 92
October 2017 Performance Metrics

Total Blog Views: 11,639 (9.8% increase M/M)
Average Time on Blog: 3:34 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
October 2017 Performance Metrics
  • Subscribers: 334 (3% increase M/M)
  • Views: 3,607 (24% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target Markets: New Mexico
Flight Dates: 10/1/17- 10/31/17
Impressions: 300,000
Digital Impressions: 24,960



DIGITAL DISPLAY, E-NEWSLETTERS, PREROLL VIDEO & MOBILE

AdTheorent: Rich Media Mobile
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 10/1/17- 10/31/17
Impressions: 6,398,266


Undertone: Rich Media Desktop
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 10/1/17- 10/31/17
Impressions: 2,637,432

Sharethrough: Native Content
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 10/1/17- 10/31/17
Impressions: 2,096,290


Tremor: Pre-Roll Video
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 10/1/17- 10/31/17
Impressions: 887,560

ZEFR: Youtube Pre-Roll
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 10/1/17- 10/31/17
Impressions: 131,273

Go-NewMexico.com: Lead Generation / Sponsorship Page
Target Markets: people interested in traveling to Santa Fe
Flight Dates: 10/1/17- 10/31/17
Impressions: 19,911
Go Travel Sites sent 178 names, emails and addresses to TOURISM Santa Fe

Amobee: Contextual Desktop and Mobile
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 10/1/17- 10/31/17
Impressions: 3,900,610


Varick Media: Programmatic Display/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 10/1/17- 10/31/17
Impressions: 1,634,948


Adara: Programmatic Desktop and Mobile
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 10/1/17- 10/31/17
Impressions: 975,708


TripAdvisor: Sponsorship and Content
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 10/1/17- 10/31/17
Impressions: 248,007


SEM

Google AdWords
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 10/1/17- 10/31/17
Impressions: 222,856





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
In October, TOURISM Santa Fe PR staff were on the road again connecting with travel media and pitching the destination story ideas. Cynthia Delgado, Director of Marketing, conducted desk side media appointments with writers and publications based in the Washington DC area, on October 17-19. 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. Both of these efforts have resulted in strong leads for participants to bring to Santa Fe on future press FAM tours.

When comparing our Public Relations Performance Metrics year to date for Jan-Oct 2017 versus the same time period of 2016 the earned media value is only down 4.9%, however we experienced a significant decrease in earned media value for the month of October year over year. This monthly decrease is attributed to Santa Fe being included in syndicated articles in 2016 but not in 2017. We are continually monitoring for opportunities to pitch Santa Fe for stories in outlets like USA Today, CBS Local and the Associated Press, which will have a larger impact in this metric for the remaining months of 2017.

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
 
October 2017
  • Pitches: 23(45% decrease Y/Y)
  • Press Releases: 1 (80% decrease Y/Y)
  • Media Visits: 7 (22% increase Y/Y)
  • Media Contacts: 143 (no change Y/Y)
  • Earned Media: $473,365 (90% decrease Y/Y)



RECENT ACCOLADES
 
Santa Fe, NM was named #4 in a list of “America’s Favorite Cities” by Travel + Leisure

Santa Fe, NM was named #5 in a list of “America’s Best Cities for Food” by Travel + Leisure

Santa Fe, NM was named #16 in a list of “America’s Friendliest Cities” by Travel + Leisure

Santa Fe, NM won a CUMBRE award for the TOURISM Santa Fe 2017 Kids Free Spring Break Promotion.


VISITING PRESS
 
GoNomad.com writer, Tab Hauser, visited the destination October 3-6.

New York Lifestyles writer, Clint Brownfield, visited the destination October 3-7.

Laurel Herman of Prevue Magazine and Dan Johnson of Smart Meetings Magazine participated in the Meeting Sales FAM, October 17-20.

Travels of Jenna writer, Jenna Lee, visited October 19-22.

Freelance writer, Jerry Dunn, met with staff for a destination update while in Santa Fe for a personal trip on October 27.

Livability.com Editor, Winona Dimeo-Ediger, visited the destination October 27-31.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


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



WEBSITES

LoveEXPLORING featured Santa Fe in an article entitled “Awesome attractions” on September 14.

As a result of hosting Robin Jones on the September influencer trip, My Closet Journey featured the destination in an article entitled “Santa Fe Travel Guide” on September 29.

Baltimore Times included the destination in an article entitled “The best things to do in Santa Fe, New Mexico” on October 2.

Reader’s Digest featured Santa Fe in an article entitled “These Are the Most Haunted Hotels in America” on October 2.

Livability.com provided feature coverage on Santa Fe and the Santa Fe Margarita Trail on October 12.

Thrillist featured Santa Fe in an article entitled “The Best Places to Scare the Crap Out of Yourself, in All 50 States” on October 13.

Albany Times Union included Santa Fe in an article entitled “DK Eyewitness Travel Names 10 Best Places To Travel For Thanksgiving” on October 17.

Goop included Santa Fe in an article entitled “Last-Minute Trips to Catch the Fall Foliage” on October 20.

As a result of hosting Ashley Morton on the September Influencer trip, Surf and Sunshine provided dedicated coverage on the destination entitled “The Ideal Itinerary for a Weekend Getaway in Santa Fe New Mexico” on October 23.

Oyster included Santa Fe in an article entitled “8 U.S. Trips to Take Instead of Going Home for Thanksgiving” on October 23.

As a result of hosting Robin Jones on the September influencer trip, My Closet Journey featured the destination in an article entitled “What to Pack” on October 25.




MAGAZINES (Print/Online)

As a result of hosting Brandon Presser in July 2017, Departures featured Santa Fe in an article entitled “Creation Nation” in the October issue.

Modern Luxury Dallas featured the destination in an article entitled “Santa Fe, N.M.” in the October issue.

Prevue Meetings highlighted the destination in an article entitled “Southwest Inspiration” in the September/October issue.

Select Traveler outlet featured the Santa Fe in an article entitled “People & Palettes” in the September/October issue.

ACP Hospitalist featured the destination an article entitled “Santa Fe, N.M.” in the September/October issue.


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