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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Earlier this month there was a tragic event in Las Vegas resulting in an incredible amount of injury and loss of life. In the wake of this event, I was asked if it would have a negative impact on travel to Santa Fe. I guess the correct answer is both yes and no. Yes, a negative impact is possible if we are careless about our security and community response. No, it should not have an impact if we work together to ensure Santa Fe is known as a safe travel destination.

We must all become more diligent about security in our hotels, restaurants, stores and particularly our special events. Visitor safety needs to be at the top of our list; making it equal in importance to the visitor experience. Visitor safety as well as the perception a potential visitor has of our ability to keep them safe will eventually become a part of the visitor’s decision in choosing a travel destination. We need to be proactive in dealing with this if we want to keep Santa Fe at the top of the national and international best of destination lists.

Speaking of that, I am pleased to share that the 2017 Conde Nast Traveler reader poll has been released and Santa Fe is listed as #4 in Top Small Cities in the U.S. We want to stay there, so we need everyone’s support in ensuring that we not only offer our incredibly unique visitor experience, but maintain a safe environment for its delivery. As a top travel destination in the world, we in tourism owe it to our visitors to deliver a memorable and safe experience that will encourage return visits.

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



MARKETING ACTION ITEMS
 
Add your winter and holiday events to santafe.org

Extended Deadline: 2018 Visitors Guide Information

Last chance to advertise in the 2018 Official Santa Fe Visitors Guide

Join The Santa Fe Gift Guide

2018 Santa Fe Kids Free Spring Break offers



Add your winter and holiday events to santafe.org



The winter and holiday season is a popular time to visit The City Different and visitors are planning their trips now. Did you know that the Event Calendar is the most visited page on santafe.org? Add your upcoming events to the santafe.org calendar and get in front of these trip planners. Now’s the time to also add your winter or holiday promotions to our Deals & Specials page. Login now and get started.


Extended Deadline: 2018 Visitors Guide Information



We need your updated information for the 2018 Santa Fe Visitors Guide. The deadline to submit your responses has been extended to October 15, 2017.

Lodgers: Click here to submit your property information. Completing this process ensures that your property’s information in the Visitors Guide is accurate. If you represent more than one property, please fill out one survey for each property.

Annual Events: Click here to submit your 2018 Annual Events for the SantaFe.org calendar and Visitors Guide. Get your event in front of visitors planning their future trips to Santa Feǃ Please fill out one form per event.

If you have questions, contact Phyllis Ortiz-Hilborn at peortiz@santafenm.gov or 505-955-6214.


Last chance to advertise in the 2018 Official Santa Fe Visitors Guide



The deadline to reserve your spot in the 2018 Official Santa Fe Visitors Guide is Tuesday, October 31. According to our latest Visitor Study, 72% of visitors to Santa Fe used this guide for decision making when planning their trips. Get the word out about your businessǃ

For more information on rates and availability, contact Bruce Adams at badams@santafean.com or call (505) 690-5904.


Join The Santa Fe Gift Guide



There’s still time to reach 60,000+ potential online buyers before the Holidaysǃ

The new SANTA FE GIFT GUIDE eblast, being sent on November 21, is filling up with local jewelers, artists, businesses, performing arts and more. The deadline to secure your spot is by end of day, Tuesday, November 13th. It’s only $100 plus tax. Questions about advertising? advertise@santafe.org

Get the full details now at the Santa Fe Gift Guide webpage on santafe.org.

Here are 2 sample listings:




2018 Santa Fe Kids Free Spring Break offers



The submission form for your 2018 Kids Free Spring Break offers will be ready through your santafe.org business partner dashboard in the next few weeks. Start thinking about your offers now. Remember, TSF will promote this citywide initiative through paid advertising, public relations and on our social media channels—all driving traffic to the landing page. Don’t miss this free opportunity to promote your business.



MARKETING INFORMATION ITEMS
 
Program and Events Manager joins TSF team

TSF Business Partner Meetings

Santa Fe Margarita Trail Update



Program and Events Manager joins TSF team


TOURISM Santa Fe welcomes Ryan Dodge as the new Program and Events Manager. Ryan was born and raised in Santa Fe and is a graduate of Santa Fe High School. With over 20 years of marketing and event experience, we are excited to have him back home to lead new and current events & programs for TOURISM Santa Fe. He is moving back with his wife and 7 year old daughter.

Please welcome Ryan home by contacting him at rhdodge@santafenm.gov or (505) 955-6232. If you have any questions concerning programs and events for TOURISM Santa Fe, please reach out to Ryan.


TSF Business Partner Meetings


TOURISM Santa Fe officials met with the following partners/organizations in August:
  • Zozobra
  • Santa Fe Wine & Chile Fiesta
  • Brand USA Marketing Committee
  • Santa Fe Gallery Association
  • New Mexico Tourism Department
  • Santa Fe Opera
  • Georgia O’Keeffe Museum
  • Trails Alliance
  • SITE Santa Fe
  • Barry Ellesworth
  • Fly Santa Fe



Santa Fe Margarita Trail Update



The NEW Margarita Trail App is almost hereǃ With all the great benefits from the printed passport book, but now on your smart phoneǃ Map your closest margarita, keep track of which margaritas you still need to try or see how close you are to winning your next rewardǃ You can also get the margarita recipes, restaurant information and rate your favorite margarita. Stay tuned for more information and release date.

Since the Margarita Trail program launched, nearly 2000 t-shirts have been awarded to passport holders and 109 signed copies of The Great Margarita Book have been claimed. Roughly 50 lucky people have completed all the stops on the Margarita Trail to earn the official Margarita Trail Bartender Kitǃ

Attn: Margarita Trail Partners
Do you have Margarita Trail Passports ready to sell? If not, order more today. Ordering is easy. Click here for the order form and follow the instructions. If you need replacement Passport stamps, we can provide those too—at no charge. Send an e-mail to Ryan Dodge at rhdodge@santafenm.gov to order more.



SANTAFE.ORG
 
SantaFe.org How It's Performing



September 2017 Performance Metrics

Visits
  • Total Sessions 103,702 (26.6% decrease Y/Y)
  • Unique Users 83,222 (27.7% decrease Y/Y)
  • Pages per Session 2.28 (11.8% increase Y/Y)
  • Average Time on Site 2:21 (18.6% increase Y/Y)
  • Conversion Rate 10.4% (30.2% increase Y/Y)
We are continually working to identify the impacts of the santafe.org homepage redesign and to evaluate and improve the flow of user traffic being driven to the site through our digital advertising efforts.

For September, a combination of content blockers, advertising scheduling and a 27% decrease in overall digital advertising spend when compared to September 2016 contributed to lower site visits year over year. However, those who did visit the site are staying on the site longer, viewing more content, and achieving site goals at a higher rate than last year.

Visitor Gender
  • 61.1% Female
  • 38.9% Male
Visitor Age
  • 7.5% 18 - 24
  • 17.5% 25 - 34
  • 16.0% 35 - 44
  • 15.7% 45 - 54
  • 22.9% 55 - 64
  • 20.5% 65+
Newsletters
  • Santa Fe Happenings
    • Sent: September 5, 2017
    • Number sent: 48,416
    • Number opened: 8,626
    • Open rate: 17.8%
  • TOURISM Santa Fe Marketing Report
    • Sent: September 13, 2017
    • Number sent: 1,119
    • Number opened: 330
    • Open rate: 29.7%
  • Santa Fe Deals and Specials
    • Sent: September 21, 2017
    • Number sent: 28,796
    • Number opened: 5,108
    • Open rate: 17.8%
  • TOURISM Santa Fe Sales Report
    • Sent: September 27, 2017
    • Number sent: 1,118
    • Number opened: 339
    • Open rate: 30.3%
  • 12+ Ways to Discover Santa Fe's Sense of Place (co-branded with NM Magazine)
    • Sent: September 28, 2017
    • Number sent: 59,972
    • Number opened: 9,567
    • Open rate: 16.0%
*Open rate is only counted for users who have images enabled in their email or if a user clicks on a link.



SOCIAL MEDIA
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TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
The month of September saw an increase of 416 new followers on our Facebook account. Visit Santa Fe engagement saw a 15% increase. The TSF history video was our top ranking post with over 11,482 views.
Twitter received a 19% increase in monthly impressions while engagement garnered an impressive 89% engagement rate. One of our FAM social media influencer tweets also received the “Top Tweet” for the month recognition with 1,790 impressions.
Instagram gained 300 new followers in September. Our top post for Instagram was a photo of St. Francis Cathedral. The photo received 1,343 likes.
No decreases were noted for the month of September and this may be partly due to more consistent posting across social media channels.
We urge you to continue to share the content we post on our social media channels. We want to thank you for being an important part of the Santa Fe story.


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

September 2017 Performance Metrics
  • Total Page Followers: 60,220 (0.7% increase M/M)
  • People Talking About This: 14,534 (16% increase M/M)
  • Engagement: 29,410 (15% increase M/M)
  • Top Ranking Post: Visit Santa Fe, New Mexico: Santa Fe History
    • September 28, 2017
    • Likes: 1,269
    • Comments: 19
    • Reach: 26,642


Join us on Twitter Twitter
Twitter screenshot

September 2017 Performance Metrics
  • Followers: 12,767 (0.7% increase M/M)
  • Monthly Impressions: 90,300 (19% increase M/M)
  • Engagement: 1,060 (89% increase M/M)
    • Top Ranking Post: Had an awesome time trying on jewelry @ PatinaGallery today in the historic Plaza - September 23, 2017 7:40 pm
    • Impressions: 1,790
    • Favorites: 61
    • Retweets: 4
    • Total engagements: 40



Join us on Instagram Instagram
Instagram screenshot

September 2017 Performance Metrics
  • Followers: 18,300 (1.6% increase M/M)
  • Top Performing Post for September: Santa Fe Point of View
    • 1,343 Likes


Join us on Pinterest Pinterest
September 2017 Performance Metrics
  • Followers: 2,386 (0.3% increase M/M)


Read the Santa Fe blog Santa Fe Blog
September Blog Posts

Six Santa Fe October Events You’ll Want to See
  • Posted September 5, 2017
  • Views: 879
Day of the Dead in Santa Fe
  • Posted September 12, 2017
  • Views: 219
Santa Fe Celebrates Indigenous Peoples Day on October 9, 2017
  • Posted September 19, 2017
  • Views: 175
The Flavors of Fall at Santa Fe Farm-to-Table Restaurants
  • Posted September 25, 2017
  • Views: 96
September 2017 Performance Metrics

Total Blog Views: 10,598 (15.8% increase M/M)
Average Time on Blog: 3:38 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
September 2017 Performance Metrics
  • Subscribers: 326 (0.6% increase M/M)
  • Views: 4,720 (44% increase M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

5280 Magazine
Target Markets: Denver, CO
Flight Dates: 9/1/17- 9/30/17
Impressions: 456,673
Digital Impressions: 14,970


Springs Magazine
Target Markets: Colorado Springs, CO
Flight Dates: 9/1/17- 9/30/17
Impressions: 25,000
Digital Impressions: 1,644

New Mexico Magazine
Target Markets: New Mexico
Flight Dates: 9/1/17- 9/30/17
Impressions: 300,000
Digital Impressions: 29,363



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: 9/25/17- 9/30/17
Impressions: 445,327


Undertone: Rich Media Desktop
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/25/17- 9/30/17
Impressions: 137,295


Sharethrough: Native Content
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/21/17- 9/30/17
Impressions: 640,264


Tremor: Pre-Roll Video
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/13/17- 9/30/17
Impressions: 606,169


ZEFR: Youtube Pre-Roll
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/14/17- 9/30/17
Impressions: 56,085


Go-NewMexico.com: Lead Generation / Sponsorship Page
Target Markets: people interested in traveling to Santa Fe
Flight Dates: 9/1/1 7- 9/30/17
Impressions: 17,211
Go Travel Sites sent 195 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: 9/1/1 7- 9/30/17
Impressions: 3,830,537


Varick Media: Programmatic Display/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/1 7- 9/30/17
Impressions: 1,680,004


Adara: Programmatic Desktop and Mobile
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/1 7- 9/30/17
Impressions: 983,771


TripAdvisor: Sponsorship and Content
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/1 7- 9/30/17
Impressions: 265,875



SANTA FE CELEBRATES GLOBAL ARTS AND CULTURE

Radium One: Programmatic Display/Native
Target Markets: Denver, Dallas, Phoenix, CO Springs, Amarillo, Lubbock, El Paso, New Mexico (except Santa Fe), NYC, LA, Chicago, San Francisco, Houston and Austin
Flight Dates: 9/1/1 7- 9/30/17
Impressions: 1,651,172



SEM

Google AdWords
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Seattle, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 9/1/1 7- 9/30/17
Impressions: 212,514





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
During the month of September, TOURISM Santa Fe hosted our first ever group familiarization (FAM) tour designed specifically for social media influencers in an effort to expand and increase our earned media efforts further into this portion of the media landscape. The participants chosen to attend this trip were all required to have a significant number of followers on Instagram as well as a blog/website with a high unique views per month (UVM). The group did post in real-time during the trip using the #MySantaFeStory hashtag and we are starting to see several of their blog posts go live sharing the uniquely Santa Fe experiences with followers. You will find links to the blogs that have published thus far in the website coverage section below.

In the September “Santa Fe in the News” section below many of the articles you will see and much of our earned media this month is a result of our PR team strategically tracking and responding to writers who had put out fall-themed requests for information on the “Help a Reporter Out” (HARO) service. An example of this is the AP syndicated article, “Audacious Autumn: Squirrel cook off, Elktober, purple Feet.” Our attention to these requests and time spent responding with Santa Fe pitches continues to be an important element in gaining publicity for the destination.


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
 
September 2017
  • Pitches: 24 (4% decrease Y/Y)
  • Press Releases: 2 (No change Y/Y)
  • Media Visits: 13 (18% increase Y/Y)
  • Media Contacts: 152 (7% increase Y/Y)
  • Earned Media: $999,190 (63% decrease Y/Y)



RECENT ACCOLADES
 
Santa Fe, NM was named the #1 foodie destination in the Mountain West region in RewardExpert’s ranking of 2017’s Best American Foodie Towns.

Travel Weekly awarded Santa Fe, NM the Silver Magellan Award.


VISITING PRESS
 
TOURISM Santa Fe hosted a group FAM tour for seven social media influencers, September 17-20. The participants included: Keri Fay of All of My Essence/@KeriFay, Atsuna Matsui of @AtsunaMatsui, Kate Padgitt of @LonestarSouthern, Robin Jones of @MyClosetJourney, Haley Plotkin of @ReadySetJetSet, Ashley Morton of @SurfNSunshine/@JeanaTravels and Rachel Chen of @VintageDolls.

Kathleen Squires visited Santa Fe from September 3-6 on assignment for the Los Angeles Times.

Sue Henly, of Australia, with International Traveler visited Santa Fe from September 19-21.

Kelli Acciardo with FamilyFun Magazine visited Santa Fe September 24-30.

Kristen Boatright with Serman’s Travel visited Santa Fe September 27-30.

Johnnie De La Garza with Flicks and Food visited Santa Fe September 26-28.

Courtney Dabney with Fort Worth Magazine visiting Santa Fe September 28-October 1.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


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



WEBSITES

Cheapism featured Santa Fe in an article entitled “25 Amazing Bacon Dishes Across America” on August 28.

Orbitz featured the destination in an article entitled “8 places for stunning fall foliage that aren’t New England” on September 1.

USA Today featured the destination in an article entitled “2017 Fall Food and Beverage Festivals” on September 1.

As a result of hosting Joseph Guinto in April, Private Clubs featured Santa Fe in an article entitled “George R.R. Martin” on September 5.

The Associated Press featured Santa Fe in an article entitled “Audacious autumn: Squirrel cook off, Elktober, purple feet” on September 6. Here is a sample of publications that the article appeared in:
Domino featured Santa Fe in an article entitled “13 Exotic Cooking Classes That Will Make You a Pro in the Kitchen” on September 11.

As a result of hosting Kate Padgitt on the September Influencer trip Lonestar Southern, featured the destination in an article entitled “Packing Santa Fe” on September 17.

Mic featured Santa Fe in an article entitled “8 stunning places to see the best fall foliage” on September 18.

Best Products featured Santa Fe in an article entitled “Where to Go for Christmas to Immerse Yourself in the Holiday Spirit” on September 28.

As a result of hosting Claire Hannum in August, CNN Travel featured Santa Fe in an article entitled “The best things to do in Santa Fe, New Mexico” on September 28.

The following outlets provided syndicated coverage of the CNN Travel article “The best things to do in Santa Fe, New Mexico article:
As a result of hosting Ashley Morton on the September Influencer FAM, Surf and Sunshine featured the destination in an article entitled “Where You Need to Stay in Santa Fe” on September 28.

As a result of hosting Haley Plotkin on the September Influencer FAM, Ready Set Jet featured the destination in an article entitled “10 Fun Insta-worthy Activities to do in Santa Fe” on September 28.

As a result of hosting Rachel Chen on the September Influencer FAM, Vintage Dolls featured the destination in an article entitled “Adobe Adoration in Santa Fe” on September 29.




MAGAZINES (Print/Online)

As a result of hosting Jennifer Walton on the 2017 Ski Fam, Big Life Magazine featured the destination in an article entitled “Be here now. Santa Fe, New Mexico” in the Fall issue.

Where to Retire featured Santa Fe in an article entitled “8 Cities to Park the Car and Walk” in the September/October issue.

Travel + Leisure featured Santa Fe in an article entitled “12 of the Best Food Festivals Happening This Fall” on September 8.

AARP.org featured Santa Fe in an article entitled “6 of America’s Top Fall Harvest Festivals” on September 13.

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

Travel + Leisure featured Santa Fe in an article entitled “The Best Places to Travel in October” on September 19.


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