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TOURISM Santa Fe December 2018
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 another year and begin to put the bow on the holiday season, it’s important to reflect on what we should be thankful for and one thing immediately comes to my mind — from a tourism and hospitality perspective, we should all be thankful for the great publicity and accolades we frequently receive for our City Different.

Today I received word of a new Forbes article that highlights “14 Places to Travel in 2019” and there’s Santa Fe among the likes of Fort Lauderdale, Nashville, New York City, Jackson Hole and of course, Charleston. The article starts with the author stating “I tapped into 14 of the most plugged-in travel experts and influencers to find out the top places that are on their radars for 2019”. For Santa Fe to be a selection of one of these writers was incredible. Our selector, Darley Newman, TV host, writer and producer of Travels with Darley and Emmy Award-winning Equitrekking on PBS and Amazon Prime, starts by saying “Santa Fe never goes out of style”. She goes on to say, “Authenticity continues to resonate as a hallmark of experiences in Santa Fe…” How jealous that must make other destinations and how careful we must be to preserve and protect this authentic Santa Fe style.

As we approach the New Year, let’s all make a resolution to bring to light one authentic, undiscovered part of Santa Fe that we can make available to our many visitors. I continue to believe that authentic experiences are what will drive continued and future success, and this astute writer has told the readers of Forbes exactly that.

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



MARKETING ACTION ITEMS
 
Voting Alert: 2019 Travel + Leisure World’s Best Awards

Plan Now for 2019 Santa Fe Kids Free Spring Break

Order the new 2019 Official Santa Fe Visitors Guide

Boost Your Website Traffic in 2019 - Advertise on SantaFe.org



Voting Alert: 2019 Travel + Leisure World’s Best Awards



The 2019 Travel + Leisure World’s Best Awards Survey is now live at wba.m-rr.com/home. Let’s get out the vote for Santa Feǃ

Here are a few pointers for voting: Create a new account for the 2019 survey. When prompted to answer questions about your travels over the last 3 years, select United States as the Region, New Mexico as the State, and choose Cities in the Categories section. From there you will be able to select Santa Fe. Be sure to rank Santa Fe “excellent” in all categoriesǃ

Complete the survey and you will be entered into a giveaway for a chance to win a dream trip for two worth $10,000, to be planned by a T+L A-List Agent.

Please share with your employees, friends and family. The survey will be active through March 4, 2019. Users can rate Santa Fe one time during this period.


Plan Now for 2019 Santa Fe Kids Free Spring Break



The 2019 Kids Free Spring Break landing page is live at santafe.org/springbreakǃ Thank you to all of our partners who have added their special offers to the page.

It is not too late to add your offerǃ To get started, 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.”

The digital advertising campaign begins on January 1, with all traffic directed to the landing page. Last year’s Kids Free Spring Break landing page had more than 21,000 total views and the advertising campaign garnered 9.6 million impressions and over 14,000 click-throughs to the landing page. Don’t miss this free opportunity to promote your business.


Order the new 2019 Official Santa Fe Visitors Guide



The 2019 Official Visitors Guide will arrive by the end of December. Be sure to have the new guide available for your guests arriving this winter. Place your bulk orders now for the guide using our online order form and we will notify you as soon as they are ready to be picked up at the beginning of the year.


Boost Your Website Traffic in 2019 - Advertise on SantaFe.org


Boost Your Website Traffic in 2019 - Advertise on SantaFe.org

Have you ever checked your website analytics to see what a powerful and consistent referrer of traffic your free listing on SantaFe.org is to your website?

  • Even better, Sign up Now for a Full Size Banner Ad at the Top of the Page of your choice.
  • Easier, New, 4-tier pricing structure with discounts available for a 1 year contract in 2019.
  • Contact to choose your page today. Be ready to go Live January 1st and all year long.

Get more info at: santafe.org/advertise


The Santa Fe Gift Guide on SantaFe.org


Thank you to everyone for participating in the Santa Fe Gift Guide. You may still have your business featured for $100 until mid-April 2019.

View here and contact Advertise@santafe.org to be included.

Advertise@santafe.org
Nancy Brown - 505.660.4690



MARKETING INFORMATION ITEMS
 
TOURISM Santa Fe Wins Top HAT Award

The Santa Fe Margarita Trail Adds New Locations



TOURISM Santa Fe Wins Top HAT Award



The New Mexico Hospitality Association has awarded TOURISM Santa Fe and our agency, Fuseideas, the Top HAT award for the Best Digital Campaign for “The City Different” campaign.

Other Santa Fe winners include:
  • Best Broadcast Campaign: “Travels with Darley” Television Episodes, Santa Fe County
  • Best Print Campaign: “Spirit of Authenticity”, La Fonda on the Plaza
  • Best Social Media Campaign: “Seasonal Sunrise”, Sunrise Springs Spa Resort
  • Supplier/Vendor of the Year: Routes Bicycle Tours
  • Tourism Professional of the Year: John Feins, Meow Wolf
  • Full Service Hotel of the Year: Sunrise Springs Spa Resort

Congratulations to all of the winnersǃ


The Santa Fe Margarita Trail Adds New Locations



Santa Fe Margarita Trail expands to new locationsǃ Be sure to check out more than 15 new margaritas arriving on the trail this Winter. You’ll be amazed at the delicious creations our new partners have come up with. Do you have a great Margarita that should be on the Margarita Trail? Get your bar or restaurant registered for the Trail by contacting Ryan Dodge at rhdodge@santafenm.gov or call 505-955-6232.

Download the app today so you can be the first to try out all of the new margaritasǃ Visit the App or Google Play store to learn more or check out santafe.org/margaritatrail.

Get your Holiday Passports todayǃ They make great gifts for family members, loyal patrons or holiday employee gifts. Order more Margarita Trail Passports by clicking HERE or contact Ryan Dodge at rhdodge@santafenm.gov or call 505-955-6232.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

Gift Guide increased traffic by about 25% for a short-term boost to the highest traffic day of November.

More traffic from younger/elder visitors, decrease in middle-age Y/Y

Ad (Display) traffic up 7,800% Y/Y

TSY-FY19_CORE campaign delivered 54% of campaign traffic, with newsletters in 2nd place delivering 31% of campaign traffic.

With no more ad traffic, City Different page is down 75% Y/Y and should fall out of top 10 in next 1 or 2 quarters.

Ongoing improvements: speed up 13.4% Y/Y, avg page time down 24% - both good.

November 2018 Performance Metrics

Visits
  • Total Sessions 86,818 (0.67% decrease Y/Y)
  • Unique Users 70,421 (0.39% increase Y/Y)
  • Pages per Session 2.08 (4.57% decrease Y/Y)
  • Average Time on Site 2:09 (0.07% decrease Y/Y)
  • Conversion Rate 14.49% (71.52% increase Y/Y)

Visitor Gender
  • 60.40% Female
  • 39.60% Male

Visitor Age
  • 5.27 18 - 24
  • 20.90% 25 - 34
  • 17.10% 35 - 44
  • 16.39% 45 - 54
  • 20.27% 55 - 64
  • 20.06% 65+

Newsletters

  • Savor Santa Fe this Holiday Season
    • Sent: 11/02/2018
    • Number sent: 26,657
    • Number opened: 5,853
    • Open rate: 23.01%
  • Santa Fe Happenings
    • Sent: 11/07/2018
    • Number sent: 51,766
    • Number opened: 8,455
    • Open rate: 16.37%
  • TOURISM Santa Fe Marketing Report
    • Sent: 11/14/2018
    • Number sent: 1,123
    • Number opened: 370
    • Open rate: 33.15%
  • Santa Fe Deals and Specials
    • Sent: 11/16/2018
    • Number sent: 33,935
    • Number opened: 5,941
    • Open rate: 17.54%
  • Santa Fe Gift Guide
    • Sent: 11/21/2018
    • Number sent: 17,695
    • Number opened: 3263
    • Open rate: 18.55%
  • TOURISM Santa Fe Sales Report
    • Sent: 11/28/2018
    • Number sent: 1,125
    • Number opened: 337
    • Open rate: 30.09%


✝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
 
November social media efforts continued to perform well on the whole, though the lack of a “viral” post resulted in a slight dip in Facebook engagement (39.3%) and PTAT (48.5%). Instagram and Pinterest continued to see steady follower growth, while Twitter and Facebook continue to drive traffic to santafe.org.

Social Media strategy continues to focus on development and distribution of short-form listicle-style content designed primarily for Facebook and native distribution with the purpose of driving traffic to santafe.org/blog. We have identified a need for new updated video content for social distribution and have begun taking steps to meet that need.

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 2018 Performance Metrics
  • Total Page Followers: 66,460 (0.38% increase M/M)
  • People Talking About This (PTAT): 7185 (48.5% decrease M/M)
  • Engagement: 19,704 (39.3% decrease M/M) * Top Ranking Post: "Thirteen years before Plymouth Colony was settled by the Mayflower Pilgrims, Santa Fe was established. Learn why Santa Fe is #TheCityDifferent: www.santafe.org"
    • Reactions: 223
    • Comments: 8
    • Reach: 14,536


Join us on Twitter Twitter
Twitter screenshot

November 2018 Performance Metrics
  • Followers: 13,887 (.05% increase M/M)
  • Monthly Impressions: 70,900 (12.4% increase M/M)
  • Engagement: 735 (11.9% increase M/M)
  • Top Ranking Post: "Santa Fe is famous for its clean, mountain air, amazing blue skies and 1.6 million acres of public land. Great in any of the four seasonsǃ #TheCityDifferent"
    • Impressions: 4095
    • Retweets: 9
    • Total engagements: 126


Join us on Instagram Instagram
Instagram screenshot

November 2018 Performance Metrics
  • Followers: 22,954 (2.19% increase M/M)
  • Top Performing Post: “Light up your holiday season #TheCityDifferent | SantaFe.org”
    • Likes: 940


Join us on Pinterest Pinterest
November 2018 Performance Metrics
  • Followers: 2,529 (0.48% increase M/M)


Read the Santa Fe blog Santa Fe Blog
November Blog Posts
  • Total Blog Views: 12,273 (18.5% decrease M/M)
  • Average Time on Blog: 3:19 minutes (2.58% increase M/M)

7 Locations to Act Like a Movie Star in The City Different
  • Posted November 6, 2018
  • Views: 191
December Events You Just Can’t Miss
  • Posted November 9, 2018
  • Views: 280
Holiday Recipes from The City Different
  • Posted November 21, 2018
  • Views: 257
Five Winter Adventures That Might Surprise You When Visiting Santa Fe
  • Posted November 29, 2018
  • Views: 77

Top 5 Viewed Blog Posts in November

How to spend a perfect weekend in Santa Fe, NM
  • Posted June 26, 2018
  • Views: 886
15 Culinary Experiences to Excite Your Tastebuds
  • Posted August 13, 2018
  • Views: 865
Five Things to do During Your Santa Fe Thanksgiving Weekend
  • Posted October 18, 2016
  • Views: 838
9 Santa Fe December Events to Enjoy The Season
  • Posted October 31, 2017
  • Views: 766
12 Can’t Miss Santa Fe Experiences
  • Posted October 16, 2018
  • Views: 709


Watch us on Youtbue YouTube
November 2018 Performance Metrics
  • Subscribers: 488 (1.24% increase M/M)
  • Views: 2,718 (2.12% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target market: New Mexico
Flight dates: 11/1/18-11/30/18
Impressions: 300,000
Media Cost: $2,720.00



DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

AdTheorent: Rich Media Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 11/1/18-11/30/18
Impressions: 1,623,654
Media Cost: $10,000.00


Adara: Programmatic Desktop/Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 11/1/18-11/30/18
Impressions: 773,479
Media Cost: $4,999.99


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 11/1/18-11/30/18
Impressions: 18,785
Go Travel Sites sent 184 names, emails and addresses to Santa Fe
Media Cost: $208.33

TripAdvisor: Sponsorship/Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 11/1/18-11/30/18
Impressions: 374,983
Media Cost: $5,189.99


Varick Media: Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 11/1/18-11/30/18
Impressions: 1,638,055
Media Cost: $5,999.99


Pulsepoint: Native/Social
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 11/1/18-11/30/18
Impressions: 2,320,497
Media Cost: $9,782.60


SEM

Google AdWords: Paid Search
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 11/1/18-11/30/18
Impressions: 444,181
Media Cost: $12,593.74


ARTISTS IN RESIDENCE

ARTnews: Print Magazine
Target Markets: National
Flight Dates: 11/1/18-11/30/18
Impressions: 200,000 (plus bonus distribution at Art Basel)
Media Cost: $3,750.00


Southwest Art: Print Magazine
Target Markets: National
Flight Dates: 11/1/18-11/30/18
Impressions: 30,000
Bonus Digital Impressions: 2,826
Media Cost: $2,205.00


Varick Media: Programmatic/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 11/1/18-11/30/18
Impressions: 1,728,765
Media Cost: $4,698.32


ArtistsNetwork.com: Endemic Social Media Program
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 11/1/18-11/30/18
Impressions: 158,645
Media Cost: $1,846.15



TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
In November 2018, syndicated coverage of an article by press trip participant Marci DeWolf, appeared in 12 newspapers, accounting for 38% of the total coverage for the month. A valuable mention on Forbes.com also drove a large percentage of the media value for the month. Santa Fe received two accolades – being named by Travel + Leisure as one of the “Most Affordable Winter Vacations in the U.S.” and having Santa Fe bar Tonic Santa Fe was named by Architectural Digest as “The Most Beautifully Designed Bar in Each State in America.”

When comparing the earned media and total impressions year over year, it is important to note November 2017 was one of the highest producing months of that calendar year with 150,400,061 in impressions and $2,875,127 in advertising value, mostly stemming from placements in high reaching outlets like Wall Street Journal, CNN, Food & Wine and PopSugar.


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 2018
  • Pitches: 28 (43% decrease Y/Y)
  • Press Releases: 1 (75% decrease Y/Y)
  • Media Visits: 9 (12.5% increase Y/Y)
  • Media Contacts: 137 (10% decrease Y/Y)
  • Total Impressions: 48,428,893 (68% decrease Y/Y)
  • Earned Media: $825,029 (71% decrease Y/Y)


2018 Year To Date
  • Pitches: 584 (71% increase Y/Y)
  • Press Releases: 17 (31% increase Y/Y)
  • Media Visits: 75 (10% decrease Y/Y)
  • Media Contacts: 1,514 (34% increase Y/Y)
  • Earned Media: $22,172,832 (27% decrease Y/Y)
  • Total Impressions: 2,235,363,331 (27% decrease Y/Y)



RECENT ACCOLADES
 
Architectural Digest awarded Tonic Santa Fe as one of the "The Most Beautifully Designed Bar in Each State in America” on November 13, 2018.

Travel + Leisure awarded the destination as one of "The Most Affordable Winter Vacations in the U.S.” on November 11, 2018.


VISITING PRESS
 
Priscilla Blossom, Freelance (Romper, USA Today, Brit+Co), visited the destination November 2-5.

Kim Fuller, writer for CO YOGA, visited the destination November 23-35.

Alissa Fitzgerald, writer for BlackBook and Gothamist, visited the destination for the Friendsgiving FAM, November 16-19.

Rae Witte, writer for Forbes, iD, GQ and Esquire, visited the destination for the Friendsgiving FAM, November 16-19.

Merissa Principe, writer for CBS Local, visited the destination for the Friendsgiving FAM, November 16-19.

Bao Ong, writer for Forbes and Bon Appetit, visited the destination for the Friendsgiving FAM, November 16-19.

Faith Cummings, writer for InStyle, Brides and Self, visited the destination for the Friendsgiving FAM, November 16-19.

Laura Ratliff, writer for Architectural Digest and Bloomberg, visited the destination for the Friendsgiving FAM, November 17-20.

Ryan Smith, writer for Food & Wine, New York Times and Eater, visited the destination for the Friendsgiving FAM, November 17-20.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

BestProducts.com provided coverage of the destination with an article entitled "Where to Go for Christmas to Immerse Yourself in the Holiday Spirit” on October 31.

BestProducts.com provided coverage of the destination with an article entitled "15 Amazing Spa Retreats Around the World For A Relaxing Spring Break” on October 31.

YourTango provided coverage of the destination with an article entitled "40 Gifts For People Who Have Everything” on November 1.

Family Vacation Critic provided coverage of the destination with an article entitled "10 Cheap & Fun Winter Break Vacations” on November 2.

TravelPulse provided coverage of the destination with an article entitled "20 Destinations Guaranteed to Get You in the Holiday Spirit” on November 7.


As a result of hosting Karin Leperi on the September FAM, Hotel Scoop provided coverage of the destination with an article entitled "Super-sized amenities define Drury Plaza Hotel Santa Fe: One of the best values in the city” on November 15, 2018.


Vail Daily provided coverage of the destination with an article entitled "Santa Fe yuletide adventures” on November 13, 2018.


Insider Families provided coverage of the destination with an article entitled "Santa Fe Holidays — A Yuletide for the Senses” on November 15, 2018.


As a result of hosting Maya Stanton during the 2017 Only in Santa Fe FAM, Budget Travel provided coverage of the destination with an article entitled "10 Historic American Homes You Can Tour” on November 20, 2018.

As a result of hosting Gretchen Kelly on the Wellness FAM in June 2018, Forbes provided coverage of the destination with an article entitled "Holiday Gift Guide 2018: Road Trip Old School Style With These Low Tech Gifts For Travelers” on November 23, 2018.

The JetSet Family provided coverage of the destination with an article entitled "BEST Black Friday and Cyber Monday Travel Deals” on November 25.

As a result of media outreach, KTRC provided coverage of the destination with a podcast entitled "Jordan Guenther & Bobby Beals on The Artist in Residence Program @ Tourism Santa Fe” on November 26, 2018.

As a result of hosting Allie Tong of //www.allieeats.com/home/swept-away-by-santa-fe on an individual FAM, influencer provided coverage on @Allie.Eats of her visit October 27-November 1, and December 5.

Ladders provided coverage of the destination with an article entitled "5 surprising walkable cities to enjoy holiday cheer” on November 27.


Magazines (print/online)

Travel + Leisure provided coverage of the destination with an article entitled "The Most Affordable Winter Vacations in the U.S.” on November 11, 2018.
Architectural Digest provided coverage of the destination with an article entitled "The Most Beautifully Designed Bar in Each State in America” on November 13, 2018. www.architecturaldigest.com/gallery/best-designed-bar-each-state

As a result of assisting Jessica Fender during her individual FAM in July 2018, AAA New Mexico Journey provided coverage of the destination with an article entitled "Present Moment” in the November/December 2018 issue.

SportsEvents Magazine provided coverage of the destination with an article entitled "Santa Fe” in the August 2018 issue.

Newspaper

New York Amsterdam News provided coverage of the destination with an article entitled "Make family vacations your new holiday tradition” on November 22, 2018.

As a result of hosting Marci DeWolf on the Wellness FAM in June 2018, syndicated coverage appeared in 12 outlets on November 30, 2018.
Outlets included:



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