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TOURISM Santa Fe June 2018
Marketing Report
TOURISM Santa Fe
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MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Plans are well underway for Santa Fe to celebrate its first ever "Music Week" starting on the weekend of August 24 with the final Santa Fe Opera performances through a final concert featuring the Mavericks at the opera on September 3. Take a moment to go to www.santafemusicweek.com to see the entertainment and events that have been planned so far.

These include four special performances at the opera theater, nightly entertainment on the Plaza Bandstand, events at the Lensic schedule allowing, and other events in various locations around town. And this is just the startǃ We are reaching out to local bars, restaurants, hotels and clubs to ensure they will be scheduling special musical offerings over these dates.

We are planning to offer discounts or values at the participating locations to anyone purchasing a "Music Week Pass" for a relatively nominal fee. A special daytime community event is being planned in the aftermath of Zozobra at Ft. Marcy on Saturday, September 1st where locals and visitors can come together to relax, socialize and enjoy a musical picnic. And we are continuing to find more venues who wish to participate with a music related offering.

Santa Fe is a place of music almost every day of the year...but we see Music Week to be a time when we can bring it all together and put on a party to celebrate the importance of music as piece of our city fabric. This year's event will be the pilot and will form a base for many years of celebration to come. If you have an idea or wish to participate as a presenting sponsor, please reach out to Ryan Dodge, Program and Events Manager at rdodge@ci.santa-fe.nm.us on the TOURISM Santa Fe team who is leading our effort. Now is the time to start planning how you can participate and benefit from the increased visitation to our city at this great time of year.


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



MARKETING ACTION ITEMS
 
Update your Business Listing for the new Visitor Wayfinding App

Last chance: Vote for Santa Fe in the Conde Nast Traveler Readers’ Choice Awards



Update your Business Listing for the new Visitor Wayfinding App



TOURISM Santa Fe is excited to announce that we will soft-launch the new Visitor Wayfinding App later this week. Your Business Listing information on santafe.org will automatically synch with the Wayfinding App and appear in the "Business Search" section of the app.

We need your helpǃ Earlier this year we launched a new card-based layout for your Business Listing. At that time we asked that each business update the image, description, and address to meet the requirements of the new layout. If you have not yet made those updates, please do so as soon as possible. We want our visitors and locals to have the most up to date information about your businessǃ

To get started, click here to login to your account and from your dashboard, click on the button that says, "Edit Listing." Please review each section carefully, in particular the sections listed below, and click "Modify Listing" when all fields have been completed:

  • Business Photo: We have increased the size of the business listing image. Please upload a new, horizontal image.

  • Business Description: We have implemented a character limit on the Business Description. You may notice that part of your Business Description has been cut off. Review and edit to fit within the character limits.

  • Street Address: Your Street Address, City, State, Zip and Location have not been carried over. Be sure to add this information. Also, remember to plot your location in the GeoMapping section if you want your business to have map page. Doing so will ensure that your business will appear in the "Business Search" section of the app.

If you need help logging in or have questions about your listing, please contact us at business@santafe.org.


Last chance: Vote for Santa Fe in the Conde Nast Traveler Readers’ Choice Awards



Time is running out for you to vote for Santa Fe in the Conde Nast Traveler 2018 Readers' Choice Award. Remember, this is an important marketing opportunity for all local businesses. Winning this designation is very important to Santa Fe’s position as a world class destination. We need everyone to vote and share this with your employees, friends and family. Here are a few pointers for voting for Santa Fe:

  1. Go to cntraveler.com/vote and click on the "Cities" section. You will then be prompted to sign in with an existing account or to create a new account.
  2. Once logged in, search for Santa Fe.
  3. When the Santa Fe survey appears, rate the city on several characteristics. Be sure to rank Santa Fe "excellent" in all categories.

The survey is live through June 30, 2018.




MARKETING INFORMATION ITEMS
 
TSF Business Partner Meetings

Updated Privacy Policy on santafe.org

Santa Fe Margarita Trail App




TSF Business Partner Meetings



TOURISM Santa Fe marketing team met with the following partners/organizations in May:

  • Jacob Jonas The Company
  • New Mexico Tourism Department
  • Drury Plaza Hotel
  • National Governor’s Association
  • Santa Fe Wine & Chile
  • Brand USA India

TSF representatives attended the Media Marketplace during the IPW travel trade show in Denver from May 20-24, 2018 and met with 27 journalists representing a mix of international and U.S. domestic publications.


Updated Privacy Policy on santafe.org



TOURISM Santa Fe has updated our Privacy Policy to make it easier for users and visitors to santafe.org to understand what information we collect and how we use it. We encourage you to review the full Privacy Policy here. If you have any questions about these changes, please reach out to us using the contact information provided in the privacy policy.


Santa Fe Margarita Trail App



Don’t forget to tell your customers about the Margarita Trail Appǃ The app locates the nearest Margarita Trail establishment, keeps track of the margaritas that still need to be tasted, along with how close you are to winning the next reward. The app also includes the margarita recipes, restaurant information and the opportunity to rate the margaritas. If your patrons already have a paper Margarita Trail Passport, they can download the FREE version of the App for the awesome integrated margarita mapǃ

Margarita Trail paper Passports are also still available to order. Be sure you have enough on hand for your patrons to buy this summer. Click HERE for the order form and instructions to get more Passports. 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. Cheersǃ



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

May 2018 Performance Metrics

All website performance metrics saw increases in May when compared to last year. Organic Search trended up this month as we saw a 6.28% increase Y/Y. Texas continues to be our #1 state visiting the site accounting for 22.61% of all site traffic this month. California comes second at 13%, New Mexico third 11.43%, and Colorado fourth at 10.55% of all site traffic.

May was one of our highest paid media months with $142,857 in advertising running and over 18.4M impressions in market. A paid email marketing campaign accounted for 12% of site traffic in May with 21,633 sessions. The first paid email was sent on May 9-10 and accounted for 34.36% of site traffic during those two days. A second follow-up email was sent to ‘non-openers’ on May 22-23 and during that period accounted for 52.83% of site traffic. The 6.28% increase in organic traffic as noted above is one indicator that our awareness-driving paid advertising is effective.


Visits
  • Total Sessions 176,323 (6.44% increase Y/Y)
  • Unique Users 145,106 (.64% increase Y/Y)
  • Pages per Session 1.93 (1.49% increase Y/Y)
  • Average Time on Site 1:51 (16.82% increase Y/Y)
  • Conversion Rate 8.81% (26.496% increase Y/Y)

Visitor Gender
  • 57.71% Female
  • 42.29% Male

Visitor Age
  • 6.93% 18 - 24
  • 21.09% 25 - 34
  • 18.13% 35 - 44
  • 16.31% 45 - 54
  • 20.48% 55 - 64
  • 17.06% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 5/2/2018
    • Number sent: 49,492
    • Number opened: 8,082
    • Open rate: 16.39%
  • TOURISM Santa Fe Marketing Report
    • Sent: 5/9/2018
    • Number sent: 1,134
    • Number opened: 357
    • Open rate: 31.48%
  • Santa Fe Deals and Specials
    • Sent: 5/18/18
    • Number sent: 31,134
    • Number opened: 5,551
    • Open rate: 17.83%
  • TOURISM Santa Fe Sales Report
    • Sent: 5/23/18
    • Number sent: 1141
    • Number opened: 426
    • Open rate: 37.34%
  • Vote for Santa Fe & Winǃ
    • Sent: 5/31/18
    • Number sent: 58374
    • Number opened: 11183
    • Open rate: 19.15%

✝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
 
In May our top performing posts were itinerary-themed articles that we shared on our most popular social media channels—Facebook, Twitter and Instagram. We continually see that this type of editorial coverage resonates with our followers and as a result, these posts are regularly scheduled in the TSF social media calendar.

Engagement metrics in May for TOURISM Santa Fe’s Facebook and Twitter pages saw increases over last month - 76.7% and 15% respectively. The increases can be partly attributed to a concerted effort to ‘like’ followers’ comments and respond to questions posted by followers on our social media pages. All channels continue to see slight increases in followers month over month.

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

May 2018 Performance Metrics
  • Total Page Followers: 63,894 (0.6% increase M/M)
  • People Talking About This: 2,904 (28.6% decrease M/M)
  • Engagement: 10,890 (76.7% increase M/M)
  • Top Ranking Post: "We always hope you can stay a few days in #SantaFeNM, but if you only have 24 hours to explore The City Different, use this guide from The Lemon Bowl."
    • Likes: 372
    • Comments: 45
    • Reach: 11,469


Join us on Twitter Twitter
Twitter screenshot

May Performance Metrics
  • Followers: 13,588 (0.6% increase M/M)
  • Monthly Impressions: 63,800 (36% increase M/M)
  • Engagement: 218 (15.3% increase M/M)
    • Top Ranking Post: "So often we envision the classic southwest road trip as an east to west journey, but in this @outmagazine story @bpnomad suggests starting in Denver and heading south to Santa Fe for a music-focused adventure."
    • Impressions: 4,319
    • Retweets: 15
    • Total engagements: 73


Join us on Instagram Instagram
Instagram screenshot

May 2018 Performance Metrics
  • Followers: 21,200 (1.4% increase M/M)
  • Top Performing Post: "You must read this week's #NewBlogPostǃ We partnered with @jeanatravels to provide an ‘Ideal Itinerary for a Weekend Getaway in Santa Fe.’ She offers excellent inspiration for a 3-day trip to #TheCityDifferent."
    • Likes: 1,086


Join us on Pinterest Pinterest
May 2018 Performance Metrics
  • Followers: 2,436 (.6% increase M/M)


Read the Santa Fe blog Santa Fe Blog
May Blog Posts

7 June Events to Start Your Summer in Santa Fe
  • Posted May 1, 2018
  • Views: 332
Legendary Classics in Santa Fe
  • Posted May 8, 2018
  • Views: 116
The Ideal Itinerary for a Weekend Getaway in Santa Fe New Mexico
  • Posted May 15, 2018
  • Views: 290
A Guide to Contemporary Hispanic Market in Santa Fe
  • Posted May 22, 2018
  • Views: 80
The Fine Art of High Fashion at Santa Fe Indian Market
  • Posted May 29, 2018
  • Views: 113

May 2018 Performance Metrics

Total Blog Views: 8,043 (34.43% increase M/M)
Average Time on Blog: 2:45 minutes (10.51% decrease M/M)

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
May 2018 Performance Metrics
  • Subscribers: 408 (5.7% increase M/M)
  • Views: 59,601 (19.2% decrease)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target market: New Mexico
Flight dates: 5/1/18-5/31/18
Impressions: 300,000
Media Cost: $2,720.00


Austin Monthly
Target market: Austin, Texas
Flight dates: 5/1/18-5/31/18
Impressions: 140,000
Media Cost: $3,500.00


5280 Magazine
Target market: Denver, CO
Flight dates: 5/1/18-5/31/18
Impressions: 90,000
Media Cost: $4,631.50


Chicago Magazine
Target market: Chicago, IL
Flight dates: 5/1/18-5/31/18
Impressions: 120,000
Media Cost: $8,334.00


Phoenix Magazine
Target market: Phoenix, AZ
Flight dates: 5/1/18-5/31/18
Impressions: 87,000
Media Cost: $5,750.00



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: 5/1/18-5/31/18
Impressions: 6,172,218
Media Cost: $17,032.96


Sharethrough: Native Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/18-5/31/18
Impressions: 1,330,908
Media Cost: $15,592.40

Amobee: Contextually Targeted Desktop & Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/18-5/31/18
Impressions: 3,330,029
Media Cost: $9,785.62


Adara: Programmatic Desktop/Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/18-5/31/18
Impressions: 797,236
Media Cost: $3,488.77


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 5/1/18-5/31/18
Impressions: 18,785
Go Travel Sites sent 221 names, emails and addresses to Santa Fe
Media Cost: $208.33

Matador: Social Content/Banners
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/18-5/31/18
Impressions: 219,191
Media Cost: $3,406.59


TripAdvisor: Sponsorship/Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/18-5/31/18
Impressions: 242,539
Media Cost: $6,506.12


Tremor: Pre-Roll Video
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/18-5/31/18
Impressions: 675,976
Media Cost: $10,219.79

ZEFR: Youtube Pre-Roll
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/18-5/31/18
Impressions: 52,756
Media Cost: $9,538.34


Undertone: Desktop & Mobile Display
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/18-5/31/18
Impressions: 1,611,731
Media Cost: $17,032.97


Varick Media – Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 5/1/18-5/31/18
Impressions: 1,017,297
Media Cost: $5,109.89


eTarget – Email Marketing
Target Markets: “Cultural Experience Travelers” in Denver, Dallas, Phoenix, Colorado Springs, Lubbock, El Paso, Las Cruces, Los Angeles, Chicago, NYC, Austin, and Houston DMA’s
Flight Dates: 5/9/18 & 5/22/18
Impressions: 2,228,570 (inc. 2 sends)
Media Cost: $20,000.00


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: 5/1/18-5/31/18
Impressions: 465,231
Media Cost: $15,163.04


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: 5/1/18-5/31/18
Impressions: 1,450,142
Media Cost: $9,296.32S


SEM

Google AdWords
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/18-5/31/18
Impressions: 404,250
Media Cost: $11,270.98



TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
May 2018 was a busy month of hosting several international journalists in the destination and TOURISM Santa Fe Director of Marketing, Cynthia Delgado, attended the Media Marketplace at IPW in Denver, May 20-21. She met with a total of 27 journalists representing a mix of both international and U.S. domestic publications. Of the international media she met with interest came from journalists representing Canada, China, Germany, Australia, Italy and the UK.

The earned media coverage this month included one syndicated story from USA Today which provided a total of $741,590 in media value and made up 56% of the monthly total. We did have one interesting piece of coverage in Wall Street Journal magazine that proved to be small but mighty. The coverage was only a few sentences and a photo, but the value in this major national publication was $290,895.


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
 
May 2018
  • Pitches: 27 (58% Decrease Y/Y)
  • Press Releases: 0 (100% Decrease Y/Y)
  • Media Visits: 6 (200% Increase Y/Y)
  • Media Contacts: 132 (12% Decrease Y/Y)
  • Total Impressions: 136,368,736 (23% Decrease Y/Y)
  • Earned Media: $1,311,961 (32% Decrease Y/Y)


2018 Year To Date
  • Pitches: 398 (40% Increase Y/Y)
  • Press Releases: 7 (12.5% Decrease Y/Y)
  • Media Visits: 28 (24% Decrease Y/Y)
  • Media Contacts: 771 (12% Increase Y/Y)
  • Total Impressions: 1,516,603,415 (22% Decrease Y/Y)
  • Earned Media: $16,514,555 (24% Decrease Y/Y)



RECENT ACCOLADES
 
ReadersDigest.com awarded Santa Fe in a list of the "The Best Weekend Getaways in Every State" on May 15.

TravelPulse awarded Santa Fe Bite for having the "The Best Burger in Every State" on May 7. Santa Fe can be found on Slide 31.


VISITING PRESS
 
Brand USA hosted 3 Indian writers on an Arizona and New Mexico press trip in advance of IPW. The group was escorted by Joint Managing Brand Director of Brand USA India, Mr. Sunil Puri.

Ralf Johnen visited May 16-18 in advance of IPW while researching for coverage in German outlets.

Simply Smart Travel writer Jeffrey Orenstein visited from May 20-25.

Amanda Martin of the Amanda’s OK Blog visited the destination May 25-28.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites:

TravelPulse provided coverage of the destination with an article entitled "The Best Burger in Every State" on May 7. Santa Fe can be found on Slide 31.

As a result of hosting Liz Della Croce in March 2018, The Lemon Bowl provided coverage of the destination with an article entitled "10 Best Things to Do in Santa Fe in 24 Hours" on May 10.


As a result of hosting Julie Kessler in April 2018, MoneyInc. provided coverage of the destination with an article entitled "Three Perfect Days in Santa Fe, New Mexico" on May 14.


CanadianPharmacyWorld.com provided coverage of the destination with an article entitled "10 Healthiest Destinations to Visit This Summer 2018" on May 21.


Magazines (print/online):

Medium provided coverage of the destination with an article entitled "Skip the Research — Top Burgers Across the U.S." on May 7. Note: The Hilton Buffalo Thunder responded to a "Hot Tip" that was sent out by TSF and we were then able to pitch their burger to get coverage in this article.


Travel + Leisure provided coverage of the destination with an article entitled "These Are the Hottest Destinations for a Summer Vacation in 2018" on April 24. Santa Fe is listed as number 5.


ReadersDigest.com provided coverage of the destination with an article entitled "The Best Weekend Getaways in Every State" on May 15.


Group Tour Magazine provided coverage of the destination with an article entitled "Get Cookin’ – Indulge in Foodie Cravings Across the Southeast & West" in the May 2018 issue and online on May 1.

Local Flavor provided coverage of the destination with an online article entitled "Margarita Trail" on May 7 and in the May 2018 issue.

As a result of hosting Brandon Presser in 2017, OUT provided coverage of the destination with an article entitled "Another Country" in the May 2018 issue and online on May 3.


Newspapers:

As a result of press release distribution, Santa Fe Reporter provided coverage of the Margarita Trail in an article entitled "The Fork - ¡Cinco de Mayoǃ" on May 3.


The Santa Fe New Mexican provided coverage of the Plaza Tourist Information Booth with an article entitled "A Welcome Oasis on the Santa Fe Plaza" on May 14 in print and online.


USA Today provided coverage of the destination with an article entitled "100+ ways to savor strawberries in May" on May 1. Santa Fe can be found on Slide 81.


As a result of syndication, the following outlets have covered the destination:

KTVB.com

THV11.com

FirstCoastNews.com

WHAS11.com

WFAA.com

Tallahassee.com

PressConnects.com

JSOnline.com

11Alive.com

KVUE.com

IndyStar.com

StarGazette.com


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