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TOURISM Santa Fe February 2019
Marketing Report
TOURISM Santa Fe
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MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Lists of best places to visit in 2019 are coming out and it is great to see Santa Fe included in two of the most importantǃ Forbes has its list of the top 14 places to visit in the US and Trip Advisor has just released its list of 20 of the top places to visit. Both listed Santa Fe – one of five cities to be included on both lists. The other duplicate selections were Baltimore, MD, Ft. Lauderdale, FL, Ft. Collins, CO and Lancaster, PA.

In the Forbes article it suggested that Santa Fe never goes out of style and goes on to state, “with an ever-growing adventure travel scene, a slew of special events and spas that nurture the body and soul, it should be on your 2019 travel radar. Authenticity continues to resonate as a hallmark of experiences in Santa Fe…”

Trip Advisor states, “Boasting world-renowned cuisine, vibrant cultural attractions, and one of the country’s largest art scenes, Santa Fe has earned it title as one of the top places to travel in the US.” It goes on to list the Artists in Residence program from November to February, the Taste of Canyon Road Food Tour and the stunning beauty of hiking and strolling through the surrounds of the city.

Both of these accolades focus on experiences, which are critical to Santa Fe continuing to remain in this select group of top US destinations. We must continue to enrich our experiential offerings and make them easily available to potential visitors as they make their travel decisions. We had a terrific year in 2018, with lodging occupancies and rates setting new records. Let us keep it up as we move into 2019.

Finally, the Rosewood Inn of the Anasazi was a gold badge winner on US News and World Report’s list of the best hotels in the USA, while Inn of the Five Graces ranked #13 on the Trip Advisor list of top 25 small hotels in the US. In Conde Nast Traveler’s top 10 list of the best hotels in the Southwest, we had the Rosewood Inn of the Anasazi #4, Inn of the Five Graces #5, Hotel Santa Fe #6 and La Fonda on the Plaza #7. Congratulations to allǃ

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



MARKETING ACTION ITEMS
 
LAST CHANCEǃ Vote for Santa Fe in the T+L World’s Best Awards

Spring Break is Around the Corner: Add your Kids Free Spring Break Offers

Join the Santa Fe Summer Gift Guide



Vote for Santa Fe in the 2019 Travel + Leisure World’s Best Awards



Don’t forget to vote for Santa Fe in the 2019 Travel + Leisure World’s Best Awards Survey. This is a very important designation for Santa Fe and our hospitality community. Help us get to #1ǃ

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 categories.

Please share with your employees, friends and family. The survey is open through March 4, 2019. Vote nowǃ


Spring Break is Around the Corner: Add Your Kids Free Spring Break Offers



Santa Fe Kids Free Spring Break is just around the corner. From March 1 – April 21, families will be flocking to Santa Fe for their Spring Break vacations.

We need your help in certain categories. On the Kids Free Spring Break promotional landing page, there are no offers posted in Wellness, only one offer in Tours, and only two offers posted in Restaurants. We should see a larger representation from our businesses in each of these categories.

There are also a variety of other categories in which to add your offers—Lodging, Attractions, Art & Culture, Workshops, and Sports & Rec. 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.”

For the most exposure, please add your offers by February 15, 2019. Thanks for your supportǃ


Join the Santa Fe Summer Gift Guide


Advertise your business, products and services to over 60,000 TOURISM Santa Fe subscribers in this special newsletterǃ The Santa Fe Summer Gift Guide e-blast launches mid-April.

For just $100, your listing in the Santa Fe Summer Gift Guide newsletter includes:
  • A 300 by 200 pixel photo from your business
  • 350 characters of descriptive copy
  • A direct link to your website
  • 6 Months placement on the Santa Fe Gift Guide webpage – santafe.org/Santa_Fe_Gift_Guide/

Deadline: April 1, 2019
Contact: Nancy Brown – advertise@santafe.org - 505.660.4690
All fees subject to NM GRT – Total with tax =$108.44

As a TOURISM Santa Fe Business Partner, you are eligible for numerous opportunities to feature your business through affordable advertising on SantaFe.org and newsletters throughout the year - See Details.



MARKETING INFORMATION ITEMS
 
Santa Fe Featured on Samantha Brown’s Places to Love

New Santa Fe Accolades

100th Person Finishes the Margarita Trail

Q4 2018 Marketing Results



Santa Fe Featured on Samantha Brown’s Places to Love



“If your job is to travel, where do you go on vacation?” Samantha Brown has two words for you: Santa Feǃ

Read more on Why Santa Fe is a Place to Love.

The episode is airing now, but airdates on your PBS station may vary. To find out how to watch the show in your area, click here or check your local PBS schedule and set your DVRǃ


New Santa Fe Accolades


TOURISM Santa Fe is proud to share new accoladesǃ Please be sure to share on your social media channels, websites and newsletters:




100th Person Finishes the Margarita Trail



We are excited to announce the 100th person to complete the Santa Fe Margarita Trail and earn a Margarita Bartender Kit. Congratulations to Caresa Summers who lives in Santa Fe part time and says "There are so many great bars and restaurants in the area, and being on the Trail steered me towards many places that I was unlikely to prioritize on my own.” Caresa said, "After my the first two stamps, I started taking photos at every location and posting them on my Facebook page so all of my friends could keep up with my margarita adventures".

Be sure to check out the new margaritas on the Santa Fe Margarita Trail. A total of 17 new margarita locations are now available on the Margarita Trail Appǃ Ask your guests to download today so they can be the first to try all of the new margaritas. Visit the App store or Google Play store to learn more or visit santafe.org/margaritatrail.

If your guests have a paper passport, they can transfer their stamps to a newly purchased App at ANY of our three Visitor Centers in town. Please reach out with questions or comments by contacting Ryan Dodge at rhdodge@santafenm.gov or call 505-955-6232.


Q4 2018 Marketing Results


Website [Q4 Y/Y Change]
  • Total Sessions: 285,859 [DOWN 5% Y/Y]
  • Unique Users: 231,438 [DOWN 5% Y/Y]
  • Average Pages Per Session: 2.08 [DOWN 2% Y/Y]
  • Average Time on Site: 2:11 [UP 5% Y/Y]
  • Conversion Rate: 14.9% [UP 6.5 Y/Y]
Traffic was down 5% Y/Y despite traffic increases in referrals from advertising, paid search, social and email. This is caused by large drops in Organic Search (down 1% Y/Y) and Other traffic (down 70% Y/Y). This looks to be due in part to less digital advertising during the period: session length is up 8% Y/Y and the bounce rate is down 7% Y/Y, typical markers of a more engaged organic audience. The conversion rate is up 80% Y/Y to 15%, showing the improvement expected from last quarter’s changes to conversions and goals.

The 18-24 demographic fell by about a third Y/Y, with corresponding gains in the 25-34 and 65+ groups. Mobile traffic fell by about 10% Y/Y, while desktop traffic gained about 1%. The drop in mobile traffic is mostly due to a paid media approach this quarter of delivering impressions more consistently throughout Q4 2018. This approach resulted in about half the amount of paid digital impressions toward mobile rich media in Q4 2018 than last year. Traffic fell from the leading geographic markets Y/Y with the exception of Florida and Washington, which were up slightly. Traffic continues to shift from City Different to the home page (down 81% Y/Y and up 50% Y/Y respectively).

Public Relations [Q4 Y/Y Change]
  • Pitches: 114 (UP 2% Y/Y)
  • Press Releases: 3 (DOWN 50% Y/Y)
  • Media Visits: 17 (DOWN 19% Y/Y)
  • Media Contacts: 344 (DOWN 25% Y/Y)
  • Earned Media: $3,899,904 (DOWN 38% Y/Y)
  • Earned Media Impressions: 328,086,642 (DOWN 4% Y/Y)
With more than 328 million impressions in Q4, TOURISM Santa Fe saw a broad mix of coverage, promoting the destination and our tremendous partners.

Coverage spanned several topics, most popular over this period being art and culinary. Seasonally, Santa Fe was included in multiple articles relating to destinations for leaf-peeping and fall foliage, as well as a city that is magical for the holidays. Two major awards- Conde Nast Traveler’s Reader’s Choice Awards and Fodor’s Finest – were announced during this time period, generating both national and regional coverage.

When comparing the totals for earned media articles in Q4 2018 to those in 2017, we saw a significantly larger number of placements in 2018. A majority of these placements were in smaller outlets, including a mix of regional newspapers, where syndicated coverage ran. This larger number of placements allowed for a more diverse audience reach and was only down 4% for total impressions year over year, however these outlets did not have as large of a total media value which contributed to the 38% decrease in media value.

Although slightly down, the media visits were similar in number to Q4 2017 and we were excited to partner with La Posada on a group FAM in November.

Social Media [Q4 Y/Y change]
  • Facebook Followers: 66,913 [UP 7.9% Y/Y)
  • Facebook Engagement: 103,128 [DOWN 17% Y/Y]
  • Twitter Followers: 13,959 [UP 7% Y/Y]
  • Twitter Engagement: 2,555 [DOWN 12% Y/Y]
  • Twitter Impressions: 197,500 [DOWN 21% Y/Y]
  • Instagram Followers: 23,884 [UP 23% Y/Y]
  • Pinterest Followers: 2,544 [UP 6% Y/Y]
  • YouTube Subscribers: 493 [UP 30.8% Y/Y]
  • YouTube Views: 8,077 [DOWN 3.5 Y/Y]

Quarter 4 continued to build on Quarter 3 after a rough start to the year. A focus on lower posting volume, higher quality content and more meaningful interaction on Facebook saw a dip in overall engagement and People Talking about, though website referrals from the platform are up considerably. KPIs across other platforms remained strong. Overall, Social Media efforts continue drive traffic to santafe.org and build awareness of Santa Fe as travel destination filled with adventure and culture.

Blog [Q4 Y/Y change]
  • Page Views: 40,074 [UP 60% Y/Y]
  • Average Time on Blog: 3:16 [DOWN 7% Y/Y]
  • Website Referrals: 13.8% [UP 3.7 Y/Y]

Blog traffic is up 60% Y/Y in Q4. Time on site has decreased by 7%, though still remains well above the 3-minute benchmark. The ever-popular Chimayo blog was displaced as the top visited post for the quarter, falling to 3rd most popular Y/Y behind “Santa Fe Culinary Experiences” and “9 Santa Fe December Events”. There were more new visitors to the blog in Q4 than repeat visitors, something that is also a new development.

Email Newsletter (Averages) [Q4 Y/Y change]
  • Consumer: Happenings
    • Number Sent: 154,965 [UP 6.7% Y/Y]
    • Happenings Open Rate: 16.4% [DOWN 0.5% Y/Y]
  • Consumer: Deals & Specials
    • Number Sent: 101,698 [UP 17% Y/Y]
    • Deals & Specials Open Rate: 17.4% [DOWN 0.7%]
  • Industry: Marketing Report
    • Number Sent: 3,401 [UP 3% Y/Y]
    • Marketing Report Open Rate: 33.4% [UP 3.7 Y/Y]
  • Industry: Sales Report
    • Number Sent: 3,400 [UP 3% Y/Y]
    • Sales Report Open Rate: 32.3% [UP 1.2 Y/Y]
Consumer: newsletter list size grew slightly Y/Y while engagement decreased a small amount (less than 1%) for both regular newsletters.

Industry: newsletter list size grew slightly Y/Y as engagement also increased a small amount for both regular newsletters. Open rates remain at industry-leading highs.

Newsletter referrals made up 3.1% of site traffic in Q4, up from 1.6% in Q3.

Advertising – Key Insights
  • Q4 2018 marked the second quarter of TSF FY19 fiscal budget; Campaign initiatives include FY19 Core and FY19 Artists in Residence (launched Sept 24).
  • Total Q4 media spend was $188,105 (+10% Q/Q, -21% Y/Y) and total impressions delivered were 25.4M (+8% Q/Q, -29% Y/Y); quarterly increases were largely due to increased spend in the paid search campaign, and ramp up of the Artists in Residence campaign, while year-over-year decreases were mostly the result of a sharp increase in paid digital tactics during the month of October 2017— including native, standard display and two rich media executions.
  • Despite a decrease in impression output Y/Y, we have seen click and conversion (i.e. landing page visit) metrics increase Y/Y (+29% clicks, +85% CTR, +101% conversions, +183% CVR), and is mostly attributable to the introduction in native display (i.e. Pulsepoint), which has contributed to the #2 source of incoming direct traffic to the site, as well as optimizations to paid search (#1 source of direct traffic).
  • Q4 digital media KPIs are performing at a 0.73% CTR, 0.41% CVR and $1.29 CPV, all of which are outperforming Q/Q and Y/Y benchmarks.
  • The match-cut creative is performing at a 0.73% CTR for all tactics combined (0.49% in Q3 2018), which is a +49% Q/Q (+88% Y/Y) increase and most likely the resultof optimized placements, including more spend and impression weight focused on Varick’s programmatic tactics.
  • Paid Search performance has seen a big increase in performance in terms of total eligible searches and clicks, with a +142% increase and +123% increase respectively. Click metrics including CTR and CPC are lower Y/Y (-8% and +50%, respectively) and most likely the result of two factors — the optimization of the campaign to include more ‘competitive’ keywords like Albuquerque and New Mexico and some changes that Google has made with the Ads platform that have affected quality scoring.
  • The FY19 Artists in Residence campaign ramped up in Q4 with 5.4M impressions (-16% Y/Y), 4.2K clicks (-40% Y/Y), 0.08% CTR (-27% Y/Y), almost 5K website visits (-11% Y/Y), 0.08% CVR (+14% Y/Y) and a 7% more efficient CPV Y/Y ($4.21 vs. $4.55) —difference in impressions and clicks most likely the change between 100% programmatic vs. use of endemic partners in 2018.
  • Adara Impact Analytics has reported 805 hotel bookings and 1,559 flight bookings in Q4 with an estimated $253,672 in hotel revenue generated by attributable advertising efforts this quarter (+86% Q/Q, +26% Y/Y); this is a significant increase from Q3— this has also resulted 644 incremental bookings and $94,668 in incremental revenue attributable to marketing efforts (+33% Q/Q, +55% Y/Y).
View the full report here.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

January 2019 Performance Metrics

Visits
  • Total Sessions 106,754 (31.7% increase Y/Y)
  • Unique Users 87,506 (32.4% increase Y/Y)
  • Pages per Session 2.11 (14.6% decrease Y/Y)
  • Average Time on Site 2:05 (21.3% decrease Y/Y)
  • Conversion Rate 22.3% (30.9% increase Y/Y)

Visitor Gender
  • 61.2% Female
  • 38.8% Male

Visitor Age
  • 4.5% 18 - 24
  • 18.9% 25 - 34
  • 15.3% 35 - 44
  • 15.7% 45 - 54
  • 21.4% 55 - 64
  • 24.1% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 01/02/2019
    • Number sent: 53,389
    • Number opened: 8,537
    • Open rate: 16.0%
  • TOURISM Santa Fe Marketing Report
    • Sent: 01/09/2019
    • Number sent: 1,132
    • Number opened: 347
    • Open rate: 30.7%
  • Vote for Santa Fe and Winǃ (consumer)
    • Sent: 01/11/2019
    • Number sent: 64,555
    • Number opened: 12,106
    • Open rate: 18.7%
  • Vote for Santa Fe and Winǃ (industry)
    • Sent: 01/15/2019
    • Number sent: 1,136
    • Number opened: 334
    • Open rate: 29.4%
  • Santa Fe Deals and Specials
    • Sent: 01/18/2019
    • Number sent: 35,300
    • Number opened: 6,091
    • Open rate: 17.4%
  • TOURISM Santa Fe Sales Report
    • Sent: 01/23/2019
    • Number sent: 1,136
    • Number opened: 421
    • Open rate: 37.2%
  • Santa Fe: A Different Kind of Family Fun
    • Sent: 01/30/2019
    • Number sent: 65,885
    • Number opened: 11,617
    • Open rate: 17.6%

✝Open rate is only counted for users who have images enabled in their email or if a user clicks on a link.



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



TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
After a record-breaking month in December, January numbers continued to hold strong. Facebook engagement and PTAT took a slight dip from last month, though website referrals continue to grow rapidly (162.8% increase M/M). Instagram continues to be the most rapidly growing platform, with # of followers increasing 2.95% M/M. YouTube video views also saw double digit growth (10.84%) in spite of no new video content being added. This can primarily be accounted for by an increased focus on video embeds in web and blog content, and shows strong potential for growth once new video content is added and incorporated in web efforts.

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

January 2019 Performance Metrics
  • Total Page Followers: 67,370 (0.68% increase M/M)
  • People Talking About This (PTAT): 16,264 (5.9% decrease M/M)
  • Engagement: 46,779 (8.25% decrease M/M)
  • Top Ranking Post: “A Snowy Morning in Downtown Santa Fe”. Video: Luke Fitch & Enchantment Aerials
    • Reactions: 923
    • Comments: 42
    • Reach: 96,508


Join us on Twitter Twitter
Twitter screenshot

January 2019 Performance Metrics
  • Followers: 14,028 (1.02% increase M/M)
  • Monthly Impressions: 65,400 (7.76% decrease M/M)
  • Engagement: 892 (9.44% decrease M/M)
  • Top Ranking Post: "Sunset Glow-up #TheCityDifferent | SantaFe.org"
    • Impressions: 3813
    • Retweets: 5
    • Total engagements: 139


Join us on Instagram Instagram
Instagram screenshot

January 2019 Performance Metrics
  • Followers: 24,588 (2.95% increase M/M)
  • Top Performing Post: Top Performing Post: "If these walls could talkǃ #TheCityDifferent | SantaFe.org"
    • Likes: 1340


Join us on Pinterest Pinterest
January 2019 Performance Metrics
  • Followers: 2563 (0.75% increase M/M)


Read the Santa Fe blog Santa Fe Blog
January 2019 Performance Metrics
  • Total Blog Views: 16,265 (27.57% increase M/M)
  • Average Time on Blog: 2:43 minutes (15.9% decrease M/M)

January 2019 Blog Posts

5 February Events to Fall in Love With
  • Posted January 10, 2019
  • Views: 400

Top 5 Viewed Blog Posts in January

Your 2019 Santa Fe Bucket List
  • Posted December 20, 2018
  • Views: 4306
15 Culinary Experiences to Excite Your Tastebuds
  • Posted August 13, 2018
  • Views: 2326
Most Instagram-able Locations in The City Different
  • Posted October 12, 2018
  • Views: 1298
How to spend a perfect weekend in Santa Fe, NM
  • Posted June 26, 2018
  • Views: 1075
Santa Fe Artists in Residence
  • Updated December 18, 2018
  • Views: 995


Watch us on Youtbue YouTube
January 2019 Performance Metrics
  • Subscribers: 493 (0.0% increase M/M)
  • Views: 2,862 (10.84% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target market: New Mexico
Flight dates: 1/1/19-1/31/19
Impressions: 300,000
Media Cost: $2,720.00


Horizon Magazine
Target market: National
Flight dates: 1/1/19-1/31/19
Impressions: 100,000
Media Cost: $4,500.00


New Mexico True Adventure Guide
Target market: New Mexico
Flight dates: 1/1/19-12/31/19
Impressions: 500,000
Media Cost: $13,500.00


BROADCAST

Samantha Brown Places to Love
Target market: National
Flight dates: 1/1/19-1/31/19
Media Cost: $50,000 (1/2 paid in FY18 & 1/2 paid in FY19)


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: 1/1/19-1/31/19
Impressions: 2,145,713
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: 1/1/19-1/31/19
Impressions: 792,464
Media Cost: $4,999.99


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 1/1/19-1/31/19
Impressions: 15,987
Go Travel Sites sent 340 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: 1/1/19-1/31/19
Impressions: 419,918
Media Cost: $5,363.04


Varick Media: Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 1/1/19-1/31/19
Impressions: 2,177,135
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: 1/1/19-1/31/19
Impressions: 493,720
Media Cost: $10,108.85

SEM

Google AdWords: Paid Search
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 1/1/19-1/31/19
Impressions: 276,511
Media Cost: $14,409.98

ARTISTS IN RESIDENCE

Varick Media: Programmatic/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 1/1/19-1/31/19
Impressions: 1,935,227
Media Cost: $5,312.49


ArtistsNetwork.com: Endemic Social Media Program
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 1/1/19-1/31/19
Impressions: 168,280
Media Cost: $1,907.69


ARTnews: Print Magazine
Target Markets: National
Flight Dates: 11/1/18-2/28/19 (Winter Edition)
Impressions: 200,000 (plus bonus distribution at Art Basel)
Media Cost: $3,750.00

KIDS FREE PROMO

Varick Media: Programmatic/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 1/1/19-1/31/19
Impressions: 1,532 523
Media Cost: $6,888.88


MediaMax
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 1/1/19-1/31/19
Impressions: 449,300
Media Cost: $5,454.55





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
With the premiere of Samantha Brown’s “Places to Love” Season Two in January and the Santa Fe episode beginning to air on January 23, 2019, there were a number of articles published relating to the show. These articles drove 17% percent of the total articles and 41% percent of the total media value for January 2019. The full Santa Fe episode is available to watch online.

January 2019 was a strong month for earned media coverage; however, when comparing the totals with January 2018 we see a significant decrease year over year in the earned media value total yet a much lesser decrease in total impressions. In January 2018, more than $2,000,000 of the advertising equivalency value resulted from coverage in the winter issue of Weston Magazine Group, a regional NYC/Connecticut based magazine in which Santa Fe feature story coverage appeared in 12 regional editions. This coverage had a large media value impact, but not a correspondingly large circulation or total impressions. In 2019 we did not have comparable high-value coverage. There were also two major USA Today placements in 2018, which were both worth more than $635,000. The outlet has restructured, and those opportunities are no longer available.


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
 
January 2019
  • Pitches: 260 (2% increase Y/Y)
  • Press Releases: 1 (50% decrease Y/Y)
  • Media Visits: 10 (100% increase Y/Y)
  • Media Contacts: 183 (6% increase Y/Y)
  • Total Impressions: 132,000,805 (21% decrease Y/Y)
  • Earned Media: $1,001,589 (81% decrease Y/Y)

2019 Year To Date
  • Pitches: 260
  • Press Releases: 1
  • Media Visits: 10
  • Media Contacts: 183
  • Total Impressions: 132,000,805
  • Earned Media: $1,001,589



RECENT ACCOLADES
 
Santa Fe was included on the list of the 10 Best Affordable Honeymoon Spots in the US by Livability.

MovieMaker Magazine released their 2019 list of best places to live and work as a moviemaker and Santa Fe is #3 on the list of small cities.

Santa Fe was recognized in TripAdvisor Travelers' Choice Awards this year. Inn of the Five Graces was awarded #13 in a list of the Top 25 Small Hotels in the United States.

Santa Fe was chosen by TripAdvisor as a Top Place to Visit in 2019.


VISITING PRESS
 
Allison Arthur, writer for Dishing Jackson Hole/Park City, visited the destination January 9-12, 2019.

Hunter Braithwaite, writer for American Way, visited the destination January 17-20, 2019.

Janis Turk, writer for Buick "B" Magazine, visited the destination January 20-23, 2019.

The following media visited January 30- February 3, 2019 as a part of the Ski Santa Fe FAM:
  • Unofficial Networks – Tim Konrad
  • The Brave Ski Mom – Kristin Lummis
  • The Snowboarder's Journal – Ben Shanks Kindlon
  • The Ski Journal - Andrew Marshall
  • Matador Network – Matt Meltzer
  • Shauna Farnell – Freelance (Thrillist, Men's Journal, 5280)
  • Irwin Curtin – Freelance (Los Angeles Times/Dallas Morning News)



SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

Orange Twist provided coverage of the destination with an article entitled "Take A Long Winter Weekend in Santa Fe” on January 3.

As a result of media outreach and previously hosting travel editor Jill Fergus, Best Products provided coverage of the destination with an article entitled "35 Winter Vacation Destinations For a Wow-Worthy Getaway” on January 4. Santa Fe appears on Slide 35.

As a result of the partnership with Samantha Brown, ShermansTravel provided coverage promoting Season 2 with an article entitled "Samantha Brown on Places to Love Season Two, Cruising Tips, and Traveling like a Local” on January 7.

Tribeza provided coverage of the destination with an article entitled "Three Generations of Women Set Out to Historical Santa Fe” on January 8.

As a result of hosting Andrea Zimmerman in fall 2018, YourTango provided coverage of the destination with an article entitled "5 Best U.S. Vacation Destinations For Couples To Explore In 2019” on January 11.

RV West provided coverage of the destination with an article entitled "Blue skies above, adobe down below: Everyone’s in love with Santa Fe” on January 19.

AirHelp provided coverage of the destination with an article entitled "Romantic Places to Visit in the USA and Europe” on January 22.

Family Vacation Critic provided coverage of the destination with an article entitled "10 Cheap & Fun Winter Break Vacations” on January 22.

PureWow provided coverage of the destination with an article entitled "The 23 Best Ski Resorts in America” on January 28.

As a result of syndication, Yahooǃ featured the BestProducts.com article “35 Winter Vacation Destinations for a Wow-Worthy Getaway” on January 28.

As a result of media outreach and previously hosting travel editor Jill Fergus, Best Products provided coverage of the destination with an article entitled "Start Planning Your Dream Trip - This is the Only Bucket List You Need” on January 28.

As a result of syndication, Yahooǃ featured the BestProducts.com article “Start Planning Your Dream Trip — This Is the Only Travel Bucket List You Need” on January 28.

As a result of media outreach and previously hosting travel editor Jill Fergus, Best Products provided coverage of the destination with an article entitled "The 50 Best Places to Visit in the USA” on January 29. Santa Fe can be found at #3.

As a result of syndication, Yahooǃ featured the BestProducts.com article "The 50 Best Places to Visit in the USA” on January 29.

House Method provided coverage of the destination with an article entitled "Best Micro Getaways for Design Lovers” on January 30.

As a result of media outreach and previously hosting Brittany Anas, Livability provided coverage of the destination with an article entitled "2019 10 Best Affordable Honeymoon Spots in the US” on January 30.

As a result of hosting Maya Stanton during the Only in Santa Fe FAM in November 2017, Budget Travel provided coverage of the destination with an article entitled "Couples Getaways That Actually Rock” on January 30.

As a result of the partnership with Samantha Brown, Simplemost provided coverage promoting Season 2 with an article entitled “These Are The Most Kid-Friendly Destinations In The World, According To Samantha Brown” on January 31.

Magazines (print/online)

AAA Via Magazine featured the destination in an article entitled “8 Spots to Sip Marvelous Mocktails” online and in the January 2019 print issue.

As a result of hosting Jessica Fender in July 2018, AAA New Mexico Journey provided coverage of the destination with an article entitled "The Art of the Brunch” in the Winter 2019 print issue.

Moviemaker Magazine featured the destination in an article entitled "The Best Places to Live and Work as a Moviemaker 2019: Small Cities and Towns” on January 17.

Newspaper

As a result of the partnership with Samantha Brown, The Washington Post provided coverage of the destination with an article entitled "PBS travel show ‘Places to Love’ stars accessible destinations” on January 11.

The article also syndicated to the following outlets:
Albuquerque Journal featured the destination in an article entitled "Santa Fe at No. 3 in MovieMaker list for small cities” on January 17.


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