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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


We have a great, FREE shuttle service called the Santa Fe Pick-Up that provides convenient transportation for visitors and residents throughout Santa Fe’s historic district, and on a less frequent basis, to Museum Hill and Canyon Road.

Every 15 minutes, a pick-up comes by one of the 17 stops in the historic district, including the Rail Yard and Guadalupe Districts. By transferring to the Museum/Canyon Road shuttle at the Lamy building across from the Roundhouse, one can access these areas with a shuttle every half hour. While we had more than 85,000 riders last year, I feel the availability of riding the Santa Fe Pick-Up is not well enough known and I am asking for your help.

If you would like brochures, we can make them available to you at the Community Convention Center Visitor’s Center. Easier yet, click here for a downloadable PDF of the brochure. Your customers will appreciate the information and may find more time to stay and shop knowing they can get to their next destination quickly and convenientlyǃ Finally, on the Santa Fe Wayfinder App you can easily access the Santa Fe Trails App that provides details on the Santa Fe Pick-Up along with all of the other bus information and availability in the city.

On another note, voting is currently open for the Condé Nast Traveler Readers’ Choice Awards and we need your help again in voting for Santa Fe as the best of everythingǃ This accolade is probably our most important as it is well respected by the traveling public and is used extensively in our marketing materials.

To vote, go to cntraveler.com/rca/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. Once signed in, search for Santa Fe and give Santa Fe an “excellent” in all categories. Many other hotels and spas are nominated as well, and I know your favorite would appreciate your vote.

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



MARKETING ACTION ITEMS
 
Vote Todayǃ Sunset & Condé Nast Traveler Readers’ Choice Awards

Order the 2019 Santa Fe Visitor Guides for Your Summer Travelers

More than just a FREE LISTING — Get FEATURED
3 More Ways to Attract Qualified Targeted Traffic




Vote Todayǃ Sunset & Condé Nast Traveler Readers’ Choice Awards



We are excited to announce that Santa Fe has been selected as a Sunset Travel Awards Reader’s Choice finalist in the category of “Best Art Town.” The results will be published in the September 2019 issue, as well as online. Voting ends on June 14. Vote nowǃ

While you’re there, we would love your support and vote for a few other Santa Fe favorites:
  • Ten Thousand Waves in "Best Day Spa" category
  • Santa Fe Farmers Market in "Best Farmers' Market" category
  • Santa Fe Wine and Chile in "Best Food or Drink Festival" category
Reminder: Voting is still open through July 30 for the Condé Nast Traveler 2019 Readers’ Choice Awards. TSF has created a quick reference sheet to help you spread the wordǃ The sheet includes instructions for voting, copy points for posting and promoting on your own social media channels, your websites and in your e-mail newsletters, along with a library of images you may use.Click here to download the one-sheet. Also, if you have not already, please vote today. This is a very important award for Santa Fe and the entire hospitality communityǃ


Order the 2019 Santa Fe Visitor Guide for Your Summer Travelers



The Santa Fe Visitor Guide is a great resource for your visitorsǃ Be sure you have guides available for the summer travel season. Click here to order guides for your business.


More than just a FREE LISTING — Get FEATURED
3 More Ways to Attract Qualified Targeted Traffic


Perfect Day to Start Advertising on SantaFe.org – Here's Why

#1 LARGE HEADER BANNERS – Starting at $100 per month
1600 pixels x 570 pixels




#2 E-NEWSLETTER INLINE ADS - $100 per newsletter
600 pixels x 100 pixels




#3 Santa Fe Gift Guide - $100 per issue
Sent in April and October as E-Newsletter
Includes:
300 pixel x 200 pixel Photo and Descriptive Text
Placement on Santa Fe Gift Guide page for 6 months
See the current Santa Fe Gift Guide Online




For more details visit: santafe.org/advertise/

Contact sales@studiox.com • 505.660.4690




MARKETING INFORMATION ITEMS
 
TOURISM Santa Fe Names Vladimir Jones as New Advertising Agency

Coming Soonǃ New Margarita Trail Paper Passports




TOURISM Santa Fe Names Vladimir Jones as New Advertising Agency



After an extensive nationwide search and RFP process to find the best advertisting agency to represent Santa Fe, Vladimir Jones has been selected to be TSF’s new agency partner. Vladimir Jones will provide integrated advertising and marketing services to further build on Santa Fe’s “The City Different” brand position, with the goal of driving domestic leisure travel.

Click here to read the entire press release.


Coming Soonǃ New Margarita Trail Paper Passports



The Margarita Trail program just celebrated its 3rd year of success on May 5th this year with nearly 12,000 paper passports sold, over 3,250 people that have downloaded the app and over 4,000 participants earning prizes along the way. It truly has been a fun adventure for so many visitors and locals.

The paper passport that came out in 2016 has become outdated with many locations closing or changing names. Because of this, TSF will reprint the paper passport and create an updated version that includes the new locations and updated margaritas. Keep an eye out for the new paper passports coming this Julyǃ

Don’t forget that participants on the Margarita Trail get every margarita recipe and receive $1 off each margaritaǃ They also earn prizes as they work their way along the Trail like T-shirts, membership to the Margarita Society, The Great Margarita Book or a special bartender kit. If any of 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. Learn more by visiting santafemargaritatrail.com.

For your free Margarita Trail marketing kit, please reach out to Ryan Dodge at rhdodge@santafenm.gov or call 505-955-6232. Thank you for telling people about the Santa Fe Margarita Trailǃ



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

May 2019 Performance Metrics

Visits
  • Total Sessions 102,813 (41.7% decrease Y/Y)
  • Unique Users 81,809 (43.6% decrease Y/Y)
  • Pages per Session 2.17 (12.0% increase Y/Y)
  • Average Time on Site 2:14 (20.1% increase Y/Y)
  • Conversion Rate 21.3% (142.4% increase Y/Y)✝

Visitor Gender
  • 58.3% Female
  • 41.7% Male

Visitor Age
  • 4.3% 18 - 24
  • 21.4% 25 - 34
  • 16.2% 35 - 44
  • 15.7% 45 - 54
  • 21.6% 55 - 64
  • 20.9% 65+

Newsletters

  • Show your love for Santa Feǃ Vote for your chance to win a dream vacation.
    • Sent: 05/01/2019
    • Number sent: 59,755
    • Number opened: 11,220
    • Open rate: 18.8%✝✝
  • Santa Fe Happenings
    • Sent: 05/07/2019
    • Number sent: 58,625
    • Number opened: 9,750
    • Open rate: 17.6%
  • TOURISM Santa Fe Marketing Report
    • Sent: 05/08/2019
    • Number sent: 1,158
    • Number opened: 411
    • Open rate: 35.9%
  • Santa Fe Deals and Specials
    • Sent: 05/16/2019
    • Number sent: 39,771
    • Number opened: 7,098
    • Open rate: 18.0%
  • TOURISM Santa Fe Sales Report
    • Sent: 05/22/2019
    • Number sent: 1,157
    • Number opened: 434
    • Open rate: 37.8%
  • Savor Summer in Santa Fe (Summer Seasonal)
    • Sent: 05/29/2019
    • Number sent: 31,136
    • Number opened: 7,687
    • Open rate: 24.9%

✝Conversion rates are showing a dramatic improvement as a result of recent goal changes, and will continue to do so until the data normalizes.

✝✝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
 
May numbers continued to be strong, with continued growth across most all platforms. Facebook engagement and PTAT could not match a record-breaking April (28.8% and 35% decreases M/M), though remain very strong overall (265% & 344% increase Y/Y). Twitter saw a 12.5% increase in reach and 8.3% increase in engagement M/M. Instagram continues to be the quickest growing platform, with a 2.34% increase in followers this 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 2019 Performance Metrics
  • Total Page Followers: 69,227 (0.65% increase M/M)
  • People Talking About This (PTAT): 12,893 (35% decrease M/M)
  • Engagement: 39,758 (28.8% decrease M/M)
  • Top Ranking Post: “A good place to hang for a while. #TheCityDifferent | SantaFe.org”
    • Reactions: 2,472
    • Comments: 15
    • Reach: 23,310


Join us on Twitter Twitter
Twitter screenshot

May 2019 Performance Metrics
  • Followers: 14,401 (.85% increase M/M)
  • Monthly Impressions: 88,200 (12.5% increase M/M)
  • Engagement: 1,355 (8.31% increase M/M)
  • Top Ranking Post: “@MeowWolf started as a loose group of penniless punks. Now it’s a multimillion-dollar dream factory” - @nytimes
    • Impressions: 6,935
    • Retweets: 18
    • Total engagements: 160


Join us on Instagram Instagram
Instagram screenshot

May 2019 Performance Metrics
  • Followers: 26,680 (2.34% increase M/M)
  • Top Performing Post: “Take a hike. #TheCityDifferent | SantaFe.org”
    • Likes: 2,396


Join us on Pinterest Pinterest
May 2019 Performance Metrics
  • Followers: 2,633 (1.00% increase M/M)


Read the Santa Fe blog Santa Fe Blog
May 2019 Performance Metrics
  • Total Blog Views: 16,664 (13.4% decrease M/M)
  • Average Time on Blog: 2:50 minutes (flat)

May Blog Posts

Take a Tour of Santa Fe’s Historic Sites
  • Posted May 7, 2019
  • Views: 133
Santa Fe Gardens in Bloom
  • Posted May 13, 2019
  • Views: 202
June Events in The City Different
  • Posted May 14, 2019
  • Views: 164
Santa Fe Margarita Trail Expands
  • Posted May 14, 2019
  • Views: 146

Top 5 Viewed Blog Posts in May

Most Instagram-able Locations in The City Different
  • Posted December 20, 2018
  • Views: 3485
The Ultimate Santa Fe Weekend for Any Foodie
  • Posted June 26, 2018
  • Views: 1245
Can’t Miss Santa Fe Experiences
  • Posted October 16, 2018
  • Views: 1035
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 987
4 Don’t-Miss Trails in Santa Fe County
  • Posted March 19, 2019
  • Views: 293


Watch us on Youtbue YouTube
May 2019 Performance Metrics
  • Subscribers: 522 (1.95% increase M/M)
  • Views: 2,100 (4.55% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target market: New Mexico
Flight dates: 5/1/19-5/31/19
Impressions: 300,000
Media Cost: $2,720.00


5280 Traveler
Target market: Colorado
Flight dates: 5/1/19-5/31/19
Impressions: 85,000
Digital Impressions: 12,767
Media Cost: $4,631.00


Austin Monthly
Target market: Texas
Flight dates: 5/1/19-5/31/19
Impressions: 142,872
Media Cost: $3,500.00


Phoenix Magazine
Target market: Arizona
Flight dates: 5/1/19-5/31/19
Impressions: 87,000
Digital Impressions: 11,082
Media Cost: $5,650.00


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: 5/1/19-5/31/19
Impressions: 1,799,285
Media Cost: $22,499.97


Adara: Programmatic Desktop/Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/19-5/31/19
Impressions: 782,964
Media Cost: $4,999.99


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 5/1/19-5/31/19
Impressions: 14,890
Go Travel Sites sent 225 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: 5/1/19-5/31/19
Impressions: 341,187
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: 5/1/19-5/31/19
Impressions: 2,812,847
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: 5/1/19-5/31/19
Impressions: 3,532,264
Media Cost: $10,333.33


VideoAmp: OTT/CTV
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/19-5/31/19
Impressions: 1,541,205
Media Cost: $26,887.74
Link to video: youtu.be/wTf1XQjIN4k


SEM

Google AdWords: Paid Search
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 5/1/19-5/31/19
Impressions: 148,268
Media Cost: $7,268.08



TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
During the month of May, feature placements in Sunset Magazine, PENTA (which syndicated to Market Watch) and Buick Magazine drove a large portion of coverage. We had a Santa Fe hotel, El Rey Court, featured in New York Times’ ongoing hotel review column, which appeared in print and online. These placements contributed to more than doubling our earned media value year over year.

It was a busy month for media hosting and we hosted five individual press visits as well as seven journalists on the “Native Roots FAM” May 1-5. The group FAM attendees were a mix of social media influencers and traditional journalists.


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 2019
  • Pitches: 35 (26% increase Y/Y)
  • Press Releases: 2 (200% increase Y/Y)
  • Media Visits: 12 (100% increase Y/Y)
  • Media Contacts: 156 (18% increase Y/Y)
  • Total Impressions: 184,614,837 (35% increase Y/Y)
  • Earned Media: $2,075,322 (58% increase Y/Y)

2019 Year To Date
  • Pitches: 425 (7% increase Y/Y)
  • Press Releases: 3 (57% decrease Y/Y)
  • Media Visits: 33 (18% increase Y/Y)
  • Media Contacts: 680 (12% decrease Y/Y)
  • Total Impressions: 927,474,100 (39% decrease Y/Y)
  • Earned Media: $9,017,142 (45% decrease Y/Y)



RECENT ACCOLADES
 
Santa Fe was named by Afar as one of the “10 Best Places to Travel in July”.

Collected Works in Santa Fe represented New Mexico’s selection in a new accolade on “Best Bookstore in Every State” by Mental Floss.


VISITING PRESS
 
TOURISM Santa Fe hosted the Native Roots FAM, May 1-5, featuring a mix of journalists and social media influencers:
  • Arizona Foothills, Suzanne Koch
  • Instinct Magazine, Justin Parker
  • Unearth Woman, Jenna Kunze
  • PaperCity Houston/Dallas/Ft. Worth, Tarra Gaines
  • Lone Star Looking Glass, Alice Kerley + photographer (she paid for her photographer’s
  • New York to Anywhere, Lauren McGill
  • Fashion Travel Repeat, Victoria Rutwind
Steve La Rosa, The Travel Guys Radio (May 12-14)
Chris Nelson, Calgary Herald (May 16-20)
National Geographic Traveller UK, Christie Dietz (May 17-20)
Dallas Magazine, Fred Mays (May 20-23)
FamilyTravel.com, Lynn O’Rourke Hayes, (May 22-25)


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

Frommers
As a result of media outreach, Frommers produced a feature article on Meow Wolf.

Fodors
As a result of hosting Kristine Hansen on an individual visit in January 2018, Fodors includes the Santa Fe Margarita Trail in a story on food trails.

Amsterdam News
As a result of media pitching, Amsterdam News included Santa Fe in a story on cities great for new graduates.

TripSavvy.com
As a result of media outreach, TripSavvy.com included Santa Fe in a story on romantic getaways.

WendyPerrin.com
As a result of media outreach, WendyPerrin.com provided coverage of Santa Fe in a story about “It’s Not Too Late to Book An Awesome Summer Vacation.”

BestProducts.com
As a result of media outreach, BestProducts.com included Santa Fe in a story on Bucket List travel destinations. Santa Fe can be found on slide 33.

mydomaine.com
As a result of hosting Megan Beauchamp on the Ski Santa Fe trip in February 2018, mydomaine.com included Santa Fe in a story on “8 Trending Travel Destinations to Book in 2019 (Before Everyone Else Does)”

Afar.com
As a result of media outreach, Afar.com included Santa Fe in its recurring column, Where to Go... Santa Fe was selected as one of the cities to visit in July. The article syndicated to MSN.com.

The Travel
As a result of media outreach, The Travel featured the Santa Fe Farmer’s Market in a story on “10 US Farmers' Markets that You Won't Leave with an Empty Stomach.”

PENTA
As a result of hosting Brent Crane on an individual visit in March 2019, PENTA profiled the destination in an online feature. The coverage syndicated to Market Watch.

Livability.com
As a result of HARO pitching, Livability.com included Santa Fe in a story on “10 Best Affordable Honeymoon Spots in the United States.” The article syndicated to MarketWatch.

KRQE
As a result of press release distribution, KRQE covered the addition of new stops to the Margarita Trail.

SantaFe.com
TOURISM Santa Fe Executive Director Randy Randall was interviewed on a SantaFe.com podcast.

Newspapers (print/online)

USA Today
As a result of HARO pitching, USA Today included Santa Fe in a story on “10 vacation rentals take themes to the extreme.”

Santa Fe New Mexican
As a result of press release distribution, Santa Fe New Mexican provided coverage of the recent accolade from GoBanking Rates.

Santa Fe New Mexican
As a result of press release distribution, Santa Fe New Mexican provided coverage of the additions to the Margarita Trail. The coverage appeared in print and online.

New York Times
As a result of assisting contributor Kathryn O’Shea Evans, El Rey Court was featured in the New York Times ongoing “Checking In” column. The coverage appeared in print and online.

Magazines (print/online)

Sunset
As a result of interview coordination with Vince Kadlubek, Sunset Magazine featured Santa Fe in their monthly “insider” column in the May/June issue 2019. The coverage appeared in print and online.

As a result of hosting journalist Janis Turk in January 2019, Santa Fe was featured in Buick Magazine, alongside Albuquerque, in a nine-page spread.

Connect Association Magazine featured Santa Fe in its ongoing spotlight column as a result of hosting freelance writer, Stacey Marcus on a group press trip in September 2018.


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