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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


We are excited to see that LOKA Creative, a local marketing firm, has been approved for our Visual Arts and Museum Marketing campaign and the launch will kick-off this evening with one of two meetings with our galleries and museums (more information and an RSVP link included in the email, below). LOKA Creative has some exciting ideas on how to intensify the spotlight on Santa Fe as the incredible art destination that it is through a combination of digital media techniques, influencer visits, web site enhancements, boosted social media and print features. This effort is probably long overdue and hopefully will get the buy-in of our galleries to expand it beyond its current level. Partnership and buy-in will also demonstrate the sense of engagement our galleries are willing to bring to the table.

Another exciting process is underway. We received ten responses to the RFP for advertising support and agency of record. Fuseideas, the current firm that has done an exceptional job, is a part of the group and is working hard to keep their involvement with our account. The written proposals have been vetted by a review panel and narrowed to the five that understand our needs the best. They are invited for oral presentations at the end of the month. I hope in April we will be able to announce the final selection to recommend to the governing body, and move ahead with our advertising direction for the next four years.

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



MARKETING ACTION ITEMS
 
Attn: Galleries & Museums, RSVP For Stakeholder Engagement Sessions

Visiting Santa Fe for Spring Break is Getting National Attention

Advertise in the Upcoming Edition of The Santa Fe Gift Guide



Attn: Galleries & Museums, RSVP For Stakeholder Engagement Sessions



You may have read about the new Visual Arts marketing campaign that TOURISM Santa Fe is launching. From its inception, this campaign has been created to be a bold, collaborative effort including TOURISM Santa Fe, Team LOKA, and Santa Fe’s galleries and museums, and will feature local partners prominently. Its success ultimately depends on local partner participation, and so we invite your support.

Join us on one of two days for your chance to become involved with this groundbreaking campaign. Our meeting space has been generously furnished by La Fonda Hotel.

Wednesday March 13, or Thursday, March 14
4:00 - 5:00 p.m. at La Fonda Hotel, Santa Fe Room
RSVP Now


If you cannot make either of these dates, please email arts@lokacreative.com to receive a copy of the presentation. Team LOKA is comprised of LOKA Creative and strategic partners V Media of Santa Fe and TKO Advertising of Austin, Texas, and has been contracted by TOURISM Santa Fe to carry out a campaign promoting the visual arts in Santa Fe.


Visiting Santa Fe for Spring Break is Getting National Attention



Santa Fe Kids Free Spring Break is here and getting national attentionǃ

Be sure to check out The Travel Channel’s article, “10 Spring Break Destinations for Families With Teens in Tow” and Oyster’s.com’s article, “The Best Spring Break Destinations for Families,” which features Santa Fe and highlights some of the offersǃ If you have not added your Kids Free Spring Break offer yet, you are missing outǃ It’s not too late to participate.

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.”

Thanks to all of our Business Partners who added new offers to the Promotional Landing Page over the last few weeks. The success of this promotion depends largely on attractive deals for families planning their Spring Break vacation.


Advertise in the Upcoming Edition of The Santa Fe Gift Guide



Advertise in the upcoming edition of the Santa Fe Gift Guide - Mid April 2019
  • Newsletter will be sent to over 60,000 TOURISM Santa Fe Subscribers
  • Your business will be featured on the SantaFe.org Santa Fe Gift Guide page through the spring and summer
  • Includes: Your business photo, 350 characters of descriptive copy, direct link to your website
  • Just $100 plus tax for 5 months of qualified impressionsǃ
  • Deadline to Join: April 1st
Contact: Advertise@SantaFe.org for this and many more advertising opportunities on SantaFe.org



MARKETING INFORMATION ITEMS
 
TSF Press FAM and Desk Sides

Margarita Trail App Now Only $2.99




TSF Press FAM and Desk Sides



TSF, in partnership with Ski Santa Fe, hosted a group press FAM from January 30 – February 3. The following journalists were in attendance:
  • 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
  • Freelance (5280 Magazine), Shauna Farnell
  • Freelance (Los Angeles Times, Dallas Morning News), Irwin Curtin
TSF Public Relations Manager, Joanne Hudson, conducted press desk sides in Phoenix/Tucson from February 20-22 and met with the following journalists and publications:
  • Tucson Lifestyle Magazine, Scott Barker
  • com/@adaatude, Adaleta Avdic
  • Freelance (Arizona Republic), Dan Fellner
  • Freelance, Debra Utacia Krol
  • Raising Arizona Kids Magazine, Kara Morrison
  • Arizona Republic, Weldon Johnson



Margarita Trail Update



February 22nd was National Margarita Day and to celebrate, the price of the Margarita Trail app was reduced to $2.99ǃ Now visitors and locals can enjoy more than 45 locations on the Trail. With 15 new Margarita Trail stops on the app, our guests can download the app today and get blazing on the Margarita Trail. Have them visit the App store or Google Play store to learn more or visit santafemargaritatrail.com.

Remember, not only do participants get all the margarita recipes and receive a $1 discount on margaritas, they also earn prizes as they work their way along the Trailǃ Earn T-shirts, membership to the exclusive Margarita Society, The Great Margarita Book or a special bartender kitǃ An enjoyable and memorable experience for your guests.

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.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

February 2019 Performance Metrics

Visits
  • Total Sessions 94,559 (25.1% increase Y/Y)
  • Unique Users 76,722 (24.4% increase Y/Y)
  • Pages per Session 2.31 (8.5% decrease Y/Y)
  • Average Time on Site 2:13 (20.2% decrease Y/Y)
  • Conversion Rate 18.6% (19.8% increase Y/Y)

Visitor Gender
  • 57.7% Female
  • 42.3% Male

Visitor Age
  • 5.1% 18 - 24
  • 21.6% 25 - 34
  • 17.5% 35 - 44
  • 16.6% 45 - 54
  • 20.2% 55 - 64
  • 19.0% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 02/05/2019
    • Number sent: 53,389
    • Number opened: 8,795
    • Open rate: 16.5%
  • TOURISM Santa Fe Marketing Report
    • Sent: 02/13/2019
    • Number sent: 1,139
    • Number opened: 410
    • Open rate: 36.0%
  • Santa Fe Deals and Specials
    • Sent: 02/21/2019
    • Number sent: 36,727
    • Number opened: 6,796
    • Open rate: 18.5%
  • Santa Fe: A Spring Break in Santa Fe
    • Sent: 02/26/2019
    • Number sent: 29,027
    • Number opened: 6,797
    • Open rate: 23.4%
  • TOURISM Santa Fe Sales Report
    • Sent: 02/27/2019
    • Number sent: 1,148
    • Number opened: 398
    • Open rate: 34.7%

A younger audience visited the site this month when compared to February 2018 (the 55+ segment lost 15% of its traffic with most of that going to the 18-44 segment), buoyed by increasing interest in Santa Fe Kids Free Spring Break. The Kids Free Spring Break Promotional Landing page has experienced an increase in traffic of 61.3% Y/Y.

✝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
 
February saw a dip across most KPIs, primarily resulting from a drop in the performance of PulsePoint promoted content. Additionally, we are beginning to see fatigue among the audience with no new photo or video content developed recently. To counter this, we are looking to move forward with 2 new video projects, and new listicle-style content is being developed and published to refresh what is being promoted via PulsePoint.

The one platform that continued to see strong growth was Instagram, as follower and engagement numbers remain very strong.

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

February 2019 Performance Metrics
  • Total Page Followers: 67,661 (0.43% increase M/M)
  • People Talking About This (PTAT): 8,368 (48.5% decrease M/M)
  • Engagement: 28,140 (39.8% decrease M/M)
  • Top Ranking Post: “A Snowy Morning in Downtown Santa Fe”. Video: Luke Fitch & Enchantment Aerials
    • Reactions: 589
    • Comments: 26
    • Reach: 30,223


Join us on Twitter Twitter
Twitter screenshot

February 2019 Performance Metrics
  • Followers: 14,125 (0.69% increase M/M)
  • Monthly Impressions: 61,700 (5.65% decrease M/M)
  • Engagement: 778 (12.8% decrease M/M)
  • Top Ranking Post: “Santa Fe is famous for its red and green chile, but that’s just the beginning. #TheCityDifferent”
    • Impressions: 2,909
    • Retweets: 14
    • Total engagements: 93


Join us on Instagram Instagram
Instagram screenshot

February 2019 Performance Metrics
  • Followers: 25,093 (2.05% increase M/M)
  • Top Performing Post: “Sunset and a storm in the distance. Photo @punkodelish #TheCityDifferent | SantaFe.org”
    • Likes: 1,942


Join us on Pinterest Pinterest
February 2019 Performance Metrics
  • Followers: 2,575 (0.47% increase M/M)


Read the Santa Fe blog Santa Fe Blog
February 2019 Performance Metrics
  • Total Blog Views: 14,322 (11.9% decrease M/M)
  • Average Time on Blog: 0:53 minutes (67.5% decrease M/M)

February 2019 Blog Posts

Embark on a Spiritual Journey in Santa Fe
  • Posted February 5, 2019
  • Views: 183
Getting To and Around Santa Fe
  • Posted February 18, 2019
  • Views: 298
Tap Into 8 Unforgettable Santa Fe Beer Experiences
  • Posted February 27, 2019
  • Views: 75

Top 5 Viewed Blog Posts in February

Your 2019 Santa Fe Bucket List
  • Posted December 20, 2018
  • Views: 1,906
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 572
How to spend a perfect weekend in Santa Fe, NM
  • Posted June 26, 2018
  • Views: 401
Most Instagram-able Locations in The City Different
  • Posted October 12, 2018
  • Views: 263
Santa Fe Artists in Residence
  • Updated December 18, 2018
  • Views: 235


Watch us on Youtbue YouTube
February 2019 Performance Metrics
  • Subscribers: 498 (1.01% increase M/M)
  • Views: 2,608 (8.87% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target market: New Mexico
Flight dates: 2/1/19-2/28/19
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: 2/1/19-2/28/19
Impressions: 1,619,360
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: 2/1/19-2/28/19
Impressions: 850,932
Media Cost: $4,999.99


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 2/1/19-2/28/19
Impressions: 14,758
Go Travel Sites sent 293 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: 2/1/19-2/28/19
Impressions: 357,081
Media Cost: $4,843.86


Varick Media: Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 2/1/19-2/28/19
Impressions: 1,739,341
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: 2/1/19-2/28/19
Impressions: 890,954
Media Cost: $9,333.33


SEM

Google AdWords: Paid Search
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 2/1/19-2/28/19
Impressions: 310,636
Media Cost: $14,695.98

ARTISTS IN RESIDENCE

Varick Media: Programmatic/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 2/1/19-2/28/19
Impressions: 463,793
Media Cost: $1,487.51


ArtistsNetwork.com: Endemic Social Media Program
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 2/1/19-2/28/19
Impressions: 7,863
Media Cost: $430.78


KIDS FREE PROMO

Varick Media: Programmatic/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 2/1/19-2/28/19
Impressions: 1,154,494
Media Cost: $6,222.22

Pressboard/Family Vacation Critic: Native/Sponsored Content
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 2/1/19-2/28/19
Impressions: 19,386
Media Cost: $4,608.92


MediaMax: eNewsletter
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 2/1/19-2/28/19
Impressions: 836,511
Media Cost: $9,545.45


LA Parent Magazine
Target market: Los Angeles, CA
Flight dates: 2/1/19-2/28/19
Impressions: 55,000
Media Cost: $2,000.00





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
This month we experienced the power of syndication in our earned media efforts. A widespread national syndication from Merissa Principe’s CBS Local article amounted in $2,417,686 worth of advertising value and 58 percent of this month’s media coverage. Syndication from the Simplemost article, “Jose Cuervo Has An All-You-Can-Drink Tequila Train” which mentioned the Santa Fe Margarita Trail amounted to six percent of this month’s media coverage. Both articles were written by journalists that TSF previously hosted on an organized press trip.

TOURISM Santa Fe partnered with Ski Santa Fe to once again host a ski-meets-city press trip the last week of January/early February. We were excited to see some quick results hit from the trip, including four pieces of coverage that accounted for three percent of this month’s media value. The decrease in media visits this month can be explained by the Ski Fam taking place January 30-February 3, which was tabulated in our January report for 2019 compared to the February report in 2018.


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
 
February 2019
  • Pitches: 51 (16% Increase Y/Y)
  • Press Releases: 1 (50% Decrease Y/Y)
  • Media Visits:1 (90% Decrease Y/Y)
  • Media Contacts: 190 (4% Increase Y/Y)
  • Total Impressions: 501,424,592 (568% Increase Y/Y)
  • Earned Media: $4,147,749 (526% Increase Y/Y)

2019 Year To Date
  • Pitches: 311 (4% Increase Y/Y)
  • Press Releases: 2 (50% Decrease Y/Y)
  • Media Visits: 11 (26% Decrease Y/Y)
  • Media Contacts: 373 (5% Increase Y/Y)
  • Total Impressions: 633,425,397 (159% Increase Y/Y)
  • Earned Media: $5,149,338 (13% Decrease Y/Y)



RECENT ACCOLADES
 
Geronimo was awarded on OpenTable's list of 100 Most Romantic Restaurants in America for 2019.


VISITING PRESS
 
Mike Yardley, New Zealand based writer on assignment for NZ Herald newspaper and www.fortheloveoftravel.net.nz, visited the destination February 16-18, 2019.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

Newsday provided coverage of the destination with an article entitled "5 ski resorts that are great for families" on February 1.

As a result of previously hosting Kelli Acciardo, Travelocity provided coverage of the destination with an article entitled "10 Best Things to Do in Santa Fe with Kids” on February 6.

As a result of the partnership with Samantha Brown, the Boston CBS affiliate provided broadcast coverage of the destination and an online article entitled "Samantha Brown Shares Travel Tips, Favorite Destinations” on February 8.

As a result of hosting Matt Meltzer on the Ski Santa Fe FAM in January, Matador Network provided coverage of the destination with an article entitled "Looking for one last big ski weekend? Look no further than Santa Fe” on February 12.

ShermansTravel provided coverage of the destination with an article entitled "Save, Spring, Splurge: Spring Break Destinations for Families” on February 12.

As a result of syndication of a CBS Local article entitled "Valentine’s Day 2019: The Best Romantic Destinations in America” the following outlets have featured the destination on February 13. The original coverage came from hosting writer Merissa Principe.

  • CBS Los Angeles
  • CBS Sacramento
  • CBS Denver
  • CBS Boston
  • CBS San Francisco
  • CBS New York
  • CBS Chicago
  • CBS Miami
  • CBS Baltimore
  • CBS Detroit
  • CBS Minnesota
  • CBS Philadelphia
  • CBS Pittsburgh
  • CBS Dallas Fort-Worth
  • CBS Seattle
  • CBS Atlanta
  • CBS Washington
  • CBS St. Louis
  • CBS Las Vegas
  • CBS Houston
  • CBS Connecticut
  • CBS Cleveland
  • CBS Tampa
As a result of working directly with Conde Nast Traveler’s editorial team, Santa Fe coverage was secured on The Today Show segment promoting "Spring travel deals: 14 spring break ideas for families on a budget” on February 14. A link to the on air segment also appears online.

As a result of hosting Kristen Lummis on the Ski Santa Fe FAM January 2019, Brave Ski Mom provided coverage of the destination with an article entitled "Five Reasons to Ski and Ride Ski Santa Fe” on February 19.

As a result of pitching, Oyster.com provided coverage of the destination with an article entitled "The Best Spring Break Destinations for Families” on February 21.

As a result of interview coordination, RM World Travel Connection provided coverage of the destination with an article entitled "Destination Spotlight 40 - Santa Fe, NM with their Tourism Executive Director Randy Randall” on February 23.

As a result of hosting Brittany Anas and ongoing media relations, Simplemost featured the destination and Santa Fe Margarita Trail with an article entitled "Jose Cuervo Has An All-You-Can-Drink Tequila Train.”

The article has also syndicated to the following outlets:
  • St Louis Post-Dispatch
  • Daily Journal
  • Magic Valley
  • Arizona Daily Star
  • Missoulian
  • Independent Record
  • Auburn Citizen
  • Rapid City Journal
  • Wisconsin State Journal
  • The Southern Illinoisan
  • The Pantagraph
Recommend featured Santa Fe in an article entitled “Hands-On Explorations of Santa Fe” on February 28. LHG sent writer Jessica Poitevien a proactive pitch which directly resulted in this coverage.

As a result of previously hosting travel editor Jill Fergus, Best Products provided coverage of the destination with an article entitled "24 Amazing Honeymoon Destinations You'll Want to Book ASAP” on February 28. Santa Fe can be found at #19.

Magazines (print/online)

As a result of media outreach and previously hosting journalist Dan Johnson, Smart Meetings provided coverage of the destination with an article entitled "Taking Wow to A New Level” in the February 2019 issue.

As a result of hosting Bethany Kandel on the Fall 2018 FAM, New York Family provided coverage of the destination with article entitled "Destination: Santa Fe, New Mexico” on February 1.

As a result of hosting Shauna Farnell on the 2019 Ski FAM, 5280 included Santa Fe in an online article entitled “Why Santa Fe Should Be Your Winter Road-Trip Destination” on February 14.

Newspaper

As a result of hosting writer Alex Pulaski, Washington Post provided coverage of the destination with an article entitled "10 places to visit during ‘shoulder season,’ the sweet spot between high and low periods” on February 1.

As a result of hosting Jean Chen in December 2018, Asbury Park Press provided coverage of the destination with an article entitled "Visit New Mexico, the land of enchantment” on February 5.


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