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TOURISM Santa Fe August 2020
Marketing Report
TOURISM Santa Fe
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MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


In this time of discouraging press conferences and news hours, it is always good to try to find some positive news to focus on:
  • In the most recent readers’ poll conducted by Travel+Leisure magazine, Santa Fe was ranked the third most popular city destination in the entire country.
  • In an even more recent poll by Trip Advisor, we had two Santa Fe restaurants ranked in the top 25 five list for the United States – Geronimo at #6 and Sazón at #12. Congratulations to these two outstanding restaurants as well as all the other terrific restaurants that make up Santa Fe’s highly acclaimed dining scene.
  • While on the topic of restaurants, the city’s effort to facilitate expansion of outdoor dining has caused our list to grow to over 80 establishments with outdoor dining options. This allows them to continue to serve customers who enjoy on site dining and keep a portion of their loyal team on payroll.
  • We are also developing a New Mexico Safe Dining app, in partnership with the New Mexico Tourism Department, which we hope to launch by the early part of September. This will be an app that will highlight restaurants that are open under whatever the current state health guidelines are in any participating New Mexico community. Diners who use the app will receive electronic punches when they dine and will receive gift cards to be used in restaurants – a $50 gift card after 10 dining punches and a $100 gift card after 20 punches. This will be free to restaurants (that are New Mexico Safe Certified) and implemented to stimulate dining at their facilities. Users will receive $150 in restaurant gift cards that can be used at any participating restaurant as a thank you for dining.
  • Our events are continuing, albeit virtually, whenever they can. Multiple non-profit galas have taken place, Indian Market has a virtual market going on all month, Zozobra and Wine and Chile have virtual plans and there will hopefully be many more able to switch to virtual in these unprecedented times.
We are seeing greater use of masks in outdoor spaces which should help our state meet and exceed the gating criteria to reduce restrictions on travel. Thank you to all our businesses that have completed the New Mexico Safe Certified program and also taken the Santa Fe Promise. We must not let up on our efforts to ensure masks are always in use and, if restrictions are relaxed, our efforts will become even more critical to be sure an increase in visitation and/or indoor activity does not result an increase in the spread of this terrible virus.

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



MARKETING ACTION ITEMS
 
Vote Today: USA Today 10Best Readers’ Choice Awards

Apply for the Small Business Recovery Loan Fund

Become NM Safe Certified



Vote Today: USA Today 10Best Readers’ Choice Awards



La Fonda on the Plaza is nominated for Best Haunted Hotel in USA Today’s 10Best Awards. Voting is open now through Monday, August 24 at Noon ET. Click here to vote daily. Thanks for your supportǃ


Apply for the Small Business Recovery Loan Fund



What is the Small Business Recovery Loan Fund?

Created by the Small Business Recovery Act of 2020 (June 2020 Special Session) and signed into law by Governor Michelle Lujan Grisham on July 7th.

The $400 million program provides low-interest loans to businesses that are experiencing financial hardship due to the public health order resulting from the COVID-19 pandemic. The three-year loans may be used for a variety of expenses, do not require personal guarantees or collateral, and have no payments for the first year.

Please note that this is a loan program, not a grant program.

Applicant Webinar:

For Applicants/Businesses:
Eligibility and how to apply: (PowerPoint) (Webinar)

For Service Providers (SBDCs, Chambers of Commerce, Associations, Business Advocates):
The role of a Service Provider: (PowerPoint) (Webinar)

What businesses are eligible to apply?

A New Mexico business or nonprofit corporation organized under Section 501(c)3 or 501(c)6 that has closed or reduced operations due to the public health order, and

Had annual gross revenue of less than $5 million as determined by its 2019 federal income tax return or Form 990, and

Experienced a 30% decline in monthly gross receipts or monthly revenue in April and May of 2020 as compared to the same months in 2019

What are the loan terms?

Loan Amount: Two times the average monthly expenses, not to exceed $75,000.
Interest Rate: 1/2 of Wall Street Journal prime rate (currently 1.625%).
Collateral: None. Personal guarantees not required.
Terms: 3-year loans. Interest only, paid annually. Principal due at maturity. Loan may be extended for an additional three years with monthly principal and interest payments.

The application is set to open August 5 and will be open until December 31, 2020 or until funds are gone, whichever comes first.

Applications will be processed on a first-come, first-served basis. Click here to learn more.


Become NM Safe Certified



The NM Safe Certified Program, administered by the New Mexico Society of Association Executives, offers free, on-demand training modules to help tourism businesses to create a safe and responsible environment for employees and guests. Upon completion of the program, certified businesses can access the following benefits:
  • Recognition as a NM Safe Certified business
  • Usage of the NM Safe Certified seal to promote business
  • Inclusion in the NM Safe Certified business directory
  • Access to the NM Safe Certified resource toolkit
  • Participation in statewide peer learning communities to share best practices, troubleshoot common challenges, and access additional resources
Click here to get NM Safe Certified today.



MARKETING INFORMATION ITEMS
 
TOURISM Santa Fe Launches New In-State Campaign

NM Employers Must Disclose Positive COVID-19 Cases to State

NM Department of Workforce Solutions Hosts Virtual Town Hall for Hospitality Industry

Q2 2020 Marketing Results



TOURISM Santa Fe Launches New In-State Campaign



Last month, TOURISM Santa Fe pivoted our advertising messaging and targeting approach with the announcement of the ordinance requiring out of state visitors to quarantine for 14 days. We set our sights on in-state travelers who, just like the rest of the country, are travel-starved and eager to experience something that feels completely different. Our objective was to generate awareness and drive overnight stays by exclusively reaching New Mexico residents.

Advertising tactics include a mix of digital display banners and videos on Facebook, Instagram, and Pinterest—while targeting New Mexicans ages 25-64. The in-state campaign launched in mid-July and will run through August 31. At that time, the media plan will be evaluated and reassessed based on any updates to the quarantine requirements.


NM Employers Must Disclose Positive COVID-19 Cases to State



A new emergency rule from the New Mexico Environment Department (NMED) requires employers to report positive COVID-19 cases to NMED within four hours of being notified of the case. The employer must notify NMED by email at nmenv-osha@state.nm.us. If unable to email, the employer may report by phone at (505) 476-8700 or by fax at (505) 476-8734.

The emergency amendment goes into effect August 5 and will remain in effect for no more than 120 days, unless NMED proposes and the Environmental Improvement Board adopts a permanent rule prior to the end of the 120-day period.

By requiring employers to report positive cases in a timely manner, the state will be able to more rapidly respond to workplaces, providing immediate guidance and support to employers and preventing the spread of COVID-19 beyond the infected employees.

Information about the emergency rule is available on the NMED COVID-19 resources webpage: www.env.nm.gov/nmed-resources-for-covid-19/.

You may also contact NMED’s Occupational Health and Safety Bureau by phone at 505-476-8700 or by email at nmenv-osha@state.nm.us for additional information.


NM Department of Workforce Solutions Hosts Virtual Town Hall for Hospitality Industry



The New Mexico Department of Workforce Solutions hosted a virtual town hall discussion on July 29, 2020 aimed at assisting tourism and hospitality businesses as they seek to reopen in compliance with Executive Health Orders.

WHO: New Mexico Department of Workforce Solutions, New Mexico Tourism Department, New Mexico Hospitality Association

WHAT: Virtual Town Hall for businesses and workers in the tourism and hospitality industry

WHERE: Webinar recording available, here.


Q2 2020 Marketing Results



A summary of Q2 2020 Marketing Results is below. Click here to view the full report.

Website [Q2 Y/Y Change]
  • Total Sessions: 303,298 [UP 0.6% Y/Y]
  • Unique Users: 242,432 [UP 3% Y/Y]
  • Average Pages Per Session: 2.96* [DOWN 24.5%]
  • Average Time on Site: 3:53* [DOWN 31.8%]
  • Overall Conversion Rate: 6.16 [DOWN 70%]
*Bounces have been removed from pages/session and time on site to deliver a more accurate picture of visitor activity in the top site KPIs.

Despite low traffic at the start of the quarter, Q2 traffic to the website was up slightly over last year. Over the quarter, traffic patterns showcased the changing visitor interests as the pandemic continued. Phone and tablet traffic made up almost 70% of visitors. While traffic fell from most states, TX, AZ, and OK all more than doubled their traffic to the site.

Public Relations [Q2 Y/Y Change]
  • Earned Media: $3,037,412 [DOWN 18.4%]
  • Earned Media Impressions: 275,282,445 [DOWN 4.8%]
Q2 was a challenging quarter with the impacts of COVID-19. With many travel restrictions in place, we were forced to cancel media missions and put a hold on all incoming media visits – our number one driver of feature coverage. The impact of having no media trips during this period will likely influence the total impressions and ad value for the remainder of the year.

We saw the most media inquiries for virtual experiences and examples of feel good/give back stories. The demand for virtual experiences, with consumers confined to their homes, covered all topics, ranging from museums to cooking classes. The feel good stories were an area Santa Fe excelled in, with the PR team landing a New York Times placement, among others.

Despite the obvious setbacks from the global pandemic, the PR team was able to leverage the virtual Margarita Trail in conjunction with Cinco De Mayo, securing multiple placements including a Forbes.com dedicated feature. In late June, Santa Fe was recognized as the #3 Best Small
City by Afar Magazine.

Social Media [Q2 Y/Y Change)
  • Facebook Followers: 76,534 [UP 9.3% Y/Y]
  • Facebook Engagement: 99,631 [DOWN 31.8% Y/Y]
  • Twitter Followers: 15,350 [UP 5.7 Y/Y%]
  • Twitter Engagement: 3,353 [DOWN 13.7% Y/Y]
  • Twitter Impressions: 312,500 [UP 20.9% Y/Y]
  • Instagram Followers: 34,829 [UP 28.6% Y/Y]
  • Pinterest Impressions: 185,880* [N/A]
  • YouTube Subscribers: 696 [UP 32.1% Y/Y]
*Pinterest began reporting Impression in late-2019. As a result, Y/Y data is not yet available.

The second quarter of the 2020 calendar year saw social media efforts somewhat hamstrung by the COVID-19 outbreak and travel restrictions. Bright spots included increased traffic to santafe.org, as well as significant growth on Instagram, with\ followers continuing to grow steadily (28.6% Y/Y).
YouTube video views soared as a result of Vladimir Jones paid promotion.

Facebook engagement was hardest hit, dropping 31.8% Y/Y. Twitter followers and impressions were up (5.7% and 20.9% Y/Y), though engagement dropped 13.7% Y/Y.

A strong January and February helped carry a poor March to still maintain year over growth across all indexes. Facebook PTAT and Engagement grew 22.8% and 24.1% respectively year over year. Twitter engagement grew 62.9% Y/Y while impressions rose 32.1% Y/Y. Social Media also continues to drive more traffic to santafe.org, with referrals up on Facebook 160% Y/Y, Twitter 18.5% Y/Y and Pinterest up 1086.6% year over year.

Blog [Q2 Y/Y Change]
  • Page Views: 19,651 [DOWN 52.4% Y/Y]
  • Average Time on Blog: 2:49 [DOWN 5.2% Y/Y]
  • Referrals to Website Percentage: 11.7% [UP 77.6% Y/Y]
Blog traffic is down 52.4% Y/Y. Time on site has decreased by 5.2%. The 11 Surprising Facts blog was the most visited blog of the quarter, with the Chimayo blog slipping to 5th.

Email Newsletter [Q2 Y/Y change]

  • Consumer: Happenings
    • Due to COVID-19’s impact on travel, Consumer emails were paused in the second quarter.
  • Consumer: Deals & Specials
    • Due to COVID-19’s impact on travel, Consumer emails were paused in the second quarter.
  • Industry: Marketing Report
    • Number Sent: 3,442 [DOWN 1.5% Y/Y]
    • Marketing Report Open Rate (Average): 35.8% [DOWN 17.7% Y/Y]
All regular consumer newsletters and the sales report were paused during Q2. As a result, newsletters only drove 2% of campaign traffic and just above 1% of total site traffic, a large drop from both last quarter and last year. The sales report and consumer newsletters will be taken in house by TOURISM Santa Fe starting in Q3 CY2020/Q1 FY2021.

Paid Media/Advertising [Q2 Y/Y Change]
  • Ad Spend: $276,801 [UP 5.5% Y/Y]
  • Ad Impressions: 34,628,414 [UP 21.7% Y/Y]
PAID SEARCH
SEM was the only strategy that continued to run consistently throughout the quarter. For all other tactics, Phase 1 ran from April 13 - May 17, and Phase 2 ran June 1-30.
  • We had a messaging adjustment with the start of Phase 2, moving from copy focused on safe, future travel planning (“When it’s Safe to Travel..”, “When Life Returns to Normal”, etc.) to more present-focused messaging (“Santa Fe is Closer Than You Think”, “Explore Wide Open Outdoors”).
  • When comparing Phase 1 to Phase 2 messaging, we saw the new copy resonated well with our audience. On Google search, there was an 85% increase in our conversion rate and improved on-site engagement across the board. We saw as the country was beginning to open back up in June, interest in travel followed suit.
Our SEM campaigns drove 2,818 more conversions in Q2 vs. Q1.
  • While we saw a slight drop in CTR in Q2, the users who did come to the website were highly engaged, with a 39% higher conversion rate across our SEM platforms. In addition, there were 17% more visitor guide orders in the quarter from SEM. This is particularly notable because Q1 was mostly prior to COVID-19, while Q2 was right in the middle of it. It appears that the combined effects of the seasonality of spring travel planning along with the gradual easing of quarantines contributed to this surge in travel interest, even when compared to a mostly normal Q1.
The Google Brand Pillars campaign showed the most improvement in Q2.
  • Second to the branded campaign, the Brand Pillars campaign had the highest CTR this quarter, and the conversion rate jumped up 62% compared to Q1. The users driven to the site via this campaign bounced less frequently, and they visited more pages than people driven via the other SEM campaigns. This gives us insight that people were interested in more than just where to visit, they were using the time during quarantine to look into what activities they might do during a stay.
  • Specifically, there was a spike in search impressions and clicks for keywords related to hiking. There were five times more clicks (+494%) for hiking-related search terms in the quarter. This is consistent with the national trend that people are not just looking to travel anywhere, but are especially interested in destinations with outdoor activities so they can remain socially distanced while on vacation.
The Bing SEM campaigns have gotten even better at driving incremental traffic.
  • We’ve seen this platform historically drive a unique audience to the website, and it did even better at that in Q2 with 81% of those driven to the site being new users, or people who haven’t been to the website before (+9% quarter/quarter).
  • Bing’s on-site engagement also improved in Q2 in regards to bounce rate and session duration. In addition, there were 51 visitor guide downloads in the quarter, proving this medium is also adept at bringing in a qualified audience.
PAID SOCIAL
As a reminder, we paused paid social media on June 2nd and June 19th in honor of Blackout Tuesday and Juneteenth.
  • There was an overspend on Facebook on June 1 that generated an additional 1.7M impressions and 10K landing page views. These are included in the totals above, but we omitted them in these insights to ensure that we have relevant comparisons and insights that are meaningful to future campaigns
Across paid social, we saw improvements in efficiency and engagement in the quarter.
  • Overall CPC decreased by 20% for paid social, and the on-site engagement from the users driven to the site was better in Q2 versus Q1.
  • With this uptick in traffic, we are happy to see that there was also a 13% decrease in bounce rate, meaning those who clicked through to the site did so intentionally, and were more likely to be planning a visit to Santa Fe.
  • The City Backpack creative, which ran in Phase 2, drove the most conversions out of all ad versions. This creative had messaging regarding Santa Fe being just an easy drive away, and it proved to resonate well with users who were ready to start planning road trips.
Facebook proved to drive more highly-engaged traffic to the website in Phase 2 versus Phase 1.
  • Facebook was more efficient at driving traffic in Phase 2, with a 13% lower cost per landing page view. Not only was there a higher quantity of users clicking through to the website in Phase 2, but we saw that the average session duration was 17% longer, meaning this was also a more engaged audience.
  • The overall conversion rate was 73% higher in Phase 2. Specifically, there were 6x the number of visitor guide requests, showing us that this audience was more focused in planning mode during June.
The Pinterest campaigns also showed improved efficiency in Q2.
  • The CPC across these campaigns was 49% lower compared to Q1, largely due to the Spring Break audiences in Q1 that were substantially more expensive than standard audiences. The Pinterest CTS campaign had the most improvement with the CTR being 3x higher in Q2 versus Q1, telling us that despite COVID-19 quarantines hitting hard in Q2, engagement was picking up leading into summer as people started planning their next trips.
  • Our email lookalike audience was favored by Pinterest, driving over 3,200 conversions in Q2. The ad with the highest CTR was the City Backpack ad version.
DISPLAY & VIDEO
The Trade Desk display clickthrough rates continued to be slightly above the 0.08% benchmark and showed improved website interaction in Q2.
  • Conversions increased from 2 to 7.
  • Average Session Duration increased 44%.
  • New Mexico Safe Promise creative showed strong performance with a 0.13% CTR.
Triplelift relaunched in June and generated a strong CTR of 0.25%, in line with their native benchmark.

When looking holistically at both the GDN remarketing campaign along with the Discovery ad campaigns we have run, our display campaigns improved at driving users to the website in Q2.
  • With this, we saw an overall 29% drop in CPC in our display campaigns. Specifically, we saw large upticks in travel audiences interested in hotels & accommodations along with luxury traveler engagement, with three and a half times the impressions from these two audiences. Not only was there an increase in interest for these two audiences, but they were more engaged with a 44% increase in CTR. This is evidence that the demand for travel started to pick up, as these lodging & luxury audiences were taking more action in Q2 versus Q1.
  • The GDN remarketing campaign drove more conversions in the quarter and increased efficiency in regards to driving users to the website. We saw more than twice the number of visitor guide downloads come from this campaign’s traffic in Q2.
Phase 2 messaging was more effective at driving conversions compared to Phase 1 messaging.
  • Phase 1 display ads had forward-looking phrasing like “We’ll See You Soon”, while in Phase 2 the messaging was more present-thinking, like “It’s an Easy Road Trip...”. When comparing the two Phases, we see that Phase 2 was better at driving conversions with a 91% increase in conversion rate, meaning our more direct actionable Phase 2 messaging did well to meet the consumer’s mindset as they looked forward to planning travel again.
The Google Discovery campaign proved more cost efficient in Q2 vs. Q1.
  • The campaign’s CPM dropped by 38%, and with that there was a similar drop in CPC. This helped us to achieve 79% more conversions in the quarter.
  • The “Trips to Phoenix” audience had the largest decrease in CPC, bringing in 11x the number of clicks in Q2 vs. Q1. We love seeing this activity from this competitive audience as it shows that people who are interested in traveling to Phoenix are actively engaging with our ads and may be considering a trip to Santa Fe instead.
We also saw engagement grow in our TrueView ads during Q2.
  • There was an 18% increase in view rate in Q2. Along these lines, we also saw improved efficiency in regards to cost, with a 34% drop in CPV.
  • When looking at Phase 2 versus Phase 1 messaging in these video ads, we found that twice as many users clicked through to the site during Phase 2.
We ran the new NM Safe Promise Campaign in June, which drove 661 clicks to the website.
  • This campaign delivered 196,000 impressions and had a 0.34% CTR. For some context, this CTR was 17% lower than our standard campaigns. That being said, this campaign had a different objective, message, and audience from our standard campaigns, so we don’t put much weight into this comparison.
GROUPS & MEETINGS
Overall traffic to the groups and meetings pages increased by 181% compared to Q2 of 2019.
  • This near tripling of traffic is most likely due event planners having to cancel and re-plan events.
  • VJ-driven media was mostly absent in the quarter, except for the Groups SEM campaign.
We continued to run Google SEM throughout the quarter with mixed results.
  • We saw fewer impressions and clicks due to a 26% higher CPM in Q2 vs. Q1. This could be due to the increase in event planner activity, which caused there to be more competition on meetings-related keywords.
  • The users who did come to the site seemed to be more engaged, as we had a 48% higher conversion rate in the quarter.
PRINT
Q2 2020 Print Placements included the following publications:
  • New Mexico Magazine
  • TX Monthly
  • Phoenix Magazine
  • Galerie Magazine
MISC. DIGITAL
  • New Mexico Magazine E-News
  • New Mexico Magazine Sponsored Facebook Post
  • 5280 ROS
  • 5280 Scene Event Listing




SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

July 2020 Performance Metrics

Visits
  • Total Sessions 68,734 (36.2% decrease Y/Y)
  • Unique Users 57,271 (32.0% decrease Y/Y)
  • Pages per Session 1.82 (16.1% decrease Y/Y)
  • Average Time on Site 1:52 (24.8% decrease Y/Y)
  • Conversion Rate 7.9% (6.0% decrease Y/Y)

Visitor Gender
  • 56.7% Female (5.4% decrease Y/Y)
  • 43.3% Male (8.1% increase Y/Y)

Visitor Age
  • 7.8% 18 - 24 (75.8% increase Y/Y)
  • 19.8% 25 - 34 (2.0% decrease Y/Y)
  • 15.1% 35 - 44 (11.4% decrease Y/Y)
  • 16.5% 45 - 54 (2.1% decrease Y/Y)
  • 19.6% 55 - 64 (8.6% decrease Y/Y)
  • 21.2% 65+ (9.0% decrease Y/Y)

Newsletters

  • TOURISM Santa Fe Marketing Report
    • Sent: 07/09/2020
    • Number sent: 1,169
    • Number opened: 478
    • Open rate: 40.1%

✝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
 
The continued COVID 19 outbreak and quarantine lead to a greatly diminished posting volume, though strong UGC images saw Facebook engagement increase 9.6% M/M. Twitter impressions dropped 34.6% while engagement saw a 20.8% drop M/M. Instagram growth remained steady, with a 2.4% increase in followers M/M. Pinterest organic impressions dropped 22.3%. YouTube Subscribers saw a 1.3% increase, while video views dropped 94.2% M/M as YouTube paid advertising was scaled back.

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

July 2020 Performance Metrics
  • Total Page Followers: 76,734 (.26% increase M/M)
  • People Talking About This (PTAT): 15,350 (29.5% decrease M/M)
  • Engagement: 30,186 (9.6% increase M/M)
  • Top Ranking Post: “The Largest Museum in Santa Fe is Santa Fe Itself. #TheCityDifferent Photo: @howrenfamilytravels”
    • Reactions: 3552
    • Comments: 88
    • Reach: 33,985


Join us on Twitter Twitter
Twitter screenshot

July 2020 Performance Metrics
  • Followers: 15,392 (.3% increase M/M)
  • Monthly Impressions: 45,100 (34.6% decrease M/M)
  • Engagement: 804 (20.8% decrease M/M)
  • Top Ranking Post: “Can you name this iconic rock formation located just north of Santa Fe? #TheCityDifferent | SantaFe.org Photo:@jason_clendenen_photography”
    • Impressions: 2765
    • Retweets: 7
    • Total engagements: 182


Join us on Instagram Instagram
Instagram screenshot

July 2020 Performance Metrics
  • Followers: 35,509 (2.0% increase M/M)
  • Top Performing Post: “The Largest Museum in Santa Fe is Santa Fe Itself. #TheCityDifferent | SantaFe.org Photo: @howrenfamilytravels”
    • Likes: 2855


Join us on Pinterest Pinterest
July 2020 Performance Metrics
  • Organic Impressions: 44970 (22.3% decrease M/M)


Read the Santa Fe blog Santa Fe Blog
July 2020 Performance Metrics
  • Total Blog Views: 10048 (91.9% increase M/M)
  • Average Time on Blog: 2:40 minutes (17.5% decrease M/M)

July Blog Posts

9 Experiences to Reinvigorate Your Senses in and Around Santa Fe, NM
  • Published July 1, 2020
  • Views: 1085

Top 5 Viewed Blog Posts in July

Welcome Back - 25 Things to do in Santa Fe This Summer
  • Published June 10, 2020
  • Views: 706
Hiking Trails You Can Access From Santa Fe
  • Posted October 31, 2019
  • Views: 687
4 Don’t Miss Trails in Santa Fe County
  • Posted March 19, 2019
  • Views: 494
A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 345
11 Surprising Facts about Santa Fe, NM
  • Posted February 13, 2020
  • Views: 270


Watch us on Youtbue YouTube
July 2020 Performance Metrics
  • Subscribers: 705 (1.3% increase M/M)
  • Views: 90422 (94.2% decrease M/M)



MEDIA PLACEMENT - ADVERTISING


MEDIA PLACEMENT - ADVERTISING

PRINT

New Mexico Magazine
Target Market: New Mexico
Flight Dates: July 2020
Impressions: 70,000
Media Spend: $4,430


Texas Monthly
Target Market: Texas
Flight Dates: July 2020
Impressions: 270,746
Media Spend: $9,850


DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

New Mexico Magazine
Monthly e-Newsletters
Target Market: New Mexico
Flight Dates: 7/2/20, 7/24/20, 7/31/20
Impressions: 45,240
Media Spend: Added Value


5280 Magazine
ROS Banners
Target Market: Colorado
Flight Dates: 7/1/2020-7/7/2020
Impressions: 1,141
Media Spend: Added Value


Texas Monthly
Sponsored Trip Guide
Target Market: Texas
Flight Dates: 7/6/20-7/31/20 (Boost paused on 7/6)
Impressions: 62,530 from boost
Pageviews: 28
Media Spend: Package
View Article


Matador Network
Social Pro Boosted Post
Target Market: National
Flight Dates: 7/1/20-7/31/20 (Boost Paused 7/2)
Impressions: 2,058 from boost (7/1-7/2)
Pageviews: 2,027
Media Spend: Package
View Article

Phoenix Magazine
Sponsored Article
Target Market: Arizona
Flight Dates: 7/1/20-7/31/20
Pageviews: 533
Media Spend: Added Value
View Article

TripleLift
Native Carousel
Target Market:
Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Date: 7/1/20
Impressions: 6,089
Media Spend: N/A

Google Display Network & Discovery Ads
Target Markets: New Mexico
Flight Dates: 7/1/20 - 7/2/20, 7/21/20 - 7/31/20
Impressions: 174,065
Media Spend: $1,230.81


The Trade Desk
Standard Display & Remarketing & CTV
Target Market: Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Dates: 7/1/20- 7/2/20
Impressions: 368,015
Media Spend: $1,842.77


The Trade Desk New Mexico In-State
Standard Display & Remarketing
Target Market: New Mexico
Flight Dates: 7/21/20-7/31/20
Impressions: 742,117
Media Spend: $2,251.67


The Trade Desk CTV
Target Market: Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Dates: 6/1/20-6/30/20
Impressions: 702,994
Media Spend: $20,141

YouTube TrueView
Target Market: Dallas-Ft. Worth, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson (Core)
Flight Dates: 7/1/20- 7/2/20
Impressions: 133,309
Media Spend: $698.59
Links to Video: We'll See You Soon


Facebook & Instagram

New Mexico Magazine
Facebook Post
Target Market: New Mexico
Flight Dates: 7/22/20
Impressions: 7,941
Media Spend: Added Value


Image Ads
Target Markets: New Mexico
Flight Dates: 7/1/20 - 7/2/20, 7/21/20 - 7/31/20
Impressions: 347,676
Media Spend: $1,131.73


Video Ads
Target Markets: New Mexico
Flight Dates: 7/1/20 - 7/2/20, 7/21/20 - 7/31/20
Impressions: 181,490
Media Spend: $1,528.14


Pinterest
Image Ads
Target Markets: New Mexico
Flight Dates: 7/1/20 - 7/2/20, 7/21/20 - 7/31/20
Impressions: 29,816
Media Spend: $346.85


Video Ads
Target Markets: New Mexico
Flight Dates: 7/1/20 - 7/2/20, 7/21/20 - 7/31/20
Impressions: 52,499
Media Spend: $690.23


SEM

Google Search
Target Markets: National
Flight Dates: 7/1/20 - 7/31/20
Impressions: 106,055
Media Spend: $3,670.28

Bing Search
Target Markets: National
Flight Dates: 7/1/20 - 7/31/20
Impressions: 12,633
Media Spend: $483.38

MEETINGS & GROUPS

SEM
Google Search
Target Markets: National
Flight Dates: 7/1/20 - 7/31/20
Impressions: 773
Media Spend: $76.35



TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
As the public health order with 14-day quarantine restrictions were still in place resulting from the COVID-19 pandemic during the month of July 2020, we were pleased to see an increase in the media value and media impression figures when compared to July 2019. The increase was largely due to a major feature in Forbes and an online story in USA Today.

Most prominently in July, Santa Fe was named #3 best U.S. City Destination in the Travel + Leisure World’s Best Awards, and several hotel partners also did well in other categories. The team saw widespread pick up of this news with regional and national publications.

The PR team continued to see results from journalists Stacey Wittig, Sandra Bornstein, Scott Kendall and Cynthia Calvert in publications such as Grand Magazine (both online and in print), Tribune Newspapers, Unstoppable Stacey and Food Wine Travel Magazine resulting from previous media visits.

During July 2020, media visits and deskside tours remained on hold.


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
 
July 2020
  • Pitches: 78 (86% increase Y/Y)
  • Press Releases: 2 (100% increase Y/Y)
  • Media Visits: 0 (100% decrease Y/Y)
  • Media Contacts: 220 (30% increase Y/Y)
  • Earned Media: $2,475,817 (138% decrease Y/Y)
  • Total Impressions: 124,136,871 (3% increase Y/Y)

Year to Date 2020
  • Pitches: 669 (37% increase Y/Y)
  • Press Releases: 5 (28% decrease Y/Y)
  • Media Visits: 27 (40% decrease Y/Y)
  • Media Contacts: 1,507 (35% increase Y/Y)
  • Earned Media: $10,399,896 (4% decrease Y/Y)
  • Total Impressions: 653,186,461 (42% decrease Y/Y)



RECENT ACCOLADES
 
No new accolades


VISITING PRESS
 
Due to the travel restrictions in place regarding the COVID-19 pandemic, media visits are on hold until conditions improve.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

As a result of proactively pitching “Windows on the Future” and coordinating an interview with Nina Koh of Vital Spaces and journalist Michele Hermann, coverage appeared in Forbes on July 3, titled, “In New Mexico, Storefronts Become Spaces For Socially Distanced Art Showings.

As a result of pitching Chris Elliot, he included the destination in on article landing on USA Today on July 2, titled, “Can't go to Europe? You can still get your Old World fix in California, Georgia or Wisconsin.

As a result of providing images to Sydni Ellis, coverage appeared in ‘In & Around Magazine’ which features Santa Fe as a driving getaway near Texas titled, “Make Miles of Memories This Summer.

As a result of hosting writer, Scott Kendall, in June 2020, coverage went live in Food Wine Travel Magazine titled, “dealing-with-covid-19-through-santa-fe-and-colorado-springs

As a result of Get out the Vote tactics and distributing the ‘Travel + Leisure Magazine Names Santa Fe #3 U.S. City Destination’ Press release, the below publications have featured the news:
As a result of hosting Sandra Bornstein in September 2019, online coverage has gone live on Grand Magazine titled, “Travel On The Open Road.

As a result of journalist, Stacey Wittig, attending the IFWTWA post-conference tour, she published an article on Unstoppable Stacey surrounding Santa Fe’s Margarita Trail.

As a result of providing journalist Sylvia Ascarelli information and statistics on individuals relocating to Santa Fe, her article appeared on MarketWatch, titled, “I’m looking to retire in a warm place that has a ‘socially liberal mindset’ and lots of live music — and I’m a die-hard skier. Where should I go?

As a result of hosting Cynthia Calvert, Editor and Owner of Tribune Newspapers, on an individual FAM in December 2019, coverage has gone live on Tribune Newspapers (ourtribune.com) and Patch.com, both titled, “Santa Fe – a Vacation with Plenty of Inspiring Art, Great Food and Charming Residents.

Newspapers (print/online)

n/a

Magazines (print/online)

As a result of providing Danielle LeBreck with details and images for her New Mexico feature article for the June issue of Meetings Today, coverage appeared in the print version of Meetings Today.

As a result of hosting Sandra Bornstein in September 2019, print coverage appeared in Grand Magazine titled, “Travel On The Open Road.


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