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

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Ageless Living is a new PBS documentary filmed and produced in Santa Fe over the past few years. It consists of a three season, 40-episode television series that is being aired locally at 4:30 p.m. every Saturday. In the next few months, it is expected to be picked up by hundreds, if not thousands, of other PBS stations across the country. If you have a recorder on your TV, set it to record the entire series as the product is terrific and the message a good one for all ages. You will recognize The Lensic as a frequent venue and see TOURISM Santa Fe, among other supporters, listed in the show’s introduction.

Two years ago, George Cappannelli, and his wife Sedena, came to OTAB with this somewhat extravagant goal of producing this product with multiple speakers and multiple topics with extensive coverage over the national PBS system. They were persistent in asking OTAB for funding to market the series that would be recorded and turned into this national endeavor on PBS.

I recently attended the kickoff of the airing in New Mexico on a snowy night in Santa Fe. And to my delight, they have produced a terrific product created to inform, educate, inspire and provide solutions for “people who weren’t born yesterday” and for younger people who are now inheriting the future. It is one of those shows that seems to always be produced in another place – but this time it is filmed in Santa Fe giving potential visitors nationwide a glimpse into yet another side of The City Different and what makes us so special.

Thanks George and Sedena for choosing Santa Fe as your home and showcasing the city in your incredible body of work.

Please be reminded that a second round for OTAB funding, with $55,000 available, is currently open. Applications will be accepted until February 15. Information on the application process is available on the City’s website.

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



MARKETING ACTION ITEMS
 
[Add Your Offers] Kids Free Spring Break

[Last Chance] Vote for Santa Fe in the Travel + Leisure World’s Best Awards



[Add Your Offers] Kids Free Spring Break



Spring Break is just around the corner. The digital advertising campaign promoting Kids Free Spring Break has begun and the promotional landing page has had almost 4,000 visits so far.

We wanted to share some recent media coverage that was published to Expedia.com entitled, “Unusual Spring Break Destinations For Families,” as a result of TOURISM Santa Fe’s PR efforts in promoting this year’s Kids Free Spring Break promotion. You can view the Expedia article here. Santa Fe was also featured as a Spring Break destination on Red Tricycle in an article entitled, “Amazing Family Vacation Packages Worth Every Penny.”

It is not too late to add your 2020 Santa Fe Kids Free Spring Break offers.

Things to know before posting your offer:
  • Offers must be valid during the Kids Free Spring Break promotional period of March 1 – April 15, 2020 and must last the entire promotion. You may provide any restrictions or blackout dates in the Offer Pricing and Date Restrictions box.
  • Offers submitted to the Kids Free Spring Break landing page must include a free offer for kids. If you are not offering something free for kids, your offer will not be approved.
  • You can list multiple offers, but must submit a new form for each. Remember that each offer is limited to a single category.
To get started, login to your Business Partner dashboard on santafe.org. Click on the blue button that says, “Add Your Spring Break Offers.” Please read all of the instructions and complete the form. Click “Add Offer” to submit the form. Be sure to add your offers by February 15.

If you need assistance logging in or completing the form, contact us at business@santafe.org.


[Last Chance] Vote for Santa Fe in the Travel + Leisure World’s Best Awards



Don’t forget to vote for Santa Fe in the 2020 Travel + Leisure World’s Best Awards. Last year, Santa Fe was ranked the #2 city in the U.S. and the #14 city in the world. We need your help to get to #1ǃ Voting ends on March 2. Vote here.

Here are a few pointers for voting: Create a new account for the 2020 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.

Complete the survey and you will be entered to win one of Travel + Leisure’s international travel prizes.



MARKETING INFORMATION ITEMS
 
Santa Fe Margarita Trail

Q4 2019 Marketing Results

Join the SANTA FE GIFT GUIDE – Special Offer



Santa Fe Margarita Trail



Time to enjoy a margarita or twoǃ Locals and visitors can start the Margarita Trail today using the paper Passport or App on their phone. Paper Passports are sold at any of our three Visitor Centers and at many of the 45 participating locations. The App can be downloaded from the App Store or Google Play Store and both are just $3 each. Each Passport is packed with $45 of margarita discounts and prizes to win, not to mention all the margarita recipes on the Trailǃ

Learn more at www.santafemargaritatrail.com

Latest Margarita Trail Stats:
  • Over 18,000 visitor and locals are enjoying the Santa Fe Margarita Trail.
  • 4,265 people have earned an official T-Shirt by collecting five stamps on the Trail.
  • We have nearly 200 members of the new Margarita Society whom have earned 10 or 15 stamps.
  • 255 margarita lovers have earned a free autographed copy of The Great Margarita Book by Al Lucero by earning 20 stamps.
  • 160 people have completed over 30 stops on the Trail, which earned them a custom Margarita Trail Bartender Kitǃ

Please contact Ryan Dodge to learn more about the program or order your Margarita Trail Passports today. Any Santa Fe business can sell Passports and make a little moneyǃ (purchased for only $2 each and sold for $3 to your customers) Call 505-955-6232 or email Ryan at: rhdodge@santafenm.gov. Make sure your guests know about the Santa Fe Margarita Trail today.


Q4 2019 Marketing Results



Website [Q4 Y/Y Change]
  • Total Sessions: 326,962 [UP 14%]
  • Unique Users: 264,713 [UP 14%]
  • Average Pages Per Session: 2 [DOWN 4%]
  • Average Time on Site: 1:58 [DOWN 10%]
  • Conversion Rate: 7.9 [DOWN 6.9%]
Q4 sessions and users were up Y/Y buoyed by the energy of new advertising campaigns. Q4 engagement was down slightly as expected, with the biggest drop in Time on Site – down 10%. While there was initially a slight uptick in the 18-24 age range, overall demographics were flat for the quarter. Organic search remained the main traffic driver in Q4, though it was down 6% Y/Y. Direct traffic was up 25%, (Other) traffic was up 158%, and Paid Search was up 211% Y/Y. Home page traffic was up 32% Y/Y, while calendar traffic was down 28% to the lowest point in years (9.8%). Mobile + tablet traffic made up 61% of traffic, slightly down from last quarter. Geo-traffic from nearby markets was up across the board Y/Y: NM 4%, TX 17%, CA 33%, CO 3%, AZ 31%, OK 52%, and UT 27%.

For 2019 as a whole, traffic and engagement was slightly down. The 55+ demographic had a slight upturn at the expense of the <24 group. Traffic from nearby markets was down slightly across the board, with the exception of OK and UT—both low-traffic markets. Organic search delivered 54% of all site traffic. Home page traffic was up 20% Y/Y with Calendar traffic down 20%.

Public Relations [Q4 Y/Y Change]
  • Pitches: 148 [UP 30%]
  • Press Releases: 2 [DOWN 33%]
  • Media Visits: 28 [UP 65%]
  • Media Contacts: 488 [UP 42%]
  • Earned Media: $5,965,452 [UP 53%]
  • Earned Media Impressions: 383,035,880 [UP 17%]
The quarter finished with approximately 213 million impressions and an advertising equivalency of approximately $3.3 million dollars. The holiday season was once again a major driver for the destination and generated many articles in top national and regional outlets.

Major pitch topics included the return of the Artist in Residence program, the holiday season, what’s new for 2020, ski season previews and innovative hotel packages. Coverage was slightly lower than in previous years, which could have been influenced by the natural disasters that consumed much of the media landscape, including wildfires in Northern and Southern California, as well as Hurricane Dorian, both of which happened during Q4.

LHG did not organize a press trip during this quarter, as SATW was held in El Paso and TSF coordinated a post-conference trip to Santa Fe, which included seven participants. The International Food Wine Travel Writers Association met in Santa Fe in November bringing more than 50 travel media to the city, followed by hosting a post-conference tour for six participants of the association.

Major placements in national outlets included:
  • Los Angeles Times (Media Value: $479,507)
  • MarketWatch (Media Value: $472,148)
  • Forbes (Media Value: $460,806)
Social Media [Q4 Y/Y Change)
  • Facebook Followers: 73,675 [UP 10.1%]
  • Facebook Engagement: 212,090 [UP 106%]
  • Twitter Followers: 14,970 [UP 7%]
  • Twitter Engagement: 4,813 [UP 88%]
  • Twitter Impressions: 278,300 [UP 41%]
  • Instagram Followers: 30,559 [UP 28%]
  • Pinterest Followers: 2,762 [UP 9%]
  • YouTube Subscribers: 599 [UP 17.7%]
  • YouTube Views: 1,621,166 [UP 19,971%]
The fourth quarter of the 2019 calendar year saw social media efforts have their strongest results to date. KPIs saw very strong year over year jumps across all indexes. Facebook PTAT and Engagement grew 101.2% and 106% respectively year over year. Twitter engagement grew 88.4% Y/Y while impressions rose 40.7% Y/Y. Social Media also continues to drive more traffic to santafe.org, with referrals from Facebook up 232% and Pinterest up 961.3% year over year.

Blog [Q4 Y/Y Change]
  • Page Views: 29,966 [DOWN 25%]
  • Average Time on Blog: 3:11 [DOWN 3%]
  • Referrals to Website Percentage: 11.1% [DOWN 2.7%]
Blog traffic is down about 25% Y/Y, primarily as a result of moving away from paid promotions though PulsePoint. Time on site has decreased by 3%. The December Events Blog was the most visited page with 2,561 visits for the quarter.

Email Newsletter [Q4 Y/Y change]
  • Consumer: Happenings
    • Number Sent: 178,040 [UP 14.9%]
    • Happenings Open Rate (Average): 13.4% [DOWN 3%]
  • Consumer: Deals & Specials
    • Number Sent: 126,863 [UP 25%]
    • Deals & Specials Open Rate (Average): 13.4% [DOWN 4%]
  • Industry: Marketing Report
    • Number Sent: 3,347 [DOWN 2%]
    • Marketing Report Open Rate (Average): 33.4% [no change]
  • Industry: Sales Report
    • Number Sent: 3,339 [DOWN 2%]
    • Sales Report Open Rate (Average): 31.8% [DOWN 0.5%]
The spam issue with major email providers in Q3 continues to impact both consumer and industry open rates. The fixes put in place during Q3 have strongly improved deliverability and lowered the incidence of spam reporting, but the open rates have not yet recovered from the initial hit. Consumer list sizes continued to grow Q/Q and Y/Y, while Industry list size fell slightly (2%) from Q3. Email newsletters drove 8% of total campaign traffic, down from 9% in Q3 and from 15% in Q4 2018. As in Q3, What’s Happening delivered more traffic than Deals and Specials – this time 45% more. One-off emails had higher open rates than regularly scheduled newsletters, but experienced a small overall drop as well, with the Holiday Seasonal newsletter open rate at 19% and the Santa Fe Gift Guide at 14% (25% for the targeted list).

For 2019 as a whole, despite the Q3 issues, consumer newsletters improved in everything but open rate, while industry newsletters improved in all metrics. The largest impact to the year-end goals was on the open rate, as expected. Newsletters delivered 3.2% of site traffic in 2019.

Paid Media/Advertising [Q4 Y/Y and Year End Change]
  • Ad Spend: $241,609 [UP 28%]
  • Ad Impressions: 32,589,222 [UP 22.2%]
  • CPM: $7.41 [DOWN 0.1%]
Paid Search
  • Combined, our Google Ads & Bing search campaigns have driven 40,017 clicks this quarter. This represents a 168% increase in clicks vs. 2018, and it was achieved with a decrease in spend.
  • Comparing Q4 vs. Q3, despite a 21% decrease in spend, traffic from our Google Ads search campaigns has increased sessions by 11% and increased clicks by 9%.
  • Bing campaign performance declined period/period, likely due to seasonality for the platform, but the CTR remained consistent & Bing continues to bring a significant number of new users to the website.
Paid Social
  • Facebook advertising in the quarter led to significant increases in overall favorability and willingness to recommend Santa Fe.
  • Facebook campaigns are generating a high volume of traffic at a low cost..
  • Pinterest campaigns have higher costs but attract very engaged users both on-platform and onsite.
  • Audience and creative asset testing are part of ongoing optimizations.
Display & Video
  • While The Trade Desk as a whole has generated a CTR of 0.07%, Trade Desk remarketing has generated a much stronger CTR of 13% indicating increased awareness and interest in Tourism Santa Fe. In addition, bounce rates decreased from 89% in Q3 to 86% in Q4 and conversions increased from 7 to 20 in Q4.
  • Outside Online and Refinery29 generated strong CTRs in Q4 with 0.21% and 0.32% respectively.
  • As we continue to utilize GDN remarketing to stay top of mind with our consideration audience, we’ve seen a slight decrease in CTR, but we have had 14% more conversions period/period.
  • While having higher costs than GDN, Google’s new Discovery ad campaign had an impressive conversion rate of 8%. Similar to Bing, it also brought in a unique audience with 90% of the traffic being new sessions.
  • Our TrueView campaigns have become more efficient in Q4 vs. Q3, with a 30% decrease in CPV (cost per view).
Groups & Meetings
  • Overall traffic to the groups and meetings pages increased more than six-fold in Q4 vs. 2018.
  • Google search became 31% more cost-effective in bringing high-quality visitors to the meetings pages.
  • LinkedIn has proven to be relatively expensive in prospecting as well as remarketing.
  • New creative assets for groups are being developed as a result of the recent research project.
Adara Impact
  • Flight and hotel bookings in October & November are primarily attributed to the display campaign in VJ’s Trade Desk.
  • In October, site visitors and specifically those who booked after seeing or clicking through from our campaign are as follows:
    • GDN – 39 flights, 54 hotel bookings
    • Google Search – 22 flights, 18 hotel bookings
    • VJ Trade Desk – 358 flights, 86 hotel bookings
    • Outside – 31 flights, 5 hotel bookings
    • Refinery29 – 46 flights, 8 hotel bookings
    • Mountain Meetings – 30 flights, 15 hotel bookings
  • In November, site visitors and specifically those who booked after seeing or clicking through from our campaign are as follows:
    • GDN – 36 flights, 56 hotel bookings
    • Google Search – 19 flights, 13 hotel bookings
    • VJ Trade Desk – 160 flights, 57 hotel bookings
    • Outside – 1 flight, 0 hotel bookings (concluded October)
    • Refinery29 – 20 flights, 6 hotel bookings
    • Mountain Meetings – 16 flights, 9 hotel bookings
  • Flight and hotel bookings in December were driven by Google as other campaigns had concluded.
  • In December, site visitors and specifically those who booked after seeing or clicking through from our campaign are as follows:
    • GDN – 25 flights, 35 hotel bookings
    • Google Search – 14 flights, 21 hotel bookings
    • VJ Trade Desk – 7 flights, 2 hotel bookings (concluded November)
    • Refinery29 – 3 flights, 2 hotel bookings
    • Mountain Meetings – 7 flights, 2 hotel bookings
  • The top origin markets for booking continue to align with our Core & Opportunity target markets.
View the full report here.


Join the SANTA FE GIFT GUIDE – Special Offer



What Is It?

#1 - It’s an e-newletter sent to over 70, 000 subscribers twice per year
  • April 21, 2020 Spring & Summer
  • October 27, 2020 Fall & Winter
#2 – It’s also a targeted page on SantaFe.org updated with new advertisers coinciding with the semi-annual launching of the Santa Fe Gift Guide e-newsletter.

View the current online October to April Issue.

Cost & Discount
  • $150 for 6 months
  • SPECIAL OFFER - $240 for 12 months - 20% discount when you purchase both issues together
This includes monthly stats emailed to you regarding your ad performance.
Tax is additional.

Deadline: March 31, 2020

Contact: Nancy Brown, sales@studiox.com to schedule a phone meeting for details and to complete your contract.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

January 2020 Performance Metrics

Visits
  • Total Sessions 106,299 (0.4% increase Y/Y)
  • Unique Users 87,736 (0.3% increase Y/Y)
  • Pages per Session 2.11 (0.04% decrease Y/Y)
  • Average Time on Site 1:56 (flat Y/Y)
  • Conversion Rate 9.8% (56.1% decrease Y/Y)

Visitor Gender
  • 65.0% Female (6.3% increase Y/Y)
  • 35.0% Male (10% decrease Y/Y)

Visitor Age
  • 5.9% 18 - 24 (32.9% increase Y/Y)
  • 20.2% 25 - 34 (6.9% increase Y/Y)
  • 14.3% 35 - 44 (6.9% decrease Y/Y)
  • 16.2% 45 - 54 (3.2% increase Y/Y)
  • 21.6% 55 - 64 (0.7% increase Y/Y)
  • 21.1% 65+ (10% decrease Y/Y)

Newsletters

  • Santa Fe Happenings
    • Sent: 01/07/2020
    • Number sent: 55,450
    • Number opened: 7,303
    • Open rate: 16.4%
  • TOURISM Santa Fe Marketing Report
    • Sent: 01/08/2020
    • Number sent: 1,119
    • Number opened: 389
    • Open rate: 34.8%
  • Santa Fe Deals and Specials
    • Sent: 01/17/2020
    • Number sent: 41,776
    • Number opened: 6,077
    • Open rate: 17.2%
  • TOURISM Santa Fe Sales Report
    • Sent: 01/22/2020
    • Number sent: 1,118
    • Number opened: 382
    • Open rate: 34.2%
  • Spring Break in Santa Fe
    • Sent: 01/28/2020
    • Number sent: 70,607
    • Number opened: 9,530
    • Open rate: 13.5% (21.0% for the Spring Break-specific list)

✝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
 
January got 2020 off to a strong start across all social platforms. Facebook lacked the big “viral” post that we saw in December, and failed to achieve the same record levels as December with a 30.3% and 31.4% decrease in Engagement and PTAT month over month. Twitter continued to reach record highs across all KPIs, seeing a 14.5% increase in impressions and a 1.96% increase in engagement over last month’s high-marks. Instagram saw a boom in growth, with a 5.5% increase in followers this month. Pinterest saw 66,800 organic impressions, while YouTube views are up 55.3% as a result of Vladimir Jones paid promotion.

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 2020 Performance Metrics
  • Total Page Followers: 74,232 (.76% increase M/M)
  • People Talking About This (PTAT): 21,299 (30.3% decrease M/M)
  • Engagement: 88,852 60,890 (31.4% decrease M/M)
  • Top Ranking Post: “A Snowy Morning in Downtown Santa Fe”
    • Reactions: 2,651
    • Comments: 35
    • Reach: 77,656


Join us on Twitter Twitter
Twitter screenshot

January 2020 Performance Metrics
  • Followers: 15,037 (.45% increase M/M)
  • Monthly Impressions: 90,600 (14.5% increase M/M)
  • Engagement: 1788 (1.96% increase M/M)
  • Top Ranking Post: “Can you identify these iconic Santa Fe doors? #TheCityDifferent | www.SantaFe.org @travelneartravelfarrrr”
    • Impressions: 2455
    • Retweets: 9
    • Total engagements: 145


Join us on Instagram Instagram
Instagram screenshot

January 2020 Performance Metrics
  • Followers: 31,421 (5.47% increase M/M)
  • Top Performing Post: “Like an entirely different world. #TheCityDifferent | www.SantaFe.org @thenaturegoddess”
    • Likes: 2132


Join us on Pinterest Pinterest
January 2020 Performance Metrics
  • Organic Impressions: 66,880


Read the Santa Fe blog Santa Fe Blog
January 2020 Performance Metrics
  • Total Blog Views: 8,644 (15.6% decrease M/M)
  • Average Time on Blog: 3:05 minutes (flat)

January Blog Posts

5 February Events to Fall in Love With
  • Updated January 27, 2020
  • Views: 195

Top 5 Viewed Blog Posts in January

A Day Trip to Chimayo from Santa Fe
  • Posted September 1, 2015
  • Views: 556
Hiking Trails You Can Access From Santa Fe
  • Posted October 31, 2019
  • Views: 439
Getting To and Around Santa Fe
  • Posted February 18, 2019
  • Views: 438
Take a Tour of Santa Fe’s Historic Sites
  • Posted May 7, 2019
  • Views: 383
How to Spend a Perfect Weekend in Santa Fe
  • Posted June 26, 2018
  • Views: 357


Watch us on Youtbue YouTube
January 2020 Performance Metrics
  • Subscribers: 606 (1.2 increase M/M)
  • Views: 32,628 (55.3% increase M/M)



MEDIA PLACEMENT - ADVERTISING


PRINT

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



New Mexico True Adventure Guide (Gatefold Insert)
Target Market: New Mexico
Flight Dates: January – December 2020
Impressions: ~1,000,000
Media Spend: $16,800



DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

Google Display Network & Discovery Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 289,227
Media Spend: $1,052.16



Standard Remarketing Display
Target Market: National
Flight Dates: 1/1/20-1/31/20
Impressions: 266,371
Media Spend: $768



5280 Magazine
Display: ROS Banners
Target Markets: Greater Denver Area
Flight Dates: 1/1/20-1/31/20
Impressions: 5,396
Media Cost: Added Value



Refinery29
Sweepstakes Banners
Target Markets: National
Flight Dates: 1/1/20-1/31/20
Impressions: 19,350
Media Cost: Part of package



5280 Magazine
Display: Scene Event Listing (Artists in Residence)
Target Markets: Greater Denver Area
Flight Dates: 1/1/20-1/31/20
Impressions: 2,390
Media Cost: Added Value
https://www.5280.com/event/santa-fe-artists-in-residence/



5280 Magazine
Display: Facebook Post
Target Markets: Greater Denver Area
Flight Dates: 1/3/20
Impressions: 3,887
Media Cost: Added Value



5280 Magazine
Display: Instagram Post
Target Markets: Greater Denver Area
Flight Dates: 1/8/20
Impressions: 14,619
Media Cost: Added Value



New Mexico Magazine
Added Value E-Newsletters
Target Market: New Mexico
Flight Dates: 1/8 & 1/29
Opens: 27,492



New Mexico Magazine
Added Value Facebook Post
Target Market: New Mexico
Flight Dates: 1/9/20
Impressions: 8,379



YouTube TrueView
Target Markets: National, Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 1,117,204
Media Spend: $7,458.16
Links to Videos:


Facebook & Instagram
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 457,355
Media Spend: $2,866.08



Video Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 518,057
Media Spend: $3,603.50



Pinterest
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 99,473
Media Spend: $1,147.45



Video Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 373,007
Media Spend: $2,791.72



SEM

Google Search
Target Markets: National
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 94,098
Media Spend: $4,406.25

Bing Search
Target Markets: National
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 6,958
Media Spend: $731.06

KIDS FREE SPRING BREAK

Google Display (Discovery)
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 37,713
Media Spend: $492.45



Facebook & Instagram
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 10,604
Media Spend: $75.94



The Trade Desk
Standard Display
Target Market: National
Flight Dates: 1/1/20-1/31/20
Impressions: 637,930
Media Spend: $1,511



Pinterest
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 47,569
Media Spend: $551.55



SEM
Google Search
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 4,503
Media Spend: $888.45

MEETINGS & GROUPS

Cvent
Display Retargeting
Target Market: National
Flight Dates: 1/1/20-1/31/20
Impressions: 51,919
Total Spend: $1,109.16



Mountain Meetings
Prospecting Display & Remarketing
Target Markets: California, Colorado, Illinois, Mountain, Northeast, Texas
Flight Dates: 1/1/20 – 1/31/20
Impressions: 109,807
Total Spend: $1,200



Facebook
Lead Generation
Target Market: National
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 19,292
Media Spend: $314.01



Google Display Network
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 77,966
Media Spend: $377.90



SEM
Google Search
Target Markets: National
Flight Dates: 1/1/2020 - 1/31/2020
Impressions: 1,463
Media Spend: $317.01

LinkedIn
Image Ads
Target Markets: Los Angeles, Chicago, Dallas, Houston, Austin, Oklahoma City, Denver, Colorado Springs, Phoenix, Tucson
Flight Dates: 12/1/19–12/31/19
Impressions: 30,224
Media Spend: $1,410.55





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
January 2020 media coverage got off to a great start just after the New Year with several placements in prominent outlets, including a major broadcast appearance on The Today Show centered on “Top Travel Destinations for 2020.” Additional syndications of Fyllis Hockman’s initial article on Creators.com continued to go live online and a Family Travel Five column from Lynn O’Rourke Hayes syndicated to six outlets including Newsday.com.

The high number of media visits this month was a result of the North America Snow Sports Association hosting its annual trip in Santa Fe. TOURISM Santa Fe met with the writers and provided itinerary suggestions and sponsored a meal for the group. TSF also hosted Angela Fairhurst, who develops a regular video series promoting travel for Jaunt TV.


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 2020
  • Pitches: 263 (Up 1% Y/Y)
  • Press Releases: 1 (No Change)
  • Media Visits: 21 (Up 110% Y/Y)
  • Media Contacts: 187 (Up 2% Y/Y)
  • Earned Media: $1,805,944 (Up 80% Y/Y)
  • Total Impressions: 102,664,560 (Down 22% Y/Y)

Year to Date 2019
  • Pitches: 263
  • Press Releases: 1
  • Media Visits: 21
  • Media Contacts: 187
  • Earned Media: $1,805,944
  • Total Impressions: 102,664,560



RECENT ACCOLADES
 
No new accolades were received in January 2020.


VISITING PRESS
 
TOURISM Santa Fe hosted the following journalists in January:
  • Angela Fairhurst, Jaunt TV and Luxe Lavs
  • Jim Winnerman, Southern California News Group
  • North America Snow Sports Associations
    • Bob Cox, Daily Breeze
    • Curtis Fong, The Guy From Tahoe
    • Dan Giesin, San Francisco Chronicle
    • Martin Griff, First Tracks Online
    • Peter Hines, NASJA.org and SnowSportsNA.com
    • Phil Johnson, Daily Gazette
    • Lee Juillerat, www.HighOnAdventure.com
    • Ed Kane, NW SnowSports Instructor Magazine
    • Tina Lassen, tinalassen.com
    • John Naye, Freelance
    • Jaime Pirozzi, localfreshies.com
    • Mike Roth, Albany Times union, SnowSportsNA.com
    • Peter Schroeder, Freelance
    • Alex Silgalis, Local Freshies LLC
    • Greg Snow, ARE-11 TV
    • Larry Turner, larryturnerphotography.com
    • Dino Vournas, Freelance/Bay Area News Group
    • Risa Wyatt, risawyatt.com
    • Jeff Blumenfeld, blumenfeldpr.com/expeditionnews.com



SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites

As a result of initial pitching efforts to Mark Ellwood for his Where to Go in January column, Santa Fe was featured on TODAY in a segment entitled, “Top travel destinations for 2020 - Santa Fe, Nashville, more.”

As a result of assisting writer, Carolynn Mostyn, with her trip to Santa Fe in March 2019, she published an article to More Content Now entitled, “Travel.”

As a result of hosting journalist, Priscilla Willis, on the IFWTWA post-conference tour, she published two articles on ShesCookin.
As a result of Linda Kissam participating in the IFWTWA post-conference tour, she posted an article to Big Blend’s Parks & Travel Magazine entitled, “Visiting the Magnificent Pueblos of New Mexico.”

As a result of hosting Pamela and Gary Baker on the IFWTWA post-conference tour, they published an article to VinGardeValise entitled, “Santa Fe – Chiles, Tequila, and Wineǃ”

As a result of proactively pitching Santa Fe as a top winter destination, the city was included in a piece on SmarterTravel entitled, “10 Affordable Winter Vacations at Off-Peak Destinations.”

As a result of hosting Eileen Gunn in April 2019, she published an article to FamiliesGoǃ entitled, “3 Days in Santa Fe With Kids.”

Fyllis Hockman’s initial article featured on Creators Syndicate entitled, “Santa Fe, New Mexico - An Homage to the Art(s) of Being Different,” has syndicated to the Instinct blog of The Kiti.

As a result of Santa Fe being featured in Conde Nast Traveler’s “Where to Go in January” article, the story syndicated to Yahoo News and is entitled, “Best Places to Travel in January.”

As a result of J. Hudson meeting with writer, Kate Loweth, during the August 2019 desk side meetings in San Francisco, she published an article to Red Tricycle entitled, “Amazing Family Vacation Packages Worth Every Penny.”

As a result of Susan Lanier-Graham attending the IFWTWA conference in November 2019, she published an article to Wander with Wonder entitled, “Best Hotel Stays - La Fonda on the Plaza in Santa Fe.”

As a result of hosting journalist, Gabrielle Pharms, in August 2019, she included Santa Fe and Honeymoon Brewery in UPROXX’s 2020 Travel Hot List.

As a result of assisting journalist, Larry Bleiberg, Santa Fe and partners were included in an article surrounding the Santa Fe region and its significance to the Manhattan Project. The piece was published to BBC Travel and is entitled, “An atomic marker hidden in plain sight.”

As a result of recording a podcast with Courtney McDonough of Real Food Traveler, the podcast was posted to Real Food Traveler’s website and highlights the Santa Fe Margarita Trail Program.

Newspapers (print/online)

The Toronto Star published syndicated coverage of the New York Times article entitled, “Endangered crafts and the destinations keeping them alive.”

As a result of media outreach, Lynn O’Rourke Hayes published an article to the Richmond Times- Dispatch entitled, “Family travel five - Vacations soar in mountain towns.”

The article also syndicated to the following outlets:
As a result of attending the IFWTWA conference in Santa Fe in November 2019, Susan Cohn published an article to The Daily Journal entitled, “Susan’s Travels, Tours + Tips.”

Magazines (print/online)

As a result of hosting Deborah Kirk on the September FAM trip, she published a feature in Diablo Magazine centered around Santa Fe entitled, “Sublime Santa Fe.”

As a result of editor, Leah LeMoine, attending the June 2018 Wellness Group Press Trip, and assisting her in securing current details on Sunrise Springs, she published a piece in Phoenix Magazine entitled, “4 Out-of-State Escapes.”

Radio

As a result of coordinating Nicole Ammerman, Director of the Santa Fe School of Cooking & Market, to speak on the SoCal Restaurant Show during the IFWTWA conference, The Santa Fe School of Cooking was featured on the show’s 355th episode.

The show’s second part was also published to the SoCal Restaurant Show website.


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