Santa Fe Kids Free Spring Break - February 1 - April 22, 2019 - TOURISM Santa Fe
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Santa Fe Kids Free Spring Break
February 1 – April 22, 2019
SANTA FE KIDS FREE SPRING BREAK – INTRODUCTION
KEY OBJECTIVE
Raise awareness of Santa Fe as a fun, affordable vacation for
families who are looking to take a family vacation during the
Spring Break timeframe through the use of the “Kids Free Spring
Break” promotion.
MARKETING STRATEGY & TACTICS
Promote Kids Free Spring Break through an integrated marketing
and PR approach with all traffic directed to the landing page.
Paid Advertising: Sponsored content on Family Vacation Critic,
Targeted e-mail through MediaMax, and cross- screen
programmatic display through Varick
Website: Dedicated landing page featuring participating partners
and their offers
Public Relations: Nationally distributed press release and
ongoing pitches
Social Media & Blog: Social media posts and dedicated blog
2
PROMOTION TIMEFRAME
November 15, 2018: Website landing page live
January 1 – March 31, 2019: Paid advertising, social media and public relations campaigns ongoing
April 21, 2019: Promotion ends
PROMOTIONAL OFFERS - 34 TOTAL OFFERS
PARTICIPATING PARTNERS
Art of Chocolate Meow Wolf BREAKDOWN BY
DC Knits Museum of Encaustic Art
Drury Plaza Hotel Santa Fe Museum of International Folk Art OFFER CATEGORY
Eldorado Hotel & Spa Rosewood Inn of the Anasazi
Hilton Santa Fe Buffalo Thunder Santa Fe Climbing Center
Hilton Santa Fe Historic Plaza Lodging: 15
Santa Fe Mountain Adventures
Hotel Chimayo Santa Fe Sage Inn & Suites Art & Culture: 6
Hotel St. Francis Ski Santa Fe Restaurants: 4
Inn & Spa at Loretto Skate School Sports & Rec: 3
Inn of the Governors SITE Santa Fe Attractions: 3
Inn on the Alameda Terra Restaurant, Four Seasons Workshops: 2
Julie, a Spirited Restaurant The Lodge at Santa Fe
La Fonda on the Plaza Tours: 1
The New Mexico Performing Arts Society
La Posada de Santa Fe Resort & Spa Things Finer
La Lecheria Wildlife West Nature Park
Pueblo Bonito Bed & Breakfast Inn
3
PAID ADVERTISING EXECUTIVE SUMMARY
The 2019 Kids Free Spring Break campaign ran from Jan 1, 2019 through April 21, 2019* and included the following
media tactics:
(3) MaxIQ custom email newsletters leveraging MediaMax’s premium email list deployed on 1/28 & 2/13
o 3rd email newsletter deployed as added value on 4/12
(2) Sponsored content articles on Family Vacation Critic
o Custom articles attained using the Pressboard platform and included bonus companion banners on the article pages as well as promotional
on-site and social media traffic drivers
Programmatic digital display through Varick Media
o Targeting included moms with children 6-11 in household and premium positioning on contextual sites within the “She Knows” private
marketplace (PMP) in priority, drive, and fly markets
Total campaign budget was $45,900, including net media and fees
* Original campaign end date was 3/31/19, but added value media components through Pressboard and MediaMax vendors through 4/21.
4
PAID ADVERTISING CAMPAIGN PERFORMANCE
The 2019 Kids Free Spring Break campaign generated an estimated 6,393,947 impressions from $43,900 in net media spend — an efficient $6.86 CPM
The CPM achieved is slightly higher than 2018’s campaign ($4.68 CPM), which was expected due to the inclusion of sponsored content and email tactics
that are purchased on a higher CPM model and were not included as part of last year’s campaign
All digital tactics, including programmatic display and endemic tactics such as the sponsored articles, social promotions, and email blasts, generated 18,631 clicks
and 18,574 completed website visits from 6,393,947 media impressions — resulting in an average click-rate (CTR) of 0.29% and completed visit rate (CVR) of
0.29%
This year’s campaign generated a higher CVR at 0.29% vs. 0.12% last year, meaning it was more productive at driving qualified visitors to the landing page
The 2019 campaign also produced a lower cost per visit (CPV) year-over-year with $2.36 this year vs. $3.91 last year, meaning it was more cost efficient at
driving website visits
While the campaign had a -2% lower budget to support it YoY, the tactics that were included as part of this year’s media mix drove an additional 7,070 site
visits — or a 61% increase in site visitation YoY
For programmatic display, this year’s Varick campaign generated a higher CTR YoY (0.17% vs. 0.16%) and a higher CVR YoY (0.21% vs. 0.13%) than last year’s
campaign that included Varick and RGM sources, meaning the campaign was more successful in targeting qualified prospects and driving them to the landing
page
About 70% of all traffic to the “Kids Free Spring Break” landing page came from the media campaign, while 33% of the total traffic was from the
programmatic campaign through Varick Media
A stronger “Plan Your Trip Today” call-to-action may have resulted in a stronger click rate YoY
A modest amount of display banners, about 18,889 impressions, ran across the TripAdvisor PDP page that was purchased as part of the FY19 Core Campaign —
while the site had a smaller sample size, it was successful in driving traffic to the site with almost 2k visitors who had been exposed to the banners
5
PAID ADVERTISING CAMPAIGN PERFORMANCE (CONT)
Overall, email blasts that were sent out leveraging MediaMax’s targeted list produced a 0.60% CTR, 0.40% CVR and a $2.87 CPV
The second email blast that was delivered on 2/13 and titled “Kids Free Spring Break in Santa Fe - Do Something Different” was the best performing email blast of the
two paid deliveries, generating a 0.59% CTR
The AV eblast on 4/12 was best performing with a 1.66% CTR, however, the delivered sample size was much smaller than first 2 deployments
Despite a smaller sample size, there was a higher response rate for a subject line that included a sense of urgency like “Last Minute Deals”, while “Kids Free Spring
Break - Do Something Different” may have performed better than “Spring Break in Santa Fe: where kids, eat, play and stay free” because it included a stronger action
verb in the subject
The two articles that ran on Family Vacation Critic generated a total of 11,512 article reads and 1,542 clicks from 95,292 traffic driver impressions, 247 Facebook interactions
The first article titled “9 Kid-Friendly Spring Break Adventures in Santa Fe” launched on 2/5/19 and generated 6,684 total article reads, and 155 Facebook interactions
o The La Fonda in-article link generated the most actions (77 clicks, 102 conversions) followed by the Wildlife West (65 clicks, 71 conversions) and Ski Santa Fe
(42 clicks, 44 conversions) links
The second article titled “Top 10 Family Activities in Santa Fe” launched on 4/1/19 and generated 4,816 total article reads, and 92 Facebook interactions
o The Meow Wolf in-article link generated the most click (62 clicks, 0 conversions) followed by the Railyard Park (44 clicks, 2 conversions) and Farmers Market
(42 clicks, 3 conversions)
The first article may have received more engagements due to the article running earlier in the seasonal period as many families will use this type of content for
travel/trip inspiration
73% of all traffic to the article pages came from internal Family Vacation Critic readers, followed by social media outreach with 19% of total source traffic
Top 3 regions with most article reads were: Texas (1,571 reads), California (1,525 reads), and Colorado (751 reads)
Both sponsored content and emails outperformed programmatic display in terms of CTR (combined 0.71% vs 0.17%) and CVR (0.42% vs 0.21%) while programmatic
produced the greatest amount of impressions (4.9M for Varick vs. 1.5M combined all other tactics)
These metrics prove that endemic and native digital content is better at engaging and driving response from users than programmatic display; while programmatic
display is better at reaching a wider audience and lower cost point
6
PAID ADVERTISING DIGITAL SUMMARY
*Pressboard impression numbers include article reads, social, traffic drivers, and companion banners.
*Although Pressboard generated an efficient 0.63% CVR, it is not the true CVR because many in-article link clicks directed to non- SantaFe.org landing pages
7
PAID ADVERTISING CREATIVE EXAMPLES
8
PAID ADVERTISING ADARA IMPACT ANALYTICS
According to Adara Impact Analytics, the 2019 Kids Free Spring Break campaign resulted in 10,418 flight searches with
650 flight bookings, and 29,696 hotel searches with 232 hotel bookings — an estimated minimum $122,598 in hotel
revenue attributed to all media and marketing efforts
According to Adara, Varick was responsible for 85% of flight and hotel bookings as a result of the Kids Free Promo
campaign
On average, users booked a trip 51 days in advance with an average of 9.5 days between search and booking
9WEBSITE PROMOTIONAL LANDING PAGE
Top 10 Geo-Locations Driving Traffic (November 15, 2018 – April 22, 2019)
noted with % of page traffic
1) Dallas (8.3%)
2) Albuquerque (4.7%)
3) Denver (4.4%)
4) Phoenix (4.3%)
5) Austin (3.9%)
6) Santa Fe (3.5%)
7) Los Angeles (2.3%)
8) El Paso (2.2%)
9) New York (2.1%)
10) Colorado Springs (2.1%)
Total Page Views: 24,695 (↑ 10.6% Y/Y)
Total Unique Views: 22,443 (↑ 11.3% Y/Y)
Referrals to santafe.org: 2,288 (8.9% of page visitors) (↓25% Y/Y)
Average Time on Site: 6:28 (↑16.9% Y/Y)
10Offer Show More
OFFER INTERACTION La Fonda on the Plaza “A FREE MEOW WOLF ADVENTURE”
Art of Chocolate “Chocolate Factory Tour”
Details
781
595
Info
322
394*
Wildlife West Nature Park “Free Kids Admission” 583 242
Art of Chocolate “Chocolate for Kids” 521 394*
Santa Fe Ski Co. “Kids Ski Free Weds. in March” 514 60
Santa Fe Mountain Adventures “Off the Beaten Path Adventures” 386 99
Meow Wolf: House of Eternal Return “Float Cafe FREE Kids Drinks!” 373 120
Santa Fe Sage Inn & Suites “The House of Eternal Return” 354 176
Museum of International Folk Art “Free Kids Admission” 332 116
La Posada de Santa Fe Resort & Spa “Linger-Longer- Save 15%” 316 141
Hilton Santa Fe Historic Plaza “Park, Stay & Play” 309 132**
Pueblo Bonito Bed & Breakfast Inn “Free tamales and cookies!” 307 149
Inn of the Governors “Santa Fe Kid’s Crawl” 304 48
Inn on the Alameda “Going Bananas” 252 84
Drury Plaza Hotel Santa Fe “Jr. Artist Package” 238 159*
This chart details the number of interactions for
Drury Plaza Hotel Santa Fe “Kid’s Quest Package” 233 159*
each offer as measured through the number of Julia, a Spirited Restaurant & Bar “Free Children’s Entree” 213 88
clicks on the “Show Details” and “More Info” links. Rosewood Inn of the Anasazi “Kids SPRING Break Offer” 205 143*
Santa Fe Climbing Center “Free Kids Pass with Adult Pass” 203 33
Things Finer “Gift for everyone under 15 yrs” 171 60
Eldorado Hotel & Spa “THE PERFECT FAMILY GETAWAY” 170 77
SITE Santa Fe “KIDS LOVE SITE SANTA FE!” 169 52
The Lodge at Santa Fe “KIDS FREE in Santa Fe” 164 67
Terra Restaurant, Four Seasons Santa Fe “Kids Eat Free at Terra” 145 34
La Lecheria “Buy one get one FREE with kids” 145 39
Hilton Santa Fe Buffalo Thunder “FUN TIMES at Buffalo Thunder” 129 80
INN & SPA AT LORETTO “THE PERFECT FAMILY GETAWAY” 115 43
Rosewood Inn of the Anasazi “Kids SPRING Break Offer” 101 143*
Museum of Encaustic Art “FREE encaustic/wax workshop” 82 36
Skate School “Free Lesson with any New Board” 70 17
The New Mexico Performing Arts Society “Annual NM Bach Society 65 14
* Same link used for multiple offers, so total is combined. concert”
**Changed promotional links in the middle of the promotion, Hotel St. Francis “KIDS FREE in Santa Fe” 63 20
so this is total for both links. HOTEL CHIMAYO DE SANTA FE “KIDS FREE in Santa Fe” 53 13
DC KNITS “Spring Break” 11 1
11PUBLIC RELATIONS
PRESS RELEASE
January 9, 2019: Kids Discover Santa Fe for Free During Spring Break 2019
PITCHES
247 individual pitches, desk side pitches and HARO’s (↑ 10.8% Y/Y)
PRESS COVERAGE
TOTAL REACH: 61,966,067 (↑ 277.7% Y/Y) EARNED MEDIA: $439,119 (↑ 296.3% Y/Y)
12SOCIAL MEDIA & BLOG (UN-PAID)
SOCIAL MEDIA POSTS:
7 Facebook Posts Total Reach: 17,358
4 Twitter Posts Total Reach: 6,308
BLOG:
3/5/19 :“The Kids are Free For Your Family’s Santa Fe Spring Break” (87 views)
13PROMOTIONAL FLYER
Flyers were distributed at all TOURISM Santa Fe Visitor Information Centers
14You can also read
