Santa Fe Creative Team

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1 2013 MARKETING PLAN

2 Cynthia Delgado, Marketing Director TKO-Advertising Raul Garza Sarah Simms Locas Communications-Public Relations Steve Lewis Lou Hammond & Associates Terry Gallagher Hannah Nelson Carlyn Tompkin Studio X-Website Kyle Langan Trudy Gibson Bella Media-Travel Planner Bruce Adams Bryan Cooper Santa Fe Creative Team

3 MARKETING OVERVIEW

4 Goal Deploy comprehensive, integrated marketing plan & campaign that intrigues, engages and brings the target visitor to Santa Fe. Build key messages and milestones to increase Santa Fe brand visibility. Include measurable goals. Develop annual marketing goals, 2012 over 2013, based on key insights and true understanding of Santa Fe value.

5 Goal / Metrics of Evaluation Visitor Guide - Increase Visitor Guide Requests 10% (3,026) - Baseline Mailed 51,647 Opt-In Database - Increase database subscribers 10% (6,902) - Baseline 69,017 Website - Increase overall web traffic 6% (55,526 - Baseline 925,425 - Increase new visitors 6% (37,875) - Baseline 631,246 Social Media - Increase Twitter 10% (455) - Baseline 4,554 - Increase Facebook 25% (838) - Baseline 3,353 fans - Increase Pinterest 100% (100) - Baseline 0 followers Public Relations - Increase distributed press releases 25% (13) - Baseline 54 - Increase supported press visits 25% (15) - Baseline 61 - Increase media contacts 15% (88) - Baseline Increase earned media 25% ($685,000) - Baseline $2,740,000 *Baselines established by date range: 01/01/11-12/31/11

6 Situation Analysis National Travel Trends Search for meaning ranks highly (4) Fuel cost causing concern in consumer spending (7) 1.2% projected increase in total US Domestic Leisure travel in 2013 (1) Mind, Body & Soul vacations trending high (5) Quirkier, off-the-beaten path destinations providing allure to luxury travelers (8) Top 5 travel reasons: Beach, Cultural Experience, Road Trip, City, Girlfriend Getaway (3) Gen X (born from ) make up 31% of all leisure travel, average of 3.5 trips per year. (1) 76% of travelers plan leisure trips online (6) 37% leisure travelers, 57% business travelers use mobile devices to plan and book (6) Social media provides a platform for peer review and word-of-mouth (9) (1)U.S. Travel Association 2012 ʻU.S. Travel Industry to Add Nearly 100,000 Jobs by 2013ʼ (2) U.S. Travel Association 2012: Travel Facts and Statistics (3)TripAdvisor 2012 Travel Trends Forecast (4) Huffington Post Dec 2011: ʻEurozone Crisis Live Blog: European Markers Search for Meaningʼ (5)Top Luxury and Travel Trends for 2012 ʻMind, Body & Soul Vacationsʼ (6) Google/Ipsos MediaCT ʻThe 2013 Travel Studyʼ (7) World Economic Situation and Prospects 2012 (8) Top Luxury and Travel Trends for 2012 ʻEnds of the Earth Journeysʼ (9) Travel and Leisure 2012: ʻHow Social Media is Changing the Travel Industryʼ

7 Situation Analysis Santa Fe/New Mexico Travel Trends Low awareness from non-visitors NMTD True Campaign launch in three states: New Mexico, Texas, Colorado. They have received an addition $2 million for advertising Drive-to destination (approximately 55% of past visitors drove) (1) Santa Fe Visitor is aging: 2007 average age was 54, in 2010 it was 57, and in 2011 it was 57.4 (1)(4) Top reasons to visit: Scenic Beauty, Rest & Relaxation, Historic Sites, Cuisine, Authenticity (1) Word of mouth ranks as highest travel motivator (1) New Mexico as a state ranks 38th in U.S. tourism (2) 32% of travelers drive through the state; double that of neighboring mountain states (2) Santa Fe Receives 42% of the New Mexico Tourism visitors (2) Indian Market and Fiesta de Santa Fe rank in the Top 5 state events (including visitor and local) High favorability and probability for visitor return (1) Overall Santa Fe lodging revenue flat ($68.49 for 2011 / $68.97 for 2012) (3) Occupancy rate relatively flat (59.1% for 2011 / 58.9% for 2012) (4) (1)2010 SFCVB Phone & Conversion Study (2)The State of Tourism in New Mexico: A Review of Data 2011 (3)December 2012 Rocky Mountain Lodging Report (4) 2011 SFCVB Conversion Study

8 Competitive Analysis Southwest Region Santa Fe Sedona Tucson (Includes Pima County) Scottsdale Colorado Springs Denver Top 5 Target Markets Dallas, Denver, Albuquerque, San Antonio, Colorado Springs Santa Fe, Tucson, Los Angeles, Scottsdale, Santa Barbara Phoenix, Los Angeles, San Diego, San Francisco, Denver Phoenix, Tucson, Santa Fe, Durango, San Antonio, San Diego n/a Phoenix, Dallas, Kansas City Annual Occupancy % 59% 62% 60.9% 60.3 n/a 64.4% Total # of rooms 4,721 3,500 16,000 16,591 14,000 42,000 Annual Lodgers Tax Revenue $4,291,390 *based on 3% hotel tax $1,194,799 *based on 3% hotel tax $6,585,915 *based on 13.05% city bed tax, plus $2 per room per night surcharge $9,052,282 *based on 5.0% lodgers tax $3,768,548 *based on 2% lodgers tax $55,620,000 *based on 12.5% lodgers tax Media Age of Visitor n/a n/a Facebook 7,389 Fans / 401 Talking About 14,948 Fans / 2,800 Talking About 17, 407 Fans / 2,486 Talking About 31, 165 Fans/ 110 Talking About 18,802 Fans / 1,305 Talking About 18,260 Fans / 1,953 Talking About Twitter 4,554 3,402 1,762 15, 069 4,916 13,348 Pinterest 304 followers n/a n/a n/a 1,275 followers 1,076 Youtube subscribers / 9,597 video views 117 subscribers/ 166 subscribers/ 138 subscribers / 88,699 video views 221, 357 video views 96,470 video views 242 subscribers / 229,873 video views n/a=not Available

9 Competitive Analysis National Santa Fe Charleston Austin Asheville Savannah San Antonio Top Target Markets Dallas, Denver, Albuquerque, San Antonio, Colorado Springs Atlanta., New York, Boston, Dallas, Houston, San Antonio, Nashville, Phoenix, Chicago, Washington DC, Atlanta, Denver Atlanta, Washington DC, Atlanta, Chicago, Dallas, Houston, Washington DC, Los Angeles, Atlanta, St. Louis, New York, Chicago Annual Occupancy % 59% 69% 69.1% 62.8% 63.7% 62.3% Total # of rooms 4,721 6,000 30,000 7,000 14,000 43,000 Annual Lodgers Tax Revenue $4,291,390 *based on 3% hotel tax $4,585, *based on 2% accommodations tax $50,000,000+ *based on 9% hotel tax $7,000,000 *based on 4% hotel tax rate $17,000,000 *based on 6% hotel tax $223,503,000 *based on 9% hotel tax Median Age of Visitor 57 n/a n/a Facebook 9,124 likes / 1,013 talking about 8,183 likes / 527 talking about 91,004 likes / 2,515 talking about 59,123 likes / 2,225 talking about 85,162 likes / 18,394 talking about 259,059 likes / 7,966 talking about Twitter 5,268 followers 10,122 followers 37,131 followers 1,137 followers 23,218 followers 14,172 followers Pinterest 304 followers n/a 6,200 followers n/a 22,988 followers n/a YouTube 54 subscribers / 25,025 video views n/a 459 subscribers / 126,867 video views 475 subscribers / 759, subscribers / 253,988 video views 490 subscribers / 357,031 n/a=not Available

10 Target Market Analysis Drive Market Map Analysis DENVER COLORADO SPRINGS LOS ANGELES SAN DIEGO SEDONA PHOENIX ALBUQUERQUE SANTA FE TUCSON DALLAS AUSTIN SAN ANTONIO HOUSTON SFCVB TARGET ZONES Top DMAʼs of Interest Denver Metro: 2,543,482 Dallas Metro: 6,526,548 Albuquerque: 887,077 San Antonio: 2,142,508 Colorado Springs Metro: 645,613 Los Angeles: 17,877,006 Key: Orange: 600 miles from Santa Fe Purple: 600 miles from Denver Gray: 600 miles from Dallas *33,684,445 with HHI 75K+ *12,248,893 are Female age 35-55

11 Target Markets Top Ten Target Markets: 1. Dallas 2. Denver 3. Albuquerque 4. Colorado Springs 5. San Antonio 6. Houston 7. Los Angeles 8. Austin 9. Tucson 10. Phoenix TARGETING MODEL; Target Markets selected based on DMA ranking in three qualifiers: GoogleAnalytics (visits to SantaFe.org), SFCVB Conversion Study, and 2012 Visitor Guide DMA Index Report. Markets ranking in top five of two or more qualifiers were selected as Santa Fe Target Markets.

12 Target Audience Demographic Profile Female HHI $75K+ College educated Public Relations Advertising Psychographic Profile Affluent Culturally Engaged Foodie Art lover Appreciates Nature Seeks New Experiences Craves a Getaway Budget Conscious

13 BRAND STRATEGY

14 Brand Essence = a personal connection that feels deep and true

15 Santa Fe / A Colorful Journey A research-based, integrated marketing campaign Brings to life uniquely Santa Fe assets Targets specific travelers in select markets Features compelling deals and calls-to-action

16 Santa Fe / Campaign Impact Positive trend of audience engagement and conversion! Higher than industry average response to digital advertising National media coverage Increased traffic to campaign hub santafe.org

17 Marketing Tactics / Logo

18 brand pillars LEGENDARY HISTORY & CULTURE WORLD RENOWNED CUISINE DIVERSE VISUAL ARTS PRISTINE NATURE VIBRANT PERFORMING ARTS REJUVENATION & RELAXATION LEGENDARY TRADING CENTER #5 U.S. HISTORIC DESTINATION U.S. NEWS 2012 TOP 10 FOOD & WINE DESTINATIONS SUCCESSFUL MEETINGS 2012 #1 INDEPENDENT BOUTIQUES TRAVEL + LEISURE 2012 TOP 10 CITIES FOR HISTORIC PRESERVATION LIVEABILITY.COM 2012 BEST OF THE ROAD: BEST FOOD RANDY MCNALLY/USATODAY 2012 ONE OF THE 7 BEST RUNNING TRAILS IN AMERICA MOTHERNATURE.NET 2013 #1 SANTA FE ATTRACTION TRIP ADVISOR 2013 ONE OF AMERICA S BEST GIRLFRIEND GETAWAYS TRAVEL + LEISURE 2013 #2 BEST FLEA MARKETS TRAVEL + LEISURE 2012 #1 CULTURAL GETAWAY TRAVEL + LEISURE 2012 TOP 5 FOOD/DRINK/ RESTAURANTS ETHNIC FOOD TRAVEL + LEISURE 2012 TOP 10 INTERNATIONAL CITIES FOR ART/ARCHITECTURE HOTWIRE.COM 2012 #1 CLEANEST AIR AMERICAN LUNG ASSOCIATION 2012 #4 CULTURE- CLASSICAL MUSIC TRAVEL + LEISURE 2012 #3 QUALITY OF LIFE & VISITOR EXPERIENCE: PEACE & QUIET TRAVEL + LEISURE 2012 #4 BEST ANTIQUE STORES TRAVEL + LEISURE 2012 #1 CULTURAL DESTINATION TRAVEL + LEISURE 2011 TOP 10 FOOD & WINE TRIPADVISOR 2011 TOP 25 ART MARKETS AMERICAN STYLE 2012 #3 QUALITY OF LIFE & VISITOR EXPERIENCE: WEATHER TRAVEL + LEISURE 2012 MOST ARTISTIC CITY IN THE U.S. RICHARD FLORIDA #1 SPA & RELAXATION TRIPADVISOR 2011 #4 BEST HOME DÉCOR & DESIGN STORES TRAVEL + LEISURE 2012

19 Brand Key Message / History & Culture Accolade #1 Cultural Getaway Travel & Leisure 2012 #1 Cultural Destination Travel+Leisure 2011 Top 10 Cities for Historic Preservation Liveability.com 2012 #5 US Historic Destination US News 2012 Message: Called the Dancing Ground of the Sun by early Native American inhabitants and nicknamed The City Different by founding fathers at the turn of the 20th century, Santa Fe is a paradise for history buffs and cultural explorers alike. Proof Points Nationʼs oldest capital city, 400 years old Anglo, Spanish and Native Cultures Historic Plaza / Downtown Preserved architectural traditions San Miguel Mission -oldest church in the U.S. Oldest continually inhabited government building in the U.S. Basilica Cathedral of St. Francis of Assisi Fiestas de Santa Fe - oldest community celebration in U.S. Museums New Mexico History Museum/Palace of the Governors Museum of Indian Arts & Culture/Laboratory of Anthropology Wheelwright Museum of the American Indian Museum of Spanish Colonial Arts Museum of International Folk Art Pablita Velarde Museum of Indian Women in the Arts Rancho de las Golondrinas Bataan Memorial Military Museum & Library El Museo Cultural de Santa Fe

20 Brand Key Message / Cuisine Accolades Best of the Road Best Food Rand McNally/USA Today 2012 Top 5 Food/Drink/ Restaurants Ethnic Food Travel & Leisure 2012 Top 10 Food & Wine TripAdvisor 2011 Top 10 Food & Wine Destinations Successful Meetings 2012 Message: Discover the legendary and innovative flavors of Santa Fe, including the local chile which isn't an ingredient, but a way of life. With more than 250 restaurants serving everything from traditional New Mexican home cooking to contemporary fine dining to local farm to table discoveries, created by nationally acclaimed chefs, Santa Fe is a foodie paradise. Proof Points Hands-on Cooking Experiences Santa Fe School of Cooking Las Cosas Santa Fe Culinary Academy James Beard Foundation Recognitions / Awards Santa Fe Wine & Chile Fiesta Santa Fe Wine Festival at El Rancho de Las Golondrinas Las Estrellas Winery ArtFeast Restaurant Week-March Santa Fe Farmers Market Green Chile Cheeseburger Trail (11) Santa Fe Chocolate Trail 250+ Restaurants Oldest U.S. Wine Growing Area Award Winning Breweries & Distilleries Award Winning Mixologists Growing number of food trucks

21 Brand Key Message / Visual Arts Accolade Top 25 Art Markets American Style 2011 Message: This is a historic city where Native American art and international folk art live happily with contemporary multimedia installations, providing vibrant and thought provoking variety. There are more than 250 galleries in Santa Fe, concentrated on the worldfamous Canyon Road, downtown, Lincoln Avenue and the Railyard / Guadalupe District. Top 10 International Cities for Art & Architecture Hotwire.com 2012 Proof Points Museums New Mexico Museum of Art Georgia OʼKeeffe Museum Museum of Contemporary Native Arts Museum of International Folk Art Museum of Indian Art & Culture SITE Santa Fe Governorʼs Gallery - Capital Art Collection Santa Fe Community Gallery at SFCCC 3 rd Largest Art Market in the U.S. Santa Fe Art Institute Santa Fe University of Art & Design Santa Fe Photography Workshops 250+ Fine Art Galleries 11 Annual Artist Studio Tours Fiber Arts Trail Santa Fe Creative Tourism Journey UNESCO Creative City Designation (2005) 72 Santa Fe Public Art Installations Canyon Road-Most art concentrated mile in the U.S. Art Events Passport to the Arts (May) Canyon Road Paint Out (October) ArtFeast (February)

22 Brand Key Message / Pristine Nature Accolade #1 Cleanest Air American Lung Association 2012 #3 for Quality of Life & Visitor Experience- Weather Travel & Leisure 2012 One of the 7 Best Running Trails in America MotherNature.net 2013 Message: Santa Fe sits 7,000 feet up in the southernmost Rocky Mountains making it the highest capital city in the U.S. Tucked into a valley of the Rio Grande, itʼs surrounded by 1.5 million acres of unspoiled national forest filled with juniper, pine and aspen. The high altitude helps define the weather in all its glorious four seasons with brilliant blue skies and some of the purest air in the world. Proof Points 1.5 Million Acre National Forest 320 days of sunshine 12,000 ft. mountain vistas Magnificent Sunsets Pueblo Ancestral Petroglyphs and Ruins Nambe Waterfalls Dale Ball Trail System (30 Miles) Randall Davey Audubon Center & Sanctuary 3 Recreation Centers 61 Parks containing 2,500+ acres 35 playgrounds 20 basketball courts 6 multi-purpose fields 22 baseball fields 16 tennis courts 5 BMX tracks 2 Skate parks 130+ acre Off-leash Dog Park Astonishing Stargazing Hosted the 2012 International Mountain Bike Association Conference Fuego Baseball (Semi-Professional) Rio Grande River Rafting-Classes I-IV Santa Fe to Buffalo Thunder 1/2 Marathon Santa Fe Century Bike Ride (27 Years) Winter Sports: Skiing, hiking, ice skating & snow shoeing Summer Sports: Hiking, biking, horseback riding, numerous competitive & fun runs Tent Rocks, Jemez, Bandelier & Pecos National Monuments Valles Caldera National Preserve Ski Santa Fe Base elevation of 10,350 ft. to 12,075 ft. summit 77 trails / 3 mile long run 660 acres of stunning terrain

23 Brand Key Message / Performing Arts Accolade #4 Culture- Classical Music Travel & Leisure 2012 Message: Santa Fe brings art to life, whether it is the Santa Fe Opera at sunset, music of the masters during the Santa Fe Chamber Music Festival, jazz, theater and dance at venues around the city, or any of the wide-ranging presentations at the historic Lensic Performing Arts Center. Most Artistic City in the U.S. -Richard Florida #1 Santa Fe Attraction Trip Advisor 2013 Proof Points Santa Fe Opera Lensic Performing Arts Center Santa Fe Chamber Music Festival Santa Fe Concert Association Aspen Santa Fe Ballet Santa Fe Bandstand Santa Fe Symphony Pro Musica Santa Fe Old Time Music & Bluegrass Festival St. Johnʼs College Music on the Hill New Mexico Jazz Festival Santa Fe Fiesta Melodrama Marimba Festival Over 30+ lounges/restaurants/bars with live music Summer Movies at the Railyard Park New Music Festival Thirsty Ear Festival Santa Fe Womenʼs Ensemble Santa Fe Independent Film Festival Santa Fe Film Festival Juan Siddi Flamenco Theater Company Santa Fe Playhouse (oldest playhouse west of the Mississippi) Theater Grottesco

24 Brand Key Message / Rejuvenation & Relaxation Accolade #4 Best Quality of Life & Visitor Experience- Peace & Quiet Travel & Leisure 2012 #1 Spa & Relaxation TripAdvisor 2011 One of Americaʼs Best Girlfriend Getaways Travel + Leisure 2013 Message: Rejuvenation is a ritual in Santa Fe. Take a deep breath and sink into a hot tub in an exotic mountainside setting under the stars. Or, relax in rustic sophistication surrounded by oldworld charm and modern amenities found in one of the numerous luxury hotel & spas. (Play Hard - Rest Easy) Proof Points Ten Thousand Waves Japanese Spa Spa at Hotel Santa Fe ShaNah Spa at Bishopʼs Lodge Nidah Spa at Eldorado Hotel The Spa at Loretto Sunrise Springs Resort & Spa La Posada Spa & Salon Absolute Nirvana Body of Santa Fe 13 Yoga Studios Downtown Day Spa Spa at Rancho Encantado at Four Seasons Estrellas Spa High Desert Healthcare & Massage Upaya Zen Center-Meditation Retreat Pranja-Yoga Retreat Jemez Springs Ojo Caliente Mineral Springs & Resort

25 Brand Key Message / Trade Center Accolade #1 for Independent Boutiques Travel & Leisure 2012 #2 for Best Flea Markets Travel & Leisure 2012 #4 for Best Antique Stores Travel & Leisure 2012 Message: In the mid 19 th century the Santa Fe Trail helped bring essential and luxury goods to the southwest. Santa Fe still remains a center for shoppers to experience a unique market of small boutique, Native American artwork and handmade items of delight. World-class markets have been born and thrived in Santa Fe City of Markets. Proof Points International Folk Art Market (10 yrs) Traditional Spanish Market (62 yrs) Contemporary Hispanic Market SWAIA Indian Market (92 years) Winter Spanish Market Winter Indian Market 100+ Independent Boutiques Palace of the Governors Native American Portal Program Authentic Native Jewelry Tesuque Pueblo Flea Market Whitehawk Antique Shows (30 yrs) Native Treasures (4) Railyard Artisans Market Recycle Santa Fe Art Festival (14 yrs) Santa Fe Farmers Market 3 rd Largest Art Market in the U.S. Juried Arts & Craft Markets #4 for Best Home Décor & Design Stores Travel & Leisure 2012

26 MARKETING STRATEGY & TACTICS

27 Marketing Strategies / Tools Advertising Social Media Direct Marketing SantaFe.org E-Blasts Travel Planner (VG) Public Relations

28 Marketing Strategies / Advertising Reach in-state travel audience Focus spending on top domestic markets Integrate power of promotions across all media with message of quality, value and vicinity Prioritize messages and media based on the ideal target, and drive markets Engage emerging technology to more closely integrate campaign & web Leverage emotional and experiential hot buttons, based on Santa Fe brand pillars Distinguish Santa Fe offbeat experience and travel with substance Generate synergy and integrate efforts with NMTD True campaign Extend marketing budget through cooperative partnerships

29 Marketing Tactics / Advertising Overview Leverage the power of promotion with integrated campaigns, based on key brand pillars, that link from outbound marketing to website planning. Optimize campaign by investing in proven performers, based on 2010/11 ROI Build strong relationships with select media partners to create comprehensive integrated marketing promotions marrying offline and online tactics, including incentives Increase advertising budget by accessing the NMTD Cooperative Marketing Grants program Deploy incentives via online advertising Prioritize top 10 markets Dominate Denver via integrated online and direct marketing, focusing on winter shoulder season Implement and evaluate performance via custom tracking tags and sweepstakes entries

30 Marketing Tactics / Advertising Budget Overview o FY 2013 Media Budget: $658,250 o FY 2013 Cooperative Grant Funds Earned: $50,000 o FY2013 Total Media Budget: $708,250 Leisure: $627,546 -Digital $288,712 - Print $294,952 - Direct Marketing: $43,882 Meetings, Convention & Group Travel: $80,704 o Social Media: $30,000 o Production: $60,000 o * Based on total advertising budget of $875,000, plus $50,000 cooperative grand funds secured

31 Marketing Tactics / Advertising Promotional Messaging Deploy promotional series based on interest and seasonal travel trends, with ongoing value packages, built upon brand pillars. Link outbound marketing promotions to website planning tools. Santa-Fe-Cation (2012) Recipe for Adventure ( ) Green Chile Contest (2013) Cool Thrills. Hot Deals ( ) Winter Wonderland ( )

32 Marketing Tactics / Cooperative Promotional Campaigns MAR NOV 2012 DEC 2012 MAR 2013 DEC 2012 DEC 2013 JUL SEP 2013 NOV 2013 FEB 2014 JAN 2014 DEC 2014 SANTA-FE-CATION COOL THRILLS. HOT DEALS. RECIPE FOR ADVENTURE GREEN CHILE CHEESEBURGER CONTEST WINTER WONDERLAND SOUNDS OF SANTA FE SWEEPSTAKES PACKAGES & SPECIALS SWEEPSTAKES CONTEST PACKAGES & SPECIALS SWEEPSTAKES WEBSITE INTEGRATION WEBSITE INTEGRATION WEBSITE INTEGRATION WEBSITE INTEGRATION WEBSITE INTEGRATION WEBSITE INTEGRATION PAID MEDIA PAID MEDIA PAID MEDIA PAID MEDIA PAID MEDIA PAID MEDIA EARNED MEDIA EARNED MEDIA EARNED MEDIA EARNED MEDIA EARNED MEDIA EARNED MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA

33 Marketing Tactics / Cooperative Promotional Campaign Promotion: Cooperative advertising promotion featuring high-profile, culture-packed sweepstakes Message: Santa-Fe-Cation Brand Pillars: Culture, Arts, Cuisine, Spas, Outdoor Time Frame: March 2012-November 2012 Description: Incentive based promotion featuring quarterly giveaways highlighting key brand pillars: Arts, Culture, Shopping, Spas, Cuisine, Outdoor Paid Advertising: print & online targeted placements w/ specific key messaging, pulsed with seasonal advertising flights Social Media: Facebook: Custom Facebook App Direct Marketing SFCVB database Website Homepage Button Custom Landing Page PR Outreach Subject matter Press Releases Campaign Press Releases * For full details, please refer to the Promotional Campaign Calendar Santa-Fe-Cation

34 Marketing Tactics / Cooperative Promotional Campaign Promotion: Cooperative advertising promotion focusing on winter shoulder season Message: Cool Thrills. Hot Deals Brand Pillars: Outdoor, Arts, Culture, Spas, Shopping, Cuisine Time Frame: December March 2013 Description: Targeted winter promotion, focusing on deal based messaging in the Colorado market Paid Advertising: Targeted marketing to the Colorado market Social Media: Facebook: Wednesdayʼs Weekly Deal Facebook Posts Direct Marketing New York Times, Rocky Mountain PBS, Denver Post SFCVB database Website Highlight promotion on specials page PR Outreach Subject matter Press Releases Campaign Press Releases Cool Thrills. Hot Deals * For full details, please refer to the Promotional Campaign Calendar

35 Marketing Tactics / Cooperative Promotional Campaign Promotion: NMTD cooperative grant partnership showcasing green Chile culture via a green Chile cheeseburger contest & cook-off Message: The Great Green Chile Burg-off Brand Pillars: Cuisine Time Frame Campaign: July Sept 2013 Cook-off: Sept 2013 Description Event specific contest focusing on the key ingredient green Chile, inviting restaurants to compete for the title of Best Green Chile Cheeseburger in Santa Fe. Advertising Targeted digital advertising pulsed in 3 message specific flights (enter contest, vote, attend cook-off contest) Direct marketing targeted at UNM & NMSU alumni Website Custom interactive contest page Social Media Facebook: Comments and announcements integrated with website landing page PR Outreach Subject matter Press Releases Campaign Press Releases * For full details, please refer to the Promotional Campaign Calendar Green Chile Cheeseburger Contest

36 Marketing Tactics / Cooperative Promotional Campaign Promotion: NMTD Cooperative grant partnership focusing on winter shoulder season Message: Winter Wonderland Brand Pillars: Culture, Arts, Cuisine, Spas, Shopping, Outdoors Time Frame: November 2013 February 2014 Description: Targeted winter promotion, focusing on deal based messaging, highlighting key brand pillars and seasonal travel. Advertising: Targeted digital advertising in key drive markets: NM, CO, TX Direct Mail: Custom paid marketing campaign in drive markets SFCVB database Website: Highlight specials page on santafe.org Social Media: Facebook: Wednesdayʼs Weekly Deal Facebook Posts and Santa Fe Weekly Winter Happenings PR Outreach Subject matter Press Releases Campaign Press Releases Winter Wonderland * For full details, please refer to the Promotional Campaign Calendar

37 Marketing Tactics / Cooperative Promotional Campaign Promotion: NMTD Cooperative grant promotion focusing on performing arts Message: Sounds of Santa Fe *working title Brand Pillars: Performing Arts Time Frame: January 2014 December 2014 Description: Year-long promotion leveraging performing arts scene as a reason to travel. Incentive based messaging and sweepstakes. Primary messaging focused on performing arts. Secondary messaging focused on highlighting additional brand pillars: History & Culture, Cuisine Visual Arts, Rejuvenation & Relaxation, Nature, Trading Center Advertising: Targeted print & digital advertising in key markets: CA, AZ, NM, CO, TX Direct Mail: Custom paid marketing SFCVB database Website: Custom integrated landing page Interactive tools TBD Social Media: Facebook: Wednesdayʼs Weekly Deal Facebook Posts and Santa Fe Weekly Winter Happenings PR Outreach Subject matter Press Releases Campaign Press Releases Sounds of Santa Fe * For full details will be presented in the 2014 Marketing Plan

38 Marketing Tactics / Advertising Coops NMTD Advertising Partner Coops: Madden Media Print and Digital Spring 2013 New Mexico Magazine Print, Spring and Fall National Geographic Print, Spring 2013 Spirit Magazine Print, Spring 2013 Texas Monthly Print, Spring 2013 A D V E R T I S E M E N T Feeling New in Old SANTA FE Santa Fe may be the second oldest city in the U.S., but with its fresh setting, contemporary art scene, and distinctive gastronomic delights it s the perfect place to escape for a reboot on life. Sitting at the base of the Southern Rocky Mountains, Santa Fe is a huge outdoor playground of endless hiking, mountain biking, white water rafting, rock climbing, camping, and fishing, just waiting for any visitor or adventurous traveler that s ready to experience it s pristine air and limitless activities. Within the city, a flourishing art market can be found. Original stores and galleries create a perfect combination for intriguing shopping. Additionally, Santa Fe is a hotbed for performing arts especially in the summer when The Santa Fe Opera, free Santa Fe Bandstand performances, and many different festivals add to the city s calendar of music, theater, and dance. Another Santa Fe delight that is served up in abundance is the chile. It s the most important ingredient here and it s served with almost everything imaginable. With more than 215 restaurants, and the freshest of seasonal ingredients available throughout the year, fabulous food options can be found everywhere in the city. Go to santafe.org to plan your visit. Photo: SWAIA Santa Fe Indian Market (top left); the St. Francis of Assisi Cathedral (top right). Winter Coop: Texas Monthly Full Page Ad December partners: SFCVB, Ski Santa Fe, Barker Realty, Fairmont Heritage Place, Barbara Meikle Fine Art, Back at the Ranch 8 page spread with two page advertorial and sweepstakes

39 Marketing Tactics / Meetings & Conventions Promotional Offer: Experience Santa Fe, On Us Target: Association groups booking 300 room nights or more Time Frame: July 2012-February 2013 Advertising: Smart Meetings Print & Digital (July 2012, February2013) Santa Fe Convention Center database 2013 Promotional Offer: Group Offer Book for Good Target: Association groups booking 200 room nights or more Time Frame: May -December 2013 Advertising: Smart Meetings Print, Digital and (Dates TBD) Santa Fe Convention Center database

40 Marketing Tactics / Paid Media Paid Media Objective: Grow awareness of Santa Fe as a leading travel destination through branded messaging and targeted advertising placements. Maximize synergy with offline, online, and direct marketing partnerships. Media Guidelines Pulsed strategy maximizing high seasons Selection based on performance & custom research Selection based on highest impact for lowest cost (based on CPM) Synergy of online and offline partner integration Tier I markets prioritized when possible to increase frequency Maximize ROI 5% share of voice with digital properties Focus on media with low travel clutter Target geographically and demographically when available Balanced blend of travel Markets & lifestyle specific media partners Tier I Markets: Denver Dallas Albuquerque San Antonio Colorado Springs Los Angeles Tier II Markets: Houston Austin Tucson Phoenix

41 Marketing Tactics / Paid Media Projected 2013 Impact Digital Impressions: 20,071,242 Contacts: 2,000,000 Circulation: 3,160,934 Readership: 7,902,335

42 Marketing Tactics / Media Calendar

43 Marketing Tactics / Paid Media - Print Santa Fe Target Geo-Graphic States Texas California Colorado New Mexico Arizona Regional West of Mississippi National Monitor for opportunities Target Insertion Months August November February - May

44 Marketing Tactics / Creative: Print

45 Marketing Tactics / Creative: Print

46 Marketing Tactics / Paid Media - Online Online Target DMAʼs Tier I Denver Dallas Albuquerque San Antonio Colorado Springs Los Angeles Tier II Markets: Houston Austin Tucson Phoenix Target Flight Dates: Flight 1: August - October 2012 Flight 2: March 2013-May2013 Flight 3: August October 2013

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