SAN FRANCISCO TRAVEL ASSOCIATION 2015 LEISURE VISITOR MARKETING OPPORTUNITIES
LEISURE AUDIENCE WHAT TOURISM MEANS TO SAN FRANCISCO SAN FRANCISCO TRAVEL ASSOCIATION MISSION STATEMENT To enhance the local economy by marketing San Francisco and the Bay Area as the premier destination for conventions, meetings, events and leisure travel. Acting as a specialized economic development agency, San Francisco Travel works to promote the destination worldwide while ensuring that tourism, the top generator of outside revenue into the city s economy, is kept in the forefront as citywide decisions and policies are made. VISITOR PROFILE 18 MILLION VISITORS ANNUALLY $10.7 BILLION IN SPENDING AN ALL-TIME HIGH AVG DAILY EXPENDITURE PER VISITOR $194 AVG LENGTH OF STAY 3 NIGHTS TAX REVENUE GENERATED BY JOBS $665 MILLION (+9.5%) OCCUPANCY 85% IN 2014 (+1.07%) ADR $231.34 FOR 2014 (+10.7%) ECONOMIC IMPACT JOBS 87,000 (+13%) TOTAL PAYROLL $2.7 BILLION HOTEL GUEST PROFILE AVG ANNUAL HOUSEHOLD INCOME $126,429 AVG SPENDING (PER PERSON, PER DAY) $284.91 FIRST-TIME VISITORS 36.2% TRAVELING WITH CHILDREN 30% AVG AGE 45.2 years AVG NIGHTS IN HOTELS 3.9 nights PEOPLE PER ROOM 2.0 ARRIVED BY AIR 80.6% Source: Destination Analysts, Inc., San Francisco Visitor Industry Impact Study, 2014
MARKETING THE CITY NEVER THE SAME. ALWAYS SAN FRANCISCO. MEDIA STRATEGY To keep San Francisco s message in front of the leisure travelers, San Francisco Travel has developed a campaign titled Never the same. Always San Francisco. The messaging connects the spirit and iconic appeal of a visit to San Francisco, with the promise of a constantly changing experience that comes from the new shows, events, attractions, shopping and dining adventures in this ever-evolving destination. LEISURE MARKETING HIGHLIGHTS DEMOGRAPHICS 31-44 YEARS SKEWS FEMALE $100K+HHI SOPHISTICATED, SINGLES AND COUPLES MEDIA MIX DISPLAY BANNERS CONTENT AMPLIFICATION FACEBOOK ADVERTISING VIDEO PRE-ROLL 59% OF HOTEL GUESTS HAVE AN ANNUAL HHI OF OVER $180K TARGET MARKETS London New York RESULTS 573.4 MM IMPRESSIONS Sacramento/ Stockton/ Modesto Los Angeles San Diego Chicago
LEISURE AUDIENCE MARKETING THE CITY 160,000+ TWITTER FOLLOWERS MAKING SF TRAVEL THE NO. 1 U.S. DMO 84,800+ INSTAGRAM FOLLOWERS ALSO NO. 1 IN THE U.S. 547,000 FACEBOOK FANS TOTAL CAMPAIGN IMPRESSIONS 684.9MM TO INCREASE AWARENESS PAID: 94.3MM EARNED: 573.4 OWNED: 17.2MM HIGHLY QUALIFIED LEISURE AUDIENCE 4+ MILLION UNIQUE WEBSITE VISITORS ANNUALLY 89,000+ ENEWSLETTER SUBSCRIBERS 300,000+ VISITORS TO THE VIC ANNUALLY 225,000+ VISITORS PLANNING GUIDE
SANFRANCISCO.TRAVEL BANNER ADVERTISING 4+ MILLION VISITS! As the call-to-action for San Francisco Travel s multi-million advertising and PR efforts, sanfrancisco.travel reached more than 4 million unique visitors. Banner ads allow you to target your message by site content or geography, and our impressions-over-time model along with our monthly reporting allow you to control your exposure and return. MARKETING OPPORTUNITIES SPONSORED CONTENT Integrates into the site content and showcases your business with an eye-catching photo and body copy. DISPLAY BANNERS These standard units allow you to showcase your business in a visually robust way. 300 X 250 300 X 100 GOT PRINT? GET REWARDS. Advertisers with an integrated presence in the Visitors Planning Guide and on sanfrancisco.travel qualify for the Customer Rewards Program and FREE ADVERTISING! receive an additional run-of-site web campaign from available inventory. Your free campaign will run until your end date and may reach up to your paid amount of impressions. SPONSORED CONTENT RATES Our 3 ad units are sold in a package and will deliver on your chosen ad channels according to availability. Our ad server automatically optimizes your campaign to weight impressions to the highest performing ad unit. Buy More and Save! Earn a $2 CPM (cost-per-thousand) discount at the tiers below (impression amounts are available in between tiers). 300 X 250 DISPLAY UNIT IMPRESSION QUANTITY DISCOUNT TIERS Potential Impressions CPM Rate REWARDS Impressions* 25,000 $25 $625 25,000 75,000 $23 $1,725 75,000 150,000 $21 $3,150 150,000 300,000 $19 $5,700 300,000 *Not guaranteed. 300 X 100 DISPLAY UNIT
LEISURE AUDIENCE VISITORS PLANNING GUIDE OFFICIAL VISITORS PLANNING GUIDE 2015 TOTAL REACH* 285,000 The only fulfillment piece for San Francisco Travel s leisure marketing campaign! AN INSIDERS GUIDE TO NEIGHBORHOODS p. 36 sanfrancisco.travel MUST-TASTE DINING EXPERIENCES p. 22 MUST-SEE EVENTS AND FESTIVALS p. 12 225,000 COPIES CIRCULATED ANNUALLY 7,000+ DIRECT MAILED VIA REQUESTS FROM SANFRANCISCO.TRAVEL 178,000 DISTRIBUTED AT HIGH-TRAFFIC LOCATIONS AROUND THE CITY AND SFO 40,000 TO CALIFORNIA WELCOME CENTER AT PIER 39 AND THE VISITOR INFORMATION CENTER *Includes both print and online views USAGE RESEARCH 43.8% of American Travelers use print INFLUENCE 84% of undecided travelers said the guide helped them make a decision to travel to San Francisco. CONVERSION 67.8% of respondents took a trip to San Francisco after receiving the guide. USEFULNESS 93.3% of guide users surveyed reported being Satisfied or Very Satisfied with the guide. Source(s): Destination Analysts, Inc., User & Conversion Study of the print guide on behalf of SF Travel, March 2014. Destination Analysts, Inc., State of the American Traveler, January 2015.
SOMA / YERBA BUENA VISITORS PLANNING GUIDE INTEGRATED REACH: VIRTUAL GUIDE Meet visitors where they are and inspire visitation and conversion with extended placement in the online virtual guide. All partners receive a free link to their site. TOTAL VISITS 60,000 TIME SPENT ON SITE 3:50 Neighborhoods NATIVE ADVERTISING Target a specific audience with native advertising opportunities. Designed to blend in with the guide s editorial content, native placements give you an opportunity to reach highly engaged readers with information related to their interests. Native content will be created by an editorial team at Miles to ensure consistency of style and voice. 2015 NATIVE AD RATES NATIVE AD RATE Editor s Pick $1,150 Dining Co-op $1,150 2015 DISPLAY AD RATES SIZE RATE 2-Page Spread $9,650 Full page $5,350 Yerba Buena Gardens SOMA/ YERBA BUENA SOMA (SOUTH OF MARKET) EMERGED IN THE 1970S, WHEN LIGHT INDUSTRY BEGAN MOVING OUT AND ARTISTS WITH THEIR STUDIOS AND GALLERIES MOVED IN. Non-artists live here, too, to be sure, especially in the new residences of south beach and long-established Potrero hill, on the eastern edge of the two-square-mile district. soma is stacked with major institutions on and close to Market and Mission streets. Here you will find the Four Seasons, W, St. Regis, InterContinental, Marriott and still more hotels. Here, too, is Moscone Center, the city s major convention venue. Clustered near Moscone are cutting-edge museums like the Museum of the African Diaspora, Cartoon Art Museum, Contemporary Jewish Museum and California Historical Society Museum. The expanding San Francisco Museum of Modern Art is closed for reconstruction, but Yerba Buena Center for the Arts and eye-pleasing Yerba buena gardens are HERE S AN open for business. IDEA* shopping abounds, from name-brand department Bluxome Winery stores such as Bloomingdale s and Nordstrom in the For a uniquely San Francisco Westfield San Francisco Centre to off-beat spots like experience visit the tasting room at downtown s first 111 Minna, a stylish art gallery and event venue. You working winery since can drink Napa Valley wine at Press Club, taste and Prohibition, where you ll find see wine being made at Bluxome Street Winery, and palate-pleasing wines and graze globalized cuisine in the food court at the san fetes featuring the city s best Francisco Centre. chefs. bluxomewinery.com First-rate food is available at LuLu on Folsom Street, French-accented Le Charm on Fifth Street and Michelin-starred Luce in the InterContinental on Howard Street. Farther south in the new creative nexus dogpatch, you can sip and sup at local cafes and visit the smart new Museum of Craft and design. Museum of Craft and Design TIPS WHERE TO EAT BEARD PAPA S SWEETS CAFE muginohointl.com BLUXOME STREET WINERY bluxomewinery.com LE CHARM FRENCH BISTRO lecharm.com LUCE lucewinerestaurant.com PARAGON RESTAURANT AND BAR paragonrestaurant.com/home. sanfrancisco RESTAURANT LULU restaurantlulu.com TRIPLE VOODOO BREWING triplevoodoo.com WHERE TO STAY FOUR SEASONS HOTEL SAN FRANCISCO fourseasons.com/sanfrancisco HOTEL PALOMAR hotelpalomar-sf.com INTERCONTINENTAL SAN FRANCISCO intercontinentalsanfrancisco. com SAN FRANCISCO MARRIOTT MARQUIS sfmarriottmarquis.com ST. REGIS SAN FRANCISCO stregissanfrancisco.com W wsanfrancisco.com FROM TOP: San Francisco Travel Association/Scott Chernis; Photography by Matthew Millman. Courtesy of Museum of Craft and Design Shopping Co-op $1,150 1/2 page $3,370 60. sanfrancisco.travel Recommended Activity $1,150 ADVERTISER DISCOUNT Discounts apply to advertisers whose spending reaches these benchmarks: 1/4 page $1,790 Premium Positions TOTAL AD SPEND DISCOUNT AD SPEND $5,000-$9,999 5% $10,000-$14,999 10% $15,000+ 15% On Request DISCOUNT IMPORTANT DATES Ad Sales Close: October 16, 2015 Publication Date: December 2015
LEISURE AUDIENCE BIWEEKLY LEISURE EMAIL 51,000+ SUBSCRIBERS UNIQUE OPENS* 29.2% CTR* 6.8% Won Best Travel Online Newsletter Campaign in the Internet Advertising Competition by the Web Marketing Association in 2013. GEOGRAPHIC DISTRIBUTION Not just casual lookers, these are highly motivated travelers who have specifically requested information about San Francisco and are ready to click-and-go. Advertisers can speak directly to these soon-to-be San Francisco visitors in a format that delivers great results. HIGHLY ENGAGING FORMATTED UNIT Two highly visual, formatted placements are available per email; ensuring a strong share of voice for participating partner. ROBUST PACKAGE INCLUDES: 300 x 200-pixel email ad (includes one image, headline and copy) Hosted slideshow with 8-10 photos, captions and links or embedded video 2015 AD RATE EMAIL RATE Leisure $750 *Based on April June 2015 email performance. Layout subject to change.
SPECIALTY LGBT & DINE EMAILS Reach high-priority, specialty audiences with targeted emails from San Francisco Travel with the LGBT and DINE emails that are sent seven times per year to subscribers who ve opted in for special-interest topics. DINE Qualified audience of more than 64,000 subscribers and above-average open and click rates: 12 EMAILS PER YEAR: January May February June March July April August LGBT Qualified audience of more than 12,000 subscribers and above-average open and click rates: 12 EMAILS PER YEAR: January May February June March July April August September October November December UNIQUE OPENS* 27.9% CTR* 5.5% UNIQUE OPENS* 25.6% CTR* 3.1% September October November December 2015 AD RATES EMAIL RATE LGBT (for 2 months) $700 DINE (for 2 months) $700 ROBUST PACKAGE INCLUDES: 300 x 200-pixel email ad (includes one image, headline and copy) Hosted slideshow with 8-10 photos, captions and links or embedded video *Based on April June 2015 email performance. Layout subject to change.
LEISURE AUDIENCE OFFICIAL VISITORS MAP 450,000 COPIES 9 LANGUAGES 450,000 San Francisco Official Visitors Maps will be printed for 2015, making the official map of the San Francisco Travel Association the premier way to reach visitors in-market as they make crucial decisions on where to spend their travel dollars. DOMESTIC AND INTERNATIONAL REACH 400,000 folded maps printed in English are available at high-profile locations including: Visitor Information Center/Moscone Center Information Kiosks SFO California Welcome Centers Port of San Francisco Cruise Terminal Major car rental locations International tour operators More than 200 lodging locations 50,000 maps translated and printed in international languages to be used at key international trade shows and sales missions. Languages include: Chinese (Mandarin and French Simplified Chinese) German Korean Italian Japanese Portuguese Spanish Languages produced in 2015 TBD. 2015 AD RATES ALL-INCLUSIVE* RATE Full Page $15,995 1/2 Page $11,825 1/4 Page $5,910 ENGLISH VERSION RATE Full Page $12,850 1/2 Page $9,685
VISITOR INFORMATION CENTER 300,000+ VISITORS TO THE VIC ANNUALLY Get the attention of more than 300,000 in-market visitors who are welcomed at the Visitor Information Center in 2015, actively looking for things to do during their trip. VIDEO SHOWCASE Speak directly to all of the Visitor Information Center s (ViC) visitors with a spot on one of the flat-screen TVs. Select between a 10-second still slide or a 15-second video to make contact with visitors and residents who visit the ViC. RATE $500/month or $900 for two spots OUR PICK Put your business in a prime spot at the official Visitor Information Center. You ll benefit from one full month of great positioning for your brochure, added visual appeal with an Our Pick tag, a bright orange banner and a personalized, hand-written recommendation from our editors. RATE $300 per month, limited to 9 participants per month
ADVERTISING CONTACT Linda Chase: Linda.Chase@MilesPartnership.com 415-987-7648 Miles is the Official Publisher of the San Francisco Travel Association Rates reflected are for San Francisco Travel Association partners (15% surcharge will apply for non-partners)