Santa Fe Artists in ResidenceNovember 1, 2018 – February 28, 2019

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SANTA FE ARTISTS IN RESIDENCE – INTRODUCTIONKEY OBJECTIVES

� Primary: Promote Santa Fe as a top destination for art enthusiasts

� Secondary: Generate awareness of the Artists in Residence program to

increase occupancy at participating hotels throughout the length of the

promotion and beyond

� Tertiary: In an effort to drive traffic to the Promotional Landing Page

where travelers can learn more about participating artists and

locations, we promoted a sweepstakes where entrants can win a

unique Santa Fe Art Experience.

MARKETING STRATEGY & TACTICS

Promote Santa Fe Artists in Residence through an integrated marketing

and PR approach with all traffic directed to the landing page.

� Paid Advertising: Endemic print and digital publications such as,

ArtNews, Artists Network and Southwest Art and programmatic display

through Varick

� Website: Dedicated landing page featuring participating hotels,

galleries and artists

� Public Relations: Nationally distributed press release and ongoing

pitches

� Social Media & Blog: Social media posts and dedicated blog

� Sweepstakes: An incentive call to action to enter to win a Santa Fe Art

Experience –increasing number of click-throughs and creating the

ability to collect email addresses for future TSF communications

PROMOTION TIMEFRAME

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� September 7, 2018: Online submission form on santafe.org open to Industry Partners

� September 21, 2018: Website landing page live

� September 24, 2018 – February 7, 2019: Paid advertising campaign in market

� November 1, 2018 – February 28, 2019: Social media and public relations campaigns

� February 28, 2019: Promotion ends

FEATURED PROPERTIES & ARTISTSEight Hotels & Three Galleries featured 49 Artists*

Galleries:

� 7 Arts Gallery (6)

� Barbara Meikle Fine Art (1)

� Edition ONE Gallery (4)

Hotels:

� Drury Plaza (3)

� Four Seasons Rancho Encantado (5)

� Hilton Santa Fe Buffalo Thunder (7)

� Hotel Santa Fe (3)

� Inn of the Governors (1)

� Inn on the Alameda (3)

� La Fonda on the Plaza (15)

� La Posada de Santa Fe (1)

*The 2017/18 promotion featured 14 Hotels and 70 Artists.

Gallery participation was introduced for the first time during

the 2018/19 promotion.

PAID ADVERTISING ���� EXECUTIVE SUMMARY� The Artists in Residence campaign included the following:

� FP4C in Winter 2018/2019 issue of ArtNews

� FP4C in December 2018 “Artistic Excellence” issue of Southwest Art Magazine

> Including digital display banners and dedicated eBlast

� Sponsored content article & social media outreach program through the Artists Network

� Programmatic digital display through Varick targeted to art enthusiasts in priority and drive markets

� Campaign flight ran in market from 9/24/18 through 2/7/19

� Original plan for programmatic display included a hiatus period from 11/21/18-1/7/19, but Varick ran additional

impressions during this period at no additional charge to Tourism Santa Fe

� Total campaign budget: $36,524, including net media and fees

� Geographic Target Markets

� Priority: Denver, Dallas, Phoenix, Austin

� Drive: Colorado Springs, Amarillo, Lubbock, El Paso, Las Cruces

� Opportunity: Albuquerque metro (while not a primary market for the core campaign, event-driven messaging

is relevant for a local market like Albuquerque)

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PAID ADVERTISING ���� CAMPAIGN PERFORMANCE

& INSIGHTS

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� A modest amount of display banners, about 10,834 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 over 1k visitors who had been

exposed to the banners

� In general, the “Be A Part of the Art” ad was the best performing creative, generating a 0.10% CVR vs “The Art Scene Seen Differently” with a

0.08% CVR

� A 16.7% increase in CVR from the display campaign may be the result of the banner CTA — in the 2017/18 creative, there was a

“softer” CTA in “Learn More” while the 2018/19 campaign included a stronger “Enter to Win” CTA in the banner

� This year’s ads also included a ‘human’ element to the imagery (i.e. photo of hands with physical art) while last year’s campaign was

more graphic-based (i.e. non-photo)

� According to Adara Impact Analytics, the Artists in Residence campaign resulted in 8,732 flight searches with 433 flight bookings, and 21,367

hotel searches with 143 hotel bookings — an estimated minimum $34,020 in hotel revenue attributed to all media and marketing efforts

� According to Adara, Varick was responsible for 88% of flight and hotel bookings as a result of the Artists in Residence campaign

� On average, users booked a trip 26 days in advance with an average of 5.6 days between search and booking

� The 2018/19 Artists in Residence campaign generated 814 total entries to the Artists Experience Giveaway, which is 18.3% higher than the

2017/18 campaign (688 entries); considering there was a 10% increase in spend, this is was a successful and efficient campaign compared to

last year and success can be attributed to the following factors:

� Introduction of additional media tactics, including endemic print and digital content opportunities that allowed for higher

engagement among a niche audience who are higher-indexing for art enthusiasts

� Earlier launch of the campaign that began in September vs November

� Visually appealing ads that included photos of ‘human elements’ with strong call to actions

PAID ADVERTISING ���� PRINT SUMMARY

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PAID ADVERTISING ���� DIGITAL SUMMARY

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PAID ADVERTISING ���� CREATIVE EXAMPLES

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PAID ADVERTISING ���� ADARA IMPACT ANALYTICS

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SWEEPSTAKES

“WIN A SANTA FE ART EXPERIENCE”

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PROMOTION STRATEGY� Incentivize call to action

� Create a value added “Santa Fe Art Experience” package

� Drive greater numbers of click-thru’s to landing page

SWEEPSTAKES PACKAGE INCLUDES:� La Fonda: 2 night stay for two

� Julia: Dinner for two

� Del Charro: Dinner for two

� Iconik: Breakfast and coffee

� Sandia Shuttle: Round trip shuttle vouchers

� Santa Fe Art Tours: Private Curated Canyon Road tour

� Routes Bicycle Tours of Santa Fe: Santa Fe Art & History Bike Tour tickets

� Great Southwest Adventures: Tour for two to Bandelier National Monument

� Meow Wolf: Two passes to House of Eternal Return

� Ski Santa Fe: $25 off an all-day lift ticket

� New Mexico Culture Pass: Admission to each state museum and historic site

� Wheelwright Museum of the American Indian: Two guest passes

� El Rancho de las Golondrinas: Two passes for the 2019 season

� Santa Fe Community Yoga: Two yoga classes

814 ENTRIES WITH 1,122 TOTAL CLICKS TO PAGE = 73% CONVERSION

(THE 2017/18 PROMOTION GARNERED 688 ENTRIES WITH 2,488 TOTAL CLICKS TO PAGE = 28% CONVERSION)

WEBSITE PROMOTIONAL LANDING PAGE

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Top 10 Geo-Locations Driving Traffic (September 21, 2018– February 28, 2019*)noted with % of page traffic

� Total Page Views: 12,105 (↑ 3.9% Y/Y)

� Referrals to santafe.org: 2,288 (18.4% of page visitors) (↑58% Y/Y)

� Average Time on Site: 4:07 (↑25% Y/Y)

1) Dallas (6.12%)

2) Denver (4.81%)

3) Albuquerque (4.43%)

4) Santa Fe (4.34%)

5) Phoenix (2.69%)

6) Austin (2.33%)

7) New York (1.8%)

8) Los Angeles (1.58%)

9) Colorado Springs (1.57%)

10) Coffeyville, KS (1.55%)

*Note: The Promotional Landing Page for the 2017/18 AIR promotion was launched 10/31/17. The

Promotional Landing Page for the 2018/19 AIR promotion was launched approximately one month earlier

than the previous campaign on 9/21/18. All Paid Advertising for both years launched on 11/1 and ran

through 2/28.

PUBLIC RELATIONS

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� PRESS RELEASE

� November 1, 2018: “Santa Fe Artists in Residence Program Returns To Hotels, Adds Galleries For Second Year ”

� PITCHES

� 48 individual pitches, desk side pitches and HARO’s (↑ 4% Y/Y)

SOCIAL MEDIA & BLOG (UN-PAID)� SOCIAL MEDIA POSTS:

� 11 Facebook Posts � Total Reach 21,206

� 5 Twitter Posts � Total Reach 9,950

� BLOG POST:� Published on 10/22/18 (updated 12/19/18):

“Santa Fe Artists in Residence” 1,928 Page Views between 10/22/18-2/28/19

Thanks for your participation!