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Visit San Antonio: Marketing, February 2019

Spring Outreach 

Spring marketing efforts are in full force and enhanced by a redirected, incremental budget, allowing for greater reach in Texas and priority out-of-state markets and heavy-up media driving spring break travel. Targeting is reaching four personas, with a focus on the Urban Traveling Family (40 percent) and the History, Arts & Cultural traveler (40 percent), while also touching The Food Obsessed (10 percent) and the High Energy Educated Urbanites (10 percent). Media mix has an emphasis on digital but also includes print, streaming radio and the beginning of a TV flight. Strong digital efforts will create awareness and engagement through SEM, paid social media, programmatic display, device ID tracking, online travel sites (TripAdvisor, Expedia), native content and email. Marketing, working with print partners, negotiated additional elements to increase subscriber reach. A two-page advertorial spread highlighting San Antonio will appear in the March issue of Texas Monthly and a San Antonio-focused email was sent to AFAR subscribers.  Print ads will appear in Texas Monthly and Garden & Gun, and a new ad directed at The Food Obsessed persona will appear in the March issues of Local Palate. Ads in the following publications are focused on new and repeat visitors in key Texas and regional markets: Playbill, Houstonia, D Magazine, Fort Worth Magazine and AARP. Spring radio and TV partners include Pandora, Cable/NCC, Hulu and a program with Good Taste with Tanji.

Spring Co-op

A Spring co-op program launched in mid-February with partners Six Flags Fiesta Texas, The DoSeum and Marriott Hotels. These co-op partners are highlighted along with the destination through digital marketing, paid and organic social media, custom e-mail and website features.

Spotlight on Austin

Marketing, Communications and Tourism are collaborating on a consumer event in Austin on Feb. 23-24. Market data insights show significant interest from this market as well as overnight stays. The event will happen in Barton Creek Square, an indoor mall easily accessible from zip code areas with the target audience. Digital marketing launched Feb. 4 to create awareness and traffic to the event. Other efforts will include paid social media, streaming radio and custom email targeted across personas. All digital marketing links to a special Austin event page on VisitSanAntonio.com/Austin. In-mall signage and a radio remote with KBPA-FM (on location Feb. 23) will create buzz and traffic to the activation where consumers will experience San Antonio video, entertainment and activities.

New Air Service from JFK

A custom marketing plan is creating awareness of the new, American Airlines non-stop flight from New York’s JFK Airport in order to drive travel to San Antonio. Targeted travelers within and surrounding New York City are seeing a co-branded message from San Antonio and American Airlines. The media plan of digital display, device ID, paid Facebook and Instagram will provide nearly 5.7 million impressions through April 2019.

Time to Rodeo

Marketing partnered with the San Antonio Stock Show & Rodeo to create excitement and visitation to this year’s event from Feb. 7-24. Custom e-mails were sent to consumers in Corpus Christi, Lubbock, Austin and the Rio Grande Valley. Digital advertising also displayed in these markets and supported a PR blitz.

International Outreach

New digital creative will help to broaden international awareness of San Antonio as a cultural destination.  These ads will appear in target countries Canada, the UK, Germany and Australia. In addition, digital marketing is reaching target audiences across platforms in Mexico (with a heavy-up for Semana Santa) and Canada. Spring (January-April) media partners in Mexico include Agency Trading Desk (i.e., programmatic, Device ID, paid social, SEM); El Norte.com; Travel+Leisure.com; Quien.com; Life&Style.com; Marcobeteta.com; SpotX; TripAdvisor; Facebook, and Google Search. Partners in Canada include Agency Trading Desk (i.e., programmatic, Device ID, paid social, SEM); The Weather Network; TripAdvisor, and SpotX.

Social Highlights

In February, the social media team was on location doing live social for the Western Heritage Parade, the San Antonio Stock Show & Rodeo, an adventure with Nightly Spirits Ghost Tour and Six Flags Fiesta Texas Mardi Gras Festival & Parade. They also worked with local influencers Nan & Deya Palmero for a Date Night feature.

Outreach to Meeting Professionals

Visit San Antonio will reach meeting planners in January-March through media partners Agency Trading Desk (programmatic, Device ID, SEM, paid social), LinkedIn, Facebook, Instagram, SpotX, CVENT, e-target, Meetings Today, The Meeting Professional, Association Leadership, Association Now and PCMA Convene. In addition, the March issue of Meetings & Conventions will showcase San Antonio on the front and inside front covers.

New Meetings Site Kick-Off

The internal Marketing, Sales, Destination Experience and Agency teams kicked off the development of a new meetings website with discussion of priorities and key insights to consider. The website will promote the destination and the meeting experience as well as provide an easily navigated resource.

Transforming Leaders Held in Austin

On Feb. 28, Visit San Antonio will again host its educational training series, Transforming Leaders, in Austin. TSAE is partnering with Visit San Antonio to market the half-day event to customers and prospective customers. Attendees will enjoy a professional development session followed by a networking lunch. The session will feature Seth Mattison, Founder and Chief Movement Officer of FutureSight Labs, who will present the concepts in his book, The War at Work: A Tale of Navigating the Unwritten Rules of the Hierarchy in a Half Changed World. The program has been submitted to the CIC for 2.5 hours of continuing education (CE) credit for the CMP credential and qualifies for 2.25 CAE hours.

Visitor’s Guide Advertising Available

The next version of the Official San Antonio Visitor’s Guide is under development. These guides are distributed to 375,000 consumers each year. If you would like to place your ad in the guide, please contact David Dunham at Texas Monthly Custom Publishing, at ddunham@texasmonthly.com.

Don’t Miss Out on Co-op Program

Co-op initiatives will boost your marketing efforts and budget. There are a variety of 2019 Co-op opportunities available to gold-level members, from custom options to seasonal campaigns. A brochure of opportunities can be found on Partners.VisitSanAntonio.com.  For information, contact Katie Krampitz, Leisure Marketing Manager, at KatieKrampitz@visitsanantonio.com or Sandy Smith, Director of Marketing, at SandySmith@visitsanantonio.com.

Events Drive Visits

Consumers want to know what’s happening, and the Events section of the website is heavily trafficked. With the new website, this section is more engaging than ever. Don’t forget to add your events to VisitSanAntonio.com here. Also, the Submit An Event link now appears at the bottom of every page of the new VisitSanAntonio.com to make it easier for you. You do not have to be a Visit San Antonio member to add events.

Maps & Guides

Your customers might appreciate a copy of our convenient Tearaway Map showing the downtown and metro areas or our handy Dining & Nightlife Guides. If you would like a supply, please contact Visit San Antonio’s front desk at 210-244-2000.