Visit San Antonio News: Marketing, July 2017

The “Unforgettable News” summer marketing campaign is live from May through August and is reaching consumers through multiple digital, print, social and broadcast channels to make sure San Antonio is top of mind, especially in the Texas markets. For an additional summer travel push, Marketing added incremental partners to leverage the Unforgettable News videos, especially since videos are so influential during the travel decision-making process. Each new partner helps reach the target audience through video in different ways. Partner SpotX supplements the summer’s cable TV buy across desktop, mobile and connected TV on Roku, Apple TV, Android TV, gaming consoles and smart TVs. Teads displays the videos within editorial content. Partner Vibrant delivers videos when someone rolls over or clicks on key words in articles, and Pixability provides targeting and optimum placement on YouTube. In addition, Marketing increased current buys with Facebook and Instagram to enhance video reach through social media. This incremental marketing is targeted to Austin, Houston, Dallas/Fort Worth, Waco, the Rio Grande Valley (RGV), Amarillo, Corpus Christi, Tyler-Longview and Odessa-Midland and will generate an additional 5.7+ million impressions and video views and 25,000 clicks. Two additional custom, targeted emails to Texas families were added to the plan, with one deployed on June 30 and the other July 24.

Other summer digital partners include TripAdvisor, Expedia, Parsec, Sphere and Snapchat. A TV campaign generated nearly 3.9 million impressions through June in Dallas/Fort Worth, Houston, Corpus Christi and the RGV and continued in July. The innovative Expedia San Antonio ad unit featuring 360 degree video is live through September and had strong engagement rates of 2.13% in the US and 1.78% in Mexico through July 7, better than the industry travel interaction rate of .20%.

Two sweepstakes are stimulating summer interest. The first one ended July 3 with 5,515 entries, over 23,000 views of the sweepstakes landing page (higher than last summer’s sweeps) and over 2,800 opt-ins. The second sweepstakes, “VIP Experience,” began July 25.

New “Breaking News” stories appear each week on covering the many fun things to do this summer in San Antonio. In addition, the following hospitality partners created 11 unique San Antonio experiences that are promoted through the Unforgettable News campaign: The Witte Museum, McNay Art Museum, Natural Bridge Caverns, Courtyard San Antonio Riverwalk by Marriott, Briscoe Western Art Museum, Extreme Escape, Battle for Texas: The Experience, Marriott Rivercenter, Marriott Riverwalk, the San Antonio Zoo, City Sightseeing and the Crockett Hotel. Watch for all the partner experiences on the summer landing page and in Visit San Antonio’s social media posts.

Dallas and Houston Consumer Events

SeaWorld San Antonio and Visit San Antonio implemented consumer activation programs to create awareness and demand for San Antonio and SeaWorld and to drive traffic to consumer events at Stonebriar Centre in Dallas and The Woodlands Mall in Houston. Marketing media outreach generated 7.1 million impressions in Dallas and 5 million impressions in Houston and included geo-fenced digital advertising, cinema advertising, promoted social media, targeted email and radio promotions. Efforts in both cities resulted in significantly high social reach—254,641 in Dallas and 223,780 in Houston, nearly 4x and 5x over our goals, respectively.

Meeting Leads

As part of a strategy to stimulate short-term meetings, a second round of emails with the message “It’s not too late to plan your 2017 meeting” deployed June 9 to meeting planners in general, including those involved with health services, educational services and technology/cybersecurity. Educational services was the best-performing vertical market with a 19.68% open rate and a 1.97% click-through rate, higher than the benchmark. From the email, there were over 19,000 views of a targeted web page and 388 clicks on the Submit an RFP button. In addition, a July-September digital campaign promoting a “Fly in on Us” offer will drive leads and encourage future bookings.