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Visit San Antonio: Marketing, September 2017

With the ending of the summer vacation time frame, fall marketing is focusing on festivals, heritage, Halloween thrills and culture. The Unforgettable News summer campaign wrapped up with online engagement of 4,941,027 from May-August (+46% YOY). This campaign utilized a TV news approach with videos and stories spotlighting unique experiences and reasons to vacation in San Antonio. Twelve partners submitted experiences for this campaign. While there were 166,454 visits to the Summer website landing page, the campaign found an even larger audience on social, garnering 1,697,059 social engagements (likes of any Unforgettable News posts, shares, comments, video/photo views) from 23,973,353 social impressions. The breaking news story "San Antonio named best place in the country to see the Alamo" generated the most interest on Twitter and Facebook. A unique virtual reality concierge ad unit created in partnership with Expedia had over 277,024 engagements and device motions in the U.S. and over 84,506 engagements and device motions in Mexico through August 15. This 360-degree video highlighted multiple San Antonio assets, including SeaWorld San Antonio, Six Flags Fiesta Texas, The Witte Museum, the San Antonio Zoo and the Mission Reach. Two summer sweepstakes (May 30-July 3 and July 25-August 29) resulted in 8,851 total entries and 4,356 opt-ins to the monthly e-newsletter.
 
To help with brand awareness, TV/streaming video and audio generated 47,858,965 total impressions this summer. Cable TV delivered 10,871,715 total impressions and ran from June 5-July 16 in Dallas, Houston, Corpus Christi and the Rio Grande Valley (RGV). The TV spots ran 100% primetime (6 p.m.-midnight) Monday-Thursday. Hulu delivered 5,023,733 impressions and ran from June 5-July 16 in Dallas, Houston, Corpus Christi and the RGV. Pandora delivered 31,963,517 impressions from June 5-July 17 in Texas (excluding San Antonio).
 
Countdown to the Tricentennial
Marketing efforts are in progress to leverage San Antonio’s Tricentennial year as a reason to travel here. A new Tricentennial landing page is live on VisitSanAntonio.com and will evolve as information becomes available. Fall digital and print advertising incorporates a Tricentennial message, as does the monthly e-newsletter and videos shown at the airport. Planning for a Tricentennial-themed sweepstakes is in progress.
 
Agency Transition
A priority for the Marketing team is a smooth agency transition on October 1. Working with Proof Advertising and The Atkins Group, the team is conducting a series of meetings for asset and knowledge transfer to The Atkins Group. At the same time, actions are in place for media planning for FY2018.
 
Rock ‘N’ Roll Marathon
Visit San Antonio is working closely with Competitor Group to promote the 2018 Rock ‘n’ Roll Marathon through marketing efforts that include full-page print advertisements in Competitor magazine, social media posts on the Rock ‘n’ Roll series page and custom emails to the Competitor Group opt-in list. Visit San Antonio is supporting the marathon through a custom landing page on VisitSanAntonio.com and also through owned social media channels promoting events including International Running Day, course announcements and medal release, with efforts ramping up as the race nears. Visit San Antonio hosts a monthly phone call with Competitor Group that includes department representatives from marketing, communications, sales and partner relations. The total number of registrants currently exceeds 13,000.
 
IAEE Expo! Expo!
Working closely with IAEE, Marketing is building attendance for Expo! Expo! 2017, which will be hosted in San Antonio November 28-30. Social media, website advertising, targeted emails, print advertising and direct mail initiatives are all underway to augment IAEE’s marketing campaign, get people excited about coming to San Antonio and build attendance. We can’t wait to have this exceptional event here in November!
 
Budget for Co-Ops
Marketing will be rolling out 2018 co-op opportunities at the November 16 Visit San Antonio annual meeting, but the 2017 Co-op Opportunities brochure on Partners.visitSanAntonio.com can serve as a guide for budgeting.