Visit San Antonio: Marketing, April 2019
One Perfect Day
Marketing is excited to share with you the new Visit San Antonio destination video, “One Perfect Day.” Using a cinematic movie style, the video follows our different personas while they enjoy a fantastic day discovering San Antonio. The footage is tailored to represent desired experiences of our key traveler types, from history, culture and unique experiences, to family fun, culinary discoveries and exceptional meetings. The video is now on VisitSanAntonio.com, and you may download it from the Brand Toolkit on Partners.VisitSanAntonio.com.
An intensive marketing effort is rolling out to drive summer travel. More than 360,000,000 impressions will reach consumers through digital advertising (including native advertising that looks like part of the content), social media, print, email, streaming radio and TV, and cable and network TV. Our persona-based campaign continues to reach the target audiences efficiently and effectively through behavioral targeting. In addition, with funds from the newly established Tourism Public Improvement District, marketing enhanced the summer plan to increase digital marketing, incorporate more video, add to the SEM efforts, add native and influencer marketing, add to the paid social media, expand TV reach from 14 to 30 markets, add programmatic network TV, add innovative OOH units and add a streaming radio partner. Efforts are focused on Texas with reach also in the touch states and key national markets.
During the same time period that Visit San Antonio is executing a major destination brand campaign, Marketing is also offering a Summer Co-op campaign as an opportunity for partner-specific exposure. The campaign is scheduled to run from June 5-Aug. 31 in the key markets of Dallas, Fort Worth, Houston, Austin, Corpus Christi and the Rio Grande Valley.
The plan includes outreach tactics at various levels of investment, from $2,500 to $50,000. New at the $50,000 level is the opportunity to have a home page banner on VisitSanAntonio.com. An added bonus for all participants is an ad in the July issue of Houstonia magazine (first come, first served). In addition, Visit San Antonio will contribute $50,000 to this campaign. So don’t miss out on taking advantage of the power of this collective effort. Contact either firstname.lastname@example.org or email@example.com as soon as possible if you would like to participate in the Summer Co-op.
Travel Matters #nttw19
National Travel & Tourism Week, the “nationwide week of events to champion the power of our industry,” is May 5-11. A focused marketing initiative will build awareness of the positive impact that travel and tourism have on the economy. The campaign is targeted to Texas legislators, San Antonio council members and business leaders and includes digital marketing, OOH and print.
Exposure through Sponsorships
Visit San Antonio is participating in the 2019 Armed Forces River Parade on May 18. The parade, dedicated to men and women who serve in all branches of the armed forces, is televised and will run in more than 90 markets throughout the United States, including the Pentagon Channel. A Visit San Antonio TV spot, as well as on screen logos, will air during the parade.
Brand TV spots also aired on April 20 and April 21 on Tennis Channel during the 2019 Fed Cup World Group Playoffs, held in San Antonio at Freeman Coliseum.
Visit San Antonio will conduct consumer activations to be in front of Monterrey, Mexico, travelers this summer. The effort will position San Antonio as a welcoming, accessible vacation destination, offering entertainment, family activities, culture and a variety of accommodations. The events will occur in San Pedro de Pinta (May 26, June 2 & 16), a residential park with a weekend fair; and Pueblo Serena (May 25 and June 9), an area of upscale shops and restaurants with a weekend marketplace. Marketing will conduct an awareness campaign in Monterrey to drive people to attend the events.
Digital marketing in Mexico and Canada is pushing summer travel. Media partners in Mexico include Agency Trading Desk (programmatic, Device ID, paid social media, SEM); El Norte.com; Travel+Leisure.com; Quien.com; Life&Style.com; Marcobeteta.com; SpotX; TripAdvisor; Facebook, and Google Search. Print partners include El Norte (Monterrey) and Club Mural (Guadalajara). Partners in Canada include Agency Trading Desk (programmatic, Device ID, paid social media, SEM); The Weather Network; TripAdvisor, and SpotX. San Antonio as a cultural destination is also promoted through digital media in Canada, the UK, Germany and Australia.
New Meetings Creative
Take a look at the new advertising creative directed to meeting professionals. Visit San Antonio’s research indicated that meeting professionals want to know about the destination as well as the meeting facilities. The look and feel of the new ad (both print and digital) are consistent with Visit San Antonio’s overall new branding campaign. Watch for the new print ad in the May/June issues of Meetings & Conventions and Association Leadership and the June issue of Trade Show Executive. Digital ads, including ads with a new 15-second video, are displaying through the Agency Trading Desk (Device ID, SEM, LinkedIn, Facebook, OTT); SpotX, and CVENT.
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.