2013 Year in Review Campaign Success Hotel business up 6% in - - PowerPoint PPT Presentation
2013 Year in Review Campaign Success Hotel business up 6% in National City in 2013 according to Smith Travel Research In January, February and March the months we were asked to impact hotel business was up 15%, 11% and 17%
28% 2% 3% 11% 3% 2% 3% 5% 29% 14%
Hotel Tracking: May - October
Driving By/Sign Radio Flier Website/Search Engine Newspaper Trolley Social Media Other Advertisement Family/Friend Other
Distribution of the Visit National City brochures increased in 2013 from a single location at the International Visitor’s Center at the Cruise Ship Terminal to Welcome Centers throughout Southern California as well as 5 locations at the San Diego Airport.
This website drove more than 4725 visitors to the Visit National City website from January through October.
Promotional and sponsorship campaigns to reach Hispanic population on both sides of the border to drive business to National City hotels.
Live appearance on the San Diego Living Show approximately 5 minutes in length. Featured the hidden gems and recent changes in National City: Waterfront Revival New Marina and amenities Pepper Park Vibrant History Victorian Homes Brick Row Kimball Museum Family Friendly Events Mariachi Festival Mabuhay Festival
happenings in National City
showcased on various social media platforms
for various search engines
– National City TMD Surpasses 1st Year Goals – National City Scores Urban Little League Jamboree – Historical Archive Room Open in National City – Spend Summer in National City – National City’s Summer Movies in the Park Series Kicks Off June 14 – Celebrate Independence Day with an Old-Fashioned Carnival at National City’s Kimball Park – Automobile Heritage Day Aug. 4 in National City Honors The Corvette – National City Offers Kid-Friendly Activities – National City Hosts 57th Annual Salute to Navy – More than 150 Sailors Honored at The 57th Annual Salute to Navy Luncheon
UT San Diego– May 2, 2013
Chula Vista Star News -- June 28, 2013
UT San Diego – Night & Day – July 31, 2013 La Prensa – Aug. 16, 2013 UT San Diego –
events:
– Attracted 5,000 Attendees – Joined committee and assisted in planning event
– Attracted 6,500 Attendees – Provided extra PR support – Worked in conjunction with planning committee and Mile of Cars staff
– Attracted 300 Attendees – 4 television stations in attendance – Provided PR support and hosted media at event – Live tweeted event on VNC Twitter and posted photos on Facebook
Jan 1, 2013 Oct 31, 2013 Audience Overview
Overview Visits (All Visits) Visits (Direct Traffic) Visits (Search Traffic) Visits (Referral Traffic)
February 2013 April 2013 June 2013 August 2013 2,000 4,000
All Visits
100.00%
Direct Traffic
25.37%
Search Traffic
46.13%
Referral Traffic
25.96%
Visits All Visits
23,759
Direct Traffic
6,028
Search Traffic
10,961
Referral Traffic
6,168
Unique Visitors All Visits
20,895
Direct Traffic
5,471
Search Traffic
9,654
Referral Traffic
5,640
Pageviews All Visits
39,235
Direct Traffic
8,724
Search Traffic
15,417
Referral Traffic
12,761
Key Statistics
producing the second most
Key Conversion Statistics
content marketing)
booking site.
Goal Conversion = A visitor clicks through from visitnationalcity.com directly to a booking site for one of the TMD hotels.
NOTE: Measurement began in March 2013. Overview Goal Completions (All Visits) Goal Completions (Direct Traffic) Goal Completions (Search Traffic) Goal Completions (Referral Traffic)
May 2013 June 2013 July 2013 August 2013 September 2013 150 300
Mar 1, 2013 Oct 31, 2013 Overview
All Goals
All Visits
100.00%
Direct Traffic
12.67%
Search Traffic
37.04%
Referral Traffic
32.12%
Goal Completions All Visits
2,052
Direct Traffic
260
Search Traffic
760
Referral Traffic
659
Goal Value All Visits
$163,341.28
Direct Traffic
$18,615.46
Search Traffic
$60,074.07
Referral Traffic
$55,000.08
Goal Conversion Rate All Visits
8.64%
Direct Traffic
4.31%
Search Traffic
6.93%
Referral Traffic
10.68%
United States
Visits New Visits Goal Completion Goal Conversion Rate Goal Value
All Visits 14,044 11,818 1,638 11.66% $129,418.39 Search Traffic 5,519 4,652 494 8.95% $38,326.80 Referral Traffic 5,020 4,526 557 11.10% $46,128.87 Direct Traffic 2,965 2,428 227 7.66% $16,178.66
Mexico
Visits New Visits Goal Completion Goal Conversion Rate Goal Value
All Visits 4,801 4,330 255 5.31% $21,417.47 Search Traffic 4,583 4,135 228 4.97% $19,115.06 Referral Traffic 170 160 26 15.29% $2,302.41 Direct Traffic 30 27 0.00% $0.00
Business from Mexico
from Mexico
from Mexico
$21,417 in potential business from Mexico directly to hotel sites since March.
Mexico is attributable to search.