“Revive & Thrive” in Santa Barbara
Visit Santa Barbara rolled out a new “Revive & Thrive” promotion in January designed to increase room nights, generate additional visitation and bring exposure to participating partners during the off-peak season. The promotion ran through the end of March and featured a “Stay 2, get 1 Night Free” offer at 20 Santa Barbara South Coast hotels, along with a variety of experiences at restaurants, tasting rooms, attractions, museums, golf courses and more. Guests booking the package received a “Miss Nothing” experience kit that included tokens redeemable for participating offers, along with a Santa Barbara field map highlighting a variety of curated experiences. Overall, 55 businesses participated and an integrated paid media campaign supported the promotion, resulting in nearly 8 million impressions. Visitors to the “Revive & Thrive” landing page spent an average time of 4 minutes, 23 seconds on the page, indicating a high level of engagement and interest.
“Refresh Your Feed” Social Media Contest
To create buzz and awareness of Santa Barbara as a top destination for travel within Santa Barbara’s fly markets, Visit Santa Barbara’s Facebook and Instagram channels launched a photo contest during March called “Refresh Your Feed.” Capitalizing on the trending desire to share one’s life and travel experiences on social media, VSB invited its audience to enter to win a vacation to Santa Barbara, replete with photogenic activities, including photography lessons from local photographer Blake Bronstad. The contest was a huge success with 10,072 contest entries, the highest number of entries any VSB contest has received to date. The contest generated 1,237,108 impressions; 17,262 clicks; 884,907 in social reach; 30,743 landing page views and exposure for eight VSB members/contest sponsors.
“20th Century Women” Cross-promotion Results
The Santa Barbara Film Commission executed a cross-promotion with A24 (the distribution company behind the film “20th Century Women”), Landmark Theatres and select Visit Santa Barbara member partners for a national sweepstakes to coincide with the movie’s debut in 17 markets. A grand-prize trip for two to Santa Barbara enticed entries. The contest ran from January 4 to February 22 and was supported with exposure on Landmarktheatres.com, promotion to more than 260,000 social media fans, multiple promotions through Landmark Theatres’ weekly Film Club enewsletter to more than 510,800 Film Club members and a dedicated e-blast the week of the film’s opening. The sweepstakes resulted in a total of 15,380 contest entries. Traffic to Landmarktheatres.com during the promotional period resulted in 2,186,000 unique visitors and 418,900 in total social reach.