New “Miss Nothing” Campaign and Co-Op Opportunities
On Sept. 7, Visit Santa Barbara and agency partners Cutwater and Sparkloft unveiled an exciting new ad campaign, “Miss Nothing,” along with supporting social media strategies and co-op advertising opportunities for members. The campaign brings “The American Riviera®” brand to life in a more contemporary fashion and was designed to generate mid-week hotel bookings and overnight visitation during the off season. The campaign photo and video shoot was held over a two-day period to capture iconic Santa Barbara moments promoting the Santa Barbara South Coast as a place to revive. The media buy is weighted to target long-drive and fly markets with an emphasis on Northern California and a younger, more affluent audience. Maintenance media is currently running, with new campaign media efforts ramping up in mid-October. VSB’s 2016-17 digital, print and social media co-op sale for members is Thurs., Oct. 13 at 10 a.m. To learn more, please contact Jamie@SantaBarbaraCA.com.
I Am Santa Barbara Kicks Off
A record number of registrants kicked off I AM Santa Barbara’s third year on Sept. 26. With new content, Visit Santa Barbara staff led the classroom session and gave hospitality professionals helpful information on how to better engage with visitors. Topics included tips on relating to international travelers from key growth markets such as China and the U.K. and information on top Santa Barbara attractions. Following the classroom portion, attendees were treated to a private behind-the-scenes experience with the host venue, Santa Barbara Zoo. For more information, and to sign up for the next workshop, click here.
All Hands on Deck for New Cruise Ship Study
Coinciding with the Visitor Profile Study, Visit Santa Barbara and research partner, Destination Analysts, have also launched a new Cruise Ship Economic Impact Study to provide the industry with updated information about Santa Barbara South Coast cruise ship visitors. (The last study was conducted in 2013.) Cruise line passengers will be surveyed as they re-board their ships after spending the day in Santa Barbara. Survey topics include travel party size, purchase of excursions from the cruise line, place of origin, activities participated in, satisfaction with their stay and dollar amount spent in Santa Barbara. Most importantly, findings will report on the estimated number of travelers who plan to return to the destination. Over 800 surveys will be collected from passengers of three different cruise lines: Royal Caribbean, Princess Cruises and Holland America.