Iconic Overview

San Francisco Travel Holiday Campaign was an annual cooperative integrated marketing program that leveraged San Francisco’s world-renowned attractions and icons to create compelling content with the ultimate goal of influencing travel to San Francisco during the holiday season, Nov. 1, 2015 – Jan. 4, 2016.

Objective

 Promote overnight visitation to San Francisco during the holiday season; hotel occupancy is the lowest at this time of year.

Goals

  • Drive 110,000 unique website visits
  • Generate 511 room nights
  • Acquire 11,000 email signups
 
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Holiday Microsite

Included editorial highlighting partners, hotel offers, video and content series.

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Illuminate SF Microsite

Created a special microsite featuring city-wide light art. Included information on festival news, installations, videos and maps.

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Video

Created four :30 - :50 easy to digest video content and imagery allows us to bring SF holiday activities to life.

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Email

11 emails sent to subscribers with a focus on holiday leisure travel. 

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Facebook Ads

Promoted holiday-themed content focusing on events, scenic beauty to a targeted audience.

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Influencer DIVE: LIGHT ART

Hosted 5-6 social media influencers during an IlluminateSF art walk.

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Digital Holiday Guide

Created a 44-page holiday guide to collect email signups. 

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TRAVELZOO PARTNERSHIP

Promoted San Francisco hotel offers on TravelZoo from Nov. 1, 2015 – Jan. 4, 2016.

 

Results

  • Drove 930,000+ unique website visitors
  • Generated 1,096 hotel room nights
  • Acquired 19,900 emails