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HomeMy WebLinkAboutOur Gift to You Promotion Direction_v3 Ph 805 545 8887 711 Tank Farm Road Ste. 210 San Luis Obispo, CA 93401 www.amfmediagroup.com “Our Gift to You” Promotion Direction 2018 Timeline: Promotions: November 1 – December 21 (or until sold out) Effective dates: November 26, 2018 through December 21, 2018 Black-Out Dates: possibly December 15 (CP Winter Graduation) Limited to the first 100 bookings, $10k investment Draft Messaging: Here’s a reason to getaway even if your holidays are hectic. Enjoy Our Gift to You! Take time to relax by booking two consecutive nights at a City of San Luis Obispo lodging property of your choice, and Our Gift to You is $100.00 cash for you to spend as you choose. Cozy up at a warm café or wine bar, make new friends at several local craft breweries, indulge in award-winning cuisine, shop our charming downtown or catch a live show. We hope to see you soon. Parameters: 2-night stay minimum Must email booking confirmation to info@sanluisobispovcacations.com Booking must occur after November 1 Participant must pick up $100 cash from the SLO Chamber Visitor Center during open hours Objective: Drive overnight stays in the City of San Luis Obispo during the slowest months of the year by offering $100.00 cash to guests booking a 2-night stay in any City of SLO hotel. Goals: • Increase occupancy and TOT by elevating overnight stays in November and December 2018 • Engage strategic partner audiences by promoting on various partner platforms to encourage 2-night stays Strategy: • Offer $100.00 cash to hotel guests booking a 2 -night minimum stay in City of SLO hotels, redeemed through the visitor center. • Promote “Our Gift to You” message through digital media, social media, paid social media and public relations, and leverage local friend and family referrals. Ph 805 545 8887 711 Tank Farm Road Ste. 210 San Luis Obispo, CA 93401 www.amfmediagroup.com Details: • Create “Our Gift to You” banner ads to run in digital campaign • Create “Our Gift to You” page on SanLuisObispoVacations.com • Add “Our Gift to You” to the homepage’s rotating banner on SanLuisObispoVacations.com upon promotion launch, driving traffic to the promotion page • Build out “Our Gift to You” promotion page on Expedia.com • Send a “Our Gift to You” email blast, announcing the promotion to subscribers • Leverage ShareSLO’s social channels to promote “Our Gift to You.” • Provide “Our Gift to You” content to strategic partners for e-newsletter distribution. • Utilize the monthly posts on Cal Poly Athletics, Parent Program, and NSTP’s social channels to raise awareness about the promotion • Launch targeted paid social ads about the “Our Gift to You” promotion, driving traffic back to the promotion page • Ladder up promotional tactics until promotion sells out. What success looks like to SLO TBID: • Elevated overnight stays in City of SLO hotels during November and December 2018. • Increased response from strategic partner audiences during slow season • Amplified interest in fall and holiday travel to SLO to encourage return visits.