1 minute read
Leisure Marketing
Abilenevisitors.com 2020 Traffic
179,085 Users 86.7 % New Visitors 397,822 Page Views 121,988 Phone or Tablet Top cities: Dallas, Chicago, Austin, Houston, San Antonio, Lubbock, Fort Worth, San Angelo
Most Visited Pages: Home Calendar Winter Lightfest 2020 Things to Do Coronavirus Updates Christmas events Freedom Festival 2020 7 Fantastic Things for Kids Coupons Hunting Top 10 Things to Do
Communications & Marketing: Leisure Travel
Abilene’s largest tourism market segment is the leisure traveler, comprising more than 75 percent of the city’s visitors. The overwhelming majority of that traffic arrive from other cities in Texas. v Objectives:
Brand Abilene as a dynamic place to live and visit using consistent messaging pillars appealing to Abilene’s customer profile. Target road tripping Texans and tap into pent-up demand. Grow leisure, sports and meeting traffic during times when hotels need business. Increase website traffic and measure meaningful ROI.
Strategies:
Implement new Tempest CMS for abilenevisitors.com, allowing integration with Tempest iDSS customer database software. Incorporate QR codes into brochures and guides linking to landing pages. Implement social media calendar with content targeting visitors. Add a Visit Abilene TikTok page and maintain content. Advertise via TV to drive markets in Texas and Oklahoma. Add advertising schedule to the iDSS system to track expenses along with pertinent events. Grow out-of-town email distribution lists and send visitor-targeted emails seasonally. Share branding messages that appeal to travelers from Texas. Create engaging native content via TourTexas.com, Texas Highways & Texas Monthly. Maintain static and digital billboards on high traffic locations on I-20 and other drive markets. Use targeted programmatic digital advertising for events and branding messages. Leverage earned media secured through Tucker PR. Promote Centerstage and the Texas Music Friendly City Program. Measure engagement through traffic to website, e-mail sign ups, video views and social media followers. Continue seasonal e-newsletter targeting visitors. Add more cooperative advertising opportunities for tourism partners.
