VISIT NEWPORT BEACH, INC.
LEISURE MARKETING
TOURISM-OCCUPANCY TAX (TOT)
PERFORMANCE
STANDARDS REPORT
FISCA-YEAR 2021-2022
WORK COMPLETED JULY 1, 2021 THROUGH JUNE 30, 2022
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ATTACHMENT C
As Visit Newport Beach, Inc. commenced FY2022, the COVID-19 Delta variant was sweeping across the country and our leisure marketing efforts pivotedonce again to ensureour hospitalitycommunity, all tourism-related businesses and the City of Newport Beach were successful and economically vibrant given the ever-constant changes in this new post-COVID world. Subsequent variants such as Omicron reared up mid-year causing yet another wrinkle in travel patterns, vacation getaways and tourism travel to Newport Beach.
To prepare for these headwinds, Visit Newport Beach, Inc. implemented full-scale, 24/7, 365-days-a-year seasonal leisure-traveler advertising campaigns in closer-in drive markets to counteract the forces driving away business travel; group/meetings and conferences; and almost all international inbound travelto the U.S.. This always-on marketing and advertising was unprecedentedand highlysuccessful.
Steering most of its marketing dollars into advertising in these drive markets paid off in dividends for our hotels and the City of Newport Beach. Targetingthe right customerat the exact timewith the right messagevia the precise mediadrove over 150,000 leisure hotel room nights so far (and even more coming in via tracking studies) into our hotels at unprecedently high leisure hotel rates.
Numerous digital, event, social media, public relations, branding and othermarketing initiatives worked in unison with these seasonal leisure marketing campaigns to drive record tax revenue to the City of Newport Beach. As Visit NewportBeach,Inc. craftsmarketingefforts for the new fiscalyear, findingthat right balanceof meetings/conferences business, international travel and domestic U.S.travel to NewportBeachwill be the focus to ensurea healthy,vibrantand successfulmix of tourismrevenueto the City of Newport Beach.
FISCAL-YEAR 2021-2022
VISIT NEWPORT BEACH, INC. LEISURE MARKETING (TOT)
PERFORMANCE STANDARDS REPORT
JULY 1, 2021 to JUNE 30, 2022
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FISCAL-YEAR 2021-2022
VISIT NEWPORT BEACH, INC. LEISURE MARKETING (TOT)
PERFORMANCE STANDARDS REPORT
JULY 1, 2021 to JUNE 30, 2022
TOTAL
SOCIAL MEDIA
FOLLOWERS
240,968
GOAL: 230,000
TOTAL
PUBLIC RELATIONS/
EARNED MEDIA PLACEMENTS
1,020
GOAL: 1,000
TOTAL
ADVERTISING
IMPRESSIONS
151,199,185
GOAL: 75 MILLION
TOTAL
VISITNEWPORTBEACH.COM
WEBSITE VISITS
1,398,705
GOAL: 1 MILLION
VISIT NEWPORT BEACH, INC. (TOT) TOTAL ANNUAL PERFORMANCE: MARKETING RESULTS *SPRING LEISURE CAMPAIGN ENDED 6/30/22, SO TRAVEL TO NEWPORT BEACH FROM TEHSE CAMPAIGNS IS STILL OCCURINGS.
TOTAL
LEISURE ROOM NIGHTS
BOOKED
152,609*
GOAL: 30,000
VISIT NEWPORT BEACH, INC. (TOT) TOTAL ANNUAL PERFORMANCE: KEY KPIs TOTAL
LEISURE
ECONOMIC IMPACT
$17 ,800,000*
GOAL: $20 MILLION
*SPRING LEISURE CAMPAIGN ENDED 6/30/22, SO TRAVEL & TOURISM TO NEWPORT BEACH FROM TEHSE CAMPAIGNS IS STILL OCCURINGS. ADVERTISING EFFECTIVENESS STUDIES WILL BE FIELDED IN EVERY ADVERTISING MARKET IN AUGUST TO MEAURE THE TRUE, TOTAL AND FINAL ECONOMIC IMPACT OF VISIT NEWPORT BEACH’S ADVERTISING CAMPAIGNS. FINAL TOTAL RESULTS WILL BE RELEASED IN SEPTEMBER 2022. 12-80
VISIT NEWPORT BEACH
4 TELLY AWARDS
PREMIER AWARD HONORING
VIDEO & TELEVISION ACROSS
ALL SCREENS FROM 12,000
ENTRIES FROM ALL 50 STATES
& 5 CONTINENTS
VISIT NEWPORT BEACH
94TH OSCARS
SILVER WINNER
REGIONAL TV:
TRAVEL/TOURISM
STAY & PLAY IN NEWPORT
BEACH
SILVER WINNER
SOCIAL VIDEO SERIES:
TRAVEL/TOURISM
HERMES CREATIVE
AWARDS
HONORS THE MESSENGERS
& CREATORS OF THE
INFORMATION REVOLUTION
PLATINUM
“FLOAT WITH US”
SPRING CAMPAIGN
Ø SOCIAL MEDIA VIDEO
Ø ANIMATED DISPLAY ADS
GOLD
“FLOAT WITH US”
SPRING CAMPAIGN
Ø TV COMMERCIAL /AD
Ø DISPLAY ADS
AWARDS
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2021 -2022
SEASONAL LEISURE AD CAMPAGIN S
2021 SUMMER/FALL CAMPAIGN | 2021 CHRISTMAS
BOAT PARADE CAMPAIGN | 2022 WINTER ‘APRÈS SKI’
CAMPAIGN | 2022 HOAG CLASSIC CAMPAIGN| NEWPORT
BEACH TAKES OVER THE OSCARS® | 2022 ‘FLOAT WITH
US’ SPRING CAMPAIGN | 2022 ‘DOLCE DREAMS’
SUMMER CAMPAIGN
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“SEIZE THE WEEKDAY’
SUMMER 2021 RECAP
JULY - OCTOBER 2021
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OVERVIEW: COVID -19 IMPACT
2021 Summer Campaign was first since 2015. The impact of Covid-19 necessitated a change in marke@ng @ming and strategies to adjust for the changes of consumer visita@on behavior.
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SUMMER CAMPAIGN OVERVIEW
• CAMPAIGN DURATION : July 8, 2021 – September 14, 2021 • TARGET MARKETS: Los Angeles, San Diego, San Francisco, Phoenix • MEDIA: Digital
• OBJECTIVES:
• Encourage midweek visitation and hotel bookings: "Live Everyday Like It’s The Weekend”
• Measure marketing ROI as well as Summer 2021 Campaign’s impact on visitation and traveling spend within Newport Beach
• TARGET AUDIENCE: 3 PERSONA FOCUS
• Beach Goer
• Culinary
• Buzzbound
• KEY PERFORMANCE INDICATORS (KPIs):
• Impressions
• Ad interactions - Click-Through Rate (CTR), Video Completion Rate (VCR), Cost Per Click (CPC)
• Web engagement
• Survey results on Summer marketing & media effectiveness 12-85
TARGET AUDIENCE PROFILES
1. BEACH GOER
• A45-54, married with kids, HHI $115K+
• They prefer beach and beach activities: If there is a beach where they vacation, they are happy— these travelers are not readily motivated by non-beach destinations.
2. BUZZBOUND
• A25-54, HHI $115K+
• These travelers only invest in trips and destinations that are buzzed about, on trend and socially brag- worthy. They believe destinations that are popular with a lot of people are usually more fun than lesser- known destinations.
3. CULINARY
• A25-54, married with kids, HHI $115K+
• When deciding where to travel, a destinations local food scene is important. This Foodie lives to post pictures of culinary experiences in social media channels and seeks travel experiences to add to their documentation of food experiences.
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SUMMER CAMPAIGN KPIs
MARKETING METRIC RESULTS DESCRIPTION
Total Impressions 27.9M 37% of annual goal
Households Reached 2.6M Through Summer Campaign
VNB Landing Page 105K+
141K+
Sessions
Pageviews
VNB Ad seen/heard 39% By Travelers
$ Spend/ Aware
Household $0.07 In target markets
Incremental HH Trips 38,800 Newport Beach Campaigns
Average 1.2%
Incremental Visitation 1.5%
Incremental Revenue $17.7M
Return on Investment $92
Value Add Received $16K Additional media at no cost
The campaign delivered record setting incremental onlinevisitation and travel spending as well as a high ROI for the season.
Success of the campaign can be attributed to multiple factors:
• Marketing was timed to follow the vaccinations to P16+ when people were ready to travel • Testing of formats allowed for dynamic changes to keep consumer engagement high The Summer 2021 Campaign for
Newport Beach generated a market
reach of 2.6M Households at a cost of
just $0.07 per household and
generated an ROI of $92 for every $1
spent on advertising – close to the
historical average for Newport Beach
campaigns .
The campaign was efficient at a cost of
$0.07 per aware household.
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BEACH GOER: FACEBOOK/INSTAGRAM
PERFORMANCE
Videos ads had a 9% lead over the best performing image 12-88
CULINARY – FACEBOOK/INSTAGRAM
PERFORMANCE
Videos ads had a 21% lead over the best performing image 12-89
VISIT NEWPORT BEACH BLOG CONTENT
• Blog pages received a combined 3,804
pageviews.
• Top Performing Blog Post was “7 of the Best
Boating Experiences in Newport Beach”
• Our content team developed a series of
blogs for each persona to ensure high
engagement.
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INCREMENTAL ROOM NIGHTS
The Summer Campaign, which ran
from early July to mid-
September, generated more than
111k incremental room nights from
those staying overnight in
Newport Beach at a Hotel, Resort,
Bed & Breakfast, Condo, Cabin,
Cottage, Vacation Rental,
Timeshare, Campground or RV
Park that would not have occurred
otherwise.
1 11.2k
*
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INTENT TO VISIT NEWPORT BEACH
Increased significantly among travelers after seeing the ad (+7 points) — just below the H2R Norm for Lift of +9 points.
Intent to Visit Newport Beach
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CHRISTMAS BOAT PARADE RECAP
DECEMBER 2021
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CHRISTMAS BOAT PARADE EXECUTIVE RECAP
663M
PUBLIC RELATIONS IMPRESSIONS
5.4M
ADVERTISING IMPRESSIONS
3.8M
SOCIAL MEDIA IMPRESSIONS
37,334
WEBSITE LANDING PAGE SESSIONS
42,647
WEBSITE LANDING PAGE VIEWS
2.7M
SOCIAL MEDIA REACH
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CAMPAIGN TARGETING
KEY METRICS:
• IMPRESSIONS
• AD INTERACTION
• WEBSITE ENGAGEMENT
CAMPAIGN MARKETS:
• SAN DIEGO
• LA
• ORANGE COUNTY
• NATIONAL (PR)
AUDIENCE SEGMENTS
• CHRISTMAS EVENT ENTHUSIAST
• FAMILIES
• COUPLES
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CREATIVE
CITY POSTER
POSTCARD
CITY BANNERS LOCALE MAGAZINE-PROGRAM/AD
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CREATIVE
FACEBOOK-CAROUSEL ADS
DIGITAL UNITS
OUTDOOR BANNERS
MARINA PARK OPENING NIGHT EVENT
INSTAGRAM-PAID
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ADVERTISING
KPI’S
• 5.3M TOTAL IMPRESSIONS
• 34K CLICKS
• $0.88 COST PER CLICK (CPC)
• 0.65% CLICK – THROUGH RATE(CTR)
• 30K SOCIAL ENGAGEMENTS
KEY TAKEAWAYS
• SOCIAL MEDIA DROVE THE MOST LINK CLICKS AND
WAS THE MOST COST-EFFICIENT TRAFFIC DRIVER.
• OOH WAS THE TOP IMPRESSION DRIVER AND
CONTRIBUTED TO 37% OF THE TOTAL IMPRESSIONS.
• GOOGLE ADS PERFORMED OVER 6X HIGHER THAN
BENCHMARK CTR GOAL.
EXECUTIVE SUMMARY
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ADVERTISING
SEARCH CAMPAIGN: 12/7 – 12/19
KEY TAKEAWAYS:
• BEST PERFORMING KEYWORD (HIGHEST
NUMBER OF IMPRESSIONS): “NEWPORT
BEACH BOAT PARADE” (13,827 IMP.)
• BEST PERFORMING AD COPY:
SEARCH
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ADVERTISING
WEBSITE LANDING PAGEVIEWS
11,825
BOUNCE RATE
77 .69%
AVG. TIME ON PAGE
4:24
OUTDOOR ADVERTISING CREATIVE
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ADVERTISING
Broadcast Spot Spot ran in multiple
dayparts: AM News, Daytime, Late
News, and Weekend News
Snipe: On-screen graphic during
highly sought segment of the AM
news: Weather
KTLA BROADCAST + DIGITAL
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ADVERTISING
KTLA BROADCAST + DIGITAL
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CHRISTMANS BOAT PARADE PUBLIC RELATIONS
663,256,591 IMPRESSIONS
107 PLACEMENTS 60 MEDIA ATTENDEES
17 BROADCAST CLIPS
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PUBLIC RELATIONS
TOP PLACEMENTS
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OPENING NIGHT MEDIA EVENT
EARNED COVERAGE FROM ALL LA BROADCAST STATIONS
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SOCIAL MEDIA
OPENING NIGHT VIDEO
@VISITNEWPORTBEACH SOCIAL CONTENT
SOCIAL CONVERSATIONHOLIDAY CONTENT IN FEED
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SOCIAL MEDIA
TAGGED 100+ FROM INFLUENCER ACCOUNTS
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CHRISTMAS BOAT PARADE
DIGITAL
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VISIT NEWPORT BEACH WEBSITE
WEBSITE LANDING PAGE SESSIONS
37,334
WEBSITE LANDING PAGE PAGEVIEWS
42,647
NUMBER 1 RANKED PAGE THROUGHOUT
THE MONTH OF DECEMBER
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CHRISTMAS BOAT PARADE
RESEARCH
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VISITOR FLOW: DECEMBER 15-19, 2021
*Near, July 2021
The highest visitation
was concentrated along
the coastal areas.
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HOW DID VISITOR SPENDING VARY BY DAY?
Source: Affinity
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HOTEL OCCUPANCY DURING CHRISTMAS BOAT PARADE WAS 115%
HIGHER THAN NON-BOAT PARADE TIME PERIOD
0.0 10.0
20.0 30.0
40.0 50.0
60.0 70.0
Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Dec
Occupancy %
20 20 20 21
2021 Christmas Boat Parade
Source: STR Weekly – Week of 12/29/21
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“FLOAT WITH US”
2022 SPRING CAMPAIGN
INCLUDING SPECIAL MEDIA CAMPAIGNS
FOR
HOAG CLASSIC
94 TH ACADEMY AWARDS
FEBRUARY – MAY 2022
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VNB/HOAG CLASSIC AD CAMPAIGN
1. KNBC-4: LOS ANGELES, ORANGE, VENTURA & SAN BERNADINO COUNTIES • BROADCAST TV AND STREAMING TV
• 2 30-SECOND COMMERCIALS AIRED
2. KTLA: LOS ANGELES, ORANGE, VENTURA & SAN BERNADINO COUNTIES • BROADCAST TV AND STREAMING TV
• 2 30-SECOND COMMERCIALS AIRED
3. VIDEO & NBTV VIDEO SHOOTS
• DRONE, 4K CAMERAS SCOURED HOAG CLASSIC FOR THE BEST VIDEO SHOTS FOR A COMMERCIAL,
SIZZLE REEL & PR-B-ROLL VIDEO
• NBTV SHOT, EDITED & AIRED TV SHOW
VNB/HOAG CLASSIC AD CAMPAIGN
6,728,300
PAID-MEDIA ADVERTISING
IMPRESSIONS
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VNB/HOAG CLASSIC
AD CAMPAIGN
2 30 -SECOND TV
COMMERCIALS
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VNB/HOAG CLASSIC
AD CAMPAIGN
BROADCAST EDITORIAL
COVERAGE ON KTLA
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SPRING LEISURE AD CAMPAIGN
1. KNBC-4: LOS ANGELES, ORANGE, VENTURA & SAN BERNADINO COUNTIES • BROADCAST TV AND STREAMING TV
• 2 30-SECOND COMMERCIALS AIRED
2. KTLA: LOS ANGELES, ORANGE, VENTURA & SAN BERNADINO COUNTIES • BROADCAST TV AND STREAMING TV
• 2 30-SECOND COMMERCIALS AIRED
3. BILLBOARDS, DIGITAL, PRINT, ADVERTORIAL ADVERTISING
• MEDIA MARKETS: LOS ANGELES, SAN FRANCISCO, SAN DIEGO, ORANGE COUNTY & PHOENIX • MARCH 15 – MAY 15, 2020
SPRING LEISURE AD CAMPAIGN
39,746,838
PAID-MEDIA ADVERTISING
IMPRESSIONS
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SPRING LEISURE
AD CAMPAIGN
2 TV COMMERCIALS
30 -SECOND TV SPOT
15 -SECOND TV SPOT
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VISIT NEWPORT BEACH DEBUTS AT THE OSCARS®
1. KABC-7: LOS ANGELES, ORANGE, VENTURA & SAN BERNADINO COUNTIES • NEW CUSTOM-CREATED “GOLDEN AGE OF NEWPORT BEACH” OSCARS TV COMMERCIAL • OSCARS TV INTERVIEW WITH GARY SHERWIN JANELLE RILEY, DEPUTY AWARDS EDITOR, VARIETY
2. 42 MEDIA MARKETS NATIONWIDE
• NYC, CHICAGO, DALLAS, SAN FRANCISCO, LOS ANGELES, SAN DIEGO AND 36 MORE MEDIA MARKETS
3. PROMO VIDEOS RUNNING MONDAY (3/21) TO SUNDAY (3/27)
VNB OSCARS PROMOTION CAMPAIGN
4,196,800p
PAID-MEDIA ADVERTISING
IMPRESSIONS
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SPRING LEISURE
AD CAMPAIGN
ABC PROMO VIDEOS
MONDAY (3/21) TO
SUNDAY (3/27)
12-121
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SPRING LEISURE
AD CAMPAIGN
ABC PROMO VIDEOS
MONDAY (3/21) TO
SUNDAY (3/27)
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“DOLCE DREAMS”
2022 SUMMER CAMPAIGN
MAY – JUNE 2022
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VISIT NEWPORT BEACH
49 FY2023 SUMMER CREATIVE: DOLCE
DREAMS
June – August 2022
READY F OR A
GETAWAY?
CALIF ORNIA COAST AL LUXUR Y IN
NEWPORT BEACH
FROM
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TO THE
HARBOR
IN
JUST
UNDER
AN HOUR
Slide into VisitNewportBeach.com for vacation information and hotel offers.
Follow Us at @Visitnewportbeach
MLB ALL-STAR GAME
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VISIT NEWPORT BEACH
50 FY2023 SUMMER CREATIVE: DOLCE
DREAMS
June – August 2022
MLB ALL-STAR GAME
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VISIT NEWPORT BEACH
51 FY2023 SUMMER CREATIVE: DOLCE
DREAMS
June – August 2022
MLB ALL-STAR GAME
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VISIT NEWPORT BEACH
52 FY2023 SUMMER CREATIVE: DOLCE
DREAMS
June – August 2022
MLB ALL-STAR GAME
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