SOCIAL

The combined social campaign—fall, holidays, and Route 66— reached more than 104,000 users and drove a CTR of 2.40%. The Route 66 campaign delivered the highest CTR (6.72%) and produced a majority of the landing page views.

IMPACT

But, more importantly, lodging revenue was up substantially* compared to the same period last year. Hotel occupancy was at 58%+ for October through December, compared to 39% the prior year, which is an average increase of 9.6%. The total visitor impact to the city was almost $4M, inclusive of hotel, food, gas and retail, which was more than half of the total visitor impact for the last half of the year.

*number withheld by client request