OBJECTIVE:

To support the sales efforts of Visit Salt Lake by increasing the awareness of Salt Lake as a viable destination for conventions and tourism. The department strives to take innovative approaches to the marketing of Salt Lake through proactive communication efforts, advertising, content creation, social media and the creation of "value enhancing" marketing programs. 

MEASUREMENT OF MARKETING EFFORTS:

Earned Media:

Generate the equivalent advertising value of $14.7 million worth of positive earned media, including both national and local media outlets, about Salt Lake as a convention and tourism destination. Ski City earned media will be inclusive of the $14.7 million total goal but will be tracked separately and will have a goal to generate the equivalent advertising value of $4.95 million.

Content Development:

Generate 8 new content articles monthly across all web properties for a total of 96 new articles that can be promoted through web, e-mail and social media.

Website Traffic:

Increase visits to VisitSaltLake.com by 10% to more than 2.69 million total visitor sessions on the main, mobile and booking websites.

Ski City Website: 

Increase visitation to SkiCity.com by 10% to more than 270,000 visitor sessions.

E-mail Contact Database:

Visit Salt Lake has an active database (Opened e-mail at least once over a 12-month period) close to 90,000 e-mail addresses.  Goal will be to increase active e-mail address database by 10% in 2019 and maintain a minimum 20% open rate across all e-letters.

Visit Salt Lake Connect Pass Sales:

Increase the number of Visit Salt Lake Connect Pass days sold via hotels, attractions and online channels by 10% to a total of 40,000 during the 2019 calendar year.

TOURISM SALES

OBJECTIVE:

Provide information, assistance, and product developments services to Salt Lake’s existing tour and travel clients to enhance their stays and encourage repeat bookings, while aggressively pursuing new opportunities that grow the tourism industry.

Leisure Room Night impact:

Visit Salt Lake will continue to develop its hotel research project to determine Convention Group, Corporate and Leisure market segments for Salt Lake County hotel partners.

Familiarization Trips/Site Inspections:

Host 12 Media and Trade familiarization tours on UOT state-wide trips as well as Visit Salt Lake/Ski City only tours. Visit Salt Lake will target the top 20 “A” list companies for product development and promotion. 

Trade Shows:

Attend 5 targeted trade shows and partner with the UOT to participate in additional trade shows to uncover new business and strengthen existing client relationships.