Q1 Overview

Visit Albuquerque FY21 Marketing Plan

The chart below outlines the concepts we will convey to our target audiences during the early recovery period, as well as the points we will emphasize to deliver our messages in our ads, social media posts, email marketing campaigns, media interviews, RFP responses and one-on-one meetings. We will continually refine these messages as we monitor our trigger points for the leisure market and the meetings market, and we will make adjustments based on changing traveler sentiment.

 

Target Audience

Primary Idea to Convey

Points to Emphasize in Messaging

Early leisure travelers

  • “Intrepid Travelers” (younger single travelers and couples)
  • Drive markets initially, but watch for triggers to expand to air markets
     

You’re ready for adventure again, and Albuquerque is the place to find it.

  • Road trips
  • Outdoor adventure
  • Recreational opportunities
  • Climate/weather
  • Uncrowded destination
  • Affordability
  • Safety

Second wave of leisure travelers

  • “Friendly Families” (couples and families with children)
  • People who feel safer traveling domestically
  • Drive markets initially, but watch triggers to expand to air markets
     

Travel confidently to an exciting destination that offers culture and history, but doesn’t require a passport.

  • Road trips, Route 66
  • Summer vacations
  • Arts, culture, history
  • Authentic cuisine
  • Distinctive attractions and things to do/see
  • Uncrowded destination
  • Affordability
  • Safety

Local residents

You deserve to treat yourself.

  • Staycations
  • Special packages just for locals

Recovery starts with tourism.

  • Social media, letters to the editor, op-eds and media interviews that emphasize the importance of travel and tourism to the local economy.
  • Albuquerque’s ready to welcome back visitors who will travel safely and responsibly.
  • Bring your meeting home.

Local hospitality industry

We will assist with reopening and recovery.

  • NM Safe Certified program
  • Free online training workshops (Visit ABQ and Typsy.com)
  • Networking opportunities
  • Assistance with CSPs and protocols
  • Marketing consultation and assistance
  • Enhanced communication with links to information, resources and tools

Meeting planners and sporting event planners

Trust us to make your future meeting or sporting event a success.

  • One-stop resource
  • Professionalism and expertise
  • Albuquerque is safe, the industry is ready, our venues and properties are trained on new protocols and prepared
  • NM Safe Certified program
  • Affordability
  • Fit and suitability
  • Unparalleled level of service

Your attendees will love meeting in Albuquerque, which will boost your attendance.

  • Amenities and attractions
  • Unique culture, cuisine
  • Midsize city
  • Convenient travel
  • Affordable destination
  • Safety

 

KEY PERFORMANCE MEASUREMENTS

To ensure our marketing, sales and services efforts are performing at an optimal level, we will report key performance measurements on a regular basis. The KPIs will demonstrate our ability to generate increased economic activity through the effective marketing of Albuquerque as a tourist and meeting destination. As of June 15, 2020, the KPIs outlined in our FY21 contract with the City of Albuquerque are:

ATTRACT NEW EVENTS

1. Number of new citywide definite booked events.

2. Direct spend from new citywide definite booked events.

3. Number of new non-citywide definite booked events.

4. Direct spend from new non-citywide definite booked events.

MAINTAIN EXISTING EVENTS

5. Number of citywide definite booked events.

6. Direct spend from total citywide definite booked events.

7. City rooms sold growth.

8. City rooms sold percent change relative to comparison set.

MEETING PLANNER SATISFACTION

9. Visit Albuquerque staff were responsive to our needs and effectively positioned Albuquerque as a host site.

FINANCIAL EFFICIENCY

10. Marketing and sales expense ratio: Total marketing and sales expenditures/total expenditures (Partner and City)

11. Percentage of Visit Albuquerque revenue received from the City spent on strategies for marketing the City of Albuquerque.

Targets for each of these KPIs will be developed jointly by Visit Albuquerque and a City-appointed task force that represents the tourism and lodging industry.

Scroll through the images below to navigate to other sections of this Marketing Plan to view details for specific areas and topics.