Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program? With our sight set on helping San Francisco navigate the COVID-19 crisis, San Francisco Travel Association quickly developed a three-phase plan, each phase with distinct messaging and goals, but all with a strong emphasis on awareness. We followed the lead of local government and health officials for the launch of each phase, making sure our messaging and timing aligned to help keep the city safe. We knew that each phase would require connection, collaboration and flexibility to achieve our objectives. Phase 1 began in March with a focus on safety and utility. Our primary goal was to support city government and health officials by amplifying the importance of staying home and flattening the curve. We also aimed to empathize with audience under lockdown through compassionate messaging and at-home activities. In Phase 2, which ramped up in May and extended through summer, our focus was on inspiration and relevance. Unlike many destinations, San Francisco was not able to reopen for visitation over the summer, so our primary goal was to stay top-of-mind for potential visitors. We aimed to increase awareness of safe activities and local businesses, while also encouraging dreaming about future visits. For Phase 3, our main goal was to help restart the local economy upon reopening for leisure visitors in September through our new “Our Gate is Open” campaign. It was important to communicate new safety measures to the audience to inspire confidence. Key to these goals would be aiding San Francisco’s hospitality community, so we set a goal for the campaign to generate 5,000 hotel rooms on Expedia and booking.com.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)Our recovery effort is ongoing, but we have seen incredibly positive results through each phase of the campaign. With awareness being a very important goal, we have measured the effectiveness of our efforts primarily through engagement with our recovery campaign content, including social media reach, hashtag mentions and video views, as well as traffic and engagement on our own website. Here are a few of the highlights from each phase: In Phase 1, our site received 12,500 page views of the San Francisco Digital Puzzles; the #ThroughMyWindow collaboration with NYC & Company and the Los Angeles Tourism & Convention Board had a total social media reach of 1.8MM. In Phase 2, the “One Day Soon” video received 63,000 views with a reach of 179,000, and our “Pride is a State of Mind” video received 278,000 views. In Phase 3 (which is currently paused due to the surge in COVID-19 cases), the “Our Gate is Open” has received 121,869 video views with a reach of 277,000. The #OurGateIsOpen hashtag has been mentioned 993 times by local partners such as San Francisco International Airport, PIER 39, Hotel Council of San Francisco and many more. The Calling All Californians media co-op with Visit California generated 42,000 website sessions.

Entry Title2020 COVID-19 Recovery Campaign

DivisionRecovery Strategies - Recovery Strategies

CategoryRecovery Strategies