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Revisit Kidcation Week Concept

• Partners help create an annual tradition to come to San Antonio for the

last hurrah of summer by transforming into a citywide playground for kids

(12 and under) before school starts (need period)

• During this historically slower visitation time, Partners are given the

opportunity to develop programs that are promoted in our marketing and

communications efforts

• Elevate San Antonio’s status nationally as THE family-friendly destination!

3 Copyright © 2013 Proof Advertising, LLC. All Rights Reserved. Confidential.

Kidcation Week Recap Video

2013 Results 11.6M Advertising Impressions, 40.9M Media Impressions

Traffic to Kidcation

landing page

Room Demand

PR Programs

- (-4%) Room Demand

- However, SWAV, Tourico Holidays and

Hotels.com/Expedia all report Kidcation Week

promotion success with YOY growth in room

nights, ADR and hotel revenue

- 20,210 visits

- 28,637 page views

- $2M earned media value

- 479 tracked media clips

- Fostered relationships for future coverage

with several out-of-market media outlets

Partner Activation -26 Hotels

-16 Restaurants

-32 Retailers & Attractions

-30+ Special Events

2013 Media Coverage Examples

2013 Media Coverage Examples

2013 Marketing/Advertising Examples

Calendar of Events & Sponsor Sheets Activity Sheet

2013 Marketing/Advertising Examples

Ser Padres Magazine Texas Monthly Insert

Our Kids Magazine

2013 Marketing/Advertising Examples

Visitor Information Center

Signage

E-blast

Digital Ads

2013 Marketing/Advertising Examples

2013 Social Outreach #Kidcation

Now Let’s Look at 2014 Plans

2014 Summer Plans

While Kidcation focuses on the last hurrah of summer, we know the

entire summer is critical to partners, especially leading up to July 4th.

Therefore, we built robust summer plan (starting May 1) that includes:

• May media tour in San Antonio

• Media blitz to RGV/Laredo

• Print ads in Southern Living, Midwest Living, TTIA See Texas, and

Oklahoma, Denver, Phoenix and LA magazines

• Digital ads on Expedia, TripAdvisor, Google, Yahoo, Bing SEM,

Facebook, Twitter and ad serving networks

• Summer sweepstakes on Facebook

• May CVB assets including summer landing page on VSA.com, May –

July eNewsletters, social media, airport video and more

• Strong support through SAVE program

We conducted a situation analysis of best Kidcation Week timing, which

included an early summer (June) vs. end of summer (August) survey to

partners. About 70% of partners said…

Kidcation Week 2014

- Continue to build on San Antonio’s family-friendly

reputation by catering to families with kids through special

activities and offers to increase room night demand during

a historically slower end of summer period

- Increase hotel room bookings and attraction visitation

- Drive traffic to KidcationWeek.com

- Increase exposure through earned media

- Go online to book a San Antonio Kidcation Week getaway

M&C

OBJECTIVE

PROGRAM

OBJECTIVE

CALL TO

ACTION

- Mothers, 25-55 with average HHI $50K+ and Grandparents

- Primary: Austin, Houston & Dallas; Secondary: Corpus

Christi, Rio Grande Valley & Waco

- Additional Communications targets are national

kid/parenting, Mexico and local outlets

TARGET

AUDIENCE

How The CVB Will Promote

Kidcation Week 2014 through

Marketing & Communication Channels

2014 Marketing Plans • Creative treatment will be similar to 2013 to build on branding

• Print advertising:

– LA Travel Magazine – included in COE ad in July/Aug/Sept issue

– OKC Magazine – included in COE ad June issue

– Phoenix and Denver magazines - 1/3 page dedicated ad in July

– Texas Monthly – 1/3 page dedicated ad in July issue

– Ser Padres – Full-page dedicated ad in June/July issue

– Garden & Gun – included in COE ad in Aug/Sept issue

• Digital advertising will target US and Mexico

• Online Travel Agent promotions (Expedia, SWAV, Turico Holidays, etc.)

• CVB E-blasts, website promotions, social media, airport video and more

• Utilize City of San Antonio distribution channels

• Signage at the Visitor Information Center

• Collateral distribution to school programs, military bases and consumer shows

2014 Communications Plans

– International media outreach:

– Spanish news release to Mexico media

– Ongoing media pitching

– National media outreach:

– News release (PR Newswire)

– Themed media kits

– Media hosting during Kidcation Week

– Ongoing media pitching

– Regional media outreach:

– Media blitzes to DFW, Houston, Waco, Laredo, RGV, Corpus Christi and Austin

– News release to key regional media

– Themed media kits

– Media hosting during Kidcation Week

– Ongoing media pitching

– Local media/CTA outreach:

– Localized news release distributed to local media

– Interviews with local broadcast, online and print media

– Messaging included in CTA newsletters and on CTA website

How You Can Be Part of

Kidcation Week 2014

We rely on partners like you to

help bring this to life.

Partner with an Offer, Added Value or

Special Event

• Hotel Examples:

– Backpack at check-in, coupon for a free frozen treat

– Cookie decorating lesson

– Balloon artist, prizes and games in lobby

– Packages with free breakfast or attractions

– Rates from XX to XX or % off daily rate

– Complimentary breakfast for kids

– Cartoons played during breakfast

• Attraction Examples:

– Free or discounted admission for kids 12 and under

– Free 12 and under ticket with a paid Adult ticket

– Special event such as workshops, guest speakers and

demonstrations, dance party, movie screenings

– Free cotton candy per child

Partner with an Offer, Added Value or

Special Event

• Restaurant Examples

– Free kid’s meal with adult meal purchase

– Complimentary ice cream sundae for kids

– 10% off kid’s food purchase

– Behind the scenes tours of kitchen

• Shopping Examples

– 10% discount

– Host an event such as a book reading or fashion show to show off

your merchandise

– Choose a balloon to pop for an instant discount

• Community Organization Examples

– Host special events or programs

– Sign up for a summer camps and get a free t-shirt

– Offer a free introductory class, workshop or demonstration

Partner with an Offer, Added Value or

Special Event

Think outside of the box and go BIG!

Example: The San Antonio Children’s Museum partnered with

Ser Padres magazine in 2013 and together they generated

over 1,000 attendees in one day!

Partner Support

• CVB to send emails and present to hospitality industry partners leading up

to August 8 to keep everyone updated on latest news and details

• Coming soon – Online Partner Kidcation Week Toolkit with ad examples,

news release templates, coloring pages and more

• SACVB will host a “Maximize Your Kidcation Week Exposure” workshop in

June

Partner Support

Help make Kidcation Week a success!

If you have any eNewsletters, online, social media or distribution

opportunities you can incorporate Kidcation into, please let us know!

How to Sign Up

• Simply submit your event, added value or offer on the Kidcation Week

sign up form. Once we have your listing live on KidcationWeek.com, we

will send to you for review or make edits.

• New for 2014 - Hotels and attractions have the option to partner with our

online booking partner, aRes Travel, to help track ROI on your Kidcation

Week offer. Please submit your offer on the sign up form and then a

representative from aRes will reach out to you to discuss in greater detail.

• For immediate questions regarding aRes Travel:

Hotel Contact: Humberto Rivero at 858-300-8635

Attraction Contact: Contact Kate Ullrich at 858-300-8624

Hotels- aRes Travel

• Option #1 – Load Kidcation Rates & Offers Using Travelport/GDS

– Must setup negotiated rate code giving aRes viewership (aRes

must test)

– No manual process is necessary to enter the reservations

– Reservation pushed directly into your PMS system

– 5% GDS commission applies (Kidcation only)

• Option #2 – Load Kidcation Rates & Offers Using Extranet

– Full yield control of rates and availability in real time

– Compatible with all channel managers

– Reservation emailed or faxed to the property

– Must sign aRes’ Kidcation Participation Agreement (if not already

signed)

– 5% commission applies

Attractions - aRes Travel

• Ability to support any attraction that charges admission for tickets

• Custom-designed build out of the product to be sellable through the

SACVB Kidcation site

• Ability to sell numerous ticket types with slash through pricing display

• Timed ticketing capabilities for date and time specific attractions

• Print@Home e-tickets and vouchers with bar code integration available

• Real-time supplier notifications (email and fax) for all sales

• Custom-designed vouchers and flexible fulfillment options

• Cost: 10% Margin, aRes absorbs credit card fees (roughly 2.5%)

• Must complete aRes Participation Agreement

Next Steps

• Sign up via the Kidcation Week sign up form

• Hotels/Attractions - aRes will contact you to answer any questions and

to see if you’d like to partner with them on Kidcation Week

• Communications and Marketing efforts start in early May, then heavy up

in June through Kidcation Week 8/8 to 8/17

SACVB Contact:

Krystal Jones

Senior Brand Manager

KrystalJones@VisitSanAntonio.com

(210) 207-6758