Visit Napa Valley
Visit Napa Valley

Fiscal Year 2020
Mid-Year Report

July–December 2019

 

 

Marketing

 

Paid
 

A layered media campaign was developed to generate awareness of the Napa Valley among luxury, aspirational and value travelers, inspiring qualified travelers through a combination of digital media and print.

47.6M

Impressions

150.6K

Site Sessions

182K

Clicks

Media Layer (Jul–Dec 2019) Impressions Clicks CTR Sessions
Luxury 9,320,467 28,625 0.31% 24,968
Aspirational & Value 8,522,035 14,594 0.17% 12,551
Group 5,161,223 10,821 0.21% 4,996
In-Market 1,653,197 1,252 0.08% 931
Always On 22,926,086 127,150 0.55% 107,174
  - - - -
TOTAL 47,583,008 182,442 0.38% 150,588
 

Luxury

The Luxury layer was successful, meeting or exceeding all goals for the first half of the campaign

  • Nearly 25K VNV site sessions and 337 partner referrals
  • Facebook & GDN drove 15.3K VNV site sessions
  • WSJ exceeded all benchmarks, with 17% more impressions than anticipated (7.2K VNV site sessions)
  • AFAR Makers content reached highly engaged AFAR readers through a new Makers content hub (2,010 pageviews and 871 VNV site sessions)
Aspirational & Value

Adara and TripAdvisor combined to reach prospective Aspirational and Value travelers, connecting users with VNV content to explore further

  • Adara reached interested audiences with an average CTR of 0.20%, driving 11K site sessions
  • Napa Valley's Advertorial Hub on TripAdvisor.com generated 122K hub impressions
    • 1.7K VNV site sessions with 00:46 avg. TOS
Group

The Group campaign has driven 5K sessions to the VNV site with 00:25 avg. TOS

  • Ad engagement for banners and social ads is strong, with Viant posting a 0.16% CTR and LinkedIn 0.25%
  • Search continued to reach the most qualified user (00:35 avg. TOS)
In-Market

Display banners and Facebook ads launched in December, to reach visitors in Napa Valley markets and inspire Welcome Center visitation

  • 931 site sessions with 00:49 avg. TOS
  • Display banners performed in line with benchmarks (0.07% CTR and drove 89% of site sessions)
  • Facebook ads reached nearly 14K users
Always On

The Always On layer delivered the strongest overall ad engagement (0.55% CTR) and accounts for the vast majority of site traffic from the paid campaign

  • Search reached the most qualified user (7.7% CTR, driving nearly 15K site sessions, with 02:30 avg. TOS)
  • YouTube videos have generated 346K video views at a 48% completed view rate, well above goal of 35%
  • Google Display Network tracked the second highest CTR (0.59%) and avg. TOS (00:27), accounting for 44% of sessions (43K) for the layer
International

We partnered with San Francisco travel to run international marketing and content in China. The FY20 campaign includes paid and owned content on Ctrip, WeChat, Weibo, Douyin, RED, and Mafengwo.

  2019 Campaign Report >
 

Follow us on WeChat:
VNV WeChat QR Code

 
 
Owned

 

Website

1.03M

Sessions

2.11

Pages per Session

02:18

Time On Site

 

Metrics (Jul–Dec 2019) Results YOY Change
Sessions 1,035,236 +9.4%
Pageviews 2,179,335 +2.7%
Partner Referrals 194,741 +4.6%
Website enhancements:

Website RFP
  • Visit Napa Valley sent out a Request for Proposal to redesign the website, scheduled to launch in FY21. The bid was awarded to Bellweather, a creative and marketing agency with offices in New York and California.

 


 

Email Marketing


Top Performing Email
September - 21.83% Open Rate and 4.02% CTR

Consumer Email

44K

Contacts

8

Emails Sent


6 monthly and 2 seasonal leisure consumer e-newsletters were distributed to opt-in subscribers.
 

Metrics (Jul–Dec 2019) Results YOY Change
Average Distribution 44,188 -5.3%
Average Open Rate 21.8% +6.3%
Average CTR 2.15% +45.6%

 


 

Social Media
Channel (Jul–Dec 2019) Following YOY Change Engagement YOY Change
Facebook 150,948 +2% 420,696 -37%
Instagram 103,045 +25% 274,375 +13%
Twitter 29,536 +3% 10,079 -42%
Pinterest 6,034 +13% N/A N/A
#VisitNapaValley N/A N/A 251,700 +17%
Social News & Enhancements:
  • Instagram account reached 100k followers! A giveaway to celebrate and thank our followers garnered 236 entries.
  • A clickable Instagram Bio was developed to drive additional traffic to the website and make helpful information more easily discoverable.
  • TripAdvisor social profile created to share trip planning resources and boost awareness of Napa Valley.
  • “Town Takeovers” allowed our chamber partners to take over our Instagram Stories to differentiate the town personalities and to show off holiday happenings in each town. “A Perfect Date” in each town is planned.

New Content:
  • IGTV video content series launched in December titled “Hidden Gems of Napa Valley,” featuring off-the-beaten-path activities.
  • Terroir to Table,” a six-part video content series, launched January 1, 2020, representing restaurants throughout the valley and their take on how the region inspires their cuisine.

 

Top Performing Social Media Posts

Facebook:

Facebook #1

Facebook #2

Facebook #1

 

Instagram:

Instagram #1

Instagram #2

Instagram #1

 

Pinterest:

Pinterest #1

Pinterest #2

 


 
 
Earned
Media Relations

July–December — Media Relations generated nearly 600 million positive media impressions for Napa Valley and its partners

  • 33 traditional journalists visited Napa Valley (8 domestic and 25 international)
  • 6 domestic social influencers visited Napa Valley

 

600M

Media
Impressions

33

Visiting
Journalists

6

Visiting
Influencers

Media Events
  • Sep. 2019 - VNV attended VCA's Canada media mission, meeting with more than 60 Canadian journalists at events in Toronto, Calgary and Vancouver.
  • Jan. 2020 - VNV attended IMM in NY, with 24 media appointments. In addition, VNV scheduled 1:1 appointments with NY based journalists and attended a Meredith Editors event, hosted by VCA.
Media Coverage Highlights

New York Times - Jul. 25, 2019
Napa with the Family
Unique Monthly Visitors: 29M

LATimes.com - Aug. 25, 2019
Test Your Grape Stomping Skills at these Fall Festivals
UVM: 20M

LA Daily News - Sep. 5 2019
Uncorking Napa Valley's Luxe Legacy
UMV: 1.1M

Departures - Oct. 2019
Napa's New Groove
Circulation: 110K

Travel+Leisure.com - Nov. 29, 2019
The Best Cyber Monday/Black Friday Deals for Travelers
UMV: 3.1M

The Knot -- Dec. 2019
Guide to Napa Valley
UMV: 33M

 
 

Sales

 

Group

 

Activities & Engagements
  • VNV launched a Group Promotion in October that offers groups offsite transportation for groups that book into Cabernet Season.
  • VNV hosted a New York Sales Mission in October with eight partners. There were two events with 66 attendees total.
  • VNV hosted a Northern California Sales Mission in November at the Chase Center in San Francisco with eight partners. It garnered 22 meeting planner attendees.

 

Sales #1

Sales #2

Sales #3

Sales #4

Sales #5

Sales #6

 

Partner Participation Activities
Events (Jul–Dec 2019) Market/Attendees Event Information Appointments Partners
Attended
Leads   Potential
Room
Nights
Booked Booked
Room
Nights
Safeway Open Association & Corporate Hosted 15 top meeting planners at the Safeway Open PGA Golf Tournament at Silverado Resort. Silicon Valley Bank, HP, Conference Direct and Sony. 15 9 6 1,529 2 312
NY Sales Mission Corporate, Corporate Incentive, Travel Agents CIA Chef joined sales team and 8 partners for Napa Valley curated event for 40 meeting planners in New York City. BCD Travel, JML Worldwide, Altour Meetings & Incentives. 45 8 3 484 1 173
Northern California Sales Mission Association & Corporate Group sales team entertained 20 top Bay Area clients at a concert at the new Chase Center with 8 partners 20 8 N/A      
California Society of Association Executives (CalSAE) Seasonal Spectacular Association Annual event for Association Meeting planners in Sacramento, 9 Executives (CalSAE) hotel and wineries participated to showcase Napa Valley. Seasonal Spectacular Meetings & More, California Lawyers Assn., CA Special District Assn. 9 6 2 59    
CVENT Connect Corporate, Corporate Incentive Annual convention for Cvent for the corporate and association meeting planner audience. Team met with over 70 planners from BMC Software, Cadence TM&I, GE Healthcare, Visa, United Capital and more. 70 1 3 851 1 60
Incentive and Meetings Exchange (IMEX America) Corporate, Corporate Incentive Sales team attended the largest Incentive Meeting Planners. Exchange with 8 VNV partners to showcase Napa Valley. Team held 120 appointments and engaged with over 150 more during the 3-day conference. Autodesk, Deloitte, Experient, Maritz, Opus Agency and more. 100 8 14 3,184 1  

 

Sales Team Activities
Events (Jul–Dec 2019) Market/Attendees Event Information Appointments Leads   Potential
Room
Nights
Booked Booked
Room
Nights
Texas Client Event Corporate, Corporate Incentive 17 Corporate meeting planners hosted for lunch with Regional DMO team in Dallas 17 N/A      
SFTA SITE Texas Road Show Corporate, Corporate Incentive Met with 143 Incentive Travel Meeting Planners in Dallas, Houston and Austin. CWT, Globauxsource, Prestige Meetings & Events and more. 45 7 1,440 1 50
Connect Marketplace 3,000+ Corporate & Association Annual conference for Connect with over 4,000 attendees met with 74 meeting planners from Corporate and Association markets. BNY Mellon, Creative Group, M&I Worldwide, NHS Global. 80 2 851    
Smart Meetings California Summit Association & Corporate One on One 5 minute speed meetings with California based planners. Met with 17 Meeting Planners. 17 N/A      
 
 
Travel Trade
 
Trade Shows & Sales Missions
Joint Events (Jul–Dec 2019) Travel
Professional
Attendees
Cities
VCA UK/Ireland Sales Mission 300 Dublin, Glasgow, London
VCA Canada Sales Mission/VC Canada Luxury Retreat 200 Toronto, Montreal, Vancouver
VCA Travel Counsellors Trade Show 2,000 Manchester
VCA Club California Japan 184 Tokyo and Osaka
SFTA New York Sales Mission 120 New York
SFTA Delta Vacations University Conference 2,500 Detroit
ILTM North America 350 Riviera Maya
ILTM Cannes 1,100 Cannes

 

Visit Napa Valley’s international reach is strengthened by our partnerships with Visit California and San Francisco Travel.

 

Travel Trade #2

Travel Trade #1

Travel Trade #3

Travel Trade #4

Travel Trade #5

Travel Trade #6

 


 


FAM Tours

The Travel Trade team welcomed 8 FAM groups from 9 countries and showcased Napa Valley to 56 tour operators and agents.

  • UK/Ireland Super FAM (10)
  • Brand USA Australia/New Zealand Product Managers (6)
  • Audley UK Product Manager (1)
  • Nanhu Travel Product Managers, Executives Southern China (4)
  • Original Travel UK Product Manager (1)
  • Las Alcobas Resort - Agent FAM (10)
  • VC Pan China CAB FAM (16)
  • VC Canada Agent FAM (8)

 

Virtuoso
  • Aug. 2019 - VNV attended the Annual Virtuoso Travel Week convention with 182 1:1 appointments and met with over 400 agents.
    • VNV was chosen to participate in an educational training panel exclusive to the agents with over 150 travel advisors in attendance.
  • Dec. 2019 - VNV conducted an exclusive Virtuoso Webinar with 56 agents. This webinar remains available to agents for six months in the advisor training portal.
  • VNV participated with advertorials in the Virtuoso Life-USA/Canada and Australia/New Zealand editions.
  • VNV participated in Virtuoso social media, via hosted video, and posts on Virtuoso.com.
Additional Activities
  • VNV conducted training webinars for Global Dreams Vacations, Napa Valley Vintners (key clients), and Travel Age West with a combined 450+ attendees.
  • Oct. 2019 - VNV travel trade team hosted the VCA China Customer Advisory Board, made up of executives of China's leading travel and tour companies. The team hosted the 16 clients in Napa Valley for 2.5 days.
  • VNV participated in the VC Star online training for travel advisors, in 13 languages with over 632 agents completing the program.
 
Group & Travel Trade Results
 
Metrics (Jul–Dec 2019) Results YOY Change
Direct Leads Generated 102 +11%
Direct Leads Booked 32 +3%
Direct Leads Room Nights 4,129 -26%
Cvent Leads Generated 338 +8%
Cvent Definite Leads Contracted 78 -2%
Cvent Definite Sales Room Nights 10,244 -7%
Travel Trade Referrals 846 +61%


Direct Leads - Leads sent directly to VNV sales team
Cvent Leads - Leads generated through online meeting planning sourcing platform

 


Partnership

 


Partnership

415

Partners


Our partners’ participation is vital to our ability to tell the Napa Valley story. Visit Napa Valley appreciates the commitment and support from all of our 415 partner organizations and businesses.


Jul–Dec 2019 New Members:

Wineries:
  • Bougetz Cellars
  • CAMi Vineyards
  • Forthright Winery
  • RD Winery
  • Pono Wines
  • Shadowbox Cellars
  • Stag’s Leap Wine Cellars
  • Sunrise Ranch Winery
  • Tuck Beckstoffer Wines
  • WALT Wines
     
Restaurants:
  • Hal Yamashita Napa
     
Activities:
  • ACCESS Destination Services
  • Anette’s Chocolates
  • Destination Design Group
  • First Street Napa
  • Gary’s Wine & Marketplace
  • Priority Wine Pass
  • Voom
  • Wine Country Gentleman
  • Perry’s Tours

 

Welcome Center

56,731

Guests

272

Room Nights
Booked

277

Activities
Booked


The Napa Valley Welcome Center continues to provide immense value to our partners and is a key resource to visitors.

  • Partners were referred 4,512 times through the Concierge Desk.
  • While visitors assisted was down -7% YOY, the team held retail to -5%, lodging revenue to -1%, and activities revenue to -3%. Room nights booked is up 6%.
  • The retail shop hosted new merchants such as Three Sister Barrel Work, Hurley Farms & Sweet Blossom Candles.
  • Directional signage was added along the Riverfront directing more foot traffic to the Welcome Center.

Welcome Center Kiosk

 
 

Community & Industry Relations

 


PG&E’s Public Safety Power Shutoff (PSPS)

The month of October was challenging for many Californians. In Napa Valley, we were very fortunate to not have to battle a major wildfire this year, but we did experience widespread power shutoffs. We greatly appreciate the tremendous efforts of all the first responders and we thank the many area businesses that went out of their way to assist both visitors and residents during the public safety power shutoffs, including sharing needed supplies and extra generators.

While communication tactics during these situations may be ever-changing, we actively communicated that the Napa Valley was open for business. We worked closely with Visit California as they track global coverage and develop response strategies. And we increased our advertising spend to promote Cabernet Season through owned, earned and direct channels.

View the summary of Visit Napa Valley’s efforts to drive visitation to the valley during the PSPS time period.

 

Napa Valley Forward

Visit Napa Valley has partnered with the Napa Valley Vintners, Napa County Supervisor Alfredo Pedroza, Napa Valley Transportation Authority and the Metropolitan Transportation Commission on a new pilot program designed to reduce traffic congestion.

Currently the program is in phase one, working with key visitor-serving business to develop carpool and vanpool incentives to have fewer cars on our roads.

Napa Valley Forward

 

Cannabis Cultivation

Visit Napa Valley’s current outlook on cannabis cultivation is to prohibit the commercial (differs from personal use and recreational sales) cultivation, manufacturing, and/or retail sale of cannabis in the unincorporated area.

Napa County outreach meetings will begin in 2020 with the goal of gathering comments and providing recommendations for next steps.