Feature Story

Top Five Things To Do On The San Antonio River Walk

Creative Brief
Few San Antonio tourists ventured off the popular commercial section of the River Walk, one of Texas’ top attractions. New sections of the River Walk were opened in 2009 & the info was widely communicated via paid advertising and media, yet website visits to this content were not robust. A feature story, structured as a “Top Five” list, was distributed to 400,000 email subscribers. It introduced dozens of new ways to explore the River Walk, weaving together old & new features in a unique way.
Concept: K. Allison
Writer: K. Allison
Editor: K. Allison
Art Director: K. Allison
Production: K. Allison, CMS

Results
Highest open rate ever for an email subject line: Approx. 39%
Highest ever email-generated click thrus to website content: 55%
Engagement: Avg. 5 min. time-on-site; Avg. 15% bounce rate
Page visits: The most visited page on the River Walk microsite: 500K in 2011

Chinese Website

See the Chinese Language Website Now

Creative Brief

Leading up to the U.S. presence at the China expo in 2010, city of San Antonio leaders began implementing a strategy to attract tourism & economic development to the city. One key tactic in the strategy was a website to gain credibility & exposure for San Antonio. The site showcases the city’s assets according to what matters culturally to the Chinese (Spurs, western & cowboy culture), provides important business & economic data & provides media & group travel contacts.

Concept: K. Allison
Writer: Weber-Shandwick/Beijing
Editor: K. Allison
Art Direction: Weber-Shandwick/Beijing
Project Manager: K. Allison
Production: Weber-Shandwick/Beijing

Results
Website visits have grown steadily after site launch in spite of no budget expended to drive traffic to the site
San Antonio is one of the few American cities to have a Chinese-language website
City leaders state that having a website has helped economic development efforts

Consumer Digital Email

 View a Sample Email Here

Creative Brief
A monthly consumer email was begun in 2008 to keep the brand top-of-mind, report new market features & let potential visitors know about deals & discounts. It was an ideal vehicle to evolve the brand narrative with a less corporate voice & to surface lesser known aspects of the market to potential travelers.
Concept: K. Allison
Writer: K. Allison
Editor: K. Allison
Art Direction: K. Allison
Template Design/Production/Distribution: Miles Media

Results
Newsletter won a Gold Adrian award in 2010 from HSMAI, one of the hospitality industry’s most prestigious organizations
Open rates: 20% to 40%
Click-thru rates: 3% to 7%
Database growth: 50k to 450k over 48 months

River Walk Microsite

View the Microsite Here

Creative Brief
One of the brand’s most important assets, the San Antonio River Walk, had little online presence at visitsanantonio.com, the consumer website promoting leisure travel. It was one of the most heavily marketed assets yet users using organic search to find out more about the product ended up at a non-brand website that did the asset a grave injustice. The solution was a rich microsite with layers of information, images, details & the latest information. Regular updates were made to the content, partners in the community were encouraged to link to the microsite & media were directed to it for more information.
Concept: K. Allison
Writer: K. Allison, freelance writers
Art Director: K. Allison
Production: K. Allison, CMS

Results
Search engine ranking: Three of top-ten rankings within 90 days
Engagement: Avg. time-on-site: 7 minutes; avg. bounce rate: 15%
Page rank on website: Third most-visited page at visitsanantonio.com