CLIENT: Farmington Convention and Visitors Bureau
The Farmington Convention and Visitors Bureau has worked with Sunny505 since 2014. Our team was charged with implementing the Farmington: Jolt Your Journey brand across all media, developing a website that incorporated the new brand and placing an annual media buy.
During the 2018 holiday season, the team identified markets that were driving to Farmington for their shopping needs, but not necessarily staying overnight and exploring the area. We purchased drive circle radio in several markets in Western New Mexico and Southern Colorado to encourage overnight stays during the holiday. Key performance indicators included website traffic increases from our target areas and increases in gross receipts tax from sales made during the shopping season.
Over the course of the campaign, FarmingtonNM.org experienced a 25% increase in web visits from Colorado. The most visited pages from Coloradans included Events, Shopping, Dine, Play, Save and Stay. Additionally, web visits from Western New Mexico increased by 33%, and Small Business Saturday reported the best turnout ever.