At See Santa Fe, we’ve always been committed to promoting the city’s rich culture, breathtaking landscapes, and unique experiences to potential visitors. As part of our recent marketing efforts, we decided to run a national TV campaign to showcase all that Santa Fe has to offer. This campaign focused on highlighting the city’s blend of art, history, and outdoor adventures, aimed specifically at first-time visitors.

Once the campaign aired, we wanted to ensure we had a way to measure its success—did it actually inspire people to visit Santa Fe? In today’s world, it’s important to track how your marketing dollars are spent and understand whether your campaign is making a real impact. That’s where our partnership with Masslytics came in.

Using their advanced analytics platform, we were able to track how viewers interacted with our ad after seeing it on TV. Masslytics offers a powerful tool that shows “how to measure tv advertising roi” by analyzing various data points, including website traffic, social media engagement, and even direct inquiries linked to the airing times of our commercial. This data allowed us to get a clear picture of whether the campaign was driving interest and converting viewers into actual tourists.

The results were promising. We noticed a significant uptick in website traffic almost immediately after the ad started running. Our analytics showed that more people were clicking on our site’s “plan your visit” page, indicating that our message was reaching the right audience. We also saw an increase in direct inquiries about guided tours and accommodations, especially from regions where the ad aired most frequently.

For See Santa Fe, this data has already informed our planning for the next phase of our media outreach. We’re looking forward to launching new campaigns that will continue to share Santa Fe’s beauty and charm with audiences across the country.