San Juan County saw great results with this campaign, particularly in comparison to the average metrics of KSL radio. The KSL email newsletter sent to subscribers has an average open rate of 12%. San Juan County performed above average with an open rate of 15.1%. Additionally, the KSL NewsRadio article received 500,000 impressions, well above the average of 386,620.
The KSL homepage article received 1,253 clicks, higher than the average 1,239. Readers spent an average of 4:08 minutes on the article, indicating a high level of engagement. An average Facebook post on the KSL NewsRadio page reaches 5,000 to 10,000 people. San Juan County’s posts performed within that range reaching 5,000 to 6,000 people.
Natalie Randall, San Juan’s former director of economic development and visitor services, completed three spotlight interviews during the live radio segment.
The Relic team was excited about the campaign’s results. The weekend that the KSL campaign ran, San Juan County hotels reached full occupancy. The news from the client and their hoteliers showed that the campaign successfully drove heads in beds that weekend. This campaign provided excellent awareness within the given schedule, above-average campaign performance, and demonstrated that traditional media can generate visitation directly.
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