Campaign | Adventures & Experiences
The Adventures & Experiences campaign has three tiers of participation: Basic, Premium, and Brand Advocacy. All three are built around an article written about the company’s services on NewMexicoNomad.com, then shared to the New Mexico Nomad social media platforms.
The Basic package includes a short article that is shared on Facebook & Twitter four times annually. Additionally, links to the article appears on content throughout the website, based on context or region. The Premium package is for companies that incorporate social media in their overall marketing strategy, with consistent content about the place, service, or product posted on their social media channels. The strategy is similar to the Basic package, with the addition of social media amplification to get in-house content in front of more people. The Brand Advocacy package is completely tailored to the business, based on their marketing goals, priorities, and overall objectives.
Cumbres Toltec Contract
New Mexico Nomad has been working with Cumbres & Toltec Scenic Railroad since April, 2022. Trains run from May through October. They have marketing staff, resources, and a marketing agency, with a steady supply of quality content going out on their social media platforms. Additionally, they have a sizable base audience on Facebook and Instagram.
The data and graphs below reflect the performance of the article on NewMexicoNomad.com, as well as the impressions generated on social media platforms between March, 2022 – December, 2023 (21 months).
In total, Cumbres & Toltec content generated 1,345,411 impressions on Facebook, Twitter, and Instagram. Of the 955,851 generated on New Mexico Nomad’s Facebook account, 88,706 impressions were based on content shared from the Cumbres Toltec Facebook page.
The Facebook platform was the most productive in terms of adding impressions by a substantial margin. Though the New Mexico Nomad page on Facebook has the largest audience, it has additional demographic nuances that are pertinent. The audience is primarily local (New Mexico) and regional (Texas, Arizona, California, Colorado, Oklahoma, Kansas). This is a good demographic for day trips on the train, particularly for many of the specialized rides added over the last two years. Additionally, the Facebook audience skews older compared to the other two, with a sizable following in the 40+ zone. Again, a solid demographic for the narrow gauge trains.
Website Traffic to Cumbres-Toltec Article on NewMexicoNomad.com
The article on New Mexico Nomad has been viewed 8,900+ times. The data below reflects the monthly breakdown. Spikes in daily traffic are associated with the NewMexicoNomad.com article being posted on Facebook.
