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Discover Moab reports Travelzoo advertorial, social-media growth and Simpleview website rebuild on track
Summary
Staff reported a Travelzoo advertorial buy (1.5 million guaranteed reach) tied to a Contour Airlines opportunity, described pixel tracking and steady organic social growth (76,000 Facebook followers, 15,500 Instagram), and outlined a Simpleview website migration slated to launch in June.
Staff updated the travel advisory board on current marketing and digital projects, including a Travelzoo advertorial connected to a Contour Airlines partnership, faster-growing organic social channels and a planned Simpleview website migration.
Mick Salata said the Travelzoo advertorial is live through an airport–airline marketing allocation (Contour Air) and that the campaign guarantees a reach of 1.5 million; staff will report metrics after the campaign completes and are using a tracking pixel to connect ad impressions to subsequent website bookings. "A pixel is something that people put on the back end of their website, and we can start to link web traffic… so if we display an ad, someone sees it, and then it leads to a hotel booking… we can start to track that and then report on it," Mick said.
Social-media lead Ali described restarting organic posting in late November and building a content cadence focused on user-generated photos, short reels and targeted informational graphics. Ali reported approximately 76,000 Facebook followers, about 15,500 Instagram followers, roughly 160,000 views and 1,600 interactions since November, and said Instagram reels and landscape photos are producing the strongest engagement. Ali plans to test boosted posts and more targeted regional and national boosts to drive clicks to the website.
On the website, the Simpleview vendor will present a site map on Jan. 21 and prototypes in the weeks after; CMS training is scheduled for May 22 and a public launch is planned for June. Staff warned that post‑February 6 changes outside the approved scope could increase cost; the contract is structured as a five‑year service arrangement. The website effort focuses on migrating current content, improving navigation and designing itineraries and business pages; staff emphasized personas and shallow navigation (few clicks to core information) as a priority for usability.
Why it matters: The advertorial reach and pixel tracking will allow staff to better understand ad-attribution for bookings; stronger organic social engagement and a modernized website will support longer itineraries and, staff hope, extend length of stay and off-peak visitation.
Quotes and attribution: Mick Salata on ad tracking: "If we display an ad, someone sees it, and then it leads to a hotel booking… we can start to track that and then report on it." Ali on social growth: "Since November up until yesterday, we had around 160,000 views on all of our content… and we've had about 1,600 interactions."
Next steps: Staff will return with campaign metrics after Travelzoo completes reporting, continue to encourage partners to add pixel tracking where possible, begin prototype review and present the site-map recommendation to the board.
