HomeMy WebLinkAbout01. Final APRIL-18-2024-VLMDAC-BOARD PRESENTATIONVLMDAC BOARD MEETING
APRIL 18, 2024
Agenda
I. Minutes Approval Action Requested of Board
II. Monthly Financial Report (5 minutes), Carlie Smith, Town of Vail
III. INFORMATION & DISCUSSION UPDATES
●2024 Supplemental Goals & Phase 1 (45 minutes) TOV and Partner Group
●Brand Platform (75 minutes), Resonance
●Q1 Website Analytics (15 minutes) Miles
●DMO Update & Strategic Visioning (15 minutes), TOV
●Town of Vail Updates (5 minutes), Town of Vail
●Other Business
●Adjournment
MINUTES APPROVAL
Minutes Approval
Action requested of board to approve the March 21 and April 3 minutes.
FINANCE UPDATE
Minutes Approval
Action requested of board to approve the March 21 and April __ minutes.
2024 CAMPAIGN UPDATE2024 SUPPLEMENTAL GOALS & PHASE 1
Tactics Based on 2024 Objective & Priorities
Drive responsible year-round revenue growth in Vail by targeting overnight guests who stay longer and
spend more, while effectively communicating community and brand values. Areas of focus include
increasing mid-week and lower demand time period stays.
Business Objective
Target high net worth
guests, maximize
longer stays and
higher spend, gain
greater
understanding of
customer through
research while
educating on
community values.
Optimize
Visitation
Grow customer
database and use
data to better
understand guest to
enhance
engagement &
loyalty.
Build
Loyalty
Develop and deliver
upon a brand position
that reflects
community values,
differentiates Vail
in ways that build its
competitive edge, and
inspires all to care for
Vail.
Lead
Stewardship
Position Vail as the
Premier International
Mountain Resort
Community and work
with community
partners to define,
support and deliver
on the brand.
Brand
Positioning
Goal Setting for Supplemental
The VLMDAC is asked to review and confirm or adjust the specific goals below, drafted to
provide focus and KPIs for requested for supplemental expenditures.
EXAMPLES:
-Optimize Visitation
-Increase mid-week stays:
-% increase by dates
-Increase occupancy as measured by lodging tax revenues
-% increase by dates
-Group Goal
-Increase leads in pipeline for 2025/2026 by XXX
-Build Loyalty:
-Increase engagement on owned channels by X % by Y date
-Brand Positioning:
-Build Brand Awareness for new brand as measured by brand perception study 2026
-Build awareness of Vail as a Michelin rated destination as measured by brand
perception study 2026
Supplemental Budget Requests Phase 1
The following slides are areas we’ve identified for Supplemental that could have been
incorporated into the operating and tactics planning had the budget been available.
Action requested of the board: Review items below and provide feedback for inclusion in the
final supplemental being presented in the May board meeting.
With board direction, detailed goals and timelines to be broken out for each, and finalized for the
May board meeting with final supplemental.
Overview:
Purchase an email enhancement tools that enables improved personalization and
enhanced analytics. Two of the vendors we’ve looked at so far are Litmus and Movable
Ink.
Goal:
This tool will help optimize and personalize email sends to drive increased engagement
more efficiently
KPI:
Increase Total Clicks via an increase in open rate and click rate and a reduction in
unsubscribe rate
Budget: $35,000 (annually)
Email Personalization
Overview:
●Current contract outlines 3 emails per month + AI versioning support.
○Deployments Jan-Mar were more frequent than that; however, we’ve been
able to accommodate.
○Deployment frequency increases in summer with current plan.
●NEW! Dynamic Content Collaboration
Goal & KPI: Provide continued and expanded content support for our email marketing
program to ensure the content meets the needs of this group and our subscribers
Request: To continue support of existing BAAG plan, increase Email Marketing & Email
Content Support (6300.55.13) by $20,160.
Content Enhancements
Email
Overview:
●Increase Content Creation by 45 hours April - December 2024 based on learnings
from January - March in which blog topics required more external communications
with experts than anticipated.
○Past Examples: Taste of Vail, Vail Comedy Festival
○Future Examples: Accessibility
Goal & KPI: Continue to generate positive return on investment through organic content
creation to maintain and increase our Page 1 keywords and organic visitor engagement
on the website.
Request: Increase Content Support & SEO Optimization (6300.55.21) by $6,300.
Content Enhancements
Content Creation
Overview:
●Invest 63 hours April - December 2024 to allow for strategies, insights, and
recommendations as it relates to web content and structure from an SEO and
content perspective. In addition, increase support and attendance for monthly
Partner and VLMDAC meetings by those on Miles’ content team.
●Currently Miles budget is dedicated to content production and optimization with an
annual strategy budget for the upcoming FY planning.
Goal & KPI: Provide the vehicle for continued collaboration with 970 and web updates to
ensure that all features and fully supported.
Request: Increase Content Support & SEO Optimization (6300.55.21) by $8,820.
Content Enhancements
Strategy and Insights
Overview:
●Develop a comprehensive strategy to
elevate the wedding and romance of Vail.
●Includes initial website analysis & project
brief (KW analysis, trends, content gaps)
into content recommendations and strategy
Goal & KPI: Enhance the current content, or lack
thereof, for weddings to drive group visitations
and increase visibility into this product.
Request: Increase Content Support & SEO
Optimization (6300.55.21) by $24,472
Content Enhancements
Wedding Site Section
Overview:
●Develop a comprehensive strategy to bring
forward multi-generational content, a top 15
consumer trend from TravelPulse
●Includes initial website analysis & project brief
(KW analysis, trends, content gaps) into
content recommendations and strategy
Goal & KPI: Enhance the current content, or lack
thereof, for multi-generational content to drive group
visitations and increase visibility into this product.
Request: Increase Content Support & SEO
Optimization (6300.55.21) by $16,100
Content Enhancements
Multi-Generational Travel
Overview:
●Miles is part of a select group of publishers allowed to create
Guides directly within Apple Maps.
●New channel and platform for user’s not using traditional
search engines.
●No ongoing costs for map usage and allows visitors to plan
their trip, click off to the business webpage, and get directions
immediately.
Goal & KPI: Drive impressions, shares, downloads, engagement,
and clicks to DiscoverVail.com from a non-traditional platform and
where we currently have no presence.
Request: Increase Content Support & SEO Optimization
(6300.55.21) by $5,040 for account setup, strategy, development, and
launch of three (3) guides.
Content Enhancements
Apple Guides
Overview:
●The Essentials License provides an entry level personalization
tool and provides Vail with everything they need to get started
with effective website personalization at an approachable
price.
●5 targeting conditions to identify and segment audiences:
Geography, Pages Viewed, Current URL, UTM, Device Type
●Use of all overlay experience types: Banners, Fly-Ins, Modals
Goal & KPI: Provide an entry-level tool with Miles full support to
provide recommended content and personalization to our website to
drive user’s deeper (pages/session) and for longer.
Request: Increase Content Support & SEO Optimization
(6300.55.21) by $14,400. $6,000 platform fee + $8,400 setup,
strategy, and monthly reporting + updates.
Content Enhancements
Personalization
Overview
●Shore-Up Existing Partners
●Channels and partners can accommodate additional spend to reach more travelers in
our audience/geos without sacrificing efficiencies in performance.
Goal & KPI: Continue to invest in strong paid media foundation to capture and convert
travelers throughout the funnel.
Request: Increase Summer Media Spend (6301.55.03 [80%] and 6302.55.03 [20%]) by
$47,602.50.
●Native Display: increase budget by $15,500
●Paid Search: increase budget by $13,150
●PreciseTV: increase budget by $8,125
●Paid Social: increase budget by $6,500
Capitalize with Existing Summer Partners
Paid Media
Website Conversion Study
Overview:
●Largest-ever official tourism website conversion study led by industry leaders Miles Partnership,
Simpleview, and Future Partners.
●Participate in a three-month examination integrating research data collected from a survey of your
DMO's website users through Google Analytics (GA4) data.
Goal & KPI:
Request: Increase Database Systems & Strategy (6300.55.05) by $5,900.
Social Media
Overview:
●Largest-ever official tourism website conversion study led by industry leaders Miles Partnership,
Simpleview, and Future Partners.
●Participate in a three-month examination integrating research data collected from a survey of your
DMO's website users through Google Analytics (GA4) data.
Goal & KPI: Monthly reporting on boosted content and exponential growth of new Meta accounts monthly
Request: Increase social media organic boosting by $24,000 and support by $4,200
Build 20-40 Website Experience Pages including copywriting, photography, mapping, and
population
-Develop all content for the experiences including copywriting and photography
selection
-Build and populate experience pages on the website including hiking, walking
tours, scenic drives, Epic Mountain Discovery, site-seeing, fishing, snowshoeing,
nordic skiing etc.
Goal: Improve guest experience in planning and stay phase of travel to support Vail's
position as a premier mountain destination
KPI: Increase time on site of website users within the ‘Things to Do’ pages by 15%,
Increase total users accessing the ‘Things to Do’ funnel by 10%, Increase partner
directory clicks by 3%
Budget: $1,000/experience - $34,200
Interactive Experiences Pages
Develop a marketing campaign to promote the new map. This campaign will specifically
target visitors to the Vail Village and will be promoted at the visitor center, hotel
concierges, and other locations. Launch fall of 2024
Goal: Increase website and map engagement and awareness in support of VLMDs
database growth strategy
KPI: Increased website traffic, increased map sessions
Budget: $40,000
-Campaign creative: $35,000
-Local media placement: n/a
-Printed map run of 10k: $5,000
Interactive Map Campaign
Phase 1 Supplemental Overview
Action requested of the board: Review items below and provide feedback for inclusion in the
final supplemental being presented in the May board meeting.
Email enhancement tools for improved personalization and analytics (e.g. Litmus / Movable Ink)$35,000
eNews Content, AI, Imaging, Versioning, Dynamic Content Support $20,160
Content Creation support based on learning from EEAT tactics to right size support $6,300
Content Strategy & Insights for web content and structure, add increase support and meeting attendance $8,820
Content enhancement Wedding content and Multi-Generational Travel $40,572
Apple Guide Development $5,040
Personalization Trial $14,400
Media to Capitalize w/existing partners $47,603
Website Conversion Study $5,900
Social Media: Acquisition & Relaunch (Boost Media Cost, management and strategy)$28,200
Develop a marketing campaign to promote the new map and 10k printed maps $40,000
Build 20-40 Website Experience Pages including copywriting, photography, mapping, content review and population $34,200
PHASE 1 TOTAL $286,195
Big Ideas Brainstorming
We have come up with some big ideas but want to be sure primary goals fit these before
pursuing further.
Draft brainstorm of “big ideas” in appendix. Board to identify which they’d like to see built out in
detail.
BRAND PLATFORM
Brand Platform
To be presented at board meeting.
DMO + STRATEGIC VISIONING
DMO Update
DMO Update
VLMDAC Strategic Planning
Proposed:
September 18 - 20, Wednesday to Friday
●2 Nights in Steamboat Springs
○Thursday, 9/19 main strategic planning day
○VLMDAC Board Meeting Remote from there
●Alternative Dates
○September 11-13
○October 9 - 11 : Not preferred in terms of planning timing
Q1 Miles SEO & Content
Update
Miles Partnership
April 18, 2024
DiscoverVail.com
Caitlin Row
Senior Content Manager
Your Dedicated Content Team
Chloe Smith
Content Manager
Tracy Chopek
Content Coordinator
●Content Audits, Research & Resource Creation
●Content in Review: What We’ve Done
●The Content Plan: What Drives Our SEO Strategy
●Q1 in Review — Organic Site Performance
●March 2024 Performance Highlights
To
d
a
y
DiscoverVail.com
Content Audits,
Research &
Resource Creation
Content Audits, Research & Resource Creation
To inform our content and SEO strategy for 2023 and 2024, Miles:
●Conducted 2 competitive keyword analyses to identify keyword gaps and
opportunities with competitors like GoBreck, Aspen Snowmass, Park City, Telluride,
Jackson Hole and Whistler (town) — and we analyzed Uncover Colorado to identify
Colorado keyword opportunities
Organic Site Growth Isn’t By Chance: It’s an Art & a Science
Content Audits, Research & Resource Creation
Miles also conducted 2 pagetype audits:
●Blog pagetype audit
○Audited for page performance and metadata, and analyzed content breakdown
across winter/non-winter, Responsibility/Sustainability, DEI, Accessibility,
Nightlife, Family, Shopping, Dining, Events, Adventure/Outdoors, Relaxation,
Lodging
○Used to identify opportunities for new blog content and optimizations of existing
content
●/Things-to-do pagetype audit
○Audited for page performance, metadata, duplicate content to blogs, crosslinking
opportunities, and content priorities like Responsibility/Sustainability, DEI and
Accessibility
○Used to inform /things-to-do pagetype optimization strategy
Organic Site Growth Isn’t By Chance: It’s an Art & a Science
Content Audits, Research & Resource Creation
In 2023, Miles produced:
●Continuous Planning Document
○Used to prioritize regular SEO and fact-checking for site content
○Content is organized by when it was last updated, performance and seasonality.
●Guidelines for writing quality alt text
○Used to support site accessibility
○Miles worked with 970 to add alt text to every site photo
●The Discover Vail Content Style Guide
○Used to ensure content quality across the site and other owned channels (social, eNews)
○Outlines the Discover Vail content voice and specific style elements
●Backlinks competitive analysis & Best Practices Checklist for blogger program
○Used to identifying blogger opportunities and to support the blogger program
●Unpublish Guidelines
○Used to inform when to unpublish and redirect existing content, and when to keep it live)
Resource Creation for Discover Vail Staff & Partners
Content in Review:
What We’ve Done
So Far
DiscoverVail.com
Content in Review
●New blog topics are focused on identified keyword and content gaps, plus Discover Vail content priorities.
●We build blog topics around Discover Vail content pillars (Slide 6) and KPIs (event attendance and hotel bookings).
●From the art side, we focus new content around topics that make sense for Vail and speak to the Vail visitor.
Miles has published 45 new blogs in 2023 and 2024.
Content in Review
The 2023 blog audit identified lodging keyword gaps
across the site:
Now, DiscoverVail.com is in the No. 2 position for
“best hotels in vail,” No. 8 for “vail hotel,” No. 2 for
“top hotels in vail,” No. 8 for “vail hotels,” No. 1 for
“luxury hotel vail,” No. 2 for “best hotels in vail
village,” No. 2 for “ski in ski out vail colorado,” No. 2
for “vail ski in ski out hotels,” No. 1 for “vail hotels
with pools” and No. 11 for “lionshead hotels”
DiscoverVail.com Lodging Keywords are Winning!
Content in Review
●Vail Coffee Shops (Position 1), https://discovervail.com/blog/vail-coffee-shops/
●Dog Friendly Vail (Position 1), Pet Friendly Vail (Position 1), dog friendly vail restaurants (Position 2):
discovervail.com/blog/dog-friendly-guide-to-vail-from-hotels-restaurant-patios-to-hiking-trails-events/
●Vail Breweries (Position 1), https://discovervail.com/blog/vail-breweries-distilleries/
●Vail Waterfall Hike (Position 1), https://discovervail.com/blog/top-colorado-waterfall-hikes-near-vail-discover-vail/
●Vail April Skiing (Position 7), https://discovervail.com/blog/5-reasons-to-enjoy-spring-skiing-in-vail
●Best Spas in Vail (Position 2), Spas in Vail CO (Position 1),
https://discovervail.com/blog/only-in-vail-spa-treatments-relaxing-experiences-to-remember-forever/
●Goat Yoga Vail (Position 3), Goat Happy Hour Vail (Position 3):
https://discovervail.com/blog/goat-happy-hour-to-goat-yoga-unique-things-to-do-at-vail-stables-in-summer/
●What to Do in Vail in Summer (Position 7): https://discovervail.com/blog/vail-in-summer-itineraries/
●Colorado in July (Position 9): https://discovervail.com/blog/things-to-do-vail-july/
●Vail in October (Position 2), Vail Colorado Fall (Position 6): https://discovervail.com/blog/vail-events-fall/
●Vail Oktoberfest (Position 2): https://discovervail.com/blog/vail-oktoberfest/
●Vail Scenic Drives (Position 2), Scenic Drives Near Vail (Position 2):
https://discovervail.com/blog/fall-drives-vail-colorado/
●Things to Do in Vail in Winter (Position 1), Vail Winter (Position 3): https://discovervail.com/blog/winter-in-vail-activities-reservations/
●Sweet Basil Michelin Star (Position 3): https://discovervail.com/blog/michelin-recommended-sweet-basil-vail-colorado
●New Years in Vail Colorado (Position 1), Vail Colorado New Years Eve (Position 1):
https://discovervail.com/blog/new-years-eve-vail/
●Golden Bear Jewelry (Position 4): https://discovervail.com/blog/golden-bear-vail-jewelry-store/
●Best Places to Rent Skis in Vail (Position 6), Vail Ski Clothes Rental (Position 3):
https://discovervail.com/blog/vail-ski-rentals-where-to-get-equipment/
More New Blog Keyword Wins:
Gaps and opportunities ranking on Page 1 of Search Engine Results Pages
Content in Review
●In 2023, most page optimizations consisted of existing blogs. 2024 optimizations have expanded from the /blog pagetype to all pagetypes.
Miles optimized/consolidated more than 60 pages
in 2023 and began work on another 36 pages in Q1
2024 (24 currently complete).
Content in Review
●Starting in Q4 2023 to support 970’s new /things-to-do site universe, Miles began consolidating 30 existing activity-focused blogs with new 970-created /things-to-do pages using the same content (duplicate content)
○Aim to continue to remove duplicate content across the site between blog and /things-to-do pages and fully optimize the new /things-to-do pagetype. Starting in Q1 and going forward, we’ll be passing along traffic from 30 /blogs pages to new /things-to-do pages.
/Things-to-Do Optimizations in 2023–24
Content in Review
●What’s left: Miles will continue to chip away at optimizing the remaining approx. 50
/things-to-do pages, 70 /blog pages and 90 landing pages through 2024 and into 2025
along with content projects related to the new 970 map.
/Things-to-Do Optimizations in 2023–24
DiscoverVail.com
The Content Plan:
What Drives Our
SEO Strategy
The Content Plan: What Drives Our SEO Strategy
●
2024 Content Plan Breakdown
●The content plan manages and informs everything Miles’ content team does for Discover Vail (all the
things that make search engines happy!). It drives new content/optimizations, plus it helps populate
Discover Vail-owned channels, like social media and enews. 2024 Discover Vail Content Plan link >>
The Content Plan
Content Plan features:
●Overarching monthly seasonal themes for VLMD and partner use
●New blog content (2 blogs) each month
●Tabs tracking existing content optimizations each month
●Content recommendations for e-newsletters
●Owned-content suggestions and UGC recommendations for social posts
●SEM recommendations for blog promotion
2024 Content Plan Breakdown
The Content Plan
Additionally included are:
●Seasonal Overview tabs for partner planning (new)
●Link to the 2024 social-planning document (new)
●Unpublish Guidelines (new)
●Blogger Checklist (new)
●Blogger Content Themes/Topic Suggestions (new)
●Blogger Backlinks Audit (new)
●Discover Vail Style Guide
●Guide to Writing Alt Text
●Tabs for content planning/optimizations and tracking (primarily for Miles)
2024 Content Plan Breakdown
Q1 in Review —
Organic Site
Performance
DiscoverVail.com
Q1 in Review: Jan.–March 2024
●Users increased by an
average of 67% YoY (85,729
in Q1 2024 vs. 51,486 in Q1
2023).
●Sessions rose to more than
120k with an 82% YoY
increase, and pageviews
reached nearly 230k, up by
82% YoY.
●Average engagement time
increased by 17% in
comparison to last year.
Q1 Organic-Traffic Highlights: The Site is Performing Well!
Q1 in Review: Jan.–March 2024
Q1 Top-Pages Viewed (Organic Traffic)
●Events Calendar (/events): 30,084
views
●Things To Do (/things-to-do): 11,717
views
●Shopping in Vail, Colorado Shopping
Guide (/shopping): 11,606 views
●Discover Vail Colorado Vacation
Spots (homepage): 10,356 views
●What is Après?
(/blog/what-is-apres-ski): 7,017 views
Q1 in Review: Jan.–March 2024
49,929 organic views for all blog pages in Q1 2024
*7 of the 10 top-performing blogs are either optimized or written by Miles
●/blog/what-is-apres-ski: 7,505 *optimized by Miles
●/blog/nightlife-in-vail: 3,690 *optimized by Miles
●/blog/winter-in-vail-activities: 2,635 *written by Miles
●/blog/the-five-best-brunch-: 1,720 *optimized by Miles
●/blog/apres-ski-spots: 1,625 *optimized by Miles
●/blog/luxury-hotels-in-vail: 1,413 *written by Miles
●/blog/only-in-vail-spa-treatments-: 1,354 *written by Miles
●/blog/how-to-have-a-dream-winter-vacation-in-vail-: 1,097
●/blog/how-to-get-in-shape-for-skiing-and-snowboarding: 1,021
●/blog/winter-mountain-tips-what-to-wear-skiing-and-snowboarding: 1005
Q1: Top 10 Blog Pages & Views (Organic Traffic)
Q1 in Review: Jan.–March 2024
55,354 organic views for all /things-to-do pages in Q1 2024
*5 of the Top 10 performing /things-to-do pages are optimized by Miles
●/things-to-do: 11,721
●/things-to-do/summer-vail-things-to-do: 5,115 *optimized by Miles
●/things-to-do/scenic-gondola: 3,931
●/things-to-do/dogsledding: 3,613 *formerly /blog content & optimized by Miles
●/things-to-do/familyfun-winter: 2,391
●/things-to-do/ice-skating: 2,360 *formerly /blog content & optimized by Miles
●/things-to-do/snowshoeing: 2,325 *formerly /blog content & optimized by Miles
●/things-to-do/sleigh-rides: 2,138 *formerly /blog content & optimized by Miles
●/things-to-do/family-friendly: 1,916
●/things-to-do/bars-nightlife: 1,707
Q1: Top 10 /Things-to-Do Pages & Views (Organic Traffic)
March 2024:
Performance
Highlights
DiscoverVail.com
March 2024
●Users increased by
an average of 47%
YoY (48k), with
organic channels
leading for new
users.
●Sessions rose to 64k
with a 47% YoY
increase, and
pageviews reached
112k, up by 47% YoY.
●Average
engagement time
increased by 14% in
comparison to last
year.
March 2024 Report Highlights: DiscoverVail.com
March 2024
●Top pages viewed include Events Calendar with 17k views, and Welcome to Winter in
Vail with 5.7k views
●Top blogs landing pages/views include What is Après Ski, 1,462 views, and Nightlife in
Vail with 897 views. Top Google keyword searches included "apres ski" and "vail village."
March 2024 Report Highlights: DiscoverVail.com
March 2024
●Partner Click (any outbound click that does not include Book Direct):
17,666 clicks
●Visitation View (travel-intent pageviews including book direct and tool pages):
4,042 clicks
●Lodging Click (Book Direct):
820 clicks
*YoY data on Top-Click Activity not available yet
March 2024 Report Highlights: Top-Click Activity
March 2024
Total organic
keywords grew 141%.
Keywords ranked on
Page 1 grew 144%.
Keywords ranked on
Page 2 grew 111%.
Why is this important
and so extremely cool?
Visibility! Keywords — Vail
specific queries — are
how users are finding the
content and the site
organically.
March 2024 Report Highlights: YoY Keyword Growth
March 2024
●In March, YoY, /things-to-do page views grew 104%
○17,445 views in March 2024, 8,855 views in March 2023
○At end of Q4, 40+ /things-to-do pages were added to the site as part of 970’s big
/things-to-do site-universe project.
○Content on these pages was populated from existing blog content, and Miles is in
the process of consolidating at least 30 existing blogs with new /things-to-do
pages. To limit site volatility around keywords, we placed canonical tags on the
duplicate blogs signaling to Google to index the /things-to-do pages over the
duplicate blogs. We’ve begun the process of unpublish/redirect and expect to
finish that in Q2 2024.
●In March, YoY, blog page views still grew 15%, despite some expected volatility with
sending historical blog traffic to new /things-to-do pages.
○13,930 views in March 2024, 12,144 views in March 2023
March 2024 Report Highlights: Blogs & /Things-to-Do Pages
March 2024
Example: Blog Traffic Transition to /Things-to-Do Page
Q&A
TOWN OF VAIL UPDATES
Thank you!
Upcoming Meetings:
VLMDAC Board Meeting
Thursday, April 18, 2024, Grand View Room
APPENDIX / SUPPLEMENTAL BIG IDEA BRAINSTORMING
Overview
●Introduce two new strategic partners into the Summer Media Plan
media mix.
●Amazon CTV: $95,000
○Tap into Amazon's first party customer data to target Vail's
audience.
●Pandora Sponsored Playlist: $100,000
○Real-time playlist targeting: Hiking? Outdoor activities?
○Inclusive of traffic driving media
○Mobile Audio w/ Banner Ads
○Mobile Responsive Display Banner Ads
○Mobile Welcome Interstitial Banner Ads
Request: Increase Summer Media Spend (6301.55.03 [80%] and
6302.55.03 [20%]) by $214,500.
1.Expanding to New Summer Partners
Paid Media
2. MICHELIN // Bon Appétit Test Kitchen
Case Study: Bon Appétit Test Kitchen (New York City, NY)
Overview: Live cooking demonstration with a local chef (and “Chopped” champion) in the official Bon Appétit test kitchen
at Condé Nast headquarters in New York City. USVI’s Chef John delivered a menu featuring delicious Caribbean dishes and
drinks.
Editors from Bon Appétit, Condé Nast Traveler, Essence and New York Post were all in attendance as the U.S. Virgin Islands
team explained the origins of the new “Naturally in Rhythm” branding while giving these tastemakers a true taste of the
islands. Our goal was to not only tease the amazing local cuisine from the territories, but to inspire the editors to write, visit
and promote the destination organically in their publications.
Results: Across Condé Nast’s publications, the campaign garnered:
-More than 15 million impressions
-65,000 total campaign clicks
-More than 49,000 page views
-More than 3.9 million total high impact impressions
-More than 6 million impressions with a 5.24% article click-through rate through native content articles
Budget: $350,000
3. MICHELIN // Food52
Food52
Food52 presented us with a geo-targeted program, designed to build awareness and drive education around Vail’s foodie
scene. Through a partnership rooted in taste, they’ll inspire their community of leisure travelers to immerse themselves in the
culture and taste of Vail. They’ll bring the distinct and masterful flavors of Vail’s Michelin restaurants into their kitchens
through authentic custom content with a Vail-based Chef and a series of custom brand articles on food52.com.
-3x Custom Articles
-3x Custom Recipes from TBD chef
-1x Talent Hosted Recipe Video (Long-Form) with TBD chef cooking one of his custom recipes
-2x Hands and Pans Videos (Short-Form) of two custom recipes (No Talent)
-1x Dedicated Content Email promoting Custom Content (100% SOV) and Added Value ROS Brand Banners on
Food52 + Food52 AppleNews
Budget: $250,000
4. MICHELIN // Food & Wine
Austin Food & Wine
-Sponsorship and activation at Austin Food & Wine festival. Highlight the culinary excellence of Vail within a key target
market while leveraging tons of earned exposure.
-Includes sponsorship for the big dinner event
Budget: Roughly $300,000 + execution - Would want Kristin to participate with media but sponsorship, execution can be
handled by Miles
5. Big Ideas - Plant a Tree
For every booking that is made on DiscoverVail.com, we will plant a tree.
Or signs up for free wifi? Log on to Vail Free WiFi- get it? Get it? Thanks Jeremy Gross! Wifi
symbol could be tree rings.
We would look into “tree planting organizations” like One Tree Planted.
Or could look into The Good Traveler
6. Big Ideas - Airport Takeovers
-Takeover a terminal of an airport. Chicago
-We have EGE signage planned in our existing budget but can expand upon that.
6a. Big Ideas - AR/VR Unleashed
Just brainstorming here - feel free to comment!
-AR/VR Unleashed
-A digital out-of-home installation featuring
augmented or virtual reality. Participants will
interact with an unexpected experience while
waiting for the bus or at the airport.
-A uniquely Vail scene or a live webcam of any
location from the destination could be built,
placing the person into the real/virtual reality.
-Kayakers/hiking/fall colors on the bus
-Participants will be encouraged to scan a QR
code and get entered for a chance to win a
trip by subscribing to the Vail newsletter.
-One opportunity lies a major airport hub(s)
where a takeover or installation can be added.
-Once produced, the 3D VR asset can be
placed in any other airport.
-MVP is $250,000 with best results for full
execution and production ~$600,000
7. Big Ideas - Vail On Tour
Create a 4d cinema experience that can be
rolled into target market cities or major
events allowing people to experience Vail
Moments on-site and encouraging them to
visit the real thing.
Experience can contain nature scenes with
scents of forest pumped into the room,
whitewater rafting scenes with motion
chairs and air/water spray effects, Gondola
ride up the mountain with air and scent
effects, etc.
Participants get free experience by filling
out email/data capture form.
Discover Vail goes on tour to major cities bringing the experience of vail to them.
8. Big Ideas - 3D Billboard
-Flight: 4-weeks
-Geography: New York (Times Square)
-Estimated impressions: 4,647,887
-Cost: $60,000
9. Big Ideas - Interactive Streaming TV
-Vendor: Hulu
-NEW Interactive video formats foster greater affinity
with a brand using customizable interactivity that
can inform viewers about a brand’s latest products,
features, and services.
-Cost: $150,000
10. Big Ideas - Event Sponsorship
-Connecting with AEG and buy a takeover sponsorship of a Colorado band in a target
market.
OR
-Partner with a sporting event in a target market. Miles, can you look into media buy opps in
target markets?
OR
-Houston Rodeo (group) - Vail night at Houston Rodeo - maybe find artist that is a ford amp
artist? Align with that.
OR
-Dallas Symphony performing in Dallas - could we show Dallas Symphony footage at Amp
OR
-Austin Food and Wine?
11. Brand Positioning - Event Sponsorship
-Sponsor an event in key feeder market to introduce the new brand or campaign. Typically
major event sponsors also secure media exposures through radio and TV coverage adding to
the reach of the event
-Case Study - Lake Charles
-854 eNews sign-ups with the
audience opening at a 33%
rate
-Paid Social impressions:
1.3M
-Organic Social Impressions:
92K
-Influencer Reach: almost
500k from 10 influencers
-TV & Newspaper coverage
promoting festival and
announcing campaign
launch: 1.64M reach
-
11a. Brand Awareness - Event Sponsorship
2024 planning /production // 2025 execution?