HomeMy WebLinkAbout01. MAY-16-2024-VLMDAC-BOARD PRESENTATIONVLMDAC BOARD MEETING
MAY 16, 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 (45 minutes) Town of Vail and Partner Group
●CRM and Analytics Update (45 minutes) Brown Analytics Advisory Group
●Vail Brand Poll Results (15 minutes) Board and Resonance
●2025 Campaign Concepts (20 minutes) 970 Design
●DMO and VLMDAC Strategic Visioning (5 minutes), Town of Vail
●Town of Vail 2024 Strategic Plan (5 minutes), Town of Vail
●Town of Vail Updates
●Other Business
●Adjournment
MINUTES APPROVAL
Minutes Approval
Action requested of board to approve the April 18 and May 10 minutes.
FINANCE UPDATE
2024 CAMPAIGN UPDATE2024 1st SUPPLEMENTAL REQUEST
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
V
L
S
B
Action Requested of Board: Review and confirm or adjust the goals below. These have been
created to be sure we are quantified and specific with our objectives for requested supplemental
expenditures.
Goal to increase occupancy by 5% between 4/15 - 5/31 to be added for 2025 Operating Plan
Detailed VLMD Draft Goals
Goal 2022 Actual 2023 Actual 2024 Goal
Increase Length of
Stay 6/1 - 9/30 2024
____ nights average 2.541 nights average 10% increase YOY
2.79 nights average
Increase Occupancy
10/15 - 12/15 2024
36.6%37.4%39.3%
5% increase YOY
Build Loyalty: Repeat
visitation 6/1 - 9/30
3.7% of 2021 summer
WiFi visitors returned
in 2022 summer
5.6% of 2022 summer
WiFi visitors returned
in 2023 summer
6.4% of 2023 summer
WiFi visitors will
return in 2024
summer
1st 2024 Supplemental Request
Action Requested of VLMDAC: Approve or approve with changes the total $ 886,863
1st Supplemental request including:
-Phase 1: Reviewed in April 18 meeting. Changes have been highlighted in
orange. These will NOT be reviewed again but can be discussed/changed.
-Phase 2: Expanded upon big ideas and other opportunities.
These will all be presented and discussed.
Supplemental has been grouped in 3 sections. We will discuss any change requests
on the overview slides for each section:
1.Content and Personalization Enhancements
2.Building the Brand
3.Drive Visitation
P1
P2
CONTENT AND PERSONALIZATION ENHANCEMENTS
Overview:
Purchase an email personalization and testing tool that enables improved personalization
functionality, testing across all email readers, and enhanced analytics.
Analysis:
●Engaged contacts in our Database drive $5 in incremental tax revenue per year
●150k contacts (75% of our current database) are engaged
●Currently driving $750k of incremental tax revenue per year
Goal: Drive an increase of $115k in tax revenue per year
KPIs:
-Drive a 10% improvement in the value of our engaged contacts ($75k/year)
-Move 20% of our 50k unengaged contacts to engaged contacts ($40k/year)
Budget: $35,000 (annually)
Email Personalization
P1
Overview: Email Marketing & Email Content Support (6300.55.13)
●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 content meets the needs for BAAG’s deployment and testing schedule and continue
to inspire our subscribers.
●Measurement: Engagement metrics such as email content engagement, clicks, and
email opens.
Budget: $20,160
Email Personalization
Content Enhancements
P1
Overview: Content Support & SEO Optimization (6300.55.21)
●Increase Content Creation using E-E-A-T (experience, expertise, authoritativeness and
trustworthiness) framework that Google uses to evaluate the quality of a website's content
and search results. 45 additional 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, Hygge Food,
○Future Examples: Accessibility, Fly Fishing, Flower Hunting, etc.
Goal & KPI: Continue to generate positive return on investment through organic content
creation. Maintain strong presence of Page 1 KWs and expand presence identified areas of
opportunity. Year-to-date organic is up 86% YoY due to implementation of strategy - continue
incredibly strong YoY growth.
●Measurement: Provided by two SEO measurement tools monthly to evaluate MoM
and YoY performance to drive continued optimization.
Budget: $6,300
Content Enhancements
Content Creation
P1
Overview: Content Support & SEO Optimization (6300.55.21)
●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 proactive solutions and continued collaboration for major web updates that
ensure all features are fully supported.
●Measurement: Ad hoc depending on feature and balance between UX/UI and organic
metrics
Budget: $8,820
Content Enhancements
Strategy and Insights
P1
Overview: Content Support & SEO Optimization (6300.55.21)
●Capitalize on recent wedding/romance trends and begin nurturing this
audience/segment we have not thoughtfully targeted.
○63% of Gen Z and Millennial travelers report strong excitement for wedding and
romantic travel (SoTAT)
○Destination weddings have grown 30% since 2021 and one out of 4 weddings are
now destination weddings
○Projected wedding market size for 2033 is $103B up from $30.3B in 2024
Goal & KPI: Increase engagement with mountain destination wedding content.
●Measurement: Target for Q1 2025: Increase pageviews and users by 20%, and
improve engagement rates (e.g., average time on site). To be monitored monthly as
content is published as well.
Budget: $10,500
Content Enhancements
Wedding Site Section
P1
Overview: Content Support & SEO Optimization (6300.55.21)
●Address two areas of opportunity with a single project.
○Expanding our definition of family travel and lean into booming
multi-generational travel trend.
○Provide action on our pillar of welcoming and inclusivity with other 25% of
Americans currently self-reporting as having a mobility issue - from needing a
cane at times to full wheelchair necessity.
Goal & KPI: Expand our content offering on the website via execution in this budget for
family travel beyond spouse + child.
●Measurement: SEO and GA4 to not only produce this gap in content but also
expand Page 1 KWs for SERP visibility.To be monitored monthly as content is
published.
Budget: $10,500
Content Enhancements
Multi-Generational Travel
P1
Website Conversion Study
Overview: Database Systems & Strategy (6300.55.05)
●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:
Budget: $5,900
P1
Overview: Increase Content Support & SEO Optimization (6300.55.21)
●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.
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.
●Measurement:
○Monthly examination of performance, along with recommendations to optimize
campaigns/content, to have a significant lift in targeted user engagement metrics when
comparing a user you was targeted by our campaign versus those who are not.
○Begin to test website personalization and develop learnings from our audience to drive future
strategy and considerations
Budget: $14,400. $6,000 platform fee + $8,400 setup, strategy, and monthly reporting + updates.
Website Personalization Enhancements
Personalization
P1
Overview: Use new channel and platform for user’s not using traditional
search engines, Apple Guides, as content support & SEO optimization.
Goal & KPI: Drive impressions, shares, downloads, engagement, and
clicks to DiscoverVail.com from a non-traditional platform and where we
currently have no presence and create 3 initial guides.
●Compete and begin to own Apple Guide real estate with our
messaging compared to competitors like Breck who are being
served when a user searches for Vail.
Measurement: During the first 6 months
●800 views per guide per month
●150 clicks to POIs per guide per month
●75 visits to DiscoverVail.com per guide per month
Budget: $5,040
Content Enhancements
Apple Guides
P1
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
P2
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. We will design and have all assets ready for launch in
Summer 2025.
Goal: Increase website and map engagement and drive awareness in support of our
database growth strategy
KPI: 2024 usage will be established as a benchmark
15% Increased website traffic, 100% increased map sessions (noting this will be
measured in 2025 once launched)
Budget: $40,000
-Campaign Strategy + Production: $35,000
-Printed map run of 10k: $5,000
-Local media placement: 2025 budget
Interactive Map Campaign
P2
2024 Supp.
Email Personalization Enhancement Tool
Testing tool that enables improved personalization functionality, testing across all email readers, and enhanced analytics.
$35,000
Personalized Content for Increased Email Segmentation
Customize content for additional segmentation in e-newsletter strategy
$20,160
Website Article Content Enhancement
New EEAT, Wedding and Multi-Gen Content, Strategy and Insights,
$36,120
Website Conversion Study
Website conversion study including 50+ tourism websites for baseline comparisons
$5,900
Website Personalization Trial
Provide personalization to website to increase engagement and time on site
$14,400
Apple Guide Development
Create 3 Apple Guides to compete with other DMOs using the platform and provide information to those not using Google
search.
$5,040
Interactive Map Experiences and In-Resort Campaign / Map
20-30 unique experiences (ie: walking tours), awareness campaign and printed map
$74,200
TOTAL Content and Personalization Enhancements $190,820
Optimize Visitation Build Loyalty Lead Stewardship Brand Positioning
Content and Personalization Enhancements
✓✓
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BUILDING THE BRAND
Social Media
Overview:
●Increase boosted post budget for new @DiscoverVailColorado handle for increased
visibility, faster growth and specific demographic targeting.
●Boosting 5 posts/week with an increased budget per of $300.
Goal & KPI:
●Monthly reporting on boosted content performance
●Instagram Engagement rate per month — 0.11% (reasoning: this would get you to an
engagement rate close to the benchmark in the travel industry in 1 year)
●Facebook Engagement rate per month — 0.07% (reasoning: this would get you to an
engagement rate close to the benchmark in the travel industry in 1 year)
●Instagram & Facebook Follower growth rate per month — 2% per month (reasoning: this
would get you a growth rate close to the benchmarks and for context)
Budget: $28,200
Request: Increase social media organic boosting by $24,000 and support by $4,200
P1
Overview: In addition to the budgeted Brand Perception Study, awarded to Future
Partners, in-depth interviews of leisure travelers can be incorporated. This adds r ichness
and depth to quantitative work by hearing directly from our audience.
-In-Depth Interviews with 10 Leisure Travelers: $22,950
-Minimum of 10 45-minute interviews is recommended
-All interviews will be recorded and shared
-Participants will be compensated for their time
Brand Perception Study via digital survey currently under contract for $40,000
Budget: $22,950
Brand Perception Study: In-Depth Interviews
P2
Overview: In addition to the budgeted Brand Perception Study, this
qualitative research shares reactions to logos, messaging
-Testimonials from 10 Leisure Travelers
-Online survey of leisure travelers
-2 questions/prompts relative to creative/messaging
Brand Perception Study via digital survey
currently budgeted at $40,000
Budget: $10,500
Brand Perception Study: Testimonials
P2
Overview: Future Partners study on the effectiveness of the Vail Moments 2024
campaign with a survey-based questionnaire fielded amongst residents who live in
campaign key markets.
The survey questionnaire can be designed to cover topics such as:
-Awareness of the campaign
-Ad recall/Perceptions of the ads
-Perceptions of Vail as a result of seeing the ads
-Media usage
-Other performance metrics of interest (ie: length of stay, geo, etc.)
ROI of the campaign will be estimated with the following:
-Direct visitor spending
-Tax revenues generated
-Hotel room nights generated
Budget: $59,000
Marketing Campaign Effectiveness Study
P2
Building the Brand
2024 Supp.
Social Media Kick-Start
Fast tracking the new handles with increased post boosting and campaigns
$28,200
Brand Perception Study (In-Depth Interviews)
Add-on to Brand Perception Study with in-depth interviews of leisure travelers
$22,950
Brand Perception Study (Testimonials)
Testimonials from 10 Leisure Travelers through an online survey on creative/messaging
$10,500
Marketing Campaign Effectiveness and Economic Impact Study
Determine ROI of campaign with tax revenue, nights stayed and direct visitor spending
$59,000
TOTAL Building the Brand $120,650
✓✓✓✓
Optimize Visitation Build Loyalty Lead Stewardship Brand Positioning
✓✓✓
✓✓✓✓
*Note: The idea of “Visit Vail and We Will Plant a Tree” is something we want to focus on as a 2025 initiative.
We are excited to build it out with a longer runway to make the most of PR and Group promotion.
✓✓✓✓
OPTIMIZE VISITATION
Overview: Summer Media Spend (6301.55.03 [80%] and 6302.55.03 [20%])
●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.
●Measurement: Continue to outperform Summer 2023 campaign in key media metrics such as clicks,
conversions, and Adara Revenue. To be reported on and reviewed monthly along with a campaign wrap
report post-campaign.
Budget: $47,602
●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
P1
Overview: Summer Media Spend (6301.55.03 [80%] and 6302.55.03 [20%])
●Introduce a new strategic partners into the Summer Media Plan media mix.
●Amazon CTV: $104,500
○Tap into Amazon's first party customer data to target Vail's audience.
○73% of Amazon streamers plan to travel in the next 12 months
○:15 and :30s Video Commercial
■Non-skippable ads to tell the Vail Moment story
■Show up alongside premium, brand-safe content line TV shows
and movies
●Measurement: To be reported on and reviewed monthly along with a campaign
wrap report post-campaign
Budget: $104,500
Expanding to New Summer Partners
Paid Media
P2
Overview: Summer Media Spend (6301.55.03 [80%] and 6302.55.03 [20%])
●Introduce a new strategic partners into the Summer Media Plan media
mix.
●Pandora Sponsored Playlist: $110,000
○Sponsored Stations are part of SXM Media’s Custom Solutions
offerings - giving advertisers the opportunity to break through the
clutter and sponsor a popular, pre-existing station that solves for
contextual relevance.
○Sponsored Stations are the only stations to have a mix of
hand-curated musicologist expertise with the personalization of
the music genome & listener thumbs, making them a perfect fit
for advertisers looking to align with moments through music
●Measurement: To be reported on and reviewed monthly along with a
campaign wrap report post-campaign
Request: $110,000
Expanding to New Summer Partners
Paid Media
P2
Overview: Summer Media Spend (6301.55.03 [80%] and
6302.55.03 [20%])
●Introduce a new strategic partners into the Summer Media
Plan media mix.
●Undertone Booking Unit:
○We just recently developed a brand-new unit type that
is a geo-targeted actionable booking ad
○Shows flights and cost to EGE (ORD & HOU). We’d
preset the dates the align with our booking window.
Unit offers both an awareness tactic to inform folks
direct flights exist and also provides an immediate low
funnel opportunity.
●Measurement: To be reported on and reviewed monthly
along with a campaign wrap report post-campaign
Request: $110,000
Expanding to New Summer Partners
Paid Media
P2
Overview: Summer Media Spend (6301.55.03 [80%] and 6302.55.03 [20%])
●Introduce a new strategic partners into the Summer Media Plan media mix.
●NBC/Peacock:
○Peacock will be the official streaming hub of the Olympics which
allows Vail to have your marketing messaging in front of global
audience throughout the games - summer messaging meeting interest
in summer games
○Through Miles relationship with NBC/Peacock - Vail gets to leverage
our access to this audience and platform
●Measurement: To be reported on and reviewed monthly along with a
campaign wrap report post-campaign
●Request: $147,000
○Media: $137,500
○Creative: New Script and New edit - $9,500*
*Option to use Existing spot (Outdoor Enthusiast)
Expanding to New Summer Partners
Paid Media
P2
Overview: Media Spend (6301.55.03 [80%] and 6302.55.03 [20%])
●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.
●Measurement: Outperform all 2023 campaign’s in key media metrics such as clicks, conversions, and
Adara Revenue. To be reported on and reviewed monthly along with a campaign wrap report
post-campaign.
Budget: $30,250
●Fall (9/8 – 10/31) - $9,900 (+20%)
●Early Winter (10/28 – 12/8) - $18,700 (+20%)
●Events (11/4 – 10/31) - $1,650 (+10%)
Increase Fall & Early Winter
Paid Media
P2
Overview: Media Spend (6301.55.03 [80%] and 6302.55.03 [20%])
●Attribution model is based on Device ID’s.
●Near pixel is appended to our existing AdGenuity campaign tags.
●Near compliments Adara by allowing us to track foot traffic into the destination that is directly attributable
to our paid media campaigns which will in turn help measure effectiveness, impact, and identify
opportunities.
●Recommending this is pursued through Miles versus Rove considering dramatic cost savings.
○Rove offers a $0.90 CPM & 52M estimated impressions vs Miles rate of $0.50 CPM
Goal & KPI: Data from Near will help us better inform and optimize media plans as we’ll receive more data on
which tactics are driving actual visitation versus awareness.
●Measurement: Reviewed alongside monthly, campaign, and annual media performance/planning.
Budget: $20,640
Near Media Attribution
P2
2024 Supp.
Build Upon Existing Partners
Increase existing plan to expand awareness of 2024 campaign to key markets
$47,602
Amazon CTV
Tap into Amazon's first party customer data to target Vail's audience.
$104,500
Pandora Sponsored Playlist
Break through the clutter and sponsor a popular, pre-existing station
$110,000
Geo-targeted Booking Pop-up / EGE Awareness
Geo-target users and show flights and cost from EGE to ORD & HOU with custom booking windows.
$110,000
NBC Olympics
Advertise on Peacock / NBC Olympics and target our active, affluent audience.
$147,000
Increase Fall / Early Winter Marketing Efforts $30,250
Near Media Attribution
Track media campaigns to enhance measurement, effectiveness, impact, and identify opportunities.
$20,640
TOTAL Optimize Visitation $575,393
Optimize Visitation
✓✓
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Optimize Visitation Build Loyalty Lead Stewardship Brand Positioning
✓✓✓
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Vail Local Marketing District Advisory Council approve or approve with
changes, the 2024 1st Supplemental Plan and budget request of $ 886,863
-Content and Personalization Enhancements $ 190,820
-Building the Brand $ 120,650
-Optimize Visitation $ 575,393
Supplemental will be taken to Vail Local Marketing District on June 4, 2024 for
final approval.
Action Requested
ANALYTICS UPDATE
Email Database Growth
Our database has grown almost 9x since September 2020
Email Database Growth in 2024
Our database has grown 19k in 2024, 56k in last 12 months
Database Size by Source
The vast majority of our contacts come from Wifi
●Since Oct 2023, there’s been an increase in mix from Events and Newsletters
Analytics Accomplishments
●Introduction of the Audience Analysis Tool
○Our first dashboard that connects all our available customer demographic data (1st and 3rd
party) and engagement (email activity and wifi login visits) to provide a full customer profile to
inform targeting
Analytics Accomplishments
●Hypothesis Process – continue to expand and establish the process of setting campaign
expectations and measuring success
○Vailcation (in progress)
○Email A/B testing
●Ongoing process improvement – streamlining monthly reporting, data governance and report
accessibility via Tableau Online
●Rove Data Analysis (in progress) - using data based on mobile location tracking, benchmarking Vail
visitors’ demographic mix against other similar mountain towns in Colorado (Steamboat,
Breckenridge)
Analytics Q2/Q3 Focus
●Marketing impressions report from Adara
●Booking Curve report – using current data from Destimetrics to create a tool to help quickly identify
key booking periods and build forecast to identify opportunities to drive increased bookings
●Develop segmentation schema to be used across channels
●Introduce value-based segmentation
●Define lifecycle segments beyond email engagement (loyalty, return rate, etc.)
●Tracking growth of new sign-ups via wifi and other sources associated with new in-town initiatives
●Updating 3rd party appends (Epsilon) to our database with new pieces of information
CRM UPDATE
Email Metrics
CRM Accomplishments
●24 unique email blast campaigns sent YTD
●13 lifecycle emails updated YTD for summer and optimized to include new brand campaign content
●Addition of 4 new lifecycle emails:
○In-person trigger email
○Website activity trigger email
○Vailcation confirmation email
○Event Calendar Opt-In confirmation email
●Addition of 2 new email blasts:
○First Snow
○Snow Excitement
●Improved and increased split testing -> 27 split tests ran YTD driving continuous optimization - up from 10
YTD 2023
●Testing and learning with chatGPT for increased versioning and personalization
●Increased harvesting and use of 1st party data
●2nd annual subscriber survey with positive results
Overall Email Performance
Engagement Trend by Email Type
●Lifecycle email click rates dip in 2024 as inactive
segment grows and re-engagement click rate
decreases
●Marketing email click rates up in 2024 with addition
of more targeted emails in Q1: Events, Lodging &
Snow Excitement
●Transactional click rates up due to increased click
rate of newsletter opt in email & added Vailcation
confirmation
Email Performance by Specific Type
Discover Vail emails continue to bring joy. 71% of respondents are happy
with the emails they receive and find feel the frequency to be just right.
Content-wise, respondents prioritize information that guides their decision to
visit Vail and aids in planning their stay. These key content topics include
mountain updates, events/festivals, dining, visitor guides, and outdoor
activities.
Personalization has become increasingly important, with one-third reporting
it is very/extremely important (up 23% YOY). Conversely, text messaging
continues to be of lesser importance.
Split Tests by Volume & Category Over Time
Split Test Successes Over Time
Split Test Results and Key Takeaways
Vailcation Update
317 Entries to date
●204 with email address
○29 new contacts (7 newsletter subscribers, 20 not opted in, 1 bounced, 1 unsubscribed from
non-opt in emails)
○175 existing contacts completed the quiz
●103 without email address
Email Marketing
●Included in 9 emails to date with various placements
●Harvesting 1st party data for future personalization
CRM Summer Focus
Ongoing
●4-5 Marketing emails per month with segmentation and split tests
●Update of 13 lifecycle emails for fall
●Continued segmentation, targeting and testing utilizing 1st and 3rd party data
○Focus on Family, Net Worth, Location, Interests, Lodging Clicks & Event attendance/Clicks
●Additional Split Testing to drive open rate, click rate and contact re-activation
●Reporting, analysis and campaign optimization
●2024 Fall & Winter planning
New
●Addition of Instagram content, Choose Your Adventure and Event Category content to drive click rate
and progressive profiling
●Potential addition of lifecycle email: Pre-arrival/ trip ideas
●Potential increased personalization with live email content
●Potential implementation of advanced email metrics and workflow/review process improvement
VAIL BRAND POLL RESULTS
Vail Brand Poll Results
Poll has been distributed to board. Results t0 be presented at time of meeting.
2025 BRAND CAMPAIGN CONCEPTS
2025 VLMD CAMPAIGN
CAMPAIGN CONCEPTS
SETTING THE STAGE
As we step into the conceptual phase of the 2025 campaign, we
at VLMD are thrilled to continue the narrative that has successfully
defined Vail as more than just another mountain town. Over the past
year, our “Discover Your Vail Moment” campaign captured the unique
essence and spontaneous joy that Vail brings to everyone, enhancing
our brand’s visibility and emotional connection with our audience.
This creative brief lays the foundation for our next chapter. Building
upon the accomplishments of 2024, we aim to deepen the resonance
of Vail’s story, crafting even more authentic, memorable moments
that not only reflect our village’s character but also enrich our visitors’
experiences. This document serves as our navigational tool, guiding
our creative endeavors with a clear direction and purpose. It will
ensure that every piece of communication not only aligns with but also
amplifies the spirit of Vail, as we continue to position it as the premier
international mountain resort community.
2024 CAMPAIGN
A MOMENT FOR SPONTANEITY
EMPTY NESTER & NON-FAMILY
LATIN X (IN SPANISH)
OUTDOOR ENTHUSIAST
WEBSITE UPDATES, PRINT & DIGITAL ADSVIDEO ASSETS SEGMENTED BY AUDIENCE
Social Media Edits (Vertical and Horizontal)
:06, :15, :30 second spots
FAMILY
DELIVERABLES
-
2024 CAMPAIGN
WHAT WE
HEARD Such a great encapsulation
of what makes Vail special!
- LOCAL BUSINESS
“
Even though we are just weeks into
our campaign, the early feedback
has been overwhelmingly positive.
This encouraging response from
both locals and guests reinforces
our confidence in continuing
and expanding the “Discover
Your Vail Moment” campaign.
Below are some of the heartfelt
endorsements that showcase the
impact of our efforts so far.
A stunningly beautiful spot
that captures so much of this
very special mountain village!
- VISITOR
Perfectly embodies the spirit
and charm of Vail.
- VISITOR
Really makes me want to
spend more time in Vail.
- VISITOR
This film does a great
description of Vail! I’ve been
here from 1976.
- LOCAL
Made me a lil misty thinking
about my childhood. Some of
the best memories are from
my Vail vacations.
- VISITOR
Beautifully put together and
nothing like what Vail has
ever done. Makes it seem
like a real place with real
experiences and real people.
- LOCAL
A breath of fresh air. A lot of
heart in this campaign.
- VISITOR
This video brings back
so many irreplaceable
memories.
- VISITOR
2025 VLMD CAMPAIGN
CAMPAIGN OBJECTIVES
LOOKING AHEAD
The following pages will present
our goals for the campaign
along with various creative
directions and strategies to
execute this project within the
timeline and budget.
2025 CAMPAIGN CREATIVE BRIEF
Building on the strong foundation set by the
2024 campaign, which effectively captured and
communicated the rich historical roots of Vail, the
2025 campaign seeks to expand our narrative. This
year, our goal is to deepen the engagement by
showcasing the abundant variety of experiences and
moments that Vail has to offer. We aim to broaden
our audience reach and convert new visitors by
presenting a more expansive view of what a stay in
Vail can entail.
1. Enhance Narrative Diversity: Expand our narrative by including diverse
experiences, locations, and village highlights, showcasing Vail’s richness.
2. Build on Established Essence: Integrate last year’s campaign elements and
brand essence developed with partners, ensuring a cohesive and familiar feel.
3. Promote Longer Stays: Motivate visitors to extend their stays, increasing the
average visit from 2-3 nights to longer, immersive experiences.
4. Apply the RED Test: Ensure all campaign elements are Relevant, Easy to
Understand, and Distinct, maintaining the effectiveness of our communications.
THE SITUATION THE OBJECTIVE
2025 VLMD CAMPAIGN
CONCEPT01
CONCEPT 01
ALL ABOUT THAT ACTION
This direction builds on last year’s video, but with a more adventurous
and energetic tone. Expanding beyond our previous limitations, this
year we aim to include a wider range of hotels, dining options, and
activities—all centered around the enriching village experience. All
scenes will feature spontaneous moments around Vail, woven together
with unique and dynamic transitions. This approach does not follow a
traditional narrative flow, but instead creates a sense of wonder and
excitement through the pacing and creative framing choices designed
to mimic the thrill and energy of discovering your new favorite place.
SCENE EXAMPLES
• Pool to Raft Transition: A child dives into a pool and re-emerges on the front of a raft,
gliding along a scenic river.
• Blanket Transition: A mom covers her kids with a blanket, which transitions to a couple
using it to sit at an outdoor concert.
• A couple hikes through a lush mountain trail, transitioning to them climbing the lawn
during a live music festival at the AMP.
• A woman picks fruit along a mountain trail, then finds herself browsing fresh produce
at a local farmer’s market.
CONCEPT 01 INSPIRATION
This direction uses bold colors and fast paced action shots to evoke
a sense of energy and discovery. The planned transitions would be
the wow factor of this edit.
WHAT WE LIKE
• Bold, saturated colors
• Wide range of locations and actors.
• Creative transitions
• Fits seamlessly with last year’s video style
Get Your Guide - That Moment
2025 VLMD CAMPAIGN
CONCEPT02
CONCEPT 02
UNFOLDING DAYS
Building on the energy from last year’s dynamic portrayal of diverse
visitors and scenes, this year’s “Unfolding Days” adopts a more
focused approach. We will closely follow specific demographics—a
family and a couple—through their entire vacation in Vail, Colorado.
By documenting these tailored experiences, we aim to present a
series of connected, authentic moments that capture the essence
of Vail. This strategy not only deepens the narrative by showing
how different visitors uniquely engage with Vail’s offerings but also
emphasizes capturing raw, real moments—those unexpected, genuine
experiences that aren’t part of your stereotypical mountain town spot.
These authentic snapshots build lasting relationships and a sense
of community, highlighting the profound, relationship-enhancing
experiences that characterize a Vail vacation, encouraging longer stays
and deeper connections with the destination.
SCENE EXAMPLES
• Couple laughing as they gets their Blue Jeans painted by local contemprary artist
• Waking kids up for an early morning hike
• Dad carrying a sleeping kid up to bed
CONCEPT 02 INSPIRATION
This video tug at heartstrings and creates a genuine connection
with the actors. The non traditional family structure makes the brand
feel inclusive and relatable.
WHAT WE LIKE
• Non traditional family structure
• Show-not-tell narrative structure
• Genuine and relatable without being “preachy” or cliche
We want to tell a story without relying on voice over narration. This
video tells the story by showing the small moments and interactions
a child has through out their day.
WHAT WE LIKE
• Lighthearted yet still sentimental and warm
• Excellent sounds editing to pull the viewer into the scene
• The moments featured feel authentic to the individual story, but still universal and
relateable to a wider audience.
Volvo - Little Things Decathlon - Niños
2025 VLMD CAMPAIGN
PHOTOGRAPHY
POTENTIAL PHOTOGRAPHER AARON COLSSI
POTENTIAL PHOTOGRAPHER CHIP KALBACK
2025 CAMPAIGN SCOPE
DELIVERABLES OVERVIEW
SCOPE
ONE (1) 60-SECOND SPOT: The 60-second brand anthem is the
Tier One asset with an extended time frame to convey a more
comprehensive message and is designed to include all target
audiences. This primary asset will be featured on the website,
distributed through PR channels, shared on social media platforms,
and made available for select advertising placements.
FOUR (4) 30-SECOND SPOTS: Four distinct 30-second spots
segmented and directed for each of our segments (Family, Empty
Nester Spot, Outdoor Enthusiast, Spanish Speaking)
VIDEO
FOUR (4) 15-SECOND SPOTS: Four distinct 15-second spots
segmented and directed for each of our segments (Family, Empty
Nester Spot, Outdoor Enthusiast, Spanish Speaking)
FOUR (4) 9-SECOND SPOTS: Four distinct 9-second spots
segmented and directed for each of our segments (Family, Empty
Nester Spot, Outdoor Enthusiast, Spanish Speaking)
THIRTY (30) TIER I PHOTOS
The secondary campaign encompasses a
two-day photo shoot, followed by finishing
and post-production to create 30 final
images for use across digital advertising,
the website, and social media platforms.
PHOTOGRAPHY
TIMELINE
MAY JUN JUL AUG SEP OCT NOV DEC
• Present Creative Brief and
Concepts to the board
• Select to board members as
sub-committee
• Work with committee to
finalize concepts
CONCEPTING FINALIZE CREATIVE PRODUCTION POST PRODUCTION DELIVERY
• Present Final Creative Concepts
and Campaign Brief to the Board
• Board input + sign off
• Begin Pre-Production
• Location scouting
• Casting
• Permits
• Transportation
• Lodging
• Food
• 2-3 day video production
• Includes 1/2 day photo shoot?
• Post-Production Editing
• Reviews and Revisions
• Deliver Assets
• Deliver Campaign Guide
DMO + STRATEGIC VISIONING
Strategic Planning Offsite
Proposed date options for a strategic planning session offsite with the VLMDAC, Town of Vail and
Facilitator
October 9 - 11 | Steamboat Springs, CO
Wednesday afternoon - Thursday afternoon, 1 Night
❏Wednesday, 10/9: Arrive, lunch, site tour, group dinner
❏Thursday, 10/10: Facilitated strategic planning AM/PM, optional dinner PM
❏Friday, 10/11: Optional overnight, breakfast and travel home
Alternative Dates
❏September 10-12
❏September 18 - 20 (would involve VLMDAC monthly meeting included in offsite)
TOWN OF VAIL UPDATES
Town of Vail Strategic Plan
See full strategic plan in packet materials and here:
Focus on Priority C. Measurements noted in plan.
C. Strategic Priority - Provide an Authentic Vail
Experience: Vail’s vision of being the premier mountain
resort community despite a trend towards homogeneity in
the ski industry will be achieved by creating programming
and events authentic to Vail’s pioneering and
entrepreneurial spirit. We are a community that
celebrates the sport of skiing and mountain town living.
Thank you!
Upcoming Meetings:
VLMD (Town Council) Supplemental Meeting
Tuesday, June 4, 2024, Grand View Room
VLMDAC Board Meeting
Thursday, June 20, 2024, Virtual