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October 17 VLMDAC PresentationVLMDAC MONTHLY MEETING OCTOBER 17, 2024 Agenda 1.Minutes Approval (1 minute) Action Requested of Board: Approve minutes 2.Monthly Financial Report (5 minutes), Jake Shipe, Town of Vail 3.Influencer Program Results (15 minutes) Kristin Yantis, MYPR 4.PR Updates (15 minutes) Kristin Yantis, MYPR 5.Mexico Updates (10 minutes) Sylvia Rivera 6.Strategic Planning Session Feedback (20 minutes) Board 7.Vail Brand Focus Group Planning(45 minutes) Resonance 8.Other Business 9.Public Comment 10.Adjournment BOARD APPROVAL OF MINUTES 2024 CAMPAIGN UPDATEMONTHLY FINANCIAL REPORT PR UPDATE Q3 Domestic PR Update Media Pitching ●Fall What’s New Tipsheet ●Drafted Winter What’s New Tipsheet ●Ongoing Pitching Visiting Journalists Program ●7 Media Visits Paid Storytelling ●4 Bloggers Visits ●5 Influencer Campaigns Q3 Results Vail Breckenridge Aspen Qualitative Coverage Aspen ●Fall foliage ●Festivals and quaint small town coverage ●Bike and hike friendly destinations Breckenridge ●Fall foliage ●Inclusion in “coolcation” trend story ●Several “picturesque small town” stories Vail ●Fall foliage ●Girlfriend getaway travel ideas ●Partner coverage - events e.g. Bravo and Dance as well as Four Seasons and Grand Hyatt news Sample Coverage Sample Coverage Sample Coverage CTO Int’l Partnerships CTO Global Foodie FAM ●6 media representing Australia, Canada, Germany, France, Mexico and the UK Mexican Celebrity Erika Zaba Paid Storytelling - Blogger Program Paid Storytelling - Blogger Program Paid Storytelling - Blogger Program Paid Storytelling - Blogger Program Paid Storytelling - Influencer Program Campaign Goals ●Expand reach and impression through MYPR organic efforts ●Evaluate content for paid booting. Shifted from Miles to Town of Vail. ●Launch affiliate marketing program ●Focus on micro/macro influencer with high engagement w/an audience in Vail’s key markets Influencer Deliverables ●One Reel ●Story content ●Tag @DiscoverVailColorado in all posts ●Case-by-case collaborations Summer 2024 Influencers @kyliebearse @myculinaryadventures @mycurlyadventures >56k Followers 91K Followers 273K Followers Summer 2024 Influencers @denverfoodscene @adventuringeyes 635K Followers 179K Followers Top Posts! Campaign Performance Thru Q3 ●Total Views/Impressions: 2.4M ●Total Engagement/Consideration: 64.5K ●Average Engagement Rate: 2.38% ●Total Reels + Posts: 15 ●Total Stories: 37 Organic Impact on @DiscoverVailColorado Observations + Q4 ●Awards & Accolades - USAToday.com 10 Best ○Events e.g. Oktoberfest, GoPro Mountain Games ○Voting Now - Best Ski Town! ●Biking down Vail Pass w/Venture Sports ●Almost every journalist, blogger or influencer went on a guided hike ●Lodging partners willing to comp influencers but not media/bloggers ●Top lodging partners - Four Seasons, Sonnenalp, Antlers, Grand Hyatt & Sitzmark ●We always get more than we contract for w/bloggers and influencers! What’s Next - Q4! ●Pitch winter tipsheet ●Travel Classics ●Early winter influencer program ●2025 planning MEXICO PR UPDATE AIRE MAGAZINE Natalia Chavez @revista_aire 10.5 K @mexbestbyquien 26 K AIRE is embedded in QUIEN and Expansión magazines. Leading titles on the social and business spheres. The official magazine for Aeromexico. Authority in lifestyle content for travelers. CENTRAL MAGAZINE & TV PLATFORM Paulina Gómez @central_mx 24,300 Followers @adn40mx 337,000 Followers L’BEAUTÉ MAGAZINE Sofia Zuckerman MEDIA FAM L´Beaute and L´Beaute Homme have become the coolest beauty and lifestyle guide in Mexico, with collectible print issues that become coffee table books. @lbeautemx IG 53 K FB 75,000 Tiktok 567,000 Pinterest 2.3 Million monthly visits. LIFE & STYLE MAGAZINE Daniel González @lifeandstylemex 45,100 K @COPEAMEZCUA 26.5K R.S.V.P Social Supplement @rsvpexcelsior 12K C e l e b r i t i e s By @copeamezcua 26.4 K Content Creator - Videographer - Outdoors Authority Sample Coverage PAID MEDIA Public Relations & Paid Media ●Complimentary tactics designs to maximize impact within Mexico market ●Leveraged Sylvia’s expertise and market insights to strategically time the campaign and curate a targeted list of domains ●2025 tactics will be guided by insights and optimizations derived from the 2024 campaign performance PR and Paid Coordination Discover Vail FY24 CAMPAIGN OVERVIEW DISCOVER VAIL: FY24 International Media Partners DISCOVER VAIL: FY24 International Media IMPRESSIONS 13,311,769 $48,803 HOTEL REVENUE GENERATED (ADARA IMPACT) 0.23% 1.48 COST PER CLICK 70% VCR Digital Pre-Roll Video 3x INDUSTRY BENCHMARK $2.52 UNDER INDUSTRY BENCHMARKROI: $1.08* Against $45,000 of trackable media *Only includes tracked media (Display, Pre-Roll Video) 76% of Campaign Clicks came from Pre-Roll Paid Digital Performance DISCOVER VAIL: FY24 International Media ●Over 13 million impressions served to the Mexico market ●$1.48 Cost-Per-Click from our programmatic display tactics (benchmark of $4) -Despite running on a set list of sites, display media remained efficient in driving users to the campaign landing page ●Pre-Roll Video had a strong VCR at 70% - just under the industry benchmark of 72% -Most notably, this tactic drove 76% of clicks for the campaign - demonstrating that users were highly engaged in the spot and wanting to learn more ●$48,803 in total hotel revenue (Adara Impact) for the campaign time period for trackable media Paid Digital Insights DISCOVER VAIL: FY24 International Media Paid Digital Creative DISCOVER VAIL: FY24 International Media SEM Creative DISCOVER VAIL: FY24 International Media Video Campaign ●Run Dates: May 1 – August 31, 2024 ●49% of Thru Plays were from Females 45+. ●Top Placement for Video Views: Facebook In Stream Video ●Video optimized for video views Paid Social Mexico Campaign Overview May 1 - August 31, 2024 Video Views 1,196,628 Reach 1,513,884 Impressions 3,014,494 Link Clicks 22,500 Engagement Rate 118.84% Avg. Play Time 00:08 Video Completion Rate 13.32% Benchmarks - CTR: 2.20%; Video Completion Rate: 20%-29%; Cost/LPV: $1.00; Engagement Rate: 2% Retargeting Meta Carousel Ad ●Campaign ran May 2 - August 31, 2024 ●72% of LPVs were from Adults 65+ ●Top Placement for Engagement: Facebook Feed on a mobile device ●Retargeting people who watched 3 seconds of the video ad DISCOVER VAIL: FY24 International Media Paid Social Retargeting Campaign Overview May 2 - August 31, 2024 Landing Page Views 35,335 Reach 257,803 Impressions 3,358,800 Click Thru Rate 3.37% Engagement Rate 33.27% Cost / Result $0.11 Benchmarks - CTR: 2.20%; Video Completion Rate: 20%-29%; Cost/LPV: $1.00; Engagement Rate: 2% Retargeting DISCOVER VAIL: FY24 International Media Paid Social Video DISCOVER VAIL: FY24 International Media IMPRESSIONS 1,763,924 CLICKS 96,638 $4,876.56 CAMPAIGN SPEND 12.68% SEARCH CTR 0.05 COST PER CLICK 5,817 CONVERSIONS ABOVE INDUSTRY BENCHMARK (10.03%) PERFORMANCE MAX CTR - 5.43% AVERAGE CAMPAIGN CTR - 5.48% $1.58 UNDER INDUSTRY BENCHMARK CONVERSION RATE 7.68% 43% ABOVE INDUSTRY BENCHMARK JULY 22 – AUGUST 31, 2024 Paid SEM Performance DISCOVER VAIL: FY24 International Media ●Ran Search and Performance Max campaigns -Both campaigns received similar amounts of spend, but PMax has a much lower CPC ($0.03) compared to the Search campaign ($1.62). -In total, campaigns drove 96,368 clicks at a CTR of 5.48% and a CPC of $0.05. -Due to its presence on Google’s Display Network, it’s common for PMax campaigns to see much lower CTRs than traditional search. The Search campaign had a much higher CTR at 12.68% (outperforming the 10.03% industry average) compared to PMax (5.43%). -Overall CPC outperformed the industry benchmark of $1.63 by a wide margin. Paid SEM Insights VAIL BRAND FOCUS GROUP PLANNING 1Vail - Brand Identity Focus The Vail Local Marketing District Brand Identity Focus Group 2Vail - Brand Identity Focus Objective Conduct a series of focus groups with residents and past visitors to gather their input on the shortlisted new brand identities for VLMD. 3Vail - Brand Identity Focus The recommended Focus Groups are: – Full-time Town of Vail residents – Seasonal area residents – Past visitors 55+ – Past visitors 35-54 – Past visitors under 35 4Vail - Brand Identity Focus Approach The following presentation will be shared with each of the groups. 5Vail - Brand Identity Focus The Vail Local Marketing District Brand Identity Focus Group 6Vail - Brand Identity Focus The Vail Local Marketing District (VLMD) tasked us to create a new strategic positioning and logo for VLMD. 7Vail - Brand Identity Focus VMLD LOGO VAIL RESORT LOGO Context: The VMLD was created to market Vail as a year-round destination. 8Vail - Brand Identity Focus The objective of this work is to: – define what makes Vail unique – make Vail more competitive – aract visitors year-round – stir local pride 9Vail - Brand Identity Focus What we’ll do today: – Share VLMD’s proposed new strategic positioning – Get your thoughts on VLMD’s proposed new logo VLMD = Vail Local Marketing District 10Vail - Brand Identity Concepts What is a strategic positioning? 11Vail - Brand Identity Focus Ski Destinations are extremely Competitive. 12Vail - Brand Identity Focus By clearly defining who we are and what makes us dierent, VMLD can stand out from the competition. 13Vail - Brand Identity Focus We have worked in partnership with VLMD’s Board to define a new brand positioning. VLMD = Vail Local Marketing District 14Vail - Brand Identity Focus Brand Pillars Key strengths of the brand ▼ Personality The brand traits influencing its expression (voice & identity) ▼ Positioning What makes a place stand apart BRAND ELEMENTS 15Vail - Brand Identity Focus BRAND PILLARS What are the pillars that define Vail’s key strengths? 01 Pioneering Spirit 02 Vibrant Village 04 Elevated Experience 03 Year-Round Discovery 16Vail - Brand Identity Focus BRAND PILLARS Active and engaged, ours is a real community of stewards who share the passion of Vail’s founders. They take the long view of their mountain home, devoting themselves to their love of the outdoors, the well-being of their families, and the sustainability of their beloved surroundings. Pioneering Spirit 17Vail - Brand Identity Focus BRAND PILLARS The Vail Village and Lionshead are unparalleled gathering places, both timeless and evolving. Charmingly ornate European architecture, glorious food, and walkable streets connect and delight devoted outdoorspeople, locals, day trippers and visitors from around the world. Vibrant Village 18Vail - Brand Identity Focus BRAND PILLARS Vail oers an unforgeable blend of culture and nature, inspiration and exhilaration in all four seasons. Our summers are filled with art, musical performances and festivals that rival those in major cities, and a joyous range of year-round sports keeps people connected to all the lives of the mountain. Year-Round Discovery 19Vail - Brand Identity Focus BRAND PILLARS Vail’s warmth, care and aention has earned us deep connections with residents, families and visitors from around the world. It’s a unique luxury, a practice and a feeling that comes as much from creating a global standard of programming as it does from treating people like family and a devotion to every detail, no maer how small. Elevated Experience 20Vail - Brand Identity Concepts Do these pillars accurately reflect Vail and the experience it oers? GROUP DISCUSSION 01 Pioneering Spirit 02 Vibrant Village 04 Elevated Experience 03 Year-Round Discovery 21Vail - Brand Identity Focus BRAND PERSONALITY If Vail were a person, how would they behave? 01 Passionate We’re devoted to our outdoor lives and our surroundings. 02 Caring 03 Inspiring We hold ourselves to a higher standard; we inspire to beer. 02 Charming Vail is a destination that enchants. 05 Inspiring 02 Fun 04 Memorable The fun of Vail becomes part of our families’ stories forever. 22Vail - Brand Identity Focus BRAND PERSONALITY Our community is defined by its pioneering spirit. Our personality is passionate. It’s Vail’s people who bring it to life: our diverse residents and visitors are outspoken, quirky, friendly and active, devoted to their lifestyle and their surroundings. They make Vail the authentic, alive and welcoming place that it is year-round. Passionate 23Vail - Brand Identity Focus BRAND PERSONALITY Charming Our village is vibrant. It charms all who encounter it. We all feel the charm of the village, a magic that transcends logic, no maer our age or our origins. From the village to the mountain, season to season, Vail captivates and enchants us, touching the parts that other resorts cannot reach. 24Vail - Brand Identity Focus BRAND PERSONALITY Inspiring Our experiences are elevated. The way we behave is inspiring. From the casual luxury of our hospitality venues to our imaginative year-round programming in the music, arts and competitions, Vail is a destination and a catalyst that creates and oers more, inspiring residents, visitors and employees to new heights. 25Vail - Brand Identity Focus BRAND PERSONALITY Memorable We oer year-round discovery. We’re fun and we’re memorable. Vail is both unabashedly fun and entirely unforgeable. Memories are made moment by moment, whether residents and visitors are following the wave of a baton at the Ford Amphitheatre, watching their kids compete at the GoPro Games, savoring the craft of a Michelin chef or making early morning turns down Sun Up Bowl. Vail goes straight to the heart and stays there for generations. 26Vail - Brand Identity Concepts Do these personality traits accurately reflect Vail and the experience it oers? GROUP DISCUSSION 01 Passionate We’re devoted to our outdoor lives and our surroundings. 03 Inspiring We hold ourselves to a higher standard; we inspire to beer. 02 Charming Vail is a destination that enchants. 04 Memorable The fun of Vail becomes part of our families’ stories forever. 27Vail - Brand Identity Focus DEER VALLEY SUN VALLEY TELLURIDE BRECKENRIDGE JACKSON HOLE WHISTLER ASPEN BRAND POSITIONING NORTH LAKE TAHOE 28Vail - Brand Identity Focus BRAND ARCHETYPE The Magician The Magician brand archetype is a visionary that wants to dazzle their audience with new and exciting experiences and make dreams come true. The Magician brand archetype is best suited for brands who oer products or services that oer their customers powerful experiences they’ll remember forever. Magician brands like to take their followers on a journey and provide them with magical moments that stick in their memory. Magicians savor knowledge but prefer to use it to realise their vision than share it directly with the world. DESIRE Powerful Experiences MISSION Provide an escape from the ordinary through unique, powerful moments that make the impossible possible. TRAITS Charismatic, Imaginative, Idealistic MAGICIAN BRANDS 29Vail - Brand Identity Focus BRAND POSITIONING We bring Vail to life and it brings us to life. Vail is a town, a mountain, a valley and a community with the power to bring us closer to one another and to nature, and show us moments we’ll share together forever. 30Vail - Brand Identity Focus Vail is a Connector IN ONE WORD 31Vail - Brand Identity Focus Pioneering Spirit ▼ Passionate Vibrant Village ▼ Charming Elevated Experience ▼ Inspiring Vibrant Culture ▼ Creative Year-Round Discovery ▼ Memorable BRANDPOSITIONING BRANDPILLARS BRANDPERSONALITY We bring Vail to life and it brings us to life; more than just a mountain, it’s a town, a valley and a community with the power to bring us closer to one another and to nature, and show us moments we’ll share together forever. OUR POSITIONING IN ONE WORDConnector 32Vail - Brand Identity Concepts Do you believe Vail’s new positioning will help it stand out from the competition? GROUP DISCUSSION 69Vail - Brand Identity Focus Thank you. PUBLIC COMMENT Thank you! Upcoming Meetings: VLMDAC Board Meeting Thursday, November 21, 2024, Grand View Room