HomeMy WebLinkAbout01. 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
– aract 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
dierent, 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 oers an unforgeable 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 aention 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 maer how small.
Elevated
Experience
20Vail - Brand Identity Concepts
Do these pillars accurately reflect
Vail and the experience it oers?
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 beer.
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 maer 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 oers more,
inspiring residents, visitors and employees to
new heights.
25Vail - Brand Identity Focus
BRAND PERSONALITY
Memorable
We oer year-round discovery.
We’re fun and we’re memorable.
Vail is both unabashedly fun and entirely unforgeable.
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 oers?
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 beer.
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 oer products or services that oer
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