HomeMy WebLinkAbout10. FY24_DiscoverVail_FallMedia_ReportDiscover Vail
FY24 FALL MEDIA REPORT
November 11, 2024
Agenda
1.FY24 Fall Campaign Overview
2.Paid Digital Performance
3.Paid Social Performance
4.Paid SEM Performance
5.FY25 Strategic Shifts
DISCOVER VAIL: FY24 Fall Media
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FY24 FALL CAMPAIGN OVERVIEW
DISCOVER VAIL: Media Brief
Timing: September 9th - October 27th, 2024
Budget: $47,000
Audience:
●Leisure Travel Intenders
○Age 20-64
○HHI 125K+
○Additional Profiles: Families, Empty Nesters,
Outdoor Enthusiasts, Active Professionals
●Existing Customers
○Email lists (Brown)
○1st Party Data segments
Tactics:
●Programmatic Display
●In-State Custom Email
●Paid Search
●Paid Social
Arizona
Utah
Denver/
Colorado
Drive IS Market
Drive OOS Market
DISCOVER VAIL: FY24 Fall Media
Partners
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FY24 FALL CAMPAIGN PERFORMANCE
DISCOVER VAIL: Paid Digital Performance
3,641,191$480,277
HOTEL REVENUE GENERATED (ADARA IMPACT)
0.09%816
HOTEL ROOMS BOOKED (ADARA IMPACT)
28% ABOVE INDUSTRY BENCHMARK
ROI: $10.79
Against $44,475 of trackable media
IMPRESSIONS
CLICK-THROUGH RATE
DISCOVER VAIL: Paid Digital Creative
DISCOVER VAIL: Paid SMM Performance
2,153,171COST PER RESULT (LPV)
1.22%30.42%
ENGAGEMENT RATE
2%-5% INDUSTRY BENCHMARK
IMPRESSIONS
CLICK-THROUGH RATE
418,842
REACH
12,988
LANDING PAGE VIEWS (LPV)
2.20% INDUSTRY BENCHMARK
$0.79
$1.00 INDUSTRY BENCHMARK
DISCOVER VAIL: Paid SMM Creative
DISCOVER VAIL: Paid SMM Insights
Prospecting Campaign
●Each ad set targeted a different audience:
○Outdoor Enthusiast: Ages 21-64
○Family: Ages 27-58
○Empty Nest: Ages 59-64
Retargeting Carousel
●People who interacted with the Fall Prospecting
Campaign and all visitors to the website were delivered
this carousel. Engagement rate was high at 7%.
DISCOVER VAIL: Paid SMM Retargeting
DISCOVER VAIL: Paid SEM Performance
482,418COST PER CLICK
22,99313.90%
SEARCH CTR
1.4X ABOVE INDUSTRY BENCHMARK (10.03%)
PERFORMANCE MAX CTR - 4.98%
AVERAGE ACCOUNT CTR - 7.32%
IMPRESSIONS
CONVERSIONS (Key Events)
35,329
REACH
32.41%
CONVERSION RATE
MORE THAN 8X ABOVE INDUSTRY BENCHMARK
$0.46
$1.17 UNDER INDUSTRY BENCHMARK
UP 75.5% YoY
DISCOVER VAIL: Paid SEM Creative Examples
DISCOVER VAIL: Paid SEM Campaigns
●Brand (In State & Out Of State)
○Brand
○Brand DSA
●Events (In State & Out Of State)
○Events
○Events DSA
●Lodging (In State & Out Of State)
○Lodging
○Lodging DSA
●Things To Do (In State & Out Of
State)
○Arts & Culture
○Biking
○Family
○Free Things To Do
○Golf
○Hiking
○Things to Do
○Things to Do DSA
●Seasonal Blog (In State & Out Of State)
○Always On “Vail for All Seasons” DSA
○DSAs updated on a monthly/seasonal basis
■October Things to Do
■Boutique Hotels
■Fall Leaves
●Performance Max (In State & Out Of State)
○Brand
○Lodging
DISCOVER VAIL: Paid SEM Insights
Clicks +71%
CTR -56%
CPC -11.5%
Conversions (key events) +75.5%
Conversion Rate +15%
Cost/Conversion -18.5%
Overall engagement rate was very high at 81%, up 3% YoY.
Spend was up 51.5% YoY, helping yield the positive growth in KPIs without increasing CPC.
Top locations for key events: Colorado, Texas, Arizona, Florida, California, Illinois
DISCOVER VAIL: Paid SEM Demographics
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FY25 STRATEGIC SHIFTS
DISCOVER VAIL: FY25 Strategic Shifts
●SEM
○Seasonal Asset Groups
■These will run in addition to our “always on” Brand and Lodging asset groups, but provide Google with a creative refresh
that is more specific to the season.
○Demand Gen Campaign
■YouTube is 2X more likely than any other video services and social media platforms to be used for researching products
and brands, and viewers rated YouTube ads significantly (16%) more trustworthy, credible and honest than ads on other
video and social media platforms.
●SOCIAL
○The message in the retargeting ad isn’t clear and the CTA doesn’t give the user a clear understanding of what they will get if they
click. The URL leads to an email newsletter sign-up page, but nothing about that is stated in the messaging of the ad.
●DIGITAL
○Continued evaluation of partners for 2025.
○Potential to layer on pre-roll video in 2025 to fill the gap at the top of the funnel and help drive high level awareness.
DISCOVER VAIL: FY24 Fall Media