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Home My WebLink About07. Discover Vail 2025 Marketing TacticsDISCOVER VAIL 2025 TACTICS Before Reviewing ●This is not a comprehensive list of everything the VLMD is doing in 2025. ●The following focus on new or enhanced tactics. ●The Strategic Plan items in 2025 are not included in this tactics plan. Tactics Based on 2025 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 OPTIMIZE VISITATION // PAID MEDIA PLAN Optimize VISITATION: Paid Media Campaign Goals Objective Late Winter: $36,485 ●Timing: 3/17/25 - 4/20/25 Awareness/Inspiration ●Reach ●Video completion rate (VCR) ●Pre-Roll Benchmark: 74% ●CTV Benchmark: 98% ●Cost per view (CPV) ●Benchmark: <$0.03 Consideration/Engagement ●Custom Content Engagement ●Landing Page Visits (LPVs) ●Pageviews ●Cost per Pageview ●Benchmark: <$6 ●On-site Engagements ●Cost per Engagement ●Benchmark: <$6 Response/Visitation ●Destination Impact and Media Attribution (Tourism Economics) ●Ripe Clicks ●Third-Party Research (Longwoods, Future Partners, etc). ●Awareness: Continue to increase brand awareness of the Town of Vail as a destination through precise audience targeting/reach ●Consideration: Engage with our new and existing audiences through content on DiscoverVail.com and/or within partner(s) custom executions via content/rich media ●Response: new and repeat visitation to the town through measurable platforms (Tourism Economics) Summer: $1,535,375 ●Timing: 4/7/25 - 9/7/25 *Fall: $42,870 ●Timing: 9/8/25 - 10/26/25 *Early Winter/Lodging: $89,560 ●Timing: 10/27/25 - 12/7/25 *Events: $18,186 ●Timing: 11/3/25 - 12/31/25 *Subject to change with final plan approval INSPIRATION CONSIDERATION/ ENGAGEMENT VISITATION TACTICS KPIs Streaming Radio Pre-Roll Video CTV/OTT Programmatic OOH Paid Social Prospecting Reach CTR VCR Cost per view Content Engagement Landing page visits Pageviews Site Engagement Display Prospecting Native Prospecting Enhanced Native Custom Content Rich Media Display Retargeting Paid Search Paid Social Retargeting Bookings Searches Travel Journey Funnel 2024 2025 YoY Spend by Campaign Total Budget: $1,888,390 Total Budget: $1,722,479 2024 2025 YoY Spend by Media Tactic (Summer) Total Budget: $1,683,265 Total Budget: $1,535,375 Tourism Economics - Media Attribution Dashboard EXAMPLE Tourism Economics - Media Attribution Dashboard EXAMPLE Tourism Economics - Campaign Impact Report EXAMPLE Tourism Economics - Domestic Visitor Summary EXAMPLE OPTIMIZE VISITATION // CONTENT & WEBSITE SEO & Content Vail Performance & Trends ●Strong growth YoY: 66.9% increase in total keywords and 79.3% increase in Page 1 keywords! ●Positioned middle of the pack among competitors, ahead of Telluride but behind market leaders Visit Park City and Aspen Snowmass. ●Exceptional content quality indicated by 17.5% Page 1 ratio, second only to Whistler's 22.3%. Red weeks signal high volatility on Google’s SERP, requiring nimble, hands-on SEO strategies. BLOG LINK Bound Personalization 2024 Top Findings ●Winter event promotions reached 15% CTR. ●Repeat visitors showed 2x the engagement of first-time visitors! ●Test & learn tactics applied to FY2025 strategy 2025 KPI-Focused Campaigns ●Personalize content based on search interests to boost conversions and time-on-site. ●Event fly-ins for calendar visitors, Ripe promos for lodging viewers, eNewsletter focus on repeat visitors, A/B test "Things to Do" categories. ●Launch campaigns for wedding and multi-generation family segments with customized fly-ins and A/B content testing. Data Growth & Engagement Strategy Q1 2025 ●Reviewed existing programs to identify opportunities. ●Begun partnership discovery, focusing on developing quality record growth and nurturing loyalty. Q2 2025 ●Test SMM and SEM lead generation campaigns. ●Partner showcase with vetted technologies and platforms. Q3-Q4 2025 ●Optimize tactics based on performance data. ●Finalize partnerships and explore additional platforms. ●Continue test and learn iterations, process not a project. Continued Support Video Strategy Entertainment reigns supreme, 78% of users crave entertaining content and 40% of Gen Z checks social media before Google, 51% of marketers are shifting budgets toward content creation. DMOs: It’s Time To Think Audiences, Not Travelers New Looker Enterprise Dashboard Unified view across digital assets and paid activations. Tax & Revenue Modeling Hotel demand drives tax revenue with seasonal patterns showing winter guests outspending summer visitors. Ad-Hoc Data Analysis Includes quarterly SEO, monthly website analytics, media campaign tracking, and digital Apple Guide analysis. OPTIMIZE VISITATION // GROUP SALES Optimize VISITATION: Groups Item KPI Goal Work on Comp Set Analysis Utilizing Cvent Business Intelligence Tools Provide competitive market data, CVB trends/pace reports, maximize on need periods. Lodging Partner Awareness & Consideration Creation of Discover Vail ad-hoc task force with local lodging properties Focus on updates & group strategies Drive more group business to Vail Implement “Vail” specific quarterly DOS meetings Focus on updates & group strategies Drive more group business to Vail Follow up with 970 on group sales proposal, including video/photos - explore SendSites More interactive marketing tools Meeting Planner Awareness & Consideration Explore integration of high-qualify booth visuals/tools/virtual tour for in-person/ online presentations & tradeshow booth exposure More interactive marketing tools Meeting Planner Awareness & Consideration R&D for creation of hotel rebate program during need periods - develop tiers based on total room nights Align with Comp Set - Concessions Leverage Dobson for Village Wides Educate meeting planners on value of mountain meetings Solicit property feedback for tradeshow and in-market co-op opportunities - create calendar with participation deadlines Determine if we should stand alone with lodging partners/venues or coop with Destination CO Drive more group business to Vail Research key markets - village wide, association, non-winter luxury, other vertical markets Provide value for lodging partners on insights. Drive more group business to Vail BUILD LOYALTY Build LOYALTY: Owned Channels Item KPI Goal Organic Social Media (FB & IG) Followers, engagement rate, website traffic, and impressions. Increase channel awareness and engagement, maintain or increase clicks to the site, integrate UGC, and align with the overall content plan to distribute new content. YouTube Watch time, Click-through-rate, Subscribers Increase channel awareness, measured by subscriber growth and traffic, and improve click-through rate (CTR) to boost SEO. Influencer Program -Continue same program process as 2024 with increased budget Increase engagement and content sharing while driving more followers to @DiscoverVailColorado CRM and Email Content -Hyper-Personalized Content Versioning using Litmus and AI # of campaigns sent Click rate Unsubscribe rate CRM Goals ●Drive 10% growth in # of sends (+16% YoY in 2024) ●Maintain click rate to drive 10% growth in total # of clicks (+14% YoY in 2024) ●Maintain unsubscribe rate at or below 0.45% (down 14% YoY in 2024) CRM Strategies & Tactics ●Increase segmentation within marketing emails to deliver more personalized content and drive engagement ●Create more lifecycle messaging, with content and send triggered by guest behaviors (i.e. In-person visitor, web-engagement and email campaign engagement) ●Drive re-engagement of inactive guests through targeted re-engagement campaigns ●Utilize ChatGPT for content versioning to support email personalization at scale ●Continue extensive A/B testing to drive continuous improvement in CRM effectiveness ●Support the use of customer data for targeting in channels other than email ●Leverage consistent popularity of event content and use past event attendance to personalize Build LOYALTY: Data Analytics Item KPI Goal Data Collection Campaigns Grow breadth and depth of customer data with a particular focus on highly engaged sources (i.e. Event, Newsletter signups) and growing WiFi awareness/utilization # of Newsletter signups % of Records with complete data Grow Segmentation Capabilities Introduce Lifecycle and Lifetime Value segmentation to be used in analytics and targeting across all channels Segmentation defined and added to database, work with partners to adopt usage across channels Strategic Data Partnership Drive data-driven marketing roadmap progress across partner group, including thought leadership on AI strategy and execution Efficiency and effectiveness of marketing spend Growth in breadth and depth of customer database Build LOYALTY: Website Item KPI Goal Blog Content and SEO -Content strategy, plan development and monthly blog creation and optimization -Develop Best In Class content to leverage non-peak messaging. Increase and maintain total organic Keywords and Page 1 Keyword Share Increase on-site user engagement (pages/session, duration, key events) Maintain/increase organic traffic to blog pages, engagement rate, average engagement time, partner referrals, conversion rates, keyword rankings on branded keywords, page 1 and position rankings Ripe Booking Engine Affiliate (Event) Pages Increase Bookings Increase engagement (pages/session, duration) Increase sponsored event compliance 100% increase in all with this just launching mid-2024 90% event link implementation LEAD STEWARDSHIP Lead STEWARDSHIP Item KPI Goal *In-Market and owned channels awareness campaign -Produce campaign to highlight destination stewardship priorities and deploy in-market and across owned channels -Implement stewardship campaign across the website and local media channels (e.g., resort installation, welcome centers, etc.) In-resort campaign engagement metrics Post visit survey results Increase web traffic to sustainability/stewardship pages Guest and community awareness *EGE Airport in-kind Marketing Production Digital graphic plus wall activations, additional video edit w/ emphasis on subtitles QR code scans to learn more about our initiatives Create a first impression for visitors and set the stage for our destination’s values *In- Market Activation Develop an activation to kick off Love Vail campaign during summer goPro games. (Scavenger hunt, mural, photo opportunity) Collection of email addresses as well as booth visitation during event Develop awareness of the campaign and educate visitors and locals alike of Stewardship goals. *2026 In-Market Installation Develop an art installation for the village that promotes the Love Vail campaign while creating an educational and fun photo opportunity for all visitors. Social Media mentions using campaign hashtag. QR code scans Increase campaign awareness and creative year-round touchpoints and educational opportunities within the village. *Details to be presented in future meeting BRAND POSITIONING BRAND Positioning: Campaigns Item KPI Goal 2025 Campaign -Continued Production of media assets for launch of summer, spanish, fall, and early winter campaigns -Create engaging campaign content for social media and website usage. -Grow content library Campaign awareness to enhance visitor experience and brand engagement Grow social media channels with original content Engagement across all owned channels Increase brand awareness Increase customer engagement Creating polished and inspiring content for refreshed Increased engagement with content across channels with fresh content 2025 Campaign Website Updates -Refreshing campaign landing pages as well as summer homepage to reflect updated campaign assets and campaign direction Continued tracking of existing engagement analytics Increase brand awareness Increase customer engagement 2026 Campaign Planning -Plan, design, and expand upon the existing campaign while we wait for further brand decisions to be made. Media Benchmarks from previous campaign years, focussing on creative performance Creating a campaign for 2026 that feels fresh without the need for a full new production and leveraging our established “moments” direction. 2025 Photo/Video Strategy and Production -970 Design to lead photo/video content strategy as part of the whole content strategy and provide recommendations to the partner group and beyond for execution. photo/video library increase Multi channel distribution Consistent, streamlined content capture process Increase in content distribution BRAND Positioning: Public Relations Item KPI Goal In-Market Media Activations ●New York Media Dinners ●Front Range Media Kickoff Event Secure more than three dozen attendees at both events with at least 50% of media representing outlets in our target list. Secure - at minimum - 6 visits. Create top of funnel awareness for summer 2025 key messages. Media Events ●Travel Classics Meet with 15-30 media at the event Sponsor the annual event and promote Vail key messages. Satellite Media Tour Generate more broadcast coverage for summer Secure 10-15 segment in target media markets Generate TV coverage to drive early summer bookings Ongoing Tactics ●Quarterly media tipsheets ●Visiting journalists program (focus on individual vs. group trips this summer) ●Community/partner relations Secure at least three dozen stories in outlets on our target media list (an increase in last year’s goal) Secure at least a dozen stories that include DiscoverVail.com Monitor key message coverage in top target outlets. Create top of funnel awareness for summer 2025 key messages. International PR ●Mexico City & Guadalajara Media Events ●Summer media & influencer visits (more of an emphasis on influencers in summer 2025) Secure >50 attendees for the combined events Four influencers and two media Create top of funnel awareness for summer 2025 key messages. BRAND Positioning: Paid Storytelling Item KPI Goal Influencer Program 2025 recommendations detailed in memo shared in April packet. Reach 500K organize impressions on Instagram Host 4-7 influencers from key destination markets Achieve average engagement rate of 1.2% throughout campaign Drive organic engagement on Instagram. Blogger Program Host 3-5 bloggers from key destination markets Blog posts that enliven key messages and include DiscoverVail.com Generate content to support 2025 summer key messages THANK YOU