HomeMy WebLinkAbout08. Tactics 2025 Influencer Content Memo- MYPR
March 25, 2025
TO: Vail Local Marketing District Advisory Council
FROM: Kristin Yantis & Amanda McNally
CC: Mia Vlaar and Liz Gladitsch
RE: Vail Content Creator Program 2025
As part of MYPR’s ongoing efforts to support Vail’s strategic influencer program, we
have developed the following guidelines to inform our 2025 campaign.
Goals & Objectives
The primary goal of Vail’s content creator program managed by MYPR is to drive
organic engagement on Instagram by partnering with targeted influencers who align
with Vail’s key destination audiences. Our objective is to generate at least 500k organic
impressions, leveraging messaging that supports the Vail 2025 campaign pillars. The
Town of Vail will separately manage any paid efforts to boost creator content to reach
additional target audiences. At this time, we will not be actively supporting TikTok
influencers because the brand does not have a very active account. If this platform
becomes less volatile and the Discover Vail brand begins to engage more, we can
rethink this strategy.
Key Performance Indicators (KPIs)
• Reach 500k organic impressions on Instagram
• Host 4-7 influencers from key destination markets
• Achieve average engagement rate of 1.2% throughout campaign
Target Markets
In 2025, our influencer efforts will expand to align with Miles Partnership’s digital spend
for Vail, shifting beyond last year’s primarily Denver-based focus to include influencers
from:
• New York City
• Los Angeles
• Dallas/Ft. Worth
• Houston
• Chicago
• San Francisco
While this broader reach will require a greater investment in travel, it ensures stronger
alignment with the overall digital strategy. At the same time, we will continue working
with a select group of Denver-based influencers, as this remains a key market.
Leveraging local partnerships allows us to extend the budget by minimizing travel costs
while maintaining a strong regional presence.
Influencer Relevance
We will ensure that influencer audience demographics align with the Vail brand and
reflect authenticity. By reaching audiences with a high interest in travel, food, a specific
event focus or adventure, we will create a strong and genuine connection between the
influencer’s audience and the Vail brand. We will prioritize influencers with an average
or above-average engagement rate for their size, high audience authenticity and
primarily work with mid-tier and macro influencers. Content should focus on Vail’s 2025
brand pillars, showcasing:
• The village as a central hub for experiences.
• Culinary highlights.
• Signature events.
• Access to nature and outdoor adventure.
Sample Target Influencers:
As previously shared, we primarily work with micro (10-50k followers) and mid-tier (50-
500k followers) because we find they have a highly engaged audience that delivers the
engagements we want. Following is a sample of influencers with a large audience in
Los Angeles who we may consider working with. Please click on the images to link
through to their profiles.
Affiliate Marketing
MYPR will not be launching an affiliate marketing program for Vail this year as we await
key technical capabilities from the Ripe-designed booking engine to come online, along
with ongoing platform optimizations to enhance the user experience. Instead, the
budget allocated for the affiliate program will be redirected toward hosting additional
influencers, including a select group from the Denver/Front Range market. This shift
allows us to continue leveraging influencer partnerships while we await the necessary
booking engine advancements to support an effective affiliate strategy.
Upon review, please let us know if we can provide anything additional.