HomeMy WebLinkAbout10. PRReport.Q3.October2016
October 14, 2016
TO: Vail Local Marketing District Advisory Council
FROM: Kristin Yantis and Melissa Delekta, MYPR
CC: Kelli McDonald, Town of Vail
RE: Q3/October Public Relations Report
Q3 PR Report
Although we have shifted to focusing more on qualitative measurements, one of the key ways to measure
against our comp set is reviewing number of clips secured to date. Following is a graph that outlines media
coverage of Vail against its comp set through September.
The following illustrates why numbers do not tell the whole story. The qualitative measurements are so
much more important as they tell a bigger story about tone, message, as well as positive and negative
sentiment.
• Aspen
o Leaf peeping release (PR Newswire distribution).
o Aspen Institute announced a $35,000 Aspen words literary contest (PR Newswire
distribution).
o Maroon Bells record visitation – busiest summer in decades.
o Jazz Aspen sponsorship announcement (PR Newswire distribution).
• Breckenridge
o Vail Resorts quarterly earning report announcing Breckenridge will offer Epic Discovery
next year.
o Pro cycling could come back to Breckenridge.
o Stories about the International Festival of Arts.
o A few stories about the Breckenridge Beer Festival.
o
• Park City
o Listed among the most underated cities in America – the story got picked up in a few
outlets.
o Austin family got burned on a slide ride at Olympic Park – the story ran on the wire and got
a lot of pickup. It was a very negative story.
o Kimball Arts Festival release (PR Newswire distribution).
o Deer Valley seemed to have a concerted effort for summer media coverage.
• Steamboat
o Continued to have more local versus national media coverage.
o Fishing vacations were a big message in coverage.
• Vail
o Vail had more extensive regional and national placements in outlets such as Shape, Ft.
Worth Star Telegram, Boston Herald and Denver Life magazine.
o Messages in coverage include Epic Discovery, GoPro Mountain Games and dining/food.
Vail Sample Media Placements – Q3 2016
*Asterick notes key market publication placement.
• SmarterTravel.com – August 29, 2016
Headline: Vail Mountain’s Epic Discovery Gives You a Reason to Visit Vail in the Summer
Link: https://www.smartertravel.com/2016/08/29/epic-discovery-on-vail/
Note: Results of MYPR hosting writer on culinary bootcamp media press trip.
• Boston Herald – July 6, 2016
Headline: Savor Vail Village in Summer
Link:http://www.bostonherald.com/lifestyle/travel/the_herald_traveler/2016/07/savor_vail_village_in
_summer
Note: Result of hosting the writer during our summer sampler media press trip.
• Shape Magazine* – August 2016
Headline: Live Healthy Travel
Link: Sample provided at July VLMDAC meeting.
Note: Result of MYPR’s relationship with managing editor Lisa Loverro who we’ve met with in
New York a number of times and hosted in Vail summer 2014.
• Denver Life* - August 2016
Headline: Mountain Playground
Link: Scan will be provided in quarterly wrap up. Full-page feature.
Note: Result of MYPR meeting with the new executive editor in February 2016.
• Trekaroo.com – July 23, 2016
Headline: Summer Adventure for Families in Vail, Colorado
Link: http://www.trekaroo.com/list/summer-adventure-for-families-in-vail-colorado
Note: Result of hosting a contributor and her family to a Vail summer experience.
• LaJollaMom.com – September 6, 2016
Headline: Take a Llama to Lunch in Vail During the Summer
Link: http://lajollamom.com/llama-trekking-vail-colorado/
Note: Result of hosting the writer and her daughter in June. Additional stories and social media
posts resulted from this visit.
• ThePointsGuy.com – August 4, 2016
Headline: AA Reduced Mileage for August-November 2016
Link: http://thepointsguy.com/2016/08/aa-reduced-mileage-awards-august-november-2016/
Note: Brief mention but the reporter reached out to see if he could add anything about Vail to the
story since we met with him in LA last spring.
A full list of Q3 media clips is available in the PR folder of the new Town of Vail file sharing site for
VLMDAC information.
Upcoming Placements
• About.com*
• Successful Meetings* – TBD
• Meetings & Conventions
Qualitative Media Coverage Statistics
Share of Voice – Extent of Coverage
2016 KPI was to maintain 84 percent “extensive” & “significant” measurement. As of the end of
September, we’ve maintained 89 percent.
Key Messages
2016 KPI was to grow the “family” message. Through September, FAMILY is 9 percent - a 7 percent growth
over the 2015 seasons statistic of 2 percent.
Focus for October/November
• Work with Cactus on developing the 2017 target media list based on the new customer profile
information.
• Host third pr subcommittee meeting to review and plan for summer 2017.
• Thank community partners for working with us this summer and identify new partnership
opportunities for summer 2017.
Social Media Highlights
Social media influencers have become more important and we are seeing that writers on our press
trips are prioritizing social posts too. In response to this trend we are putting more of an emphasis on
tracking and capturing content posted while writers are in Vail. We’ve provided you with a few posts
from this past summer as reference and are working on the best way of measuring in 2017.
Following are statistics to illustrate the reach of these influencers as well as sample posts.
• Katie Dillion (La Jolla Mom):
Facebook Likes: 17.6K | Instagram Followers: 30K | Twitter Followers: 68.3K
• Ashley Rossi (Smarter Travel):
Facebook Likes: 59.8K | Instagram Followers: 19.2K | Twitter Followers: 288K
• Kim Orlando (Traveling Mom):
Facebook Likes: 77.2K | Instagram Followers: 8.5K | Twitter Followers: 30.6K
• Leah DeAngelis (The Modern Traveler)
Facebook Likes: N/A | Instagram Followers: 8.5K | Twitter Followers: 15.1K