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Home My WebLink About0. VLMDACOctMeetingFINALVAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL MEETING OCTOBER 20, 2016 •Photo Review, Jack Affleck, SITE, Cactus •Media Wrap Up, Cactus •Research Results, RRC/VVP •2017 VLMD Sept. 20 Meeting Review, All •Summer 2016 Final Results AGENDA CREATIVE UPDATES COLORADO OFFICIAL STATE VACATION GUIDE – FULL PAGE PRINT WINTER PUBLICATIONS - PROGRAM AD VLMD BUS BOARD SUMMER PHOTOGRAPHY, JACK, SITE, CACTUS SUMMER DIGITAL MEDIA CAMPAIGN WRAP UP, CACTUS CAMPAIGN OBJECTIVES & TARGETS Millennial Achievers Super Boomers Dynamic Families •Promote awareness and consideration of the summer activities available within the Town of Vail to boost in state and out of state tourism. •Messaging was served across three core audiences: Super Boomers, Millennial Achievers and Dynamic Families. Media was geo-targeted across display and video in order to capitalize on key opportunity markets. FLOWCHART The foundation of the plan was built on cross device display banners, which were geo and demo targeted to each audience segment. Impressions and spend were front weighted to maximize opportunities when audiences in destination markets were planning their summer vacations. Display Media Breakout 41% Video Digital Radio Paid Search Paid Social Email April May June July Aug Sept 20% 6% 22% 10% 1% Monthly Spend 15% 28% 28% 15% 9% 5% 1.Increased investment in pre-roll media across audience segments due to high view through and click through performance. 2.Shifted investment from display to video and social only against the Millennial segment as traditional display banners were not performing. 3.Revised Dynamic Family flighting to end 7/31 in order to maximize spend earlier in the booking season. 4.Added search retargeting on display as a tactic to help improve display banner performance. 5.Shifted PPC budget from Spanish language to English language to support high search volume through the end of the fall. 6.Due to strong performance, we extended time in market for both Epic Discovery and Air messages. 7.Near the end of the social campaign, we delivered only static posts as they were generating higher CTRs and engagement than videos. OVERVIEW OF OPTIMIZATIONS DISPLAY & VIDEO DELIVERY OVERVIEW Epic Discovery Launch Video and Search Launch End of Dynamic Family Flight Display Benchmark Achieved Shifted Millennial Impressions to Video Only 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 Impressions Display CTR DISPLAY & VIDEO DELIVERY OVERVIEW Epic Discovery Launch Video and Search Launch End of Dynamic Family Flight 0 0.005 0.01 0.015 0.02 0.025 0.03 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 Impressions Video CTR Shifted Millennial Impressions to Video Only DISPLAY & VIDEO BENCHMARK OVERVIEW 1.98% Engagement Rate 1.22% CTR 61MM Impressions 0.11% CTR 1.10% CTR $2.07 CPC 3:30 Avg. Time on Site 1.69 Avg. Page Visits Total Campaign Display 75% VCR Video PPC Website All Traffic Website All Traffic 102% delivery of campaign impressions Surpassed benchmark of 0.09% CTR Surpassed benchmark of 70% VCR Achieved 1% CTR and $3.00 CPC goal with both English and Spanish campaigns combined Longest time on site achieved from PPC, which drove an average time on site of 4:00 Dynamic Families averaged the most pages per visit with an average of 3.5 minutes on desktop and two minutes on mobile PAID SOCIAL CAMPAIGN PERFORMANCE 5.75M Impressions 3.03M Reach 13.99% VCR 2.48% Engagement Rate FACEBOOK INSTAGRAM 0.74% CTR 1.54M Impressions 1.04M Reach 12.86% VCR 1.14% Engagement Rate 0.22% CTR Surpassed 0.25% CTR benchmark Below 15% VCR benchmark Above 0.84% benchmark No CTR benchmark was set Below 15% VCR benchmark Above 0.84% benchmark MARKET OVERVIEW While all markets performed above benchmark, Denver was the strongest market for campaign engagement with a 0.21% CTR. Los Angeles followed closely behind as the second strongest performing market with an overall CTR of 0.18%. The CTR percentages are a combination of both video and display media. CTR Performance by Market Impression Delivery by Market PERFORMANCE OVERVIEW All partners exceeded the benchmarks and we would include most in the consideration set for next year. YuMe, YouTube and Adara stood out as top partners in terms of excellent performance from the launch of the campaign through its completion. Partner Media Ordered Impression s Served Impression Delivery Clicks CTR VCR KPI Specific Media Geo-Targeted Display & Search Retargeting 36,748,168 37,088,079 101% 35,235 .10% N/A .09% CTR Adara Media Travel- Specific Display 14,782,883 15,167,668 102% 16,044 .11% N/A .09% CTR Pandora Digital Radio 4,974,438 5,142,788 103% 12,769 0.41% N/A .35% CTR Trip Advisor Display & Competitive Conquesting 530,526 586,105 110% 586 0.10% N/A .09% CTR YuMe Geo-Targeted Pre-Roll 3,193,937 4,037,686 126% 38,721 0.96% 80% 70% VCR YouTube Geo-Targeted Pre-Roll N/A 1,141,791 100% 1,373 0.12% 25% 15% VCR TOTALS 60,229,952 63,164,117 105% 104,728 0.17% N/A PAID SEARCH OVERVIEW •Throughout the campaign, the brand keywords accounted for the majority of spend and clicks. o English: 80.1% of clicks, 74.4% of spend o Spanish: 19.9% of clicks, 25.6% of spend •Near the end of August, we shifted more dollars into the English campaign due to the more efficient CPC and CTR from higher search volume. In 2017, we would recommend just running a brand Spanish campaign and leave the other non-brand terms for the English campaigns. •Final metrics for both campaigns completed strong, with the average CTR 1.10% and CPC $2.07 o CTR: English 1.64% & Spanish 0.55% o CPC: English $1.82 & Spanish $2.33 - 5,000 10,000 15,000 $- $1.00 $2.00 $3.00 Trends Clicks CPC AUDIENCE SNAPSHOT •Dynamic Families, who averaged a 77.2% VCR and 0.12% CTR, were the most engaged audience on the website with four minutes on desktop and three minutes on mobile devices. •Early on in the campaign, we learned that Millennial Achievers were not engaging with display messages, so we optimized media to only serve video impressions against this audience. After this optimization, we saw traffic to the website from Millennials increase by 110%. •With a 14.67% VCR on Facebook, Super Boomers were the audience that was most likely to complete a video view. However, even with strong VCR, Super Boomers still saw 2x more engagement on static posts. KEY TAKEAWAYS PAID MEDIA •Future strategy will increase video impressions across all audience segments in order to capitalize on strong engagement with this medium. Millennial impressions will only run within video formats. •Event based messages were a strong tactic against the Front Range audience segment and should continue in 2017 Summer media. •Destination audience segments responded well to Air messaging as well as Epic Discovery. SOCIAL MEDIA •In order to generate the highest CTR, we would recommend running static Facebook posts for an average of 7 days. To generate the highest engagement on Instagram, we would recommend running promoted posts for an average of 11 days. •The majority of the top posts on both platforms were event-focused, so we should continue to have event-specific promotions with offers for each audience. RESEARCH RESULTS, RRC/VVP 2017 VLMD SEPTEMBER 20 MEETING REVIEW, ALL SUMMER 2016 FINAL RESULTS 2016 RESULTS & 2017 GOALS SNAP SHOT 2016 Goals 2016 Results 2017 Annual Goal 5-year Goal +3% May +12%; June +6%; July +2%; August +4% Sales Tax Increase +3% +15% +2% May-September +6% DestiMetrics Occupancy +2% +10% +4% +30% Group Occupancy +4% +20% 60% of Mix 49% Destination Visits +65% Monitor (84 in 2015) 80 Net Promoter Score 83-84 84-85 Will Measure in 2017 Consideration +2% 5%-8% International Visits +15% In State Overnight 11% of Mix 20% of Mix 55% in 2015 5% 25% 60% of Mix 11% of Mix 20% of Mix SALES TAX IS AHEAD OF 5-YEAR GOAL 2016 YTD May +12% June +6% July +2% August +4% $0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 $7,000,000 $8,000,000 $9,000,000 2014 Baseline 2015 Actuals 2016 Goal 2017 Goal 2018 Goal 5 Year Goal +7.9% Actual +5% Actual to Date +3% Goal +3% Goal +3% Goal +3% Goal OCCUPANCY % INCREASE ON TRACK: MAY-OCTOBER 43% 42% 48% May - Sept 45% 47% 49% 51% 53% 0% 10% 20% 30% 40% 50% 60% 2014 Baseline 2015 2016 2017 2018 5 Year Occupancy % Actual Occupancy % Goal +1% +6% +2% +2% +2% +2% OCCUPANCY IS UP YEAR OVER YEAR TO DATE SEEING A 30% YEAR OVER YEAR GROWTH IN GROUPS ON TRACK TO REACH OUR GOALS FOR VISITOR MIX 55% 58% 60% 49% 60% 60% 65% 9% 9% 11% 5% 11% 11% 15% 19% 19% 20% 25% 20% 20% 20% 0% 10% 20% 30% 40% 50% 60% 70% 2014 Actuals 2015 Actuals 2016 Goal 2016 Actuals 2017 Goal 2018 Goal 5 Year Destination/Overnight International (Mexico) In State Overnight LOOKING TO INCREASE NET PROMOTER SCORE 75 84 80 83 84 85 70 72 74 76 78 80 82 84 86 2014 Actuals 2015 Actuals 2016 Actuals 2017 Goal 2018 Goal 2019 Goal PUBLIC RELATIONS MEDIA VISITS •NO. OF DOMESTIC SUMMER MEDIA VISITS: 69 •NO. OF JOURNALISTS REPRESENTING TARGET PUBLICATIONS: 22 •PRESS TRIPS –Epic Discovery –Summer Sampler •MEDIA TRIP OBSERVATIONS –More interest in individual trips this summer –Most visits ever in May/June –Comments about social media engagement from the destination Please see MYPR Press Trip Survey Results in VLMDAC October packets. SAMPLE PRESS TRIP PHOTOS SAMPLE PRESS TRIP PHOTOS SAMPLE PRESS TRIP PHOTOS SAMPLE MEDIA SOCIAL POSTS MEDIA COVERAGE YTD – QUANTITATIVE MEASUREMENT Aspen 513 Steamboat 75 Breckenridge 191 Vail 700 Park City 202 QUALITATIVE ANALYSIS WHY NUMBERS DON’T TELL THE WHOLE STORY •ASPEN –Numerous pr newswire distributions (quantity vs. quality) –Aspen institute $35K literary contest –Maroon bells record visitation –Jazz Aspen line-up/coverage •BRECKENRIDGE –Vail Resorts quarterly earnings report announcing Epic Discovery next summer –Pro cycling could come back to Breckenridge –International Festival of Arts –Some stories on Breckenridge Beer Festival QUALITATIVE ANALYSIS •PARK CITY –Listed among the most underrated cities in America –Austin family burned while on a ride at Olympic Park (negative) –Kimball Arts Festival (wire distribution) –Deer Valley seemed to have a concerted effort for summer media coverage •STEAMBOAT –More local vs national coverage and fishing was a big message. •VAIL –More extensive regional and national coverage –Key messages included Epic Discovery, GoPro Mtn Games and dining/food YTD - KEY MESSAGES 2016 KPI WAS TO GROW THE “FAMILY” MESSAGE. THROUGH SEPTEMBER, FAMILY IS 9 PERCENT - A 7 PERCENT GROWTH OVER THE 2015 SEASON’S STATISTIC OF 2 PERCENT. YTD – EXTENT OF COVERAGE 2016 KPI WAS TO MAINTAIN 84 PERCENT “EXTENSIVE” & “SIGNIFICANT” MEASUREMENT. AS OF THE END OF SEPTEMBER, WE’VE MAINTAINED 89 PERCENT. YTD – KEY PUBLICATION GOALS (54) 1.DENVER POST (11) 2.YAHOO (2) 3.TRAVEL + LEISURE (2) 4.ESQUIRE (2) 5.MOUNTAIN LIVING (4) 6.COLORADO PUBLIC RADIO (7) 7.WESTWORD 8.LA TIMES 9.EXAMINER (4) 10.HUFFINGTON POST (2) 11.FORT WORTH STAR TELEGRAM (2) 12.DENVER LIFE 13.5280 14.ATLANTA JOURNAL CONSTITUTION 15.ELEVATION OUTDOORS 16.VILLAGER PUBLISHING GROUP 17.MILE HIGH MAMAS 18.NEW YORK TIMES 19.US NEWS & WORLD REPORTS (2) 20.FOX 21.FORBES (3) 22.BELLA NEW YORK 23.KUSA 24.DENVER REIGN SAMPLE COVERAGE SAMPLE COVERAGE SAMPLE COVERAGE SAMPLE COVERAGE LODGING PARTNERSHIP – DOMESTIC COMP ROOM NIGHTS SUMMER 2016 OBSERVATIONS •HAVING A STRONG “WHAT’S NEW” MESSAGE MAKES A DIFFERENCE •EPIC DISCOVERY WAS A BIG HIT! •LODGING CONTACTS ARE KEY –Approx. $15K savings to our budget –Availability continues to tighten •VBC, 10TH MTN, ROOT & FLOWER – BIG HITS! •LLAMAS CONTINUE TO HAVE A GREAT SHELF LIFE AS A STORY ANGLE •DINING – CONTINUES TO BE A SURPRISE •MORE INTEREST IN INDIVIDUAL MEDIA VISITS •MORE USE OF VIDEO BY VISITING WRITERS FOR SOCIAL •MORE REQUESTS/COMMENTS ABOUT SOCIAL MEDIA ENGAGEMENT VAIL MARKETING: WEB, EMAIL, SOCIAL, SEO VAIL MARKETING: WEB •SUMMER FY16 PERFORMANCE, YOY COMPARISON: – +28% in average monthly visits; 34% increase in destination visits – +76% in summer revenue •SUMMER FY17 BENCHMARKS: –251k Average Monthly Visits (May-Sept) •(May: 154K, June: 253K, July: 299K, Aug: 292K, Sept: 256K) •Increase in destination visits by 25% –Increase in summer revenue by 35% *DATA INCLUDES BOTH DESKTOP & MOBILE VERSION OF VAIL.COM. *PRODUCT CATEGORY REVENUE IS FOR ANYTHING PURCHASED FROM MAY - SEPTEMBER, WITH A USE DATE OF MAY - SEPTEMBER. VAIL MARKETING: EMAIL •SUMMER FY16 PERFORMANCE: –Volume +2k% YOY, CTR +17% YOY (Avg. 3.03%), Unsubscribe -98% YOY •GAINED OPTIMIZATION AND TESTING INSIGHTS •SUCCESSES AND OPPORTUNITIES –Sunday Sleep Over 1.9% CTR –Fall lodging paired with pass, 7.3% CTR –Flight market segmentation, 4.4% CTR –Incremental Epic Discovery sends (18% volume, avg. 2.4% CTR) •LOOKING FORWARD TO SUMMER FY17 –Looking to leverage new CRM capabilities for summer messaging VAIL MARKETING: SOCIAL MEDIA •SUMMER FY16 PERFORMANCE: –Approach: Focus on less content but more targeted and high quality (e.g. video production and storytelling) –Organic Reach +27% YOY, Engagement -6% YOY, Impressions +6% YOY –Video Reach +241% YOY, Engagement -3% YOY, Impressions +151% YOY •SUCCESSES AND OPPORTUNITIES –Coordinated support of lodging offers, events promotion and partners –Lodging offers and off-peak time periods –Targeted content and high-quality video, storytelling VAIL MARKETING: SEO •DEVELOPED CONTENT PIECE TO SERVE AS YEAR ROUND SUMMER PORTAL –Summer activities targeted by audience, directing to summer offerings –Revenue +309% YOY, Visitation +111% YOY, high natural search traffic –High desktop visitation indicating content is reaching guest in planning phase •LOOKING FORWARD TO SUMMER FY17 –Responsive redesign to launching November 2017 –Re-envisioning content and page design –Gap analysis and content development TRADITIONAL MEDIA, SITE TRADITIONAL MEDIA ADDED VALUE RESULTS •GOAL: 2X'S ADDED VALUE FOR MEDIA DOLLARS SPENT •ACHIEVED: –Nearly 60% of total media value ($1,322,423) from added value! •NOTES: –Omitted the Survivor challenge promotion & corresponding added value –Less TV/Cable added value opportunities with election year –Does not include sponsorship program guide ads Dollar Spend $561,023 42% Added Value $761,400 58% TRADITIONAL MEDIA FRONT RANGE RESULTS •FRONT RANGE GOAL: 80% REACH AND 7X'S FREQUENCY •ACHIEVED: –TV: 51% Reach and 7.3 Average Frequency –All Media: 86% Reach and 7.5 Average Frequency TRADITIONAL MEDIA DESTINATION RESULTS •DESTINATION GOAL: 45% REACH AND 3.5 X'S FREQUENCY •ACHIEVED: –Dallas Zoned TV: 45% Reach and 3.3 Average Frequency –Dallas All Media: 49% Reach and 4.0 Average Frequency –Houston Zoned TV: 49% Reach and 3.6 Average Frequency –Houston All Media R/F: 54% Reach and 7.9 Average Frequency –Chicago Zoned TV: 43% Reach and 2.8 Average Frequency –Los Angeles Zoned TV: 41% Reach and 3.0 Average Frequency GROUP GROUP SALES: MEASUREMENT CRITERIA •NUMBER OF GROUP LEADS GENERATED •NUMBER OF GROUPS BOOKED •NUMBER OF PLANNERS REACHED VIA TRADESHOW, CUSTOMER EVENTS & SALES CALLS •INCREASE IN MIDWEEK OCCUPANCY AS MEASURED BY DESTIMETRICS REPORTS •INCREASE IN GROUP OCCUPANCY AS MEASURED BY SEASONAL DESTIMETRICS REPORTS 2015 YEAR TO DATE: •LEADS GENERATED: 139 •GROUPS BOOKED: 36 •PLANNERS MET: 7,321 •CONVERSION RATE: 26% •BOOKED ROOM NIGHTS: 6,653 •LEADS IN SYSTEM: 45 •POTENTIAL ROOM NIGHTS: 33,779 2016 YEAR TO DATE: •LEADS GENERATED: 162 •GROUPS BOOKED: 57 •PLANNERS MET: 7,496 •CONVERSION RATE: 35% •BOOKED ROOM NIGHTS: 10,657 •LEADS IN SYSTEM: 68 •POTENTIAL ROOM NIGHTS: 31,379 GROUP SALES: KEY PERFORMANCE INDICATORS 2016 TARGET GOALS: •LEADS GENERATED: +10% •GROUPS BOOKED: +10% •PLANNERS MET: +15% 2016 YEAR TO DATE RESULTS: •LEADS GENERATED: +16% •GROUPS BOOKED: +63% •PLANNERS MET: +2% GROUP SALES: KEY PERFORMANCE INDICATORS GROUP SALES: KEY PERFORMANCE INDICATORS – MIDWEEK OCCUPANCY GROUP SALES: KEY PERFORMANCE INDICATORS – GROUP V LEISURE OCCUPANCY DESTIMETICS REPORT DONE SEASONALLY AND WILL BE AVAIALBLE AFTER THE OCTOBER 31 REPORTING PERILD (MID-NOVEMBER) PROPERTIES INCLUDE (SUBJECT TO CHANGE): Vail Cascade Four Seasons Resort Vail Marriott Sebastian Vail Arrabelle at Vail Square Lion Square Lodge Lodge at Vail Manor Vail Lodge Sonnenalp INTERNATIONAL INTERNATIONAL RESULTS •RESULTS FROM FAM TOURS: –Received double the coverage compared to years past –Panama group of 200 quoting for Vail Summer (last two weeks of July), due to targeting and hosting Panamanians on FAM tours •SUMMER PROMOTIONS AND SALES MISSIONS REACHED BEYOND MEXICO CITY INTO OUR TIER 2 MARKETS WHICH YIELDED NEW RESULTS AND PASSENGERS FROM YUCATAN, MONTERREY, GUADALAJARA, MERIDA AND LEON. •NATIONAL GEOGRAPHIC TRAVELER, MOST TRUSTED TRAVEL MAGAZINE IN MEXICO WITH A HNW READERSHIP OF 55,000, RAN ARTICLE ‘SUMMER IN VAIL.’ –Mentions of Summer activities, Epic Discovery, ‘Glamping’ at 4 Eagle Ranch, Vail’s incredible bar and restaurant scene including the Gourmet on Gore dinner series & Epic Pass ELLE DECORATION/online EXPANSIÓN QUIEN / lifestyle CARAS THANK YOU! Upcoming Meetings: VLMD 2017 Budget Resolution, November 1, Time TBD, Town Council Chambers VLMDAC Meeting, November 17, 2016, 8:30 – 11:00AM, Antlers Lodge