HomeMy WebLinkAbout13. PRReport.Q1.April2017[1]
April 10, 2017
TO: Vail Local Marketing District Advisory Council
FROM: Kristin Yantis and Melissa Delekta, MYPR
CC: Kelli McDonald, Town of Vail
RE: Q1/April Public Relations Report
Q1 PR Report
While 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 March.
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 Article titled “How to Feel at Home on the Road” mentions the Aspen Trailheads running
club, got picked up by several outlets.
o Story mentioning an Aspen mountain-bike related death, that happened in 2000, ran in
several papers. (Negative story but brief mention.)
o The bulk of Aspen coverage this month was about the Aspen Music Festival.
Breckenridge
o Vail Resorts quarterly earning report discussed Epic Discovery opening at Breckenridge.
(PR Newswire distribution.)
o Breckenridge is hosting one day of the new Colorado Classic, part of the Pro Road Tour
cycling calendar.
o Mentioned in an article about affordable summer Colorado destinations.
Park City
o Majority of the coverage was about Deer Valley Music Festival.
o Park City recently rolled out its first electric express bus.
o Included in a roundup of “19 Challenging Yet Stunning Trail Races to Run in 2017.”
Steamboat
o Article about summer in Steamboat ran in a few publications.
o Bon Appetit online featured Steamboat in their column, “Ask a Local.”
Vail
o Vail had a few wire releases that contributed to a bulk of the coverage. The releases were
related to the announcement of Hotel Talisa’s name, Interval International teaming up with
the Christie Lodge and the Xcelerate Lacrosse tournament.
o Other messages include Epic Discovery, GoPro Mountain Games, BRAVO! Vail and the
Vail International Dance Festival.
Vail Sample Media Placements – Q1 2017
MSN Travel – March 2017
Headline: The 50 Best Resorts in the World
Link: http://www.msn.com/en-us/travel/tripideas/the-50-best-resorts-in-the-world/ss-
AAolIJH#image=12
Note: This story includes the Sonnenalp on slide 12.
Mountain Living (online) – March 30, 2017
Headline: Mountain Living Online Live Jazz in Vail Every Thursday This Summer
Link: http://www.mountainliving.com/Events/Live-Jazz-in-Vail-Every-Thursday-This-Summer/
Note: MYPR has been working closely with new editor Darla Worden on a number of stories.
However, we are unsure if this is the result of our conversations or direct communication with the
Jazz Foundation.
Afar.com – March 2017
Headline: Summer Wellness Retreats in the High County
Link: https://www.afar.com/places/sonnenalp-hotel-vail?context=recent
Note: Result of Sonnenalp outreach.
Financial Buzz – March 2017
Headline: Interval International and the Christie Lodge Team Up to Offer Owners More Flexibility
and Enhanced Exchange Benefits
Link: http://www.financialbuzz.com/interval-international-and-the-christie-lodge-team-up-to-offer-
owners-more-flexibility-and-enhanced-exchange-benefits-725880
Note: This release was picked up by more than 40 local news outlets.
A full list of Q1 media clips is available in the PR folder of the Town of Vail file sharing site for
VLMDAC information.
Qualitative Media Coverage Statistics
Share of Voice – Extent of Coverage
Through the end of Q1, 92 percent of Vail coverage included extensive or significant mentions. This
measurement is used to determine the extent of coverage contained in a particular placement.
Key Messages Through Q1 2017
Following is how article measuring tracks through Q1 2017.
Thru March
Outdoor Activities 28 percent
Events 28 percent
Hotel/Hotel Packages 23 percent
Family 13 percent
Arts, Music Festivals 8 percent
Upcoming Media Placements
Travel Age West – April
Delta Sky Magazine – April
Mountain Living – August
Afar.com – TBD
FamilyTravel.com – April or May
MacaroniKids.com
Upcoming Media Visits
Vail “Summer Sampler” Press Trip – June 16-19
o Freelance writer for NY Daily News, Essence, etc.
o Freelance writer and Forbes contributor
o Editor of Trekaroo
o Freelance writer for Upscale Magazine, Orbitz.com, The Tennessean, etc.
Mexican Media and Influencers – June 21-25
Macaroni Kids - Top Producers Trip – June 22-25
o Top producers from Dallas, Huston, Denver, Kansas City, St. Louis and Chicago will be
attending.
@OutsideSuburbia (Instagram)/@osSuburbia (Twitter) - Online Influencer/Dynamic Families
Category – July 11-14
@MommyTravels (Instagram)/@MeagenWristen (Twitter) - Online Influencer/Dynamic Families
Category – July 31- Aug 3
Focus for April/May
San Francisco in-market media mission, April 12-14.
Host Front Range media dinners in Boulder and Denver.
Continue outreach for both group and individual media visits for summer.
Finalize travel plans and create itineraries for June press trip at Hotel Talisa.
Continue pitching “what’s new” and “family” content for summer 2017.
Continue influencer outreach.
Finalize blog/media center content for dining and drink recommendations.