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Home My WebLink About00. VLMDAC Feb Board Meeting v10VAIL LOCAL MARKETING DISTRICT JANUARY BOARD MEETING FEBRUARY 15, 2018 AGENDA / •8:30 – 10:10am – 2018 strategy & tactics (100 minutes), Cactus leading •10:10 – 10:30am – Beyond 2018 (20 minutes), Cactus •10:30 – 10:40am – January 2018 monthly financial report (10 minutes), Carlie Smith •10:40 – 10:45am – approval of January 18, 2017 meeting minutes, (5 minutes) •10:45 – 10:50am – other business (5 minutes) •10:50am – adjournment 2018 SUMMER STRATEGY + PLAN Go To Market Approach WHERE WE ARE TODAY / Content & Asset Audit Implementation Insights & Path to Purchase Updated VLMD Strategies Dec / Jan 2018 Today Asset Collection March - Sept 2018 Iteration Asset Collection Brand “Big Idea” The essence of strategy is choosing what not to do. OBJECTIVES / •Increase occupancy especially for shoulder, events and mid week •Increase length of stay •Increase average daily spend (ADS) Increase community- wide tourism revenue Improve guest experience + •As measured by NPS SOLUTION / Market to those most inclined to appreciate and enjoy the Vail experience during specific timeframes. EVALUATION / Best Prospects RRC + Burke Product Evaluation Competitive Set Vail LNOE Brand Personas Primary: Destination Families w/ Older Kids Tertiary: Front Range BEST PROSPECTS / Secondary: Destination + FR Super Boomers DESTINATION DYNAMIC FAMILIES WITH KIDS 13-17 / •Tend to stay longer, bring more people and in turn spend more for lodging and activities. •84% stay 3+ nights •Most likely to have 8+ people •Experience is catered towards older children and there is a strong affinity for Vail amongst this audience •Reported a higher NPS •Most likely to return of all audiences •Children aged 13-17 are also a targetable audience •Competitors are not marketing to this audience •7.5M U.S. target audience RRC, 2017 DESTINATION AND FRONT RANGE SUPER BOOMERS / •Most likely destination travelers that stay longer. •81% were overnight visitors from out of state •Slightly ahead of families in terms of length of stay •Travel during off peak times to take advantage of value and less crowds •Baby boomers prefer to travel during spring or summer, with fall only slightly less •Retirees have the luxury of traveling when they can find a good rate •Top digital media performer for Fall and mid week in 2017 RRC, 2017; AARP 2017 FRONT RANGE EVENTS (ALL PERSONAS) / •70% of summer visitation is from the Front Range •Event marketing provides a reason to drive urgency •General awareness keeps Vail top of mind RRC, 2017 MEDIA CADENCE / Jun e Oct July Aug Sept May (heaviest delivery in May + June) Media in Market Travel to Vail Apr Dest. Families & Teens Dest. + FR Boomers Front Range / Events MEDIA / TOTAL MEDIA ALLOCATIONS BY TARGET MEDIA / DIGITAL MEDIA ALLOCATIONS BY TARGET TRADITIONAL MEDIA ALLOCATIONS BY TARGET MEDIA / TACTICAL BREAKDOWN VAIL’S BRAND BRAND WORK IN PROGRESS / CREATIVE SITUATION / Creative needs to deliver universally emotive/human stories that draw consumers in. •Act like the industry leader •Position Vail as the ideal canvas for these stories to take place •Cast characters (not props) and thoughtful details to communicate authentic stories Creative needs to also be highly effective. •Differentiation from competitive set •Relevant to target audience(s) •Inspire/encourage travel LIKE NOTHING ON EARTH / CREATIVE PLATFORM A feeling. The collected input from all of your senses, that set off chain reactions of chemicals that trigger emotions. Vail is a sensory experience. From the feel of the cool mountain air, to the warmth of the sun, to the scent of the pines, to the sound of the streams, to the breathtaking views. When all of these work in concert, the experience of Vail is a mainline to emotion, and the emotions you feel here will forever be with you. Feeling. Like Nothing On Earth. COMING OF AGE CREATIVE / CONCEPT ONE COMING OF AGE / VIDEO / YR 1 / WATCH THEM SOAR / BRAND COMING OF AGE / WATCH THEM SOAR SCRIPT COMING OF AGE / PRINT / POSTER / SOCIAL / VIDEO COMING OF AGE / PRINT / POSTER / SOCIAL / VIDEO COMING OF AGE / PRINT / POSTER / SOCIAL / VIDEO COMING OF AGE / VIDEO / YR 2 / FREEDOM / BRAND COMING OF AGE / FREEDOM SCRIPT COMING OF AGE / PRINT / POSTER / SOCIAL / VIDEO COMING OF AGE / VIDEO / YR 2 / FREEDOM / BRAND COMING OF AGE / FREEDOM SCRIPT COMING OF AGE / PRINT / POSTER / SOCIAL / VIDEO RIGHT OF PASSAGE / PRINT / POSTER / SOCIAL / VIDEO COMING OF AGE / YEAR 2 COMING OF AGE / VIDEO / YR 2 / FREEDOM / BRAND COMING OF AGE / FREEDOM SCRIPT COMING OF AGE / ITINERARY EXPERIENCE / PREMIUM DIRECT MAIL COMING OF AGE / ITINERARY EXPERIENCE / PREMIUM DIRECT MAIL RITES OF PASSAGE / PRINT / POSTER / SOCIAL / VIDEO RITES OF PASSAGE / PRINT / POSTER / SOCIAL / VIDEO RITES OF PASSAGE / EVENT CONNECTION THROUGH NATURE CREATIVE / CONCEPT TWO CONNECTION THROUGH NATURE / VIDEO / YR 1 / OVER- CIVILIZED / BRAND CONNECTION THROUGH NATURE / OVER-CIVILIZED SCRIPT CONNECTION THROUGH NATURE / PRINT / POSTER / SOCIAL / VIDEO CONNECTION THROUGH NATURE / PRINT / POSTER / SOCIAL / VIDEO CONNECTION THROUGH NATURE / PRINT / POSTER / SOCIAL / VIDEO CONNECTION THROUGH NATURE / PRINT / POSTER / SOCIAL / VIDEO CONNECTION THROUGH NATURE / PRINT / POSTER / SOCIAL / VIDEO CONNECTION THROUGH NATURE / PRINT / POSTER / SOCIAL / VIDEO CONNECTION THROUGH NATURE / VIDEO / YR 2 / SEVEN GENERATIONS / TEEN CONF CONNECTION THROUGH NATURE / SEVEN GENERATIONS SCRIPT TO PROMOTE THE TEEN CONFERERNCE ON SUSTAINABILITY CONNECTION TO NATURE / YEAR 2 CONNECTION THROUGH NATURE / PRINT / POSTER / SOCIAL / VIDEO CONNECTION THROUGH NATURE / PRINT / POSTER / SOCIAL / VIDEO CONNECTION THROUGH NATURE / VIDEO / YR 2 / SHINRIN YOKU / BRAND CONNECTION THROUGH NATURE / SHINRIN YOKU SCRIPT CONNECTION THROUGH NATURE / EVENT SUPPLEMENTAL TACTICS CREATIVE / CREATIVE / CREATIVE / CREATIVE / CREATIVE / RENAN’S REEL / CREATIVE / ADDITIONAL IDEAS CREATIVE / CREATIVE / CREATIVE / CREATIVE / CREATIVE / CREATIVE / CREATIVE / DISCUSSION / BEYOND 2018 ASKED OURSELVES / How well are our strategies and media tactics performing? ASKED OURSELVES / How do we determine what we should continue, stop and start doing? THE ANSWER / DATA WITH A SHIFT… / Reported Performance CURRENT STATE / Data loop from Mike CASE STUDY – WASHINGTON DC / NEXT STEPS / -Today – Board to approve strategic direction and select Destination Family creative concept -3/22 – Share final media and creative recommendations at March Board Meeting -w/o 4/23 – Media begins APPENDIX COMPETITIVE AUDIT / CREATIVE •ASPEN SNOWMASS •JACKSON HOLE •NORTH LAKE TAHOE •HEAVENLY •BANFF + LAKE LOUISE ASPEN SNOWMASS / CREATIVE CREATIVE RAN: MAY – AUG 2017 14 PUBLISHER S 7 CREATIVES 1 VIDEO AD JACKSON HOLE / CREATIVE CREATIVE RAN: MAY – AUG 2017 82 PUBLISHER S 58 CREATIVES 3 VIDEO ADS NORTH LAKE TAHOE / CREATIVE CREATIVE RAN: MAY – AUG 2017 232 PUBLISHER S 36 CREATIVES 1 VIDEO AD HEAVENLY / CREATIVE CREATIVE RAN: MAY – AUG 2017 56 PUBLISHER S 17 CREATIVES 10 VIDEO ADS BANFF + LAKE LOUISE / CREATIVE CREATIVE RAN: MAY – AUG 2017 43 PUBLISHER S 14 CREATIVES 2 VIDEO ADS 2018 DIGITAL MEDIA STRATEGY / Continued investment in video, considering opportunities for new formats: •360° •Vertical video Expanded use of social media to promote and support influencer content as well as campaign assets: •Facebook Canvas Ads •Instagram stories •Mobile AI social listening Introduce content marketing and native display •Clever – The Influencer Marketing Agency partner •Native placements 2018 TRADITIONAL MEDIA STRATEGY / Strategy: Elevate storytelling by delivering multiple messages to a consistent audience •Maintain control of frequency •Reach the same consumer repeatedly, but with a creative rotation •Consider creative mediums, as appropriate, to execute big idea(s)