HomeMy WebLinkAbout00. VLMDAC Meeting PresentationVAIL LOCAL MARKETING DISTRICT
MEETING
JANUARY 19, 2017
AGENDA /
• SWEARING IN NEW VLMDAC MEMBERS
• ELECTION OF CHAIR, VICE CHAIR, TREASURER
• DECEMBER 2016 FINANCIAL REPORT
• NYC PR UPDATE, MYPR
• EVENT SUPPORT, SITE & TOV
• 2017 TACTICS
NYC PR UPDATE, MYPR
NEW YORK MEDIA MISSION /
• 45 WRITERS IN 2.5 DAYS
• TWO MEDIA DINNERS, ONE MEDIA LUNCH AND NUMBEROUS DESKSIDE
MEETINGS
• PARTNERSHIP WITH VAIL MOUNTAIN
Month Date, Year
4
NEW YORK MEDIA MISSION /
5
NEW YORK MEDIA MISSION / OBSERVATIONS
• CONTINUED CONSOLIDATION – SHARING OF EDITORIAL RESOURCES E.G. TIME, HEARST,
ETC.
• GOING DIGITAL – SELF.COM
• WHAT’S NEW? - STILL NO. 1 THING MEDIA ASK
• EVOLUTION OF THINKING IN PERSONAS
– Cosmopolitan (Active Professionals) – interest in Kardashian visit, how their reader can travel
like a celebrity
– Esquire (Active Boomers & Professionals) – accessible travel, conversational currency
– Family Circle & Family Fun (Dynamic Families) – keeping kids moving, affordable travel, ease of
travel, multi-generation travel
– Martha Stewart Weddings (Active Professionals) – bachelorette getaways, destination
weddings
• NOT ALL MEDIA OUTLETS ARE LOOKING FOR THAT INSTAGRAMABLE MOMENT –
AUDIENCE DEPENDENT
• INTEREST IN INFLUENCER PARTNERSHIP
– Cosmopolitan
– Macaroni Kid
6
EVENT SUPPORT, SITE & TOV
SUMMER EVENTS / CRITERIA FOR VLMDAC SUPPORT
• Overall Brand Fit
• Drive Overnight Visitation vs. Ambient Event
• Demographic Fit
• Timing/Optimize Calendar
• Scale/Size (Growth Opportunity)
• Supports Marketing Objective/Strategy/Tactic
*SEE HANDOUT WITH CRITERIA & EVENT RATINGS
SUMMER EVENTS / RECOMMENDATION FOR VLMDAC SUPPORT
• Stand Alone Events:
• Go Pro Mountain Games
• Bravo! Vail
• Vail Jazz Festival (Labor Day Party)
• Vail Dance Festival
• Gourmet On Gore
• Vail Oktoberfest
• Kids Adventure Games
• Vail Outlier Offroad Festival
• Craft Beer Festival
SUMMER EVENTS / RECOMMENDATION FOR VLMDAC SUPPORT
• Support messaging events for mid-week and/or Fall messaging:
• Vail Farmers’ Market & Art Show
• Hot Summer Nights
• Vail Summer Blue Grass Festival
• Vail Jazz (Thursday nights)
• Vail Beaver Creek Restaurant Week
• Taste of Vail South America Fall Tasting
• Slow Fashion Vail
2017 TACTICS, ALL PARTNERS
PURPOSE OF MEETING /
• SEE: New annual planning approach that leads with the consumer
• Planning Approach
• Personas + Tactical Plans
• Discussion + Questions
• REQUEST: Board approval on approach so partners can develop specific tactical
plans with timing, budgets + message for 2/16 meeting
NEW APPROACH /
• Shifted strategical approach from a geographic and functional focus to a consumer
based focus.
• New strategic approach builds integrated tactics around personas in order to better
account for travel motivations & behaviors, as well as media consumption behaviors.
• Allows us to become hyper-targeted to personas in digital and traditional media, with
increased efficiency of dollars and messaging.
• Prioritize high quality placements and executions that were proven in 2016 to yield best
engagement and consideration of Vail.
• Continues to build the momentum for reaching annual and 5-year goals.
• Aligns with Vail Marketing winter strategic approach
2017 GOAL, OBJECTIVES, STRATEGIES & BUDGET
OVERARCHING GOAL /
Strengthen Vail’s position as a year-round destination
that appeals to a broad audience, by elevating the
summer brand position.
2017 MARKETING OBJECTIVES /
• Increase Sales Tax Revenue
• Increase May-October Occupancy
• Increase Group Occupancy
• Optimize Visitor Mix
• Positively Impact Net Promoter Score
• Increase Consideration Percentage as
Measured by Burke
Continue the momentum and build on the powerful leadership position
of the year-round Vail brand.
2016 RESULTS & 2017 GOALS / UPDATED 1/2
2016 Goals 2016 Results 2017 Annual Goal 5-year Goal
+3%May – October +7%Sales Tax Increase +3%+15%
+2%May-October +5% (49%
overall)
DestiMetrics
Occupancy +2%+10%
+4%+30%Group Occupancy +4%+20%
60% of Mix 49% of mixDestination Visits +65%
Monitor
(84 in 2015)80Net Promoter
Score 83-84 84-85
Will Measure in 2017Consideration +2%5%-8%
International
Visits +15%
In State Visits
11% of Mix
20% of Mix
55% in 2015
5% of mix
25% of mix
60% of Mix
11% of Mix
20% of Mix
• Strengthen Vail’s position as a year-round destination by unifying the brand
message in winter and summer
• Leverage Summer research to increase consideration
• Continue to leverage Winter approach and learnings
• Develop in-depth guest/target personas in order to understand behaviors and
motivations, in order to inform tactics, creative and messaging
• Maximize off peak, mid-week and shoulder seasons
• Increase Customer Relationship capacity to maintain repeat guests and re-
engage lapsed guests
2017 STRATEGIES /
• Optimize mix to drive revenue: Percent of Destination, Front Range
Overnight and International (Mexico/Latin American) guests
• Increase awareness of Vail as a group & meeting destination and to
drive quality leads to the lodging community
• Support EGE flights with targeted and integrated efforts in flight
markets
• Leverage summer events and identify new events to build overnight
guests and mid week traffic
2017 STRATEGIES /
2017 BUDGET $3,750,000 /
$1,290,000
34%
$274,000
7%
$226,500
6%
$110,000
3%
$58,000
2%
$752,965
20%
$115,000
3%
$136,088
4%
$185,000
5%
$110,500
3%
$366,947
10%
$125,000
3%
Des2na2on
Efforts
Front
Range
Interna2onal
Branding
Produc2on
Groups
PR
Research
Photo/Video
DYNAMIC FAMILIES PERSONA AND TACTICS
DYNAMIC FAMILIES /
ABOUT
ME
• My
partner
and
I
live
a
crazy
life
between
work,
family
and
other
ac2vi2es,
but
we
always
try
to
put
family
first
when
making
any
decision.
I'm
personally
happiest
when
we're
together
as
a
family.
• Our
down2me
is
s2ll
ac2ve,
and
that's
true
whether
we're
spending
2me
at
home
or
taking
a
family
getaway
together.
• We
are
adventurous
souls
who
have
built
a
li[le
family
of
adventurers
to
explore
this
amazing
world.
Most
of
our
trips
are
taken
as
a
family
with
our
children.
Persona
Parameters:
Age:
35-‐54
Travel
Companions:
spouse,
children
Front
Range
HHI:
$75K
Des2na2on
HHI:
$100K
Have
taken
an
overnight
summer
trip
to
CO,
UT,
NM;
visi2ng
from
ci2es
including
Houston,
Dallas,
Chicago
Length
of
Stay:
4.1
nights
Tapestry
LifeModes:
Family
Landscapes,
Upscale
Avenues
DYNAMIC FAMILIES /
TRAVEL
MINDSET
“Nothing
but
the
best
for
our
kids.”
Vaca2ons
are
a
2me
for
me
to
get
away
together
as
a
family.
I
love
exposing
my
kids
to
new
sights,
new
experiences,
and
new
cultures,
and
seeing
how
travel
shapes
them
as
individuals.
I
believe
these
trips
play
an
invaluable
role
in
my
kids'
personal
growth,
so
my
partner
and
I
don't
spare
a
single
expense
when
it
comes
to
travel.
Where
we
go
and
what
we
do
are
family
decisions.
I’m
open
to
new
experiences
and
sights;
I
love
to
live
in
the
moment.
Travel
Mo*va*ons
-‐ Spending
2me
with
family
-‐ Looking
for
a
kid-‐friendly
adventure
-‐ Hoping
to
rest
and
relax
Buying
Behaviors
-‐ When
I
find
a
travel
des2na2on/brand
I
like
and
trust,
I
s2ck
to
it
-‐ I
buy
based
on
quality,
not
price
-‐ I
support
des2na2ons/brands
that
reflect
my
style
-‐ I
research
a
lot
and
read
reviews
before
I
invest
in
a
trip
DYNAMIC FAMILIES /
DYNAMIC FAMILIES / MEDIA QUINTILES
Dynamic
Families
are
busy
keeping
up
with
their
children’s
schedules,
which
means
they’re
on
the
road
oken,
radio
tuned
in.
They
value
the
internet
as
a
go-‐to
trusted
source
and
consume
digital
content
at
a
medium-‐high
rate,
since
smartphones,
laptops,
and
tablets
are
so
easy
to
take
along.
If
they’re
reading,
it’s
something
easily
diges2ble
like
a
magazine.
9+
issues
per
month
0
issues
per
month
7-‐17
hours
per
week
15+
hours
per
week
20-‐30
hours
per
week
150-‐250
miles
in
a
week
MRI custom pull, 2016
DYNAMIC FAMILIES / MEDIA
Nielsen, 2016; MRI custom pull, 2016
FAVORITE MAGAZINES/NEWSPAPERS:
Conde Nast
Meredith Magazines (EatingWell,
Parents, FamilyFun, FamilyCircle)
Hearst Magazines (Marie Claire, Good
Housekeeping, O! Cosmopolitan,
Esquire)
People
Local daily digest
MEDIA ACROSS TARGETS:
Google, Gmail, Amazon, Yahoo, Google Maps, Weather Channel, Wikipedia, ESPN, WebMD
FAVORITE SITES/APPS:
CNN.com
Yahoo.com/news
Ebay.com
TheHuffingtonPost.com
iTunes.com
DYNAMIC FAMILIES / PAID MEDIA OVERVIEW
Paid media will seek to increase consideration of Dynamic Families to a Summer vacation in Vail by
integrating tactics across traditional and digital channels.
• Data driven TV will target families in 1:1 match to households that encompass the Dynamic Family
persona
• Digital display will expand to reach a national audience
• Digital video impressions increased this year in order to build upon the success of last year and we
hypothesis a 95% increase in clicks vs. 2016.
• Social efforts will build upon success of last year and run across Facebook and Instagram
• OOH and Print will keep Vail top of mind in the Front Range
DYNAMIC FAMILIES / DIGITAL TACTICS
• INSIGHTS: Last Summer, we learned that Dynamic Families are voracious consumers of travel
information and are careful planners when it comes to their visit to Vail. We saw families as the
most engaged audience on the Vail.com website, spending up to four minutes per visit.
• RECOMMENDATION: A combination of contextually targeted national display and premium
video will capitalize on this extremely engaged audience.
• National, contextually targeted display will engage families when they are researching their
Summer travel destination. Given their busy lifestyle, we will focus on a cross device
approach across tablet, desktop and mobile.
• Video was a key driver of engagement last year and we will focus our efforts across
premium streaming content and contextually targeted pre-roll.
DYNAMIC FAMILIES / DIGITAL TACTICS
• TACTICS: Video, PPC, Display
• IMPRESSION ESTIMATE: 16 MM
• TARGETING:
• Display: Adults 25-49 with kids 12-17 with HHI $200k+ who have taken a Summer Vacation
to a mountain region
• Destination Video: Adults 25-49 with kids 12-17 with HHI $100k+ who have taken a
Summer Vacation to a mountain region
• Front Range Video: Adults 25-49 with kids 12-17 with HHI $75k+ who have taken a
Summer Vacation to a mountain region
• CONSIDERATION SET: Hulu, YuMe, YouTube, Digilant, Adara
• KPIs / METRICS: Video Completion, CPC, CTR and Engagement
DYNAMIC FAMILIES / SOCIAL TACTICS
• INSIGHTS:
• Static posts were significantly more effective in driving conversions to the website, especially
posts with offers running for an average of 7 days.
• Dynamic Families were more engaged and had higher CTRs on Facebook than they did on
Instagram.
• TARGETING:
• Destination: Ages 35-54 in Chicago (+25 mi), Dallas (+25 mi), Houston (+25 mi)
• Front Range: Ages 35-54 in Boulder (+25 mi), Colorado Springs (+25 mi), Denver (+25 mi), Ft. Collins
(+25 mi)
• CONTEXTUAL FILTERS:
• $100K+ income (actual income will be based on market)
• Parents with children 3 years old to teenagers
• Adults who take family vacations, are leisure travelers or have interest in adventure travel,
nature or mountains
• National: Ages 25-64, $150K+
DYNAMIC FAMILIES / SOCIAL TACTICS
• TACTICS: Facebook, Instagram
• IMPRESSION ESTIMATE: 5.8MM (include 2MM in national impressions)
• KPIs / METRICS: CTR and VCR for Facebook, CTR and Engagement Rate for Instagram
DYNAMIC FAMILIES / TRADITIONAL MEDIA
• INSIGHTS: Dynamic Families are busy enjoying life and time with their children. They have some
engagement with newspapers and spend time reading specific interest based Magazines.
Television is a part of their lives, watching shows/networks that provide enrichment and
entertainment during their busy families lives. They are exposed to a variety of media and when
messaging speaks directly to their motivations, they will respond by further researching and ideally
booking a vacation.
• Recommendation: Data driven TV is the cornerstone of our recommendation, as we have the
ability to target spots as never before (much like online). Focus on targeting Dynamic Families
using Experian Data with set top box targeting through addressable TV (when available). It
provides a way to target Dynamic Families with minimal waste with a 1:1 match against identified
homes so we can run spots to this persona ONLY when and where they are watching TV. We will
use Advanced TV as a secondary option, allowing us to target based on specific programming,
networks and cable zones that represent Dynamic Families. Lastly, we recommend other targeted
mediums with high advertising recall, reach and frequency to complement the television buys.
DYNAMIC FAMILIES / TRADITIONAL MEDIA
• TACTICS:
• Destination Markets: Branding/awareness/air messaging; Addressable TV, Advanced Cable TV,
Digital OOH, Static OOH
• Front Range: Event/offer messaging; Addressable TV, Advanced Cable TV, Static OOH, Print
• TARGETING & BUDGET:
• Destination: 42% of total traditional media spend: Houston (47%), Dallas (19%), Chicago (34%)
• Front Range: 33% of total traditional media spend
• ESTIMATED IMPRESSIONS:
• Houston – 6.2 MM; Chicago – 1.8 MM; Dallas – 910K
• Front Range Market – 12.1 MM
DYNAMIC FAMILIES / TRADITIONAL MEDIA
• CONSIDERATION SET:
• Addressable TV: Spots deliver when a family’s set top box is on. It is agnostic to network,
daypart and program. Spot delivered to a dynamic family home when and where they are
watching TV
• Advanced Cable TV: Free Form, TBS, Discovery, TLC, HGTV, A&E among others
• Digital / Static OOH
• Front Range: Colorado and Virginia, 6th Avenue, Auraria Campus, Speer Blvd
• Houston: West Houston (Sugarland, Woodlands, I 610 Loop)
• Denver Post ($25,000 total)
• KPIs / METRICS:
• Impressions: Destination Markets: 8MM+ Destination; Front Range: 12MM
• Reach & Frequency: Reach and Frequency projections include the duplication of media.
• Houston: 65% reach and 10 frequency (over 7 weeks)
• Dallas: 45% reach and 3.1 frequency (over 5 weeks)
• Chicago: 57% reach and 5 frequency (over 5 weeks)
• Front Range: 62% reach and 7 frequency (over 17 weeks)
DYNAMIC FAMILIES / WEB & SEO
• INSIGHTS: Peak Week Trip: knowing the visitation patterns of this audience, place less emphasis on
lodging offers during peak time frames and focus more on activity offerings and experiential motivators
• CONTENT IDEAS:
• Family Activity Guide
• On-Mountain Activity Guide
• In-Town Activity Guide
• Free Activity Guide
• Cultural Activity Guide
• IMPRESSION ESTIMATE: 64K average daily site visits
• KPIs / METRICS: Visitation, Product views, Unique visits, Orders, Units
DYNAMIC FAMILIES / ORGANIC SOCIAL
• SOCIAL RECOMMENDATION:
• Facebook
• Focus on static imagery posts with experiential messaging
• Experiment with Facebook Live feeds that focus on family friendly activities and cultural
experiences
• Leverage audience segmentation to target active families with relevant boosted content
• Twitter
• Maintain current approach for this channel (real-time resources)
• Social Influencer (in collaboration with PR)
• Leverage relationships with key family influencers to develop social momentum
DYNAMIC FAMILIES / ORGANIC SOCIAL
• IMPRESSION ESTIMATE: Average 25K reach/post
• KPIs / METRICS: Reach, Paid reach, Engaged users, Video views, Video Completion
DYNAMIC FAMILIES / EMAIL
• EMAIL RECOMMENDATION (Pending VR CRM team confirmation):
• Segment households with children from the core VR audience
• Be diligent in delivering experiential content to this audience versus deal-oriented content
• Serve content featuring a variety of on and off-mountain activities
• Balance family specific adventure seeking content with cultural content
• KPIs / METRICS: Volume, Open Rates, CTR, Unsubscribe Rates, C2C
DYNAMIC FAMILIES / PR
• INSIGHTS/MESSAGING: Vail offers the type of distinctive family adventures that Dynamic
Families are seeking. Utilize the “what’s new” message and pull from distinctive offerings such as
Epic Discovery, guided hiking programs, Kids Adventure Games and more to garner media
coverage.
• RECOMMENDATION: Continue to leverage traditional PR tactics as well as tapping into
influencers across mediums.
• TACTICS:
• Content Themes - Press Releases/Pitches
• Update Family Tipsheet/Activities Guide
• Write/pitch family-friendly specific content highlighting summer offerings
• In-Market Visits
• New York
• Chicago
• San Francisco
• Front Range
• SATW Conference
DYNAMIC FAMILIES / PR
• TACTICS
• Press Trips – June, September trips, focus on one-on-one visits
• Media Center – new engaging content
• Influencer Outreach
• Strategy 1 – Online influencers
• Strategy 2 – Event influencers
• Strategy 3 – Traditional media w/strong online presence
• CONSIDERATION SET: Key publications (e.g. Conde Nast Traveler, SELF, Bride’s, Family Fun,
etc.), Social Channels (Twitter, Facebook)
• KPIs / METRICS:
• Media Visits – benchmark percentage of writers from key targets list
• Media Coverage – no. of outlets (TBD) in key targets list
• Share of Voice – 80 percent significant/extensive coverage
• Key Message – TBD
• Influencer Engagement
ACTIVE PROFESSIONALS PERSONA AND TACTICS
ACTIVE PROFESSIONALS /
ABOUT
ME
• Because
I've
worked
hard,
I
can
afford
to
see
new
sites
and
try
new
things.
• I
believe
in
exploring
the
best
this
beau2ful
planet
has
to
offer;
I’m
always
up
for
a
new
adventure.
• I
am
on-‐the-‐go
constantly,
so
I
gravitate
towards
brands
and
companies
that
cater
to
me
and
let
me
be
part
of
their
story.
• What
my
friends
and
my
peers
say
plays
a
very
important
role
in
my
decision-‐making
process.
Persona
Parameters:
Age:
25-‐35
Travel
Companions:
solo,
partner,
friends,
no
children
Front
Range
HHI:
$75K
Des2na2on
HHI:
$100K
Have
taken
an
overnight
summer
trip
to
CO,
UT,
NM;
visi2ng
from
ci2es
including
Houston,
Dallas,
Chicago
Length
of
Stay:
3.6
nights
Tapestry
LifeModes:
Uptown
Individuals,
Middle
Ground
ACTIVE PROFESSIONALS /
TRAVEL
MINDSET
“Work
hard,
play
hard.”
I
want
each
day
filled
with
both
the
exci2ng
and
the
relaxing,
a
sense
of
balance
I
don’t
normally
find
in
my
hec2c
day-‐to-‐day.
I’m
open
to
new
experiences,
new
sights,
and
trying
to
get
ahead
of
the
curve.
I
look
to
my
peers
and
online
influencers
for
the
inside
scoop
on
a
des2na2on;
I
do
a
lot
of
research
beforehand.
Every
moment
should
be
shareable;
I’ll
be
documen2ng
my
trip
the
whole
2me.
Travel
Mo*va*ons
-‐ Adventure
and
sightseeing
are
at
the
top
of
my
list
-‐ I’m
not
in
the
office,
so
it’s
2me
to
play
-‐ Vaca2on
is
also
my
break;
when
I’m
not
playing,
I’m
ready
to
kick
back
and
relax
Buying
Behaviors
-‐ If
it’s
a
brand
I
trust,
I’ll
buy
it
even
if
it’s
slightly
more
expensive
-‐ I
buy
brands
that
reflect
my
style
-‐ I
buy
based
on
quality,
not
price
ACTIVE PROFESSIONALS /
ACTIVE PROFESSIONALS / MEDIA QUINTILES
9+
issues
per
month
0
issues
per
month
2-‐6
hours
per
week
4-‐10
hours
per
week
30+
hours
per
week
150-‐250
miles
in
a
week
Professional
Achievers
may
remember
a
2me
without
the
internet,
but
they
prefer
having
it
now.
Most
news
and
programming
is
consumed
through
digital-‐enabled
devices
(think
laptops
and
smartphones).
They’re
s2ll
on
the
move
heading
to
and
from
work,
listening
to
the
radio
or
their
favorite
podcast
once
in
a
while.
But
they
rarely
sit
down
to
watch
tradi2onal
TV.
Unless
it’s
a
sports
game,
they’re
most
likely
streaming.
MRI custom pull, 2016
ACTIVE PROFESSIONALS / MEDIA
Nielsen, 2016; MRI custom pull, 2016
FAVORITE MAGAZINES/NEWSPAPERS:
Conde Nast
Hearst Magazines (Marie Claire, Good
Housekeeping, O! Cosmopolitan,
Esquire)
People
National Geographic
Martha Stewart Weddings
MEDIA ACROSS TARGETS:
Google, Gmail, Amazon, Yahoo, Google Maps, Weather Channel, Wikipedia, ESPN, WebMD
FAVORITE SITES/APPS:
Ebay.com
TheHuffingtonPost.com
iTunes.com
Pandora.com
Groupon.com
ACTIVE PROFESSIONALS / PAID MEDIA OVERVIEW
Paid media will seek to increase consideration of Active Professionals to a Summer vacation in Vail
through a digitally focused approach.
• Traditional media is not recommended against Active Professionals given low consumption habits,
however we will use digital streaming TV/video to reach this persona within similar content.
• While we will not use digital display, we will activate digital video due to strong performance in 2016
• Social efforts will build upon success of last year and budget will be increased against this audience.
ACTIVE PROFESSIONALS / DIGITAL TACTICS
• INSIGHTS: We learned last Summer that Active Professionals were most likely to engage with
video and social posts, we will build upon this insight going in to 2017 and find new ways to
engage this digitally savvy audience within the Front Range.
• RECOMMENDATION: In 2017 we will look to reach Active Professionals across premium pre-roll
and streaming video.
• Given we will not have a traditional TV buy against Active Professionals, we will explore
both Connected TV and streaming networks in order to reach them within premium video
content.
• We will also consider contextually relevant pre-roll against this audience as we saw success
with this last year.
ACTIVE PROFESSIONALS / DIGITAL TACTICS
• TACTICS: Video, PPC, Social
• IMPRESSION ESTIMATE: 4.8MM
• TARGETING:
• Front Range Video: Adults 25-35 with HHI $75k+ who have taken a summer Mountain
vacation geo targeted to Denver
• CONSIDERATION SET: Hulu, YuMe, YouTube
• KPIs / METRICS: Video Completion, CPC, CTR and Engagement
ACTIVE PROFESSIONALS / SOCIAL TACTICS
• INSIGHTS:
• Active Professionals were significantly more engaged on Instagram than they were on Facebook.
• With enhancements to Instagram’s ad platform and functionality for links, we would like to see if
CTR improves with the 2017 campaign.
• Active Professionals engaged more with adventure and activity message, while Super Boomers and
Dynamic Families responded best to event messaging.
• TARGETING:
• Front Range: Ages 25-34 in Boulder (+15 mi), Colorado Springs (+15 mi), Denver (+15 mi), Ft. Collins
(+15 mi)
• CONTEXTUAL FILTERS:
• Income of $75K+
• Adults who are frequent travelers or leisure travelers
• Interested in adventure travel or mountains
• National: Ages 25-64, $150K+
ACTIVE PROFESSIONALS / SOCIAL TACTICS
• TACTICS: Facebook, Instagram
• IMPRESSION ESTIMATE: 4.5MM (includes 2MM in national impressions)
• KPIs / METRICS: CTR and VCR for Facebook, CTR and Engagement Rate for Instagram
ACTIVE PROFESSIONALS / TRADITIONAL MEDIA
• INSIGHTS: The Active Professionals engagement with traditional media is limited, particularly
when compared to digital and social media.
• RECOMMENDATION: Given the strong digital and social opportunities within this audience and
due to population within each market, we do not recommend allocating traditional media budget.
This audience will be targeted through digital, online video, social (paid/organic) and public
relations tactics.
ACTIVE PROFESSIONALS / WEB & SEO
• INSIGHTS: Off Peak Extended Weekend Lodging Offers: knowing the visitation patterns of this audience,
develop offers aligned with events, craft beer and culinary offerings to drive off peak time periods.
• CONTENT IDEAS:
• Culinary Cruiser Bike Tours
• Best Patio Après Spots
• Top Local Chef Dining Locations
• Spirits, Wineries and Craft Beer Essentials
• Not To Miss Hiking and Mountain Biking
• On-Mountain Adventure Guide
• IMPRESSION ESTIMATE: 64K average daily site visits
• KPIs / METRICS: Visitation, Product views, Unique visits, Orders, Units
ACTIVE PROFESSIONALS / ORGANIC SOCIAL
• SOCIAL RECOMMENDATION:
• Instagram
• Focus on adventure video content that showcased the rich experiences to be had on and off
mountain
• Leverage Instagram stories (short format videos that expire after 24 hours)
• Social Influencer (in collaboration with PR)
• Leverage relationships with influencers who have an established Instagram following that
already caters to an active professional audience
• Snapchat
• Focus on capturing adventure content, events and culinary/ craft beer content
ACTIVE PROFESSIONALS / ORGANIC SOCIAL
• IMPRESSION ESTIMATE: Average 25K reach/post
• KPIs / METRICS: Reach, Paid reach, Engaged users, Video views, Video Completion
ACTIVE PROFESSIONALS / EMAIL
• EMAIL RECOMMENDATION (Pending VR CRM team confirmation):
• Segment non-family households by age from the core VR database
• Integrate more deal oriented content specifically around off-peak time periods
• Use messaging strategy that resonates with active professional audience
• Serve rich eye-catching content that conveys the excitement of on and off-mountain adventures
• KPIs / METRICS: Volume, Open Rates, CTR, Unsubscribe Rates, C2C
ACTIVE PROFESSIONALS / PR
• INSIGHTS/MESSAGING: Vail offers the depth of choices and unique experiences that provide
Active Professionals with the conversational currency they seek on vacation. Utilize the “what’s
new” message and pull from distinctive offerings such as Epic Discovery, backcountry hikes (e.g.
summiting 13ers, 14ers, hiking with llamas), events (craft beer festival, GoPro Mountain Games)
and more.
• RECOMMENDATION: Continue to leverage traditional PR tactics as well as tapping into
influencers across mediums.
• TACTICS:
• Content Themes - Press Releases/Pitches
• Enhance F&B content – patio dining, chef picks, craft beer/distilleries
• Update hiking and mountain biking content
• In-Market Visits
• New York
• Chicago
• San Francisco
• Front Range
• SATW Conference
ACTIVE PROFESSIONALS / PR
• TACTICS
• Press Trips – June, September trips, focus on one-on-one visits
• Media Center – new engaging content
• Influencer Outreach
• Strategy 1 – Online influencers
• Strategy 2 – Event influencers
• Strategy 3 – Traditional media w/strong online presence
• CONSIDERATION SET: Key publications (e.g. GQ, SELF, Allure, Esquire, NG Traveler, etc.) ,
Social Channels (Snapchat, Instagram)
• KPIs / METRICS:
• Media Visits – benchmark percentage of writers from key targets list
• Media Coverage – no. of outlets (TBD) in key targets list
• Share of Voice – 80 percent significant/extensive coverage
• Key Message – TBD
• Influencer Engagement
SUPER BOOMERS PERSONA AND TACTICS
SUPER BOOMERS /
ABOUT
ME
• I
am
living
life
on
my
own
terms.
I’m
at
a
point
in
life
where
the
demands
from
family
and
work
are
less
and
less,
and
I’m
ready
to
take
advantage.
• Age
is
just
a
number
–
I’m
s2ll
young
at
heart,
and
I
feel
it
is
my
duty
to
explore
this
beau2ful
world
I've
been
put
on.
Life
is
about
making
the
most
of
every
moment.
• I
have
found
success
in
work
and
always
make
sure
to
treat
myself
with
the
money
I've
made.
• I'm
looking
for
authen2c
brands
to
pledge
my
loyalty.
Persona
Parameters:
Age:
55-‐65
Travel
Companions:
spouse
Front
Range
HHI:
$75K
Des2na2on
HHI:
$100K
Have
taken
an
overnight
summer
trip
to
CO,
UT,
NM;
visi2ng
from
ci2es
including
Houston,
Dallas,
Chicago
Length
of
Stay:
5.1
nights
Tapestry
LifeModes:
Affluent
Estates,
Senior
Styles
SUPER BOOMERS /
TRAVEL
MINDSET
“Now
is
the
2me.”
Because
I
don't
have
young
kids
to
worry
about,
I
make
sure
to
fully
embrace
my
independence,
traveling
when
and
where
I
want.
I
feel
very
comfortable
spending
most
of
my
discre2onary
income
on
travel,
and
trea2ng
myself
on
trips.
I
always
make
sure
to
fill
my
free
2me
with
exci2ng
new
things
—
and
equally
appreciate
the
finer
aspects
of
travel.
Travel
Mo*va*ons
-‐ Rest
and
relaxa2on
are
my
number
1
vaca2on
goals
-‐ I’m
ready
to
get
out
of
the
city
and
spend
2me
in
nature
-‐ I
plan
to
do
lots
of
sightseeing
Buying
Behaviors
-‐ I
buy
based
on
quality,
not
price.
-‐ If
I
trust
the
brand,
I’ll
a
product
even
if
it’s
slightly
more
expensive.
-‐ It’s
important
to
me
that
salespeople
be
knowledgeable
about
the
products/
brands.
SUPER BOOMERS /
SUPER BOOMERS / MEDIA QUINTILES
6+
issues
per
month
17+
issues
per
month
23-‐40
hours
per
week
15+
hours
per
week
8-‐18
hours
per
week
150-‐250
miles
in
a
week
Super
Boomers
have
more
free
2me
on
their
hands.
They
have
the
2me
to
leisurely
digest
a
newspaper
or
magazine,
or
sit
at
the
television,
watching
what
they
want
without
parental
controls.
They’re
on
the
road
a
fair
amount,
heading
to
their
golf
or
tennis
lessons.
And
no
ma[er
what
their
grandkids
think,
they
have
in
fact
figured
out
the
internet.
It’s
just
not
their
go-‐to
for
everything.
MRI custom pull, 2016
SUPER BOOMERS / MEDIA
Nielsen, 2016; MRI custom pull, 2016
FAVORITE MAGAZINES/NEWSPAPERS:
AARP
Departures
People
Better Homes & Gardens
MEDIA ACROSS TARGETS:
Google, Gmail, Amazon, Yahoo, Google Maps, Weather Channel, Wikipedia, ESPN, WebMD
FAVORITE SITES/APPS:
CNN.com
Pandora.com
Expedia.com
FoxNews.com
TripAdvisor.com
SUPER BOOMERS / PAID MEDIA OVERVIEW
Paid media will seek to increase consideration of Super Boomers to a Summer vacation in Vail through a
mix of traditional and digital tactics.
• Data driven TV will provide 1:1 targeting to the Super Boomer persona and increase consideration of a
Summer vacation in Vail.
• Digital display and video pre-roll will be focused to contextually relevant platforms.
• OOH and print will keep Vail top of mind in the Front Range.
• Social efforts will continue against this audience and utilize on Facebook static posts.
SUPER BOOMERS / DIGITAL TACTICS
• INSIGHTS: During the 2016 campaign, we learned that Super Boomers were most likely to
engage with Vail content if they were already within travel content. This year, we will build upon
this insight and strategically place all media within relevant contextual environments.
• RECOMMENDATION: In 2017, we will reach Super Boomers across device via display and pre-
roll within travel specific content. We will optimize towards the best performing device since
Boomers are active across both mobile and desktop.
SUPER BOOMERS / DIGITAL TACTICS
• TACTICS: Display, Video, PPC
• IMPRESSION ESTIMATE: 13MM
• TARGETING:
• Display: Adults 50+ with HHI $200k+ who have taken a summer Mountain vacation
• Destination Video: Adults 50+ with HHI $100k+ who have taken a summer Mountain
vacation geo targeted to Dallas, Houston, and Chicago
• Front Range Video: Adults 50+ with HHI $100k+ who have taken a summer Mountain
vacation geo targeted to Dallas, Houston, and Chicago
• CONSIDERATION SET: Adara, Trip Advisor, YuMe, Digilant
• KPIs / METRICS: Video Completion, CPC, CTR and Social Engagement
SUPER BOOMERS / SOCIAL TACTICS
• INSIGHTS:
• Super Boomers was the audience that was most likely to complete a video view, although they
saw stronger engagement on static posts.
• Super Boomers generated the highest CTR on static posts.
• TARGETING:
• Destination: Ages 55-65+ in Chicago (+25 mi), Dallas (+25 mi), Houston (+25mi)
• Front Range: Ages 55-65+ in Boulder (+25 mi), Colorado Springs (+25 mi), Denver (+25 mi), Ft.
Collins (+25 mi)
• CONTEXTUAL FILTERS:
• Income of $75K+ (actual income will be based on market)
• Baby Boomers generation
• Leisure travelers
• Interests in fishing, mountain, mountain biking, camping, ecotourism, adventure travel, nature,
hiking or horseback riding
• National: Ages 25-64, $150K+
SUPER BOOMERS / SOCIAL TACTICS
• TACTICS: Facebook
• IMPRESSION ESTIMATE: 1.6 MM (includes 2MM in national impressions)
• KPIs / METRICS: CTR and VCR for Facebook
SUPER BOOMERS / TRADITIONAL MEDIA
• INSIGHTS: Super Boomers have more free time to engage with a variety of mediums, including
television, magazines and newspapers. They are exposed to a variety of media and when
messaging speaks directly to their motivations, they will respond by further researching and ideally
booking a vacation.
• RECOMMENDATION: Data driven TV is the cornerstone of our recommendation, as we have the
ability to target spots as never before (much like online). Focus on targeting Super Boomers using
Experian Data with set top box targeting through addressable TV (when available). It provides a
way to target Super Boomers with minimal waste with a 1:1 match against identified homes so we
can run spots to this persona ONLY WHEN AND WHERE THEY ARE WATCHING TV. We will use
Advanced TV as a secondary option, allowing us to target based on specific programming,
networks and cable zones that represent Super Boomers. Lastly, we recommend other targeted
mediums with high advertising recall, reach and frequency to complement the television buys.
• TACTICS:
• Destination Markets: Branding/awareness/air messages; Addressable TV, Advanced Cable TV
• Front Range: Event/offer driven messaging; Addressable TV, Advance TV, Print
• TARGETING & BUDGET:
• Destination: 18% of total traditional media spend: Houston (44%), Chicago (56%)
• Front Range: 11% of total traditional media spend
• ESTIMATED IMPRESSIONS:
• Houston – 928K
• Chicago – 1.2MM
• Front Range 2.0MM
SUPER BOOMERS / TRADITIONAL MEDIA
• CONSIDERATION SET:
• Addressable TV: Commercials deliver when a consumer’s set top box is on. It is agnostic to
network, daypart and program. Spot delivered to a super boomer home when and where
they are watching TV
• Advanced Cable: CNN, CNBC, MSNBC, FXNC, TNT, GOLF, BRAVO, USA, TRAVEL among
others
• Print: Denver Post (part of prior $25,000 allocation), 5280 Magazine ($5,000 allocation)
• KPIs / METRICS:
• Impressions: Destination: 2MM+ Destination; Front Range: 2MM+
• Reach & Frequency: Reach and Frequency projections include the duplication of media.
• Houston: 65% reach and 10 frequency (over 7 weeks)
• Dallas: 45% reach and 3.1 frequency (over 5 weeks)
• Chicago: 57% reach and 5 frequency (over 5 weeks)
• Front Range: 62% reach and 7 frequency (over 17 weeks)
SUPER BOOMERS / TRADITIONAL MEDIA
SUPER BOOMERS / WEB & SEO
• INSIGHTS: Off Peak Extended Weekend Lodging Offers: knowing the visitation patterns of this audience,
develop offers aligned with cultural, culinary and outdoor adventures.
• CONTENT IDEAS:
• Best Off The Beaten Path Picnic Spots
• Vail Views That Cannot Be Missed
• Events and Culinary Preview
• Rest and Relax in Vail
• IMPRESSION ESTIMATE: 64K average daily site visits
• KPIs / METRICS: Visitation, Product views, Unique visits, Orders, Units
SUPER BOOMERS / ORGANIC SOCIAL
• SOCIAL RECOMMENDATION:
• Facebook: Prioritize static imagery content, but integrate video into the mix
• IMPRESSION ESTIMATE: Average 25K reach/post
• KPIs / METRICS: Reach, Paid reach, Engaged users, Video views, Video Completion
SUPER BOOMERS / EMAIL
• EMAIL RECOMMENDATION (Pending VR CRM team confirmation):
• Segment non-family households by age from the core VR database
• Integrate more deal oriented content specifically around off-peak time periods
• Use messaging strategy that resonates with super boomer audience
• Serve easy to use content that can be referenced in-resort
• KPIS / METRICS: Volume, Open Rates, CTR, Unsubscribe Rates, C2C
SUPER BOOMERS / PR
• INSIGHTS/MESSAGING: Vail offers the diverse dining, lodging, activity and entertainment
experiences that Super Boomers are seeking. Utilize the “what’s new” message and pull from
distinctive offerings to garner media coverage.
• RECOMMENDATION: Continue to leverage traditional PR tactics as well as tapping into
influencers across mediums.
• TACTICS:
• Content Themes - Press Releases/Pitches
• Enhance F&B content – patio dining, chef picks, craft beer/distilleries
• Update hiking content
• Targeted events information
• In-Market Visits
• New York
• Chicago
• San Francisco
• Front Range
• SATW Conference
SUPER BOOMERS / PR
• TACTICS
• Press Trips – June, September trips, focus on one-on-one visits
• Media Center – new engaging content
• Influencer Outreach
• Strategy 2 – Event influencers
• CONSIDERATION SET: Key publications (e.g. AARP. Departures, People, etc.) , Social Channels
(Facebook)
• KPIs / METRICS:
• Media Visits – benchmark percentage of writers from key targets list
• Media Coverage – no. of outlets (TBD) in key targets list
• Share of Voice – 80 percent significant/extensive coverage
• Key Message – TBD
• Influencer Engagement
CONSUMER MESSAGING MATRIX
Dynamic
Families
Ac*ve
Professionals
Super
Boomers
Travel
Mo*va*ons
-‐ I
want
to
spend
lots
of
2me
with
my
family
-‐ I’m
looking
for
a
kid-‐friendly
adventure,
something
the
whole
family
can
enjoy
-‐ I
hope
I
can
get
some
2me
in
to
just
rest
and
relax
-‐ Adventure
and
sightseeing
are
at
the
top
of
my
list
-‐ I’m
not
in
the
office,
so
it’s
2me
to
play
-‐ Vaca2on
is
also
my
break;
when
I’m
not
playing,
I’m
ready
to
kick
back
and
relax
-‐ Rest
and
relaxa2on
are
my
number
1
vaca2on
goals
-‐ I’m
ready
to
get
out
of
the
city
and
spend
2me
in
nature
-‐ I
plan
to
do
lots
of
sightseeing
Buying
Behavior
-‐ When
I
find
a
travel
des2na2on/brand
I
like
and
trust,
I
s2ck
to
it
-‐ I
buy
based
on
quality,
not
price
-‐ I
support
des2na2ons/brands
that
reflect
my
style
-‐ I
research
a
lot
and
read
reviews
before
I
invest
in
a
trip
-‐ If
it’s
a
travel
des2na2on/brand
I
trust,
I’ll
buy
it
even
if
it’s
slightly
more
expensive
-‐ I
support
des2na2ons/brands
that
reflect
my
style
-‐ I
buy
based
on
quality,
not
price
-‐ I
buy
based
on
quality,
not
price.
-‐ If
I
trust
the
brand,
I’ll
a
product
even
if
it’s
slightly
more
expensive.
-‐ It’s
important
to
me
that
salespeople
be
knowledgeable
about
the
products/brands
TRAVEL MOTIVATIONS AND BUYING BEHAVIOR /
KEY MESSAGES /
Dynamic
Families
Ac*ve
Professionals
Super
Boomers
Primary
-‐ Learn
through
play;
experience
and
explore
for
kids
personal
growth
-‐ Connect
to
nature
and
one
another;
apprecia2on
-‐ Build
memories
-‐ Ac2vi2es
that
all
family
members
will
enjoy,
like
Epic
Discovery
-‐ Now’s
your
2me;
make
the
most
of
your
independence
-‐ Off-‐the-‐beaten-‐path
ac2vi2es
and
adventures
(exclusive,
in-‐the-‐know
events;
why
Vail’s
not
any
other
ski
town);
try
something
new
(fishing,
biking)
-‐ Vail
as
a
cultural
experience;
a
village,
events,
and
fes2vals
that
set
your
experience
apart
-‐ You’ve
worked
hard;
now
it’s
2me
to
play
hard
-‐ Connect
to
nature
and
one
another
-‐ Now’s
your
2me;
make
the
most
of
your
independence
-‐ Never
too
late
-‐ You’re
s2ll
young
at
heart
-‐ Vail
as
a
cultural
experience;
a
village,
events,
and
fes2vals
that
set
your
experience
apart
-‐ Approachable
adventures
and
ac2vi2es
(sightseeing)
-‐ You’ve
worked
hard;
now
it’s
2me
to
play
hard
-‐ Connect
to
nature
and
one
another
Secondary
-‐ Expect
the
best
(accessible
quality)
-‐ Events
that
all
family
members
will
enjoy
-‐ Air
messaging
for
Des2na2on
-‐ How
to
add
play/family
2me
to
a
business
trip
-‐ Vail
can
be
a
value
(mid-‐week
specials,
off-‐
peak)
-‐ Vail
can
be
a
value
(day
vs.
overnight
deals;
booking
directly)
-‐ Expect
the
best
(accessible
quality)
-‐ Up-‐and-‐coming
events
-‐ Influencer
recommenda2ons
(trails,
ac2vi2es,
food)
-‐ How
to
add
play
2me
to
business
trip
-‐ Wifi-‐enabled,
even
our
gondolas
-‐ Air
messaging
for
Des2na2on
-‐ Expect
the
best
(accessible
quality)
-‐ An
experience
for
the
immediate
and
extended
family
-‐ Air
messaging
for
Des2na2on
OTHER TACTICS
INTERNATIONAL /
• High Net Worth Families; multi home
owners, average household income million
plus
• Mexico City, Monterrey, Guadalajara,
Merida and 2nd Home Owners
• Panamanians – Families and Golfers
• MEXICO:
• Mexico Sales Mission – May 1-7
• Monterrey, Yucatan and Mexico City.
• Travel Agent Event, Press and Media Event and Direct Consumer Events.
• MEXICO BUDGET: $155K
• Sylvia Rivera Retainer Fee - $20K
• Events - $50K
• Paid Media - $40K
• Budget for JVW Mexico Sales Missions - $25K
• FAM Budget - $20K
INTERNATIONAL / VAIL VERANO SUMMER PROPOSAL
INTERNATIONAL / MX CRUISER BIKE + BRUNCH + CONCERT
• May 5th Press / Media & May 6th 170 Direct Consumers
• Dance Fest May 16
• 500 High Net Worth Families, Skiers
• Data Base of 2,000
• VAIL VERANO Branding on all marketing
• Vail Movie to be shown in middle
• Vail Verano Choreographed Dance
• Promote Vail Verano Packages built with select Wholesalers
• Promotional Letter to all participants with Vail Verano Activities and Packages
INTERNATIONAL / DANCE FEST MAY 16TH
• PANAMA SALES MISSION – MAY OR JUNE
• Margo Tours – Wholesaler / Influencer
• January 24-30 – Panama Sales Mission and Golf Tournament at Buenaventura $7,000
• Group Request for July 10-23, 2017 – for 30 Families.
• Events, Paid Media, Travel Agent Trainings and Presentations –
• FALL FAM TOUR – Oktoberfest / GOLF
• Budget - $25,000
INTERNATIONAL / PANAMA SALES MISSION - NEW
• Very Affluent Beach Resort
• Panamanians go here on the Weekend to their Beach
Homes
INTERNATIONAL / BUENAVENTURA PANAMA
• ADDITIONAL BUDGET: $32,000
• $500 American Express Gift Card incentive for any 7 Night Stay booked at any VAIL HOTEL
• Book by Date of June 1st – 30 Total Packages - $15K launch special with Wholesalers.
• Prizes - Epic Pass Adventure Ridge Passes to give away at events – 25 total to Give Away
$2,000
• $15,000 Still remaining.
INTERNATIONAL / SUGGESTIONS FOR REVIEW
GROUPS /
• Targeted vertical market segments
including focus on corporate, medical,
financial, insurance, association,
continuing education, participatory sports,
SMERF
• Colorado, Texas, Midwest, Northeast,
Southeast
• Continue presence in emerging markets
and experiential trade shows; increase
FAM tours
GROUPS /
• INSIGHTS: Drive increased awareness of Vail as a group & meeting location across decision
makers and meeting planners in all personas, with focus on key vertical industry/geographic
markets, in order to increase lead generation and drive mid-week and off-peak occupancy
growth. Stability of group team helped lead to increased lead generation.
• TARGETING:
• Target planners in key geographic and vertical markets
• Prospect based on tradeshow attendance and database mining
• CONTEXTUAL FILTERS:
• Interested in mountain meetings
• Interested in luxury destinations and experiential meetings
GROUPS /
• TACTICS: Tradeshow attendance, FAM tours, database mining, lodging property
partnerships, host in-market events, maintain strong industry association presence, utilize
event recruiting budget as needed
• BUDGET: $753K
• IMPRESSION ESTIMATE: 8400 meeting planners; 1,230 one-on-one meetings; 24 site
tours; 10 client events
• KPIS / METRICS: Lead Generation, Groups Booked, Planners Reached, Increase mid-week
occupancy, increase group occupancy (measured by DestiMetrics)
RESEARCH /
• INSIGHTS: Guest profiler data has proven valuable to better identify top markets and booking
patterns, providing a strong CRM tool for use in marketing decisions and timing of media
placement in key markets. Group vs leisure and other DestiMetrics lodging occupancy reports
remain valuable in tracking year over year performance.
• RECOMMENDATION:
• Utilize lodging occupancy levels of Vail properties to assist in recognizing need periods for
development of promotional programs, special offers, and event recruitment
• Continue Guest Profiler research in partnership with lodging properties to understand top
markets and behavioral booking patterns for summer visitation
• Focus intercept (in-person and follow up web) surveys to match personas and identify key
decision priorities
RESEARCH /
• CONTEXTUAL FILTERS:
• Utilize intercept studies through RRC to refine persona criteria and areas of importance to
target guests
• TACTICS: Occupancy reports (daily, monthly, enhanced multi-destination, group v leisure, condo v
hotel) to better understand the market; intercept study to better understand visitor needs & satisfa
ction; Guest Profiler to better understand top markets and booking patterns.
• BUDGET: $81K
• KPIs / METRICS: : Research and analysis shared with partners upon completion;
COMMUNITY / PR
• INSIGHTS/MESSAGING: The VLMDAC’s mission is to promote the destination in the spring,
summer and fall. Our effort relies on partnering with businesses in the community to tell the Vail
story from development of content to hosting media.
• RECOMMENDATION: Leverage community partners to execute the overall pr program.
• TACTICS:
• Press Releases - Solicit partner content
• In-Market Visits – Represent community partners during in-market media tours.
• New York
• Chicago
• San Francisco
• Front Range
• SATW Conference
• Press Trips – Solicit partner engagement w/hosting, content, social, etc.
• Media Center – Continually upload and include partner releases on the site.
COMMUNITY / PR
• TACTICS
• Influencer Outreach – provide relevant social channels to encourage engagement.
• Strategy 1 – Online influencers
• Strategy 2 – Event influencers
• Strategy 3 – Traditional media w/strong online presence
• CONSIDERATION SET: Direct communication (email and personal contact), bi-annual pr
partners meeting
• KPIs / METRICS:
• Diversity of partner engagement
• Maintain a minimum cost savings of $15K with lodging partners
NEXT STEPS /
• Tactics:
• Board Approval on Strategic Approach – 1/19
• Cactus to present Creative Platforms – 2/16
• Partners to share final tactical plans – 2/16
• Show media timing and budget allocations
• Provide recommended messaging by tactic
• Partners to share developed executions (to include video and photography plans) based on
approved tactical plan and creative platform – 3/16
• Other Business
• Colorado Summer Alive Guide
THANK YOU!
UPCOMING MEETINGS:
VLMDAC Meeting, February 16, 2017, 8:30 – 11:00AM, Antlers
COLORADO SUMMER ALIVE GUIDE – PRINT FULL PAGE /
STEP INTO A WORLD
WHERE WILDFLOWERS LEAD THE WAY
From your very first step, Vail in the
summertime unfolds into a whole world
that’s just waiting to be explored. Book your
trip and expand your horizons at vail.com.
APPENDIX
TARGET AUDIENCES /
Adults overnight
summer trip to CO,
UT, NM
National: HHI
$200K+
Dynamic Families Active Professionals Super BoomersNational
Adults 35-54 with
children, overnight
summer trip to CO,
UT, NM
Destination (Houston,
Dallas, Chicago): HHI
$100K+
Denver: HHI $75K+
Adults 25-35 without
children, overnight
summer trip to CO,
UT, NM
Destination (Houston,
Dallas, Chicago): HHI
$100K+
Denver: HHI $75K+
Adults 55-65,
overnight trip to CO,
NM, UT
Destination (Houston,
Dallas, Chicago): HHI
$100K+
Denver: HHI $75K+
TARGET AUDIENCES /
A trip is the largest
discretionary
purchase – more
than home
improvements,
financial investments
or health-related
products
Dynamic Families Active Professionals Super BoomersNational
87% of families plan
to travel in the next
year.
78% of Millennials will
choose to splurge on
experiences over
“things.”
This audience alone
generates more than
$180 billion in annual
tourism revenue.
Practically all Baby
Boomers (99%)
anticipate traveling
for leisure in 2016,
with approximately
4-5 trips in the works.
Think
with
Google,
2016;
Forbes,
2016;
AARP,
2016
PRIMARY: FAMILY LANDSCAPES
• Successful young families in their first homes
• Non-diverse, prosperous married-couple families, residing in
suburban or semirural areas with a low vacancy rate (second
lowest)
• Homeowners (80%) with mortgages (second highest %),
living in newer single-family homes, with median home value
slightly higher than the U.S.
• Two workers in the family, contributing to the second highest
labor force participation rate, as well as low unemployment
• Do-it-yourselfers, who work on home improvement projects,
as well as their lawns and gardens
• Sports enthusiasts, typically owning newer sedans or SUVs,
dogs, and savings accounts/plans, comfortable with the
latest technology
• Eat out frequently at fast food or family restaurants to
accommodate their busy lifestyle
• Especially enjoy bowling, swimming, playing golf, playing
video games, watching movies rented via Redbox, and
taking trips to a zoo or theme park
TAPESTRY LIFEMODES / DYNAMIC FAMILIES
SECONDARY: UPSCALE AVENUES
• Prosperous married couples living in suburban
enclaves
• Ambitious and hard-working
• Homeowners (70%) prefer denser, more urban settings
with older homes and a large share of townhomes
• Financially responsible, but still indulge in casino
gambling and lotto tickets
• Serious shoppers, from Nordstrom's to Marshalls or
DSW, that appreciate quality, and bargains
• Active in fitness pursuits like bicycling, jogging and
aerobics
• Also the top market for premium movie channels like
HBO and Starz
Tapestry Segmentation, 2016
DYNAMIC FAMILIES / TECHNOGRAPHICS
Nielsen, 2016; MRI custom pull, 2016
DAILY
GADGET
USAGE
93%
TECH
PERSONALITY:
TECH-‐SPLOITERS,
TECH-‐SPLORERS
81%
67%
70%
14%*
On
average,
they
spend
1/5
of
their
day
online.
PRIMARY: UPTOWN INDIVIDUALS
• Young, successful singles in the city
• Intelligent (best educated market), hard-working (highest
rate of labor force participation) and averse to traditional
commitments of marriage and home ownership
• Urban denizens, partial to city life, high-rise apartments
and uptown neighborhoods
• Prefer debit cards to credit cards, while paying down
student loans
• Green and generous to environmental, cultural and
political organizations
• Internet dependent, from social connections to shopping
for groceries (although partial to showrooming)
• Adventurous and open to new experiences and places
TAPESTRY LIFEMODES / ACTIVE PROFESSIONALS
SECONDARY: MIDDLE GROUND
• Lifestyles of thirty somethings
• Millennials in the middle: single/married, renters/
homeowners, middle class/working class
• Urban market mix of single-family, townhome, and
multi-unit dwellings
• Majority of residents attended college or attained a
college degree
• Householders have ditched their landlines for cell
phones, which they use to listen to music (generally
contemporary hits), read the news, and get the latest
sports updates of their favorite teams
• Online all the time: use the Internet for entertainment
(downloading music, watching YouTube, finding
dates), social media (Facebook, Twitter, LinkedIn),
shopping and news
• Leisure includes night life (dinner parties, movies),
going to the beach, travel and hiking
Tapestry Segmentation, 2016
ACTIVE PROFESSIONALS / TECHNOGRAPHICS
Nielsen, 2016; MRI custom pull, 2016
DAILY
GADGET
USAGE
96%
TECH
PERSONALITY:
TECH-‐SPLORERS
87%
61%
66%
18%*
On
average,
they
spend
1/4
of
their
day
online.
PRIMARY: AFFLUENT ESTATES
• Established wealth—educated, well-traveled married
couples
• Accustomed to "more": less than 10% of all households,
with 20% of household income
• Homeowners (almost 90%), with mortgages (70%)
• Married couple families with children ranging from grade
school to college
• Expect quality; invest in time-saving services
• Participate actively in their communities
• Active in sports and enthusiastic travelers
TAPESTRY LIFEMODES / SUPER BOOMERS
SECONDARY: SENIOR STYLES
• Senior lifestyles reveal the effects of saving for
retirement
• Households are commonly married empty nesters or
singles living alone; homes are single-family (including
seasonal getaways), retirement communities, or high-
rise apartments
• More affluent seniors travel and relocate to warmer
climates; less affluent, settled seniors are still working
toward retirement
• Cell phones are popular, but so are landlines
• Many still prefer print to digital media: Avid readers of
newspapers, to stay current
• Subscribe to cable television to watch channels like
Fox News, CNN, and The Weather Channel
• Residents prefer vitamins to increase their mileage and
a regular exercise regimen
Tapestry Segmentation, 2016
SUPER BOOMERS / TECHNOGRAPHICS
Nielsen, 2016; MRI custom pull, 2016
DAILY
GADGET
USAGE
80%
TECH
PERSONALITY:
TECH-‐THUSIASTS,
TECH-‐SPLOITERS
73%
70%
57%
8%*
On
average,
they
spend
1/8
of
their
day
online.
SOURCES /
• MRI,
2016
custom
pull
• RRC,
2016
summer
survey
• Nielsen,
2016,
North
American
Consumer
Technographics
• Tapestry
LifeModes
Segmenta2on,
2016
• Think
with
Google,
2016
• Forbes
• AARP
DATA DRIVEN TV APPENDIX
DIGITAL VIDEODATA DRIVEN TV
OVERARCHING VIDEO ECOSYSTEM /
A HOLISTIC VIDEO STRATEGY WILL WORK ACROSS SCREENS TAILORED TO EACH PERSONA
109
ADVANCED TV CONNECTED
TV
PRE-ROLLSTREAMINGADDRESSABLE
TV
Combine Vail Set
Top Box analysis
data with high
income cable
zones
1:1 Match against
personas using
third party data
sets
Captures
audience
watching TV
via over the
top device
Streaming
inventory reaches
reach cord
cutters
Extends video
across contextually
relevant
environments
defined by persona
+
DATA DRIVEN TV
• DATA DRIVEN TV IS THE CORNERSTONE OF OUR RECOMMENDATION FOR FY17. AS TV EMBRACES DIGITAL
TECHNOLOGY, IT OPENS THE DOOR TO TARGETING TELEVISION ADS AS NEVER BEFORE, MUCH AS IS DONE
WITH ADVERTISING ON THE WEB TODAY.
• ADVERTISING LUXURY TRAVEL ON TELEVISION HAS HISTORICALLY BEEN CHALLENGING AS THERE IS
INHERENTLY A VERY HIGH LEVEL OF MEDIA WASTE IN MASS MEDIA OUTLETS. HOWEVER, THESE OUTLETS
STILL OFFER THE GREATEST POTENTIAL FOR ADVERTISING RECALL.
• IN RECENT YEARS CABLE OPERATORS HAVE OFFERED PRODUCTS THAT ALLOW US TO BUY SPECIFIC
GEOGRAPHIC ZONES (I.E. ZONE CABLE) WHERE THERE IS A HIGH PROPENSITY OF OUR PROSPECTS &
GUESTS, AND THIS HAS ROUGHLY DOUBLED THE EFFICIENCY.
• ANOTHER CHALLENGE HAS BEEN OUR ABILITY TO OPTIMALLY TARGET SPECIFIC PERSONAS AND THEIR
SPECIFIC VIEWING PATTERNS.
Month Date, Year
110
DATA DRIVEN TV
CURRENT TECHNOLOGY
IN THE PAST YEAR MAJOR ADVANCEMENTS HAVE BEEN MADE BY CABLE OPERATORS THAT ALLOW FOR A
MORE DATA-DRIVEN APPROACH TO TV ADVERTISING. WITH THIS TECHNOLOGY, WE PROVIDE THE
PERSONA DEFINITIONS TO A DATA HOUSE (EXPERION OR ACXIOM) AND THEY IDENTIFY CABLE HOMES
THAT MEET THAT CRITERIA:
• PRIOR: GENDER, AGE AND GEO LOCATION
• NOW: PERSONA – DYNAMIC FAMILIES
• Age: 35- 54
• Travel Companions: spouse, children
• Front Range HHI: $75K
• Destination HHI: $100K
• Have taken an overnight summer trip to CO, UT, NM; visiting from cities including Houston, Dallas, Chicago
• Purchase Behavior: Target, Patagonia, Nike, etc.
Month Date, Year
111
DATA DRIVEN TV
THE FIRST TYPE IS ADDRESSABLE TV, AND THE SECOND IS ADVANCED TV. WE RECOMMEND ADDRESSABLE
TV WHEN IT’S OFFERED BECAUSE IT PROVIDES THE BEST OPPORTUNITY TO MATCH UP WITH OUR
TARGETED PROSPECTS, AND WE WILL USE ADVANCED TV AS A SECONDARY OPTION BECAUSE IT’S FAR
SUPERIOR TO THE ZONE CABLE APPROACH OUTLINED ABOVE.
• ADDRESSABLE TV ESSENTIALLY PROVIDES US A WAY TO TARGET OUR PERSONAS WITH VERY MINIMAL
WASTE. THIS IS A 1:1 MATCH AGAINST IDENTIFIED HOMES WHERE WE CAN LITERALLY PUT TV ADS IN
FRONT OF THESE POTENTIAL GUESTS ONLY. THIS IS THE HOLY GRAIL OF TARGETING.
• ADVANCED TV ESSENTIALLY PROVIDES US THE OPPORTUNITY TO IMPROVE OUR TARGETING ON SPECIFIC
PROGRAMMING AND NETWORKS THROUGH SET TOP BOX ANALYSIS AND THIRD PARTY DATA. FOR TOV
WE WILL USE THE INFORMATION PROVIDED BY THE VAIL RESORTS SET TOP BOX ANALYSIS AND COMBINE
THAT WITH CABLE ZONES THAT REPRESENT HIGH INCOME AREAS.
Month Date, Year
112