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HomeMy WebLinkAbout13. Q1 PR Report 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.