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VLMD Event Partner Meeting PresentationVAIL LOCAL MARKETING DISTRICT EVENT PARTNER MEETING APRIL 19, 2018 AGENDA / •STRATEGY •AUDIENCE & CREATIVE PRESENTATION, CACTUS •2016 VLMDAC SUPPORTED EVENTS, SITE •MEDIA, CACTUS & SITE •VAIL.COM CALENDAR/EVENTS & EMAIL/SOCIAL, VAIL MARKETING •VAIL APP •MARKETING TOOLS FOR PRODUCERS – CACTUS/SITE •PARTNER ASSETS/WHAT WE NEED FROM YOU •EVENT FUNDING/RFP TIMELINE •OPERATIONS/PERMITTING •Brand: Strengthen Vail’s position by constantly elevating our brand and expanding our strategies and tactics to be more ambitious and aspirational •Storytelling: Develop consumer-centric storytelling approach with amplified clarity to tell inspirational stories that support the consumer ecosystem •Data: Leverage summer data and research to increase engagement and consideration •Personas: Focus on core personas that are most interested in a mountain destination vacation 2018 VLMD STRATEGIES / AUDIENCE & CREATIVE Primary: Destination Families w/ Teens Tertiary: Front Range (Events) AUDIENCES / 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 BRAND WORK IN PROGRESS / 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 / BRAND VIDEOS EVENT VIDEOS EVENT VIDEO / :15 CULTURE EVENT VIDEO / :15 CULINARY SOCIAL SOCIAL VIDEOS / :08 PARENT SOCIAL VIDEOS / :08 TEEN PRINT PRINT ADS / TOWN PRINT ADS / OUTDOOR + CROSS-SEASONAL BRAND GUIDELINES 2016 VLMDAC SUPPORTED EVENTS SUMMER EVENTS MESSAGED BY VLMDAC •GOPRO MOUNTAIN GAMES (TV & DIGITAL) •VAIL CRAFT BEER FESTIVAL (DIGITAL) •BRAVO! VAIL (TV & DIGITAL) •VAIL DANCE FESTIVAL (TV & DIGITAL) •KIDS ADVENTURE GAMES (DIGITAL) •GOURMET ON GORE (TV & DIGITAL) •VAIL JAZZ LABOR DAY PARTY (TV & DIGITAL) •VAIL OKTOBERFEST (DIGITAL) •COLORADO CLASSIC (TV & DIGITAL) •OUTLIER OFF-ROAD FESTIVAL (DIGITAL) •TASTE OF VAIL FALL WINE & FOOD CLASSIC (DIGITAL) MEDIA OVERVIEW OVERALL MEDIA CADENCE / June Oct July Aug Sept May April Dest Families w/ Teens Dest. + FR Super Boomers Front Range 4/16 – 7/22 4/16 – 6/4 8/6 – 9/16 5/28 – 9/16 DESTINATION MARKETS / •Dallas: daily direct flights •Houston and Chicago: daily connecting flights •Potential Chicago direct in 2019 Dynamic Family with Teens Super Boomers (Early Summer/Fall) Denver EGE Chicago Dallas Houston PAID MEDIA ECOSYSTEM / Mobile Artificial Intelligence Social Media Influencer TV Streaming Radio Digital Video VAIL.COM CALENDAR EVENTS, EMAIL, SOCIAL VAIL MOUNTAIN TACTICS Web Summer Responsive Site Build-Out On-going Site Optimization Media Landing Experiences Organic Social Campaign Storytelling Content for Key Audiences Destination Teens/ Families Destination Super Boomers Strategic Event Promotion to Local Influencer Strategy Email Tap into Winter Loyalists Key Life Stages EMAIL 2018 SUMMER EMAIL DATES •April 25-27 •May 7-9 •June 12-14 •June 26-28 •July 12-14 EMAIL TESTING SCHEDULE May June July April Super Boomers Test Family w/ Teen Test Schedule TBD August September Local Front Range Family w/ Teen Test Winter Loyalist Test Super Boomers Test Summer Preference PUBLIC RELATIONS, MYPR PUBLIC RELATIONS 2018 Tactics •Ongoing pitching, press releases and social media engagement •Media Trips – individual and group •In-Market Travel •New York (January) •Chicago (February) •Texas (April) •Mexico City (April) •Denver – ongoing •Leverage industry/community partners e.g. CTO, VVF •Manage Vail.com summer media center •Refine targets and measurements VAIL APP VAIL APP VAIL App The Complete Vail Vacation Guide WORKING TOGETHER MARKETING & PR ASSETS AVAILABLE / •STYLE GUIDE, LOGO & GUIDELINES – •Please allow us time to review marketing materials/logo usage •SUMMER LODGING OFFERS – USE IN YOUR MARKETING/PR MATERIALS! •Best Available Summer Rates at vail.com •SUMMER & WINTER IMAGES & VIDEO “COURTESY OF VLMDAC” •New summer asset portal available with “approval” HOW TO GET INVOLVED/ PUBLIC RELATIONS •Send press release to MYPR •Share packages/key messages •Collaborate on media visits •Respond to inquiries for information Kristin Yantis Malen Yantis Public Relations (970) 949-7919 kyantis@myprco.com HOW TO GET INVOLVED / •What do you currently have/could develop in events targeting dynamic families with teens - opportunities •Event content/images to Vail Marketing •Connect with VBCR agents often! •Provide tickets/other support for promotions WHAT WE NEED FROM YOU / •TOWN OF VAIL MARKETING APPROVALS •Provide enough time for review/changes/approval, two weeks is preferred •Submit anything containing Town of Vail or Vail Mountain logo •Including, but not limited to: ads, posters, rack cards, websites, email newsletters, video, event giveaways. •REMINDERS •Program ad requests •Sponsorship event items/tickets •Event producer monthly newsletter •Event photos for archiving & use EVENT FUNDING/RFP TIMELINE RFP SCHEDULE FOR 2019 CSE EVENT FUNDING •RFP PROCESS •Online RFP Tool training for new producers: July TBD •RFP Application Opens: Monday, August 6 •RFP Due Date: Monday, October 1 •Regular CSE Meeting: Wednesday, October 3 (Event Recaps) •RFP Funding Meeting #1 (Interviews): Wednesday, October 10 •RFP Funding Meeting #2 (Allocations): Wednesday, October 17 •Regular CSE Meeting: Wednesday, November 7 •Presentation to Town Council: Tuesday, November 20 •Regular CSE Meeting: Wednesday, December 5 QUESTIONS? THANK YOU!! APPENDIX TV / DESTINATION & FRONT RANGE Advanced TV •Set box analysis of mountain travel consumer informs these buys to focus programming on homes with highest concentration of our targets •Advanced Zone cable now includes Satellite (Direct TV/Dish) providing 74%-80% reach to targets Addressable TV •43% of Teen homes have Cable TV •45% of Teen homes with a HHI of $100k+ have Cable TV •These higher income homes are more likely to watch video on demand (VOD) – Index 165 •80% of Addressable TV is delivered within VOD/ Most VOD commercials are non skippable Live Action Sports •Gain rapid early reach •Index 130 – 200+ against target personas •Alignment with well established sporting events/brands TV/ DALLAS & CHICAGO DYNAMIC FAMILIES WITH KIDS 13-17 June Oct July Aug Sept May April Live Action Sports: FIFA Soccer, Other Soccer, NBA Finals, Stanley Cup Finals Addressable TV May - June Late April - July Messages: Brand w/ nonstop or connecting flight mention TV/ DALLAS & CHICAGO SUPER BOOMERS June Oct July Aug Sept May April Live Action Sports: US Open, PGA, British Open, MLB, NFL July - September Messages: Fall w/ nonstop or connecting flight mention TV/ FRONT RANGE DYNAMIC FAMILIES WITH KIDS 13-17 June Oct July Aug Sept May April Live Action Sports: FIFA Soccer, Other Soccer, NBA Finals, Stanley Cup Finals Addressable TV Advanced Cable May - June Late May - August Late May– Early June August Message: Brand Message: Outdoor Adventure w/GoPro Mountain Games Message: Outdoor Adventure w/CO Classic TV/ FRONT RANGE SUPER BOOMERS June Oct July Aug Sept May April Live Action Sports: US Open, PGA, British Open, MLB, NFL Addressable TV July - September Late May– Early June June - August Message: Fall Message: Outdoor Adventure w/GoPro Mountain Games Message: Culture w/Dance Fest/Bravo/Jazz; Outdoor Adventure w/CO Classic; Culinary w/Gourmet on Gore DIGITAL VIDEO DIGITAL VIDEO / HULU •Commercial-like format to extend our TV reach •75% of all delivery is to “living rooms” •Seamless cross-device delivery (TV, mobile, desktop) Dest. Families Front Range DIGITAL VIDEO / YUME •Partnerships with 1500+ premium and lifestyle publishers (e.g., Golf Digest, CNN, Bon Appetit, Fast Company, etc.) •TV-like scale across digital screens •Multi-device solution to engage targeted audiences through video across all screens •Advanced audience segments powered by demographic, behavioral and lifestyle data Dest. Families Super Boomers DIGITAL VIDEO / YOUTUBE •70% of teens spend 1+ hour per day consuming video content on their mobile devices •Targeting keywords, channels and categories where teens spend the most time (e.g., Buzzfeed, NBA, sports & outdoors, arts & entertainment, etc.) •Mirror keyword targeting from paid search campaign Dest. Teens DIGITAL VIDEO / SPOTX •Device agnostic technology allows us to serve short-form video across desktop, mobile/tablet, and connected TV •Using demographic and lifestyle targeting to reach teens across all screens •Deliver content on sites where our teens are spending the most time online (e.g., Spotify, Vevo, SlingTV, DirecTV Now, in- app games, etc.) Dest. Teens STREAMING AUDIO STREAMING AUDIO •With 53% of our audience streaming weekly, internet radio is a lifestyle •The 50-to-64-year old age group spends more time on their mobile phones than they do with traditional radio •We will meet our audience where they are spending their time – on their digital devices Super Boomers MOBILE ARTIFICIAL INTELLIGENCE (AI) MOBILE ARTIFICIAL INTELLIGENCE (AI) •Target audiences based on what they’re sharing, how they’re feeling and where they’re going •Reach users through conversations and images they're posting on social media •Engage audiences in a relevant and emotional way •Leveraging keywords from the PPC campaign to fuel targeting Dest. Families Front Range PAID SOCIAL PAID SOCIAL / FACEBOOK + INSTAGRAM •Leverage short-form video, carousel, canvas and Instagram Stories •Hyper-target the destination and Front Range audiences through demo, geo and interest targeting Dest. Families Super Boomers Front Range INFLUENCER INFLUENCER / OBVIOUSLY •Leverage their influencer marketing platform to identify the most influential brand ambassadors •Create custom programs and content by influencer •Robust reporting on performance and engagement at the campaign and influencer level Dest. Families Front Range