HomeMy WebLinkAbout00. VLMDAC July Meeting PresentationVAIL LOCAL MARKETING DISTRICT VLMDAC BOARD MEETINGJULY 19, 2018
AGENDA /• DIGITAL & CREATIVE UPDATE, CACTUS• PR UPDATE, MYPR• EMAIL UPDATE, VAIL MOUNTAIN MARKETING• 2019 VLMD BUDGET & STRATEGIC PLANNING TIMELINE, SITE & MIA VLAAR
DIGITAL & CREATIVE UPDATE, CACTUS
YEAR OVER YEAR RESULTS (THROUGH 6/24) / DIGITAL MEDIAOverall Digital VideoCross-platformVideoConnected TV VideoPaidSocialVideoPaidSocial Carousel201775.2% VCR 67.6% VCR 97% VCR 69.3% VCR 1.04% CTR201890% VCR 88.8% VCR 98% VCR 83.5% VCR 0.92% CTR% change+18%+27% +1%+19%-12%
DIGITAL MEDIA SUMMARY / DIGITAL VIDEODigital Video is exceeding the 2017 VCR final performance by +15%16.5M impressions have been delivered, vs.50% delivered by June last summer
DIGITAL MEDIA SUMMARY / SOCIAL MEDIASocial Video is exceeding the June 2017 VCR performance by +18%With a 0.25% CTR, Instagram Stories are performing 5x above the CTR benchmark
INFLUENCERS /
INFLUENCERS /
INFLUENCERS /
INFLUENCERS /The 4.1% engagement rate is more than double the 1.7% benchmark for hospitality campaignsThe investment we would need to make in paid social to have the same impact organically$13,058
RETAIL PLAN PERFORMANCE / CACTUS
DIGITAL MEDIA SUMMARY / RETAIL PLAN DIGITAL VIDEO
DIGITAL MEDIA SUMMARY / RETAIL PLAN SOCIALThe retail plan canvas ads are driving a 0.16% CTRThe retailplanhas increased the overall digital video CTR by +39%
CREATIVE: FALL VIDEO / SUPER BOOMERS & OKTOBERFEST
ASSET ACQUISITION UPDATE /• APPROACH & UPDATES TO SHOOT
PR UPDATE, MYPR
PUBLIC RELATIONS / COMP SET COVERAGE Q2 Comp Set Coverage•Aspen – 405•Breckenridge – 300•Park City – 46•Steamboat – 96•Vail - 488
PUBLIC RELATIONS / QUALITATIVE MESSAGES • Aspen• Festival previews and coverage – Aspen Ideas Festival and Food & Wine• Aspen great, Carbondale the gem of Roaring Fork Valley• Fire danger• Breckenridge• Story about Beerfest that ran on the wire.• Several stories on Festival of the Arts.• Wire story on six reasons to visit the destination. •Park City• Most coverage we’ve seen from Park City to date in the summer. • Stories on Park City as an underestimated destination. • Glamping story that ran on the wire.
PUBLIC RELATIONS / QUALITATIVE MESSAGES • Steamboat• Most coverage we’ve seen of Steamboat in the summer to date – mainly because of a wire story about a US News & World Report ranking.• Stories on Strawberry Park Hot Springs. •Vail• GoPro Mountain Games coverage. • Outdoor exercising – Vail as a running destination and outdoor yoga options. • Various summer event announcements. • Coverage of Stickworks.
PUBLIC RELATIONS / KEY MESSAGES • Outdoor Activities – 51%• Events – 20%• Family – 17%• Arts, Music, Festivals – 9%• Hotels/Hotel Packages – 2%
PUBLIC RELATIONS /
PUBLIC RELATIONS /
PUBLIC RELATIONS /
PUBLIC RELATIONS /
PUBLIC RELATIONS / It’s Media & Influencer Hosting Season!! Eating, Drinking, Activities & Touring!
PUBLIC RELATIONS / 20 Domestic & International Media, Paid & Unpaid Influencers
PUBLIC RELATIONS /
PUBLIC RELATIONS / TEEN PROGRAM • Teen Program• Teen Ambassador Program• Capture the Message• 2019 Ideas/Content• What’s Next? • 21 Media, Paid/Unpaid Influencers on the Calendar• Ongoing Pitching/Secure Additional Visits• Fall Messaging• 2019 Planning
PUBLIC RELATIONS / Amanda McNally, Account Director• 20+ year relationship• Breckenridge & Keystone Resorts• Over a Decade in NYC• Director of PR for Bonnier and Time Inc.• SKI• Skiing• Warren Miller Entertainment• Field & Stream• Popular Science• Worked on both sides of the publishing world –peek behind the curtain
EMAIL STATS SEASON TO DATE / Open to ClickOf the 54% additional emails being sent, we saw and additional OTCR.Click Volumehas increased by 45% YOY in conjunction with the amount of emails we’ve sent YOY. Emails Deliveredto impact travel summer 54 % More emailssent YOYFY 17FY18.4% increase YOYFY17FY1845%More ClickVolume YOYFY 17
EMAIL UPDATE, VAIL MOUNTAIN MARKETING
JUNE EMAIL RESULTS / SEND DATE Send Goal Open rate Open to click Click through rate UnsubscribeJune 19Families with Teen Teen Test16.65% 8.18% 1.35%.021%
EMAIL NEXT STEPS / • Report out on July email creative and results • July 10: Super Boomers + Summer Preference Test• July 25: Local + Summer Preference
ORGANIC SOCIAL MEDIA SUMMARY / 6/17 – 7/5Impressions: 134KEngagement: 4.2K5MImpressions*YOY Engagement data not available. 8 % More ImpressionsYOYFY 17FY185 Million OrganicJune Impressionsto impact travel summer 525K Engaged Users June1M Engaged Users Season to Date
ORGANIC SOCIAL MEDIA SUMMARY / 6/17 –7/5TOP PERFORMING CONTENT• Windows Deck Scenic• Grand Traverse Trail aerial (Produced by Deadline)• Piney Lake• Mountain Bike ScenicImpressions: 78KEngagement: 2.9KImpressions: 152KEngagement: 11.4KImpressions: 78KEngagement: 3KImpressions: 108KEngagement: 5.4K
EVENT CONTENT HIGHLIGHTS• Mountaintop Yoga• Robert Plant at GRFA• Vail Jazz Festival• Vail Summer Bluegrass Series• Vail Craft Beer ClassicImpressions: 91KEngagement: 3KImpressions: 76KEngagement: 1.9KImpressions: 65KEngagement: 1.3KImpressions: 53KEngagement: 1KImpressions: 55KEngagement: 1KEvent Total Impressions:340KEvent Total Engagement:8.2KORGANIC SOCILA MEDIA /
SOCIAL VIDEO / In partnership with Deadline MotionWorksCOMPLETED• Vail Jazz Event Preview• Grand Traverse Trail Feature and Opening Announcement• Bike Haul Access Announcement• Craft Beer Classic Event Promotion• Epic Discovery Point of ViewUPCOMING• Piney Lake SUP• Overarching “Summer Bliss” piece• New Sunrise, Sunset, Overnight Timelapse
2019 VLMD BUDGET & STRATEGIC PLANNING TIMELINE – SITE & MIA VLAAR
July 19: VLMDAC Executive Session; with direction provided to partners by July 23 for planning meeting; 2019 baseline budget flat YOY at $3.3MJuly 23: Partners Planning SessionAugust 23: VLMDAC meeting to present high level results and proposed 2019 Budget/Operating PlanSeptember 18: Presentation to Town Council of 2019 Budget & Operating PlanSeptember 20: VLMDAC meeting RRC Research ResultsNovember 20: Town Council Budget Resolution2019 BUDGET & STRATEGIC OPERATING PLAN / TIMELINE
QUESTIONS?THANK YOU!!Upcoming Meetings:VLMDAC Meeting, August 23, 2 – 4pm*, Grand View Room (*note different meeting date and time due to Colorado Classic)
APPENDIX
EMAIL CREATIVE / SUPER BOOMER 4/27
EMAIL CREATIVE / SUPER BOOMER 5/7
EMAIL CREATIVE / KIDS TEEN 5/14
EMAIL CREATIVE / PARENTS TEEN 5/14
EMAIL CREATIVE / PARENTS TEEN 6/19