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VLMDAC February Meeting PresentationVLMDAC BOARD MEETING FEBRUARY 21, 2019 AGENDA / •MONTHLY FINANCIAL REPORT, CARLIE SMITH •APPROVAL OF JANUARY 17, 2019 MINUTES, BOARD •SWEARING IN OF VLMDAC MEMBERS & ELECTION OF OFFICERS, BOARD •CIVIC PLAN PRIORITIES, MATT GENNETT & BOARD •COLLABORATIVE DATA UPDATE CACTUS & VAIL MOUNTAIN •PR & INTERNATIONAL TACTICS, MYPR & VAIL MOUNTAIN MARKETING •DIGITAL & TRADITIONAL MEDIA PLANS, CACTUS, SITE/EMICO & VAIL MKTG •RECOMMENDATIONS FOR $200K RE-ALLOCATION, ALL PARTNERS •CREATIVE REVIEW, CACTUS •BOARD TRAINING, MATT MIANO •VAIL MOUNTAIN SCHOOL RESEARCH PROJECT, GARY GRANT •OTHER BUSINESS •LUNCH TO IMMEDIATELY FOLLOW WITH VMS STUDENTS CIVIC CENTER PLAN PRIORITIES COLLABORATIVE DATA UPDATE 35,000K DIGITAL COLLABORATION Website Content: •VailSummer.com activated COMPLETE •Summer content & promotional schedule/plan IN PROCESS Website Analytics: •VailSummer.com online performance dashboard IN PROCESS Media Campaign Tracking: •Tracking tags on VailSummer.com & Vail.com NOT APPROVED •Guest segment creation & ReTargeting Populations IN PROCESS Website KPI Support: •Development of proxy KPIs and Reporting IN PROCESS PR & INTERNATIONAL TACTICS NEW YORK MEDIA MISSION RECAP E A R N E D M E D I A Trip Overview: •Lunch event, cocktail reception, and individual appointments •Met with more than 50 journalists and influencers, from publications such as: What Resonated? •New format for media tipsheet •Branded gift boxes •Messages (i.e. Four Seasons beer spa treatments, llama hikes, glamping, hotel renovations) Changes in working with NY Media: •Less staff meant less time for meetings/events •Make it easy for event attendance (transportation, plus one, etc.) •Events with focus & media gifts NEW YORK MEDIA MISSION RECAP E A R N E D M E D I A Cocktail Reception: Lunch Event: PUBLIC RELATIONS E A R N E D M E D I A 2019 Media Trends to Watch: •Staff journalists are being asked to do more with less •Less time given for media trips – journalists are turning work trips into vacations •Staff and freelance writers are being asked to provide insider tips and info – turning work trips into vacations •Staff and freelance writers are being asked to provide insider tips and information •Media are looking for authentic, new and unique experiences and special touches •Traveling with a guest allows for a more organic trip •Media is beginning to expect that guests are paid for •Increased use in gift cards to provide media with flexibility to explore and find their own stories •More digital networks that yield high traffic are paying contributors small or no fees •Outlets like Forbes, Huffington Post and others are expanding coverage by paying writers according to digital following •Media brands continue to experiment with commerce and content e.g. listacles with links back to Amazon.com or OTAs •Monitizing content through paywalls •2019: “The Year of the Podcast” PUBLIC RELATIONS E A R N E D M E D I A Key Insights Addressed: •Explore additional teen targeting and content •Investigate opportunities to reach consumers when they’re actively searching for and booking vacations •Provide robust/authentic experiences for media and their guest(s) in a shorter time What’s Working? Recommended continuations for 2019 In-market media visits Content development/ distribution Community relations What’s New? Potential updates & additions for 2019 Visiting journalists program with themed group trips and addition of guests 3 vs. 2 in-market media trips Delivery of “what’s new” message More investment (people and dollars) Online focus for placements to help drive SEO 1 2 3 1 2 3 4 5 INFLUENCER PROGRAM E A R N E D M E D I A Key Insights Addressed: •Explore additional teen targeting and content •Investigate opportunities to reach consumers when they’re actively searching for and booking vacations •Address the growing definition of who is an influencer What’s Working? Recommended continuations for 2019 Cactus + MYPR partnership Utilizing the influencer program for strategic content gathering Targeted influencers to support the Active Professionals and Families with Teens markets What’s New? Potential updates & additions for 2019 Bringing the influencer effort back in-house Manage effort through Klear resource Look at influencer program in a holistic manner Content usage in summer website, social media, etc. 1 2 3 1 2 3 4 INTERNATIONAL SALES, MARKETING & PR E A R N E D M E D I A Key Insights Addressed: •Investigate opportunities to reach consumers when they’re actively searching for and booking vacations •Continue to explore new ways to deliver the Vail message to Mexican visitors What’s Working? Recommended continuations for 2019 Mexico sales/PR mission Media, sales & influencer trips Relationship with Sylvia Riviera American Express sales incentive What’s New? Potential updates & additions for 2019 One targeted event in Mexico City plus in- market sales calls Shift dollars from Sylvia to Expedia paid media plan 1 2 3 1 2 4 DIGITAL & TRADITIONAL MEDIA PLANS PAID MEDIA 2019 P L A N N I N G EVENT SUPPORT P A I D O V E R V I E W 2019 Approach Rationale for selection of supported events: Enhances the Vail brand message Targets specific personas Potential to drive overnight quests 1 2 3 4 5 Focus on need time periods Focus on new/expanded events EVENT SUPPORT P A I D O V E R V I E W Supported Events •Vail Restaurant Week (5/27-6/2 & 9/27-10/6) - Front Range Digital & TV •GoPro Mountain Games (6/6-6/9) - Front Range Digital & TV, Destination Digital •Craft Beer Festival & Rocky Mtn. Burger Battle (6/20-6/23) - Front Range Digital & TV •Bravo! Vail Presents Tosca (7/11-7/13) - Front Range Digital & TV, Destination Digital •Vail Dance Festival (7/26-8/10) - Front Range Digital, Destination Digital •Kids Adventure Games (8/7-8/11) - Front Range Digital •Vail Film Festival (8/22-8/25) - Front Range Digital & TV, Destination Digital •Gourmet on Gore (8/30-9/2) - Front Range Digital •Vail Jazz Party (8/30-9/2) - Front Range Digital •Oktoberfest (9/6-9/8 & 9/13-9/15) - Front Range Digital •Taste of Vail Fall Wine & Food Classic (9/20-9/21) - Front Range Digital & TV Media Strategy: Continue to elevate storytelling by delivering multiple, relevant messages to a consistent audience •Maintain control of frequency •Reach targeted persona repeatedly but with a strategic creative rotation PAID MEDIA ECOSYSTEM P A I D O V E R V I E W TR A D I TIO N A L Digital Video TV D I G I T A L Digital Radio Social Media Mobile Artificial Intelligence MEDIA CADENCE P A I D O V E R V I E W FRONT RANGE SUPER BOOMERS DEST. FAMILIES MAR MAY JULY SEP T Paid media spend by location: PAID MEDIA P A I D O V E R V I E W $683,850 $270,000 28% 72% DIGITAL MEDIA OVERVIEW P A I D O V E R V I E W Digital Video Digital Radio Mobile Artificial Intelligence Social Media Digital media spend by location: DIGITAL MEDIA P A I D O V E R V I E W 82% 18% $101,000 $459,000 DIGITAL VIDEO P A I D M E D I A 2019 Approach How we will be using this tactic: Quality, long-form inventory in premium environments to mirror the “commercial-like” viewing experience Tap into live-streaming sports content to complement the TV buy Extend traditional reach & frequency by retargeting our TV viewers with air marketing messages on digital devices Teen specific targeting via short-form video 1 2 3 4 DIGITAL RADIO 2019 Approach How we will be using this tactic: Focus on Fall videos and content to reach Destination and Front Range Boomers Invest more heavily in video inventory based on 2018 success P A I D M E D I A 1 2 MOBILE AI 2019 Approach How we will be using this tactic: Target Destination Families based on their social media posts, relevant to weather, travel/vacation intent, family life, and mountain getaways Target Front Range families, Boomers, and Active Professionals based on their social media posts, relevant to food/beverage, music/arts, and sports/outdoor adventures P A I D M E D I A 1 2 PAID SOCIAL 1 2019 Approach How we will be using this tactic: Deeper custom audience targeting based on interest and behavior Increased use and optimization of the Canvas placement Showcase short-form video via Instagram stories Apply learnings from 2018 Vail App promotion to develop custom social audience P A I D M E D I A 2 3 4 TRADITIONAL MEDIA OVERVIEW Addressable TV Targeted Ad Copy Non-addressable TV in Live Sports/Events P A I D M E D I A Traditional media spend by location: TRADITIONAL MEDIA P A I D O V E R V I E W $224,500 57% 43 % $169,000 TV 2019 Approach: How we will use this tactic: Utilize Vail Known Data through secure data transfer in Addressable TV Continue to focus Non-Addressable TV/Cable buys on Live Sports content, which indexes highest against teen homes and positions Vail in high quality programming Employ targeted Ad Copy TV for events and brand messaging in Front Range, allowing us to reach the entire marketing with relevant ad copy by household 1 P A I D M E D I A 2 3 OWNED MEDIA 2019 P L A N N I N G SOCIAL VIDEO 2019 Approach: How we will use this tactic: Developing strategically aligned video content Continue emphasis on real-time event coverage to drive awareness among Front Range audience Explore a boosting strategy to target teen-related content to teen followers Track performance metrics by content category to gain better insights into top performing content mix 1 2 3 4 SOCIAL VIDEO Existing Social Video Budget: •15 and 20 short social edits for Instagram, Facebook, and Youtube •Subject: Event promotion, inspiring sense of place scenics •Capture: Leveraging existing events and lifestyle footage •Objective: Channel Maintenance •KPIs: Engagements ___________________________ $35,000 OPPORTUNITIES 2019 P L A N N I N G 2019 OPPORTUNITIES 2019 P L A N N I N G •The VLMDAC has the unique opportunity to re-allocate the $200,000 no longer ear marked for the Colorado Classic Event •These dollars are approved as part of our 2019 budget and could be re- allocated into hard working dollars •Following are the updated tactics/options that take into account various key insights that we could achieve using these dollars REALLOCATING $200K: OPPORTUNITIES P A I D M E D I A Summer Retail/Crisis Plan: $44K •Easily accessible funds that can be used as part of an integrated communications plan 1 Paid Media: $100K •Split these incremental dollars across Cactus and Emico’s media plans •Offset the impact of YOY media budget decrease Asset Capture: $5K •Additional video assets, including 360 video for use in organic social, web, etc. •Build library with engaging footage & compelling stories for future use Social Videos: $51K •Long form social edits for Instagram, Facebook, Youtube, email and web •Continue to build stories with unique POVs that exemplify the Vail brand 2 3 4 REALLOCATING $200K – PAID MEDIA P A I D M E D I A Traditional: $81,500 •Allows for 31% increase in Front Range support, adding in impactful, high ad recall live programming •Provides equal YOY coverage in the Front Range (current plan is down 31% YOY) Targeted Ad Copy Addressable TV Front Range Base Plan: $169,000 $126,000 $40,747 24% 76% Targeted Ad Copy Addressable TV Live Sports Brand Msg $126,000 52% $76,500 31% $40,747 17% Front Range Incremental Plan: $245,500 REALLOCATING $200K – PAID MEDIA P A I D M E D I A Digital: $18,500 •Increase digital radio spend to provide equal YOY coverage for fall promotion •Larger investment in Mobile AI tactic to increase targeting of key audiences with relevant messages (events, lodging offer, etc.) Digital Base Plan: $560,000 Digital Video Mobile AI Paid Social Digital Radio $49,000 9% 14% 70% 7% $40,000 $79,000 $392,000 Digital Video Mobile AI Paid Social Digital Radio 10% $58,500 68% $392,000 14% $79,000 8% $49,000 Digital Incremental Plan: $578,500 SOCIAL VIDEO CONCEPT #1 What do Avalanche Dogs do in the Summer? •Follow an avalanche dog and his handler on summer adventures at Vail Mountain, including training, playful romps through the wildflowers and scenic footage •Dog’s Point of View •Integrate winter and summer footage; the dog talks about his love for the Vail Mountain during both seasons, highlighting the reasons summer is exceptional SOCIAL VIDEO CONCEPT #2 Mountain Biking •An action-heavy piece; very social media-friendly that targets teens; shots of a skier or snowboarder at Vail Mountain in the winter, and then that same person mountain biking the same terrain in the summer •Utilize POV 360 footage + GoPro Fusion to capture interactive video SOCIAL VIDEO CONCEPT #3 Hiking in the Gore Range •Feature a family with teens connecting with nature and each other on a hiking adventure in the Vail Valley •Shots include their car driving up Red Sandstone Road at sunrise to a hiking spot, scenic shots of Vail from the trail, scenic drone shots of the Gore Range, hiking near Piney Lake, family bonding and enjoying a picnic lunch in the wildflowers •Teen Point of View: 13-15 year-old girl with sarcastic overtones describing her summer trip to Vail with her family; typical teenage lingo and lack of enthusiasm in her, voice, but the footage tells the true story - she has the time of her life hiking and being outside with her family. TIMELINE 2019 P L A N N I N G February March April - October -Board approval on final media/tactical plans -Board agreement on direction for incremental -Present creative for feedback and approval -Share incremental approach with Town Council -Launch initial tactics to impact known booking window -Launch remaining tactics -Ongoing media reporting and optimizations CREATIVE REVIEW VAIL MOUNTAIN SCHOOL RESEARCH PROJECT NEXT STEPS THANK YOU! UPCOMING MEETINGS: VLMDAC MEETING, THURSDAY, MARCH 21, 2019, 8:30AM – 11:00AM, GRAND VIEW ROOM