HomeMy WebLinkAboutVLMDAC_2010_CSE_FINAL_5.26VLMD 2010 STRATEGIC, CREATIVE & TACTICAL PLAN
Presented to the
Commission on Special Events
On June 2, 2010
Vail Brand Goal: Lighthouse Concept
Our goal: to develop the Vail brand as the clear leadership brand in the year round resort business
A brand that shows the way and leads
A brand that shines consistently
A brand that shines insistently
A brand that consumers, undecided and looking for choices, will navigate towards
Vail Brand Positioning
Winter
For passionate and dedicated skiers, Vail Mountain is the preferred ski resort for whom skiing represents an elemental expression of personal achievement and singularity of man against
nature, or the Esprit d’ Corps of belonging to an elite club.
Because of mother nature’s generosity in snow and terrain, coupled with the vision inherent in the spirit of Vail’s founders and the modern day commitment to excellence in all aspects
of operation, Vail can credibly lay claim to being an experience like nothing on earth.
Vail Like nothing on earth
Summer
For passionate mountain travelers and outdoor adventurers, Vail in summer is the preferred destination for those to whom the mountains represent an elemental expression of physical,
emotional and cultural vitality.
Because of mother nature’s generosity, coupled with the unique passion inherent in the spirit of Vail’s founders and the modern day community commitment to excellence in all aspects,
Vail can credibly lay claim to being an experience like nothing on earth.
Vail Like nothing on earth
Developing a platform leading up to 50th Anniversary
Aligned to brand positioning and key consumer insight
Communicating single brand benefit, VLNOE
Ensuring a brand leadership position and tonality
Focusing on increasing destination guests and revenue per visit while maintaining FR guests
Implementing a pulsing strategy
Focusing on signature events and ambassadors to help promote Vail and add credibility
Developing value messaging
Vail Brand Continuity
Leveraging visual appeal of brand (through video)
Aligning through vail.com
Maintain commitment to highest level of guest service
Vail Brand Continuity
Summer 2010 Strategy
Support a world-class infrastructure supporting and enabling the physical, emotional and cultural pursuits of passions
Improve % of destination guests while retaining Front Range guests
Focus on consumer psychographics based on physical, emotional and cultural passions (vs demographics)
Provide reason to believe followed by reasons to make a decision/purchase
Summer 2010 Strategy
Promote value message – But never “on sale”
By strengthening the brand
Offering proof points
Provide guests with Vail merchant offers and lodging/event packages
Continue pulsing strategy
Right person, Right offer, Right time
Promote world-class event platform
Offer further proof and contribute to our economic vitality
Summer 2010 Strategy
Continue to develop and promote Vail 360 programs (wellness, sports, fitness initiatives)
Leverage partnerships and ambassadors
Chris Carmichael, Ellen Miller, Jenny Potter, Brad Ludden
Keep Vail relevant and top of mind
Continue to push the Concierge Program
Leverage the loyal customer database and elevate summer brand to winter guests
The consumer
One who is active and interested in pursing passions in a world-class environment
The consumer benefit
Vail is an experience like nothing on earth.
Summer 2010 Creative Platform
The reason to come to Vail
Vail is a place where your physical, emotional and cultural passions can be fulfilled in a world-class mountain environment.
Summer 2010 Creative Platform
The proof at Vail
Signature Events, Wellness, Sports and Fitness, Ambassadors/Partnerships, Vail Mountain and Activities, Dining, Culture, Guest Services/Concierge Program, The Community Experience,
Vail’s $2 Billion Renewal
Summer 2010 Creative Platform
THE CREATIVE
2010 TACTICS
DESTINATION MARKET – TACTICS
Focus 100% efforts online
Expand paid search and search term list
Re-build summer site on existing platform with updates and optimize key words
Develop online campaign
Leverage airline partnerships
Social Media component
FRONT RANGE MARKET - TACTICS
Develop a multi-media mix platform
Television
Online
Newspaper
Social Media
Email
GROUP SALES - TACTICS
Develop new sales booth and brochure
No print advertising
Recruit participatory groups by partnering with CSE
Recruit group businesses stemming as byproduct of partnerships
Focus on in-market customer events & FAM tours
Continue with select trade shows and 3rd party partners
VAIL 360 PARTNERHIPS
Continue securing partnerships
Use partners as appropriate proof points
Use the programs to create call-to-action
Leverage channels that partners bring (prospect list, email lists, website promotion)
Use partners to develop photo and video assets, social media campaign, vail.com content
PUBLIC RELATIONS - TACTICS
Fully support the Vail360 initiative
Continue traditional and electronic media efforts, including social media strategies and partnerships
Host targeted media in Vail
Maintain a concerted Front Range PR effort, both for the Vail360 as well as for the overall Vail summer message
Actively support the public relations efforts for Vail signature events
PUBLIC RELATIONS - TACTICS
In-market media visits: Miami, Atlanta, Chicago
Leverage opportunities with EGE
Develop new market opportunities: NY, Philly, Atlanta, non-stop International markets (UK, South America)
Target groups and meetings media and participatory sports coverage
ROI MEASUREMENT TOOLS
Lodging Occupancy
Sales Tax
Reservations – Volume and Revenue/Leisure and Groups
Phone Calls – Volume and Conversions
Web Traffic – Volume and Conversions
Public Relations - # Stories and Target Media
Event and Camp/Programs Attendance
Enplanements and Load Factors at EGE
Net Promoter Score
NOTE: Priority as ranked by the Vail Town Council for 2010 is to grow sales tax revenue at 1% above inflation
NEXT STEPS
Continue to evaluate consumer behavior and the marketing environment while measuring ROI
Maintain the ability to be flexible with messaging
Right Person, Right Offer and Right Time
Continue to develop In pursuit of Summer Specials
Including merchant offers and lodging/event packages
Continue to leverage Partnerships