HomeMy WebLinkAboutVLMDEventMeetingFINALVLMD SUMMER EVENTS/PARTNERSHIPMARKETING & PR SUMMITMarch 1, 2012
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AGENDA
Introductions
VLMD Summer 2012 Objectives & Strategies
VLMD Summer 2012 Tactics
Leveraging Efforts & Assets
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VLMD PURPOSE & MISSION
The Vail Local Marketing District (VLMD) is the administrative body responsible for marketing the spring, summer and fall season on behalf of the Town of Vail.
The mission of the Vail
Local Marketing District (VLMD) is to market and promote Vail to attract destination overnight visitors primarily during the May – October time frame, creating economic vitality by increasing
both the visitor base and sales tax revenues.
The VLMD has committed to the strategy of supporting the world-class event platform and is allocating summer marketing initiatives accordingly.
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SUMMER 2012
BRAND RESEARCH
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BRAND RESEARCH – KEY FINDINGS
Mountain summer vacations are almost always booked by the individual directly with the resort.
Booking the vacation a la carte is preferred, few purchase bundled packages
Most visitors
have vacationed at Vail in previous summers, although cross-seasonal visits are less likely
Preferred activities at destination of choice include hiking, shopping and enjoying a culinary
experience.
Vail is among the top summer destinations with strong total brand awareness: #1 with Colorado guests; #3 with destination guests
Vail must focus on increasing conversion
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BRAND FUNNEL – BURKE RESEARCHOut of Region Travelers – Summer 2011
% Aware
% Most
Likely Next
Conversion
(Aware to Consider)
Conversion
(Consider to Recent)
% Consider
% Most
Recent
As the Burke research revealed, Vail’s summer awareness is very strong…where we need to improve is in our % that consider us. If we are able to increase this from 22% to just 26% and
maintain our % that convert, our overall numbers in guests increases. The focus should be on Destination guests, as this is where the most opportunity exists from an occupancy (length
of stay), ADR and sales tax revenue standpoint.
How do we increase the % of those considering Vail? We feel our recommendations for spending the incremental $265K will accomplish that
objective.
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SUMMER 2012
OBJECTIVES & STRATEGIES
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TOWN COUNCIL MARKETING GOALS
Improving economic vitality
Embracing an international focus in our destination strategy – flights, events, marketing
Improving the quality of group business
Being proactive in our
event partnerships
Advancing well-being
Improving the quality of the resort experience and ensuring we are on the cutting edge of technology
The VLMDAC Partners met to present/collaborate on possible uses of funds and determined the BEST use of the ONE TIIME in credential funds based on Town Council marketing goals, VLMDAC’s
goals and recent findings in Research project conducted this past fall.
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VLMD 2012 MARKETING OBJECTIVES
Maintain/build brand strength – continue to build long term brand awareness that drives short term sales and position Vail as a world-class, year-round destination brand
Solidify growth
gains from FY11
Increase volume – optimize mix
Invigorate key destination markets
Solidify Mexico
Improve/maintain guest satisfaction scores
Improve summer position to the industry leader
in digital presence
Introduce concept of Vail’s 50th Anniversary
Goal - INCREASE % OF OUT OF REGION GUESTS CONSIDERING VAIL; ULTIMATELY LEADING TO INCREMENTAL DESTINATION GUESTS
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SUMMER 2012 STRATEGIES
Support a world-class infrastructure enabling the physical, emotional and cultural pursuits of guest passions
Improve % of Destination and Mexico/Latin American guests while retaining
Front Range guests (optimize mix)
Focus on leveraging powerful brand awareness with increased emphasis on product offerings
Increase conversion - reason to believe followed by reasons
to choose Vail, return more than once, stay longer, repeat visit
Emphasize product offerings/proof points while leveraging brand
“Value” Message of summer
Tell more people, more often
Communicate more effectively the reasons to choose and come to Vail (messages that work harder)
Focus on out of region and Mexico markets
Leverage Vail
Winter Marketing successes
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SUMMER 2012 STRATEGIES
Maximize high traffic periods, optimize off peak periods
Groups, events, programs
Continue pulsing strategy by making Vail top of mind
Promote world-class event platform
Continue to
leverage the loyal customer database
Continuous improvement of service initiatives
Continue to develop Vail’s brand platform in non-traditional and emerging sectors
Leverage Vail Resorts
Success in Winter
Introduce notion of Vail’s 50th
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BRAND POSITIONING
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TARGET AUDIENCE
Emotional connection between destination and guest- well-traveled, they value rich experiences- sense of adventure, challenge- participants, not spectators- edgy perception
Identifies
our target in an emotional manner – behavior and beliefs rather than the traditional drivers: geography, income
Not so much about the what, but about the who
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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
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VAIL’S BRAND FRAMEWORK DIAGRAM
MINDSET
Participate/active
Live life to fullest
Engaged/connected
Energetic/Vivacious
MINDSET
Rich experiences
Heritage
Vail’s Spirit
Fine living
Creative/Inspired
Artistic
Worldly/sophisticated
Appreciation
ACTIVITY
Health/Wellness
Relaxation
Spa
Medical Assets
Healthy eating
Service
Beauty /Blue Sky
Friends/family
Connection
VAIL = PASSION FOR LIFE
Vail Like Nothing on Earth
ACTIVITY
Outdoor Recreation
Sports
Hiking
Fitness
Adventure
Nature/Mountains
OUTDOOR RECREATION
ACTIVITY
Dance
Art
Music
Culinary
Festivals
Museum
Farmers’ Market
Galleries/Exhibits
Shopping
International
CULTURAL
MINDSET
Calm/relaxed
Rejuvenate/Refresh
Healthy living
Vitality
Inspired/Aware
Togetherness
Arouse/Stimulate
Awaken
Sanctuary
WELL-BEING
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SUMMER 2012 – WHAT’S NEW:KEEP THE MOMENTUM OF $2.5 BILLION INVESTMENT
New Restaurants
Matsuhisa
Elways
The 10th Restaurant
Flame
Bol
CineBistro
Chophouse
Blue Moose Pizza
The Tavern
Sushi
New Events/World Class Event Platform
TEVA Winter Mountain Games
Mojo Man Adventure Race
Gran Fondo Vail Cycling Race
Tour of Vail Cycling Race
Soul Music Festival
Vail Restaurant Month
Living
at Your Peak – Symposium
50th Anniversary Launch
Road to 2015’s
LionsHead Welcome Center
LionsHead Transit Center
Snowboard Museum Snowboard Exhibit
New Lodging
Four Seasons
The Ritz
Solaris
Arrabelle
New Retail
Solaris
Arrabelle
Meadow Drive, Bridge Street
Vail has a great deal of exciting “news” to lean into and keep us relevant and fresh in consumers mind – we are not a tired resort town like many of our competitors.
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2012 TACTICS
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DESTINATION MARKET – TACTICS
Enhance/expand Video distribution efforts
Enhance/expand paid search with mobile & content, expand on contextual themes of keywords, unique phone # tracking, event kW expand
Display
campaign utilizing more networks (vs. specific sites), remarketing, 1st & 3rd party data, social targeting with additional creative
Develop relevant Social Media component and content
Drive
conversion by developing compelling and relevant content and landing pages
Targeted/focused email campaign (Vail Resorts & VLMD databases)
Enhance/expand specific event Video efforts
Enhance/expand/o
ptimize SEO focusing on broad modifiers; lodging/hotels, deals/offers, hotel names, events/activities
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ONLINE EVENT SUPPORT
Paid Search
Event KW Expansion
Channel Expansion
Mobile
Brand
Lodging
Content
Lodging/vacation/travel
Event categories
Unique Phone # Tracking
Per event
Per campaign
Month Date, Year
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Display & Creative
Large events & events that fall by holiday weekends will be incorporated into digital web banner creative.
Media placements will fall within summer media plan
Geo
Targeted to Top Markets
1st & 3rd Party Data Layer on media buy for optimal efficiency
Lodging booking is the sale closer
Creative: Work from Vail Summer creative to collaborate
with event feature.
Timing: 2-3 weeks leading up to the event.
Video: Promoted Video, InStream TruView, Click-to-Play
BOOYAH TO UPDATE IF NEEDED
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ONLINE EVENT SUPPORT
SEO
Promote Vail assets (content, videos, events) by building authority with 3rd party links [Vail & Destino sites]
Provide depth within KW categories for Packages | Offers | Deals
| Promotions to support natural search and keyword variations
Expand website visibility for Signature Events to include dedicated campaigns for targeted non-branded events
Brian/Vail Marketing to Update/Address
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WEBSITE/SOCIAL MEDIA EVENT SUPPORT
Optimize Content for User Searched Terms Inline with Branded Event & Optimize Content for Keyword Rankings
Promote Targeted Events with Link Building Activities to Further Increase Keyword
Rankings
Enhance/expand specific event Video efforts
Social Media messages
Brian/Vail Marketing to Update/Address
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FRONT RANGE MARKET - TACTICS
Develop a highly targeted multi-media mix platform to multiple consumer touch points to build brand awareness w/ tactical event/lodging offer through pulsing strategy
Traditional Media:
Pulsing, targeted & tactical campaign mid-May – Oct 1
Online: Carried through from Destination Tactics
Social Media: Carried through from Destination Tactics
Email: Vail Resorts +
Vail Summer databases
Drive conversion through compelling and relevant content
Align/integrate promotions/messages/media buys with online, electronic, social media and PR efforts
Calibrate
& refine advertising creative/messages
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PUBLIC RELATIONS – TACTICS
Identify opportunities to integrate Vail summer ambassadors
Explore creative, value-added editorial opportunities
Collaborate with community partners to increase overall Vail messaging
Target
groups and meetings publications
Integrate traditional and electronic media efforts to garner media coverage in Front Range, Destination and International markets
Identify additional
ways to engage the Front Range media
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PUBLIC RELATIONS – TACTICS
Collaborative with event promoters to actively support signature events
Maximize media coverage by inviting journalists to experience Vail in the summertime both individually and on
FAM trips
Host in-market media visits/events
Leverage opportunities with EGE
Maintain stakeholder relations in the community
Take advantage of one-time media/group opportunities
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MEXICO - TACTICS
Collateral for in-market wholesale distribution and on-site consumer distribution (April)
Airline Consumer Publications (March – June)
Mexico Sales Missions (Feb/May)
Vail Mexico Fam
Trips (June/Late July – early August)
Cross Marketing to Winter Guests (April)
Destino Vail Website
SEO - Keyword Research, Keyword Target List, Content Optimization, Link Building
Mexico
City Media Event
Host One Media/Influencer Visit
Summer Press Trip
Ongoing Pitching
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GROUP SALES – TACTICS
Increase efforts at the medical meetings & education
Increase presence in key markets (Denver, Dallas, Chicago) while exploring key secondary markets (Atlanta, Minneapolis)
Recruit groups
stemming as byproduct of partnerships
Focus on experiential sales - reverse tradeshows, in-market customer events, custom site tours & national sales partnerships
Expand online marketing
& industry partnerships in key meeting markets (both vertical & geographic)
Continue collaboration with VRD & CSE to recruit new events & serve as “one-stop” clearinghouse for recruiting
events to Vail including on-site coordination & pre-event coordination
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LEVERAGING ASSETS & EFFORTS
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VLMD ASSETS & CREATIVE PROCESS
Vail Brand “On A Stick”
Brand Guidelines
Logo & Standards
Vail images
Keyword & Linking Direction
Creative approval process
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LEVERAGING EFFORTS – WHAT WE NEED FROM YOU
Media Center (MYPR)
Press Releases
Blog Postings
Photography/Videos
In Market Media Visits (MYPR)
Hosting Media/Wholesale FAMs (MYPR, SITE)
Copy, high res images and video (SITE, MYPR,
Vail Marketing)
Ticket pricing (Vail Marketing)
Preferred properties (VBCR)
Program Guide Details (if comp ad is provided to TOV)
Message “Summer Vail” in your efforts using VLMD assets
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CONTACT INFORMATION
Kristin Yantis Vail Marketing/Website
Malen Yantis Public Relations Brian Rodine
(775) 351-7904 cellular brodine@vailresorts.com
kyantis@myprco.com Kristi Buse
kbuse@vailre
sorts.com
Meggen Kirkham Amy Schwelling
SITE Marketing SITE Marketing
(970) 331-5073 (970) 470-9452
meggen@sitemarketingco.com amy@sitemarketingco.com
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THANK YOU
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