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VLMDBrandBriefing2013-CSEpresentation CSE VLMDAC Strategy Update April 3, 2013 BRAND POSITIONING, FRAMEWORK AND ROLL OUT STRATEGY THE HEALTH & WELLBEING OPPORTUNITY Background •Reach Advisors 2008 Brand perceptual study identified a persona of mountain traveler highly disposed towards an offering like Vail - Active participants - Passionate pursuits - Hands on and learning orientated - Want to develop and challenge themselves •Winter and subsequently summer positioning aligned with this persona •2008-2013; focus on groups, events, enterprises (Arthrex), PR (Vitality Center), Solaris Yoga, Culinary, small specialty groups like Ellen Miller, Living Well Summit, Pink Vail, et. al. •Current; Anschutz opportunity, VLMDAC marketing sub-focus THE HEALTH & WELLBEING OPPORTUNITY •Colorado home to leanest/fittest population - 253,000 health and wellness workers across the state and a $11.3 billion annual payroll, the health and wellness industry has a compelling economic impact within Colorado - Health & Wellness identified as one of three key sectors to Eagle County’s economic growth - Town of Vail Council strategic objective •Reach Advisors quantitative research indicates the informal sector as having significant gravitational pull and growth •Nielsen/Scarborough Media research has begun to track these associated profiles as a viable audience: Flourishing Families, Power elite •May-Oct. leverage and synergy with the winter raison d’etre 2009 – 2012 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 May-October 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 TARGET AUDIENCE Highly segmented; families, non-families, destination, Front Range, International Emotional connection between destination and guest - well-traveled, they value rich experiences - sense of adventure, challenge - participants, not spectators - engaged and thoughtful - edgy perception We identify our target in an emotional manner – behavior and beliefs rather than the traditional drivers: geography, income Not so much about the what or where, but about the who This is the red thread that ties the segments together and differentiates Vail THE VAIL BRAND FRAMEWORK Winter Summer Emotional Physical Vitality Cultural THE VAIL BRAND FRAMEWORK Winter Year Round Emotional Physical Vitality Health & Wellbeing Cultural CURRENT VAIL BRAND FRAMEWORK 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 = JOY OF LIVING ACTIVITY Outdoor Recreation Sports Hiking Fitness Adventure Nature/Mountains PHYSICAL VITALITY ACTIVITY Dance Art Music Culinary Festivals Museum Farmers’ Market Galleries/Exhibits Shopping International CULTURAL VITALITY MINDSET Calm/relaxed Rejuvenate/Refresh Healthy living Vitality Inspired/Aware Togetherness Arouse/Stimulate Awaken Sanctuary EMOTIONAL VITALITY THE VAIL BRAND FRAMEWORK Physical Cu l t u r e Em o t i o n The Joy Of Living Well STRATEGIC SITUATION ANAYLSIS •The Vail year round brand needs to be kept relevant fresh and desirable •It also needs to assimilate several key strategic dynamics that will need to be studied, understood, and added to Vail’s communication posture such that the Vail brand continues to accurately and resonantly reflect the powerful real life experience of Vail STRATEGIC SITUATION ANAYLSIS – LONGER TERM Amongst these key evolving dynamics are: 1. the opportunity to help crack the relevance and desirability of the Health & Wellbeing movement as a potentially strong new aspect for Vail’s brand and the business potential behind it 2. the fruition of Vail’s 50th Anniversary and the way forward for the next 50 years 3. the integration beginning in 2013 of Vail Resorts’ Epic Discovery and its role as it relates to the VLMDAC’s marketing strategy 4. the road to the 2015 World Alpine Ski Championships and its potential to lift International business as it did following 1989, and especially now given Vail’s relative growth in International strength 5. the need to, working with Vail Mountain, begin to solidify Vail’s strength with younger demographics 6. especially important is to keep the Vail brand highly desirable competitively in order to ensure a value perception amongst the higher level demographic that is Vail’s target and to ensure especially strong lodging ADR and other margins STRATEGIC SITUATION ANAYLSIS – LONGER TERM Amongst these key evolving dynamics are: 1. the opportunity to help crack the relevance and desirability of the Health & Wellbeing movement as a potentially strong new aspect for Vail’s brand and the business potential behind it 2. the fruition of Vail’s 50th Anniversary and the way forward for the next 50 years 3. the integration beginning in 2013 of Vail Resorts’ Epic Discovery and its role as it relates to the VLMDAC’s marketing strategy 4. the road to the 2015 World Alpine Ski Championships and its potential to lift International business as it did following 1989, and especially now given Vail’s relative growth in International strength 5. the need to, working with Vail Mountain, begin to solidify Vail’s strength with younger demographics 6. especially important is to keep the Vail brand highly desirable competitively in order to ensure a value perception amongst the higher level demographic that is Vail’s target and to ensure especially strong lodging ADR and other margins STRATEGIC SITUATION ANAYLSIS – LONGER TERM Amongst these key evolving dynamics are: 1. the opportunity to help crack the relevance and desirability of the Health & Wellbeing movement as a potentially strong new aspect for Vail’s brand and the business potential behind it 2. the fruition of Vail’s 50th Anniversary and the way forward for the next 50 years 3. the integration beginning in 2013 of Vail Resorts’ Epic Discovery and its role as it relates to the VLMDAC’s marketing strategy 4. the road to the 2015 World Alpine Ski Championships and its potential to lift International business as it did following 1989, and especially now given Vail’s relative growth in International strength 5. the need to, working with Vail Mountain, begin to solidify Vail’s strength with younger demographics 6. especially important is to keep the Vail brand highly desirable competitively in order to ensure a value perception amongst the higher level demographic that is Vail’s target and to ensure especially strong lodging ADR and other margins 2013 MAY - OCTOBER – NEW BRAND POSITIONING For passionate mountain travelers, outdoor adventurers, and those who aspire to live life at its fullest, Vail is the preferred destination for whom the mountains represent an expression of physical and cultural vitality, well-being, and an aspirational sense of life at its best. 2013 MAY - OCTOBER – NEW BRAND POSITIONING For passionate mountain travelers, outdoor adventurers, and those who aspire to live life at its fullest, Vail is the preferred destination for whom the mountains represent an expression of physical and cultural vitality, well-being, and an aspirational sense of life at its best. Because of mother nature’s generosity, coupled with a community passion and spirit for living well, and the modern day leadership and commitment to excellence in all aspects, Vail can credibly lay claim to being an experience like nothing on earth. Vail Like nothing on earth NEW VAIL BRAND FRAMEWORK MINDSET Participate/active Live life to fullest Engaged/connected Energetic/Vivacious Aspire MINDSET Rich experiences Heritage Vail’s Spirit Fine living Creative/Inspired Artistic Worldly/sophisticated Appreciation Aspire ACTIVITY Health/Wellness Relaxation Spa Medical Assets Healthy eating Service Beauty /Blue Sky Friends/family Connection Life Long Learning ACTIVITY Outdoor Recreation Sports Hiking Fitness Adventure Nature/Mountains PHYSICAL VITALITY ACTIVITY Dance Art Music Culinary Festivals Museum Farmers’ Market Galleries/Exhibits Shopping International CULTURAL VITALITY MINDSET Calm/relaxed Rejuvenate/Refresh Healthy living Vitality Inspired/Aware Togetherness Arouse/Stimulate Awaken Sanctuary Aspire VITALITY OF WELL BEING NEW VAIL BRAND FRAMEWORK MINDSET Participate/active Live life to fullest Engaged/connected Energetic/Vivacious Aspire MINDSET Rich experiences Heritage Vail’s Spirit Fine living Creative/Inspired Artistic Worldly/sophisticated Appreciation Aspire ACTIVITY Health/Wellness Relaxation Spa Medical Assets Healthy eating Service Beauty /Blue Sky Friends/family Connection Life Long Learning Life At Its Best Vail Like nothing on earth ACTIVITY Outdoor Recreation Sports Hiking Fitness Adventure Nature/Mountains PHYSICAL VITALITY ACTIVITY Dance Art Music Culinary Festivals Museum Farmers’ Market Galleries/Exhibits Shopping International CULTURAL VITALITY MINDSET Calm/relaxed Rejuvenate/Refresh Healthy living Vitality Inspired/Aware Togetherness Arouse/Stimulate Awaken Sanctuary Aspire VITALITY OF WELL BEING 2014 MAY - OCTOBER – A LOOK AT INTEGRATING EPIC DISCOVERY For passionate mountain travelers, outdoor adventurers, and those who aspire to live life at its fullest, Vail is the preferred destination for whom the mountains represent an expression of physical and cultural vitality, well-being, and an aspirational sense of discovery and life at its best. Because of mother nature’s generosity, coupled with a community passion and spirit for living well, and the modern day leadership and commitment to excellence in all aspects, Vail can credibly lay claim to being an experience like nothing on earth. Vail Like nothing on earth NEW POSITIONING ANALYSIS •A leadership sensibility; Vail as a place of ‘rest and rejuvenation, a place differentiated by its spirit of living well and playing well that is differentiated from the myriad of competitive resorts •The idea Health & Wellbeing winds across the brand horizontally; all things (cultural, physical and emotional) contribute to the larger idea •In our communications, it’s a question then of weighting and tonality, and personality, as well as judicious media and other communication support - not just seminars, or events, or summits •We don’t want guests to play back, ‘Oh, I go to Vail for Health and Wellbeing’, we want them to play back, ‘I go to Vail because I feel better and I live incredibly well when I’m there’….. •Seek to connect with a new audience not previously ‘aware’ of Vail Implementing the brand positioning will entail a whole host of actions: 1 – Revise Year-Round Brand Positioning statement 2 – Develop new creative and media briefs for partnership roster 3 – Identify and agree on objectives, develop strategies, and develop measurement tools 4 – Gain community, Council, and key stakeholder alignment on things like framework, vocabulary, objectives, how we’ll recognize success, long term development, et. al. 5. Revisit VLMDAC 2013 strategies and tactics as is appropriate 6. Develop long term plans; 1-year, 3-year, and 5-year RECOMMENDATION 1 – Revise Year-Round Brand Positioning statement 2 – Develop new creative and media briefs for partnership roster 3 – Identify and agree on objectives, develop strategies, and develop measurement tools 4 – Gain community, Council, CSE and key stakeholder alignment on things like framework, vocabulary, objectives, how we’ll recognize success, long term development, et. al. 5. Revisit VLMDAC 2013 strategies and tactics as is appropriate 6. Develop long term plans; 1-year, 3-year, and 5-year RECOMMENDATION BRAND FUNNEL – TARGETED SPENDING Conversion (Aware to Consider) Aspen Vail Beaver Creek Brecken- ridge Keystone Heavenly 27% 24% 16% 26% 21% 15% 15% 26% 23% 36% 30% 9% Conversion (Consider to Recent) 26% 22% 9% 22% 13% 4% 4% 6% 2% 8% 4% 0% 8% 4% 2% 6% 2% 0% 96% 89% 54% 86% 65% 30% Sustaining Campaign BRAND FUNNEL – TARGETED SPENDING Aspen Vail Beaver Creek Brecken- ridge Keystone Heavenly 4% 6% 8% 2% 8% 4% 0% 96% 89% 96% 54% 86% 65% 30% % Aware % Visiting 2013 Goal: Increase Vail’s Awareness from 89% to 96% 2013 Goal: Increase Recent Visitation from 6% to 8% New Positioning Communicates against this objective 2013 PLAN SUMMARY OF GOALS MTRIP Occupancy: +3% Sales Tax Increase Lodging Tax Increase Exceed annual inflation as measured by CPI Group Occupancy: +5% Destination Visits: 60% of Mix International Visits: 5% of Mix Awareness: 96% NPS: 86 Sustaining 2013 PLAN SUMMARY OF GOALS MTRIP Occupancy: +3% Sales Tax Increase Lodging Tax Increase Exceed annual inflation as measured by CPI Group Occupancy: +5% Destination Visits: 60% of Mix International Visits: 5% of Mix Awareness: 96% NPS: 86 Sustaining Brand Launch Investment ROLL OUT STRATEGY 1.Develop revised Media/Creative Brief - Media Partners - Marketing Partners - PR Partners - Creative partnerships 2.Creative and Communications Development 3.Present New Media and Creative ideas in April VLMDAC Meeting 1.Print Ads 2.Brand Video 4.Develop and recommend process for community and stakeholder alignment and buy in A Communications Model B2B__________ Group Sales; collateral, web presence, Digital (SEO/SEM), Video Public Relations B2B Events (Arthrex, Living Well Summit) Infrastructure/Assets (Vitality Center, Symposium, Steadman, VVMC) B2B aspects to existing B2C Events (e.g. Farm To Table seminars at food events, Farmer’s market, et. al.) _______B2C________ Incorporate into new brand framework; - new positioning, - new vocabulary, - iconic assets, - CSE focus (in progress), - PR platform, - web assets, creative and media strategy, imagery; photo and video assets Set objectives Measure performance Health & Wellbeing BRAND TERRITORY EXPLORATION MAP Current Soul and Spirit of Vail Edgy Vail High Perfor mance Culture Vail After Hours Story Telling Road To Vail High Road New Geog./ Texture Friends Of Vail Vail From The Sky Vail Brand Unex- Pected Vail BRAND TERRITORY EXPLORATION MAP Current Soul and Spirit of Vail Edgy Vail High Perfor mance Culture Vail After Hours Story Telling Road To Vail High Road New Geog./ Texture Friends Of Vail Vail From The Sky Vail Brand Unex- Pected Vail THANKS!