HomeMy WebLinkAboutVLMDACAprilMtgDRAFT4.15- Final Final
VAIL LOCAL MARKETING DISTRICT
ADVISORY COUNCIL
APRIL 19, 2013
Agenda
Health and Wellbeing Update – MKT Vail
Creative Concepts – MKT Vail
Print
Video
Media Update – MKT Vail
Front Range Media (Print and TV)
Local TV8
Destination (Houston/Dallas) Marketing – MKT Vail
Mexico Update – MKT Vail
Summer Website Update – Vail Resorts
VLMD Database – Laurie Mullen
HEALTH & WELLBEING UPDATE
MKT VAIL
Community/Stakeholder Updates
•VEAC Presentation 4/9
- Good reception
- Main comments related to need for ‘proof points’ and deliverables, from both private enterprise as well as marketing/experiential ‘proof points’ to help underscore the promise of marketing
•Vail Town Council Presentation 4/16
- Broadly positive reception - Some good input related to brand positioning statement - Life Long Learning development - Benchmarks clarification tied to incremental investment
- Support for Wellness Center concept; whether an autonomous enterprise, or a build out of an existing enterprise - Concept of VLMDAC leading and setting the stage for the community and private enterprise to follow was supported
- Support too for concept of marketing connecting the existing dots
The Health & Wellbeing Mission
•For 2013, the VLMDAC has embarked on a strategic direction to begin leading the Health & Wellbeing opportunity forward - Visualize and articulate
- Align the Vail community on its understanding - Set the stage for aggressive and concrete development - Provide aggressive community and stakeholder leadership
•In its initial phase, the VLMDAC will seek to evolve the Vail brand to incorporate H & W into the current brand positioning which is serving
Vail well and generating growth on both the business level and the brand perception level
•Over time, as community infrastructure further develops, as our collective ‘proof points’ in the way Vail is experienced develops, and as more enterprises develop, these will be incorporated more concretely into our brand and experiential offering
•During this time, the VLMDAC’s role is to set the stage and pave the way forward – the role of private enterprise is to provide assets
The Lighthouse Effect
2013 2014 2015
Marketing
Advertising
Existing Enterprises
Alignment of the Community
Relevant Groups
The Lighthouse Effect
2013 2014 2015
Marketing
Advertising
Existing Enterprises
Alignment of the Community
Relevant Groups
New Enterprises
Icon In-town placements
Welcome Centers
More Enterprises
Wellness Center Development
More CSE Events
The Lighthouse Effect
2013 2014 2015
Marketing
Advertising
Existing Enterprises
Alignment of the Community
Relevant Groups
New Enterprises
Iconic In-town placements
Welcome Center Build Out
More Enterprises
Wellness Center Development
Dedicated CSE Events
2015 Alpine Championships
Life Long Learning Initiatives
Vail Brand Claims H & W
territory leadership
Wellness Center Announcement
The Need For Convergence
2013 2014 2015
Marketing
Advertising
Existing Enterprises
Alignment of the Community
Group Development
New Enterprises
Iconic In-town placements
Welcome Center Build Out
More Enterprises
Wellness Center Development
Dedicated CSE Events
2015 Alpine Championships
Life Long Learning Initiatives
Vail Brand Claims H & W
territory leadership
Wellness Center Announcement
Specific Immediate Deliverables
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 4/19 VLMDAC Meeting
1.Print Ads
2.Brand Video
4.Develop and recommend process for community and stakeholder
alignment and buy in
5.Web build out, Welcome Centers, connecting existing dots
CREATVE DEVELOPMENT UPDATE
PRINT & VIDEO
MKT VAIL
Print Media Deliverables
Immediate/Past Insertions
•May Elevation Outdoors – due 4/12 – revised placeholder ad
•Bravo! Program Guide – due 4/22 – revised placeholder ad
(possibly NEW brand creative)
Upcoming Insertions
•Vail Int’l Dance Fest Program Guide – due 5/1 – NEW brand
creative
•Denver Post Summer Escapes – due 5/6 – NEW event (FEAST!
Vail creative)
•5280 July Travel Issue – due 5/17 – TBD; New brand creative
OR US Pro Challenge creative
Creative Development – Process Overview
•Original agency briefing after March VLMDAC meeting - Round 1 review on 4/5 - Round 2 review on 4/11
•Round 3 review with VLMDAC sub-committee on 4/12 - 4 concept options reviewed - sub-committee feedback to proceed with detailed input
•Round 4 presentation at 4/19 VLMDAC
1) Brand Concepts 2) Hard working/product/event ads 3) Denver Post high impact ideas 4) Digital and other applications
•Next steps; approval, production, DP final negotiation and sizing, integration with digital display and social, video integration, other ideas
Brand Ads
Hard Working Ads
Event & Product
Denver Post Ads
For Standout & Impact
Page 1 Page 2/3 across gutter
Competitive Creative Comparison
Month Date, Year
33
Crystal
Quebec
North Carolina
Competitive Creative Comparison
Month Date, Year
34
Colorado
Utah Arkansas
Brand Video Update
•In Production
•Susan Sarandon voice over
•Concept Descriptor including post production highlights
•Music options:
1) Xylos - Summer Long music track
http://www.youtube.com/watch?v=ZeHtfzijw0M
2) M. Ward – Neptune’s Net
http://www.youtube.com/watch?v=h7Ryj0cHsrw
•Delivery: May VLMDAC Meeting
New Video Update
1.Brand Video – execution for United In Flight video in July
2.FEAST! Vail - :30 Front Range TV Spot (with web versions)
- in production
MEDIA UPDATE
FRONT RANGE
LOCAL
Front Range Media Strategies
•Bring the brand to life in unexpected ways through tightened
targeting in TV, creative formatting and placement in print
•Communicate the new brand positioning and events
•Continuously deliver fresh and dynamic content
•Added value opportunities that leverage the buy and enhance the
brand
•Target audience through recalibrated media targeting
New Focus on Media Targeting (TV)
Flourishing
Families
Brand-aware
Athletic activities
Global-awareness
Seasoned travelers
Eco-friendly
Health-conscious
Financially secure
Family-oriented
Established
Affluent
Connecting The Vail Audience
Flourishing
Families
Brand-aware
Athletic activities
Global-awareness
Seasoned travelers
Eco-friendly
Health-conscious
Financially secure
Family-oriented
Established
Affluent
Vail Target
Descriptor
Families
Well-traveled
Value rich experiences
Sense of adventure Participants
Engaged and thoughtful
Edgy perception
Target Audience – Flourishing Families
Description
•Prosperous parents and children of all ages living life in suburban comfort
•Adults are married, in their 30s and 40s, college-educated and predominantly
white
•Nearly 2/3 of households consist of married couples with children, whose ages
range from pre-school to post-graduate
•With high incomes and diversified assets, many parents have attained a level of
financial stability that allows them to kick back and enjoy
•Nearly 1 in 5 households contain a young adult, while some are still coping with
the challenges, and high costs, of childrearing
•Live in spacious homes where they've built up significant equity
•Most adults have turned their college educations into lucrative positions in
management, law, education, public administration or scientific professions
•Most households contain dual earners, resulting in a healthy six-figure income
Target Audience – Flourishing Families
Description Continued…..
•With kids of all ages, leisure activities revolve around family-friendly fun
•Big on sports of all sorts - Some are outdoor sport enthusiasts and like cycling,
skiing, ice skating, mountain biking and backpacking. Others focus on a round of
golf or playing a match of tennis
•They like to keep their youngsters occupied on weekends
•Parents get some me-time while dining out, going to movies and enjoying cultural
offerings like plays and classical concerts
•Fitness buffs, they like weight training, aerobics and yoga classes
•There's money, and these households are willing to spend it on their children
•They take their digital media seriously. The Internet is the first place they go to
get the latest news, do their banking, research products and shop for a wide
range of goods
Front Range – Denver Post Plan Overview
Denver Post: $140,000 Value $TBD
Timing: Mid May – Late September
Creative/Schedule: see handout for preliminary schedule
Next Actions:
With approved creative direction, develop finalized buy/schedule
Solidify insertions and ad sizes
Negotiate added value/unique executions
Refine/finalize content schedule
Final ad recommendation at May VLMDAC meeting
Front Range - TV Overview
Budget: $140,000
Timing: May 20 thru September 30
*see handout for flights/schedule
Units: :15 bookends and/or :30
Why: improve our frequency of message within
budget, allow us to combat time-delayed viewing
and/or 'distractions' during commercials breaks, can
deliver two messages on cable with two :15 spots
Examples: Brand 1; Brand 2 OR Event 1; Event 2 OR Brand; Event
Total TRPs: 621 (vs. 767 in 2012) –
much more targeted and focused buy
Front Range – TV Details
Denver Interconnect Cable – 62% of TRP’s
Reach/Frequency: 40%; 9.7x’s
KCNC-TV (CBS4) – 32% of TRP’s
Reach/Frequency: 72%; 3.3x’s
Day Part Mix:
30% Early Morning
15% Daytime
10% Primetime
25% Late News
20% Late Fringe
Specific
shows/networks TBD
with focused buy on
targeting Flourishing
Families.
Day part Mix on CBS
follows summer
viewing patterns
Front Range – TV Programming
Considerations
Mad Men Breaking Bad Wimbledon House Hunters
Chopped House Crashers Real Housewives Tour de France
SportsCenter Psych Restaurant Impossible Golf’s Big Break
Giada at Home Anderson Cooper Man vs Food Mike and Mike
Diners Drive Ins & Dives O’Reilly Factor E! News Daily
Kim and Khloe Property Brothers NCIS The Mentalist
Love it or List It Spike Prime Movie Criminal Minds Piers Morgan
Income Properties Law and Order Bones Say Yes to the Dress
Friends CNN Chelsea Lately Flip This House
CBS Morning The Talk Rachael Ray PGA Golf
US Open Tennis Pre-season NFL Regular Season NFL (incl. Broncos)
Late Show w/ David Letterman CBS4 Late News
CBS4 Early News @ 5pm and 6pm CBS4 Morning News Sun 6am
US Pro Challenge coverage
Front Range TV – CBS Added Value
Vail Challenge, A Survivor Casting Call
It’s a Combo Event: An open casting call, where
viewers/consumers go on camera to tell why they’d be the
perfect Survivor contestant! … and …
It’s a visual, very cool way for casting call participants to
compete in the Vail Challenge - made up of 5-8 Survivor-
type challenges, where competitors have a chance to win
prizes and bragging rights!
Dates: August 17 - 18
Front Range TV – CBS Added Value
Support
•CBS4 will endeavor to provide a news anchor or reporter as
emcee talent for the Survivor Games/Casting Call event
•CBS4 will endeavor to provide news coverage and have an on
site presence in Vail during event weekend
•CBS4 will utilize station-held social media to promote the event,
including various Twitter accounts and the station’s FB page
•CBS4 will supply film crew, sign up and registration fulfillment
personnel on site
•CBS4 will provide grand prize – ‘games’
Front Range TV – CBS Added Value
Media and Promotion – Total Value: Extreme
•CBS4 will provide a complimentary television and online
campaign, driving viewers to CBS4Denver.com to get details
about the Vail Challenge and Casting Call in Vail … and to Vail
itself to participate, take in the event etc.
•A Television Production Package is also included as part of the
partnership to air to promote event:
•1-:30 or 1-:15 television promotion spot that talks about the
event and the weekend
•Additional production: 1-:30 donut-type ad, which allows
VLMDAC to customize interior content to enhance any kind of
branding campaign … and/or promote various other summer
celebrations and events
Front Range TV – CBS Added Value
Next Steps/Execution
•VLMDAC to partner with a local partner to assist in producing the
event (venue determination, request dollars from CSE for new event)
•VLMDAC to provide weekend lodging offerings to participants
•VLMDAC to promote registration/weekend event through print, social,
online efforts
Local Media – TV8 Plan
Budget: $15,000
Objective: Raise awareness of Vail Summer brand positioning
among community stakeholders and guests
Timing: May 24 – September 15th
•8x-three minute vignettes throughout each day. These will highlight the
top summer guest experiences in Vail. Total run: 920 3x minute vignettes
•TV8 will produce “trail of the day” segments showcasing Vail hiking and
biking
•8 live interviews during the summer
•Three - :60 spots daily
•Produce and air a daily “Vail” calendar of events for 16 weeks (with
content provided by VLMDAC)
DESTINATION MARKETING
MKT VAIL (on behalf of SITE)
United Airlines - Houston
Total Budget: $35,000
•In-flight video for June (possibly July); :60 brand video
Flights: 35,665/month
Impressions: 5,042,074/month
•Auction Package with Mileage Plus online May 16-June 6 and
supporting email on May 23
Impressions: over 3 Million
•Houston billboards for May, June, July; joint message with
Vail/BC/Flights (creative in development)
Direction: Scouting high impact locations
•Plus, PR and VVP group initiatives
American Airlines - Dallas
•Free opportunities being explored through Vail Resorts air
Marketing
•Dallas Symphony Orchestra FREE inclusion in email blasts to
database to promote flights, general summer message and
Bravo! Vail Valley Music Festival. Possibly include special
offer/incentive.
Impressions: 3,500/email
•Plus, PR and VVP Initiatives!
MEXICO UPDATE
MKT VAIL
Destinovail.com
• New design concept tailored to the Mexican / Latin American user
•Visually arresting which matches Mexican sensibility
•Complimentary to Vail.com – does not duplicate by localizing all info –
rather it develops content compelling to the Mexican prospect further up
the purchase funnel
•Two domains, Destinovail.com and Destinovail.mx
• Prominent launch at the Mexico May Sales Mission events
on 5/18
•Vail Summer is the only resort community with a dedicated Spanish
website targeted to the market
Destinovail.com
Mexico – Summer Sales Mission
Date: May 16th to coincide with PR Press summer briefing
Objective: Raise awareness of summer in Vail
Theme: Social party celebrating Verano en Vail
Location: Swanky/trendy new bowling club in Mexico City
Information: Summer Events & Activities
Launch new destinovail.com web site
New United Houston flight
Cope de Vail Golf (if it comes to fruition)
Video/Photo displays
Branding
Swag giveaways
Contests and drawings for gift giveaways
Budget: $15,000 - $20,000 plus cost of Swag ($7,000)
SUMMER WEBSITE
VAIL RESORTS
VLMD DATABASE
LAURIE MULLEN
The Case For a TOV Database
•Only limited duplication between winter and summer guest bases
•The evolving summer offering needs to continue to target and grow
the adventure minded non-skiing audience
•A vast population of summer adventure minded travelers who either
may not be aware of Vail, or if so do not move from awareness to
consideration set; DM/CRM will be able to target these prospects
much more efficiently and effectively
•Expand upon VR’s good databases and in doing so improve
targeting, tactical nimbleness
•Leverage huge summer visitation and referral potential – currently 6k
•The need to get into the CRM arena
Database and CRM action items needed
•Due diligence on best practice
VR consultation and leverage potential
•Develop name/customer acquisition strategy
- Merchants, Hotels, other community enterprises
- Welcome Centers
- Events
- Web/Social channels
•Scope back-end infrastructure requirements
- Hardware/Software/Operational Management/Agency requirement
•Scope cost implications, timing implications, resource implications
•Develop strategy, budget and plan for 2014 planning
THANK YOU!
Upcoming Meetings:
May 16th VLMDAC at Vail Marriott
APPENDIX
APPENDIX
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