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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 Month Date, Year 69