Loading...
HomeMy WebLinkAboutVLMDAcJuneFINAL VAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL JUNE 19, 2014 AGENDA Walking Mountains Vail Initiatives, Kim Langmaid & Kristen Bertuglia PR Update, MYPR Digital Update, Booyah! Photography Update, SITE/Goodness Mfg Video Update, SITE Mexico Update, SITE/Vail Resorts 2015 Proposal, goodness Mfg WALKING MOUNTAINS VAIL INITIATIVES PR UPDATE MYPR Public Relations •America’s Best Summer Job •Meet Benjamin! •PR Partners Meeting Month Date, Year 5 DIGITAL MARKETING PERFORMANCE UPDATES BOOYAH April 17, 2014 6 April 17, 2014 7 Summer Campaign Performance Update Reporting Period: 4/7 – 5/31 • Cost: $77,227 • Visits: 30,304 • Cost per Visit: $2.55 (down from $3.67 last year) • Site Direct Orders: 158 April 17, 2014 8 Search Lodging Bid Strategy Discussion April 17, 2014 9 Email Database Update – Summer List •Email Date – 5/20 •List size – 5,327 •Opens – 639 •Unsubscribes – 22 •Clicks – 181 •Open Rate – 12% •Click thru Rate – 28% •Next Deployments – 6/24 & 8/12 April 17, 2014 10 Email Acquisition Strategy – Summer List Current Efforts: Organic •Vailgov.com Site •Welcome Centers •Event Promoters •Anyone Can Help Promote! Recommended Efforts: Paid •Lead generation •$10,000 – Estimated 2,000 Subscribers April 17, 2014 11 Creative Update – Digital Display Banners •General: Like Nothing on Earth, Town of Vail, Yoga on Piney Lake •Events: Mountain Games, Jazz Festival, Bravo Vail, Vail Bluegrass, Keen Kids Adventure Race •Personas: Natural Quality Seekers, Type A Extreme, Concierge Resorters Offers • Lodging from $199/night • Midweek from $130/night • Flights from Dallas/Houston + Lodging & Midweek Organic Adjustment No Longer Optimizing Current Content New Content Development for CO Terms Working with Vail.com Get Higher Lift from New Content Still Targeting Higher Volume CO Terms Month Date, Year 12 BOOYAH – 2014 SEO Working with Vail.com to get accurate traffic numbers Keyword Movement (Since May 1) Google Up 575 total ranking positions Bing Up 494 total ranking positions Month Date, Year 13 BOOYAH – 2014 SEO PHOTOGRAPHY Creative Overview Creative Overview Our imagery has a storybook feeling. It’s enticing, powerful, iconic and majestic. The composition invites the viewer to put themselves into the scene. Often there are no people in the imagery, but when there are, they are secondary, never centrally positioned or aware of the camera. We will feature landmarks that are an element of the region. They will always be displayed within the context of their natural environment. Our lighting is natural and will highlight and add texture to create a sense of enchantment. We will take advantage of natural lighting elements, such as light shining through vegetation and morning mist. Scenic shots should showcase the iconic beauty of the region. We’ll also use iconic corridors with scenic views and vacant setups (see image on right) to help inspire the viewer’s imagination and create a story in their head. The images will have a human feel even though they won’t feature talent. While images may have a focal point, they will also demonstrate perspective and depth of field. Scenic View Scenic Shot List Ideas •Scenic Lush Trail Leading into the Distance (perhaps with trailhead off centered) •Wide-Angle Shot of Flat Valley (iconic mountains in background) •Hill/Ledge/Knob at Sunset with Props and the Natural Features of the Landscape •Wide Shot of Gondola Lit at Night (resembling hanging lanterns) •Lake Shot with Kayak Pulled to Shore (surrounding scenery should be iconic) •Wide Shot of Iconic Mountains at Dusk with starry sky (see bottom-middle image on page 3) Wilderness-activity shots should showcase the iconic beauty of the region and also put some of Vail’s summer activities on display. Our talent and setups should feel intimate and human, and suggest that the viewer stumbled upon an experience found only in Vail. While images may have a focal point, they will also demonstrate perspective and depth of field. Wilderness Activities Wilderness Activities Shot List Ideas •Mountain Bike(s) Ripping Across Floral and Rocky Terrain (include a sunrise/sunset silhouette) •Hiking Across Lush Terrain (include a sunrise/sunset silhouette) •Distance Shot of Fly Fisherman Facing Away (iconic surroundings, perhaps with mist coming off lake) •Above Shot of Kayak/Canoe on Lake (perhaps with mist coming off lake) •Above Shot of White-Water Rafting/Kayaking •Silhouette of Someone Balancing Along a Boulder/Ridge (as if they appeared to be on a balance beam) •Pulling Flag out of Putting Green During Sunset (iconic mountains in background) Landmark shots should display Vail’s iconic structures and scenic views. Talent and props will be added where necessary to showcase a human experience that can only be created at Vail. While we will shoot industrial elements, it must remain apparent that the landmark is nestled within the beautiful wilderness. Landmarks Landmark Shot List Ideas •Wide Shot of International Bridge (iconic village/slope in background) •Night Shot of Arrabelle Square (iconic mountains in background) •Vail Village at Night (iconic mountains in background) •Sunrise/Sunset Clock Tower (iconic mountains in background) •Amphitheater Day/Night, Nestled in Mountains Luxury shots will showcase the one-of-a-kind lodging and dining experiences, but also allude to the amenities being nestled within the wilderness of Vail. Luxury Luxury Shot List Ideas •Restaurant Exterior Seating with Scenic View (set-up only, no talent) •Pool Exterior (iconic hills in background) •Room/Resort Lobby Interior with Scenic Window View (setup only, no talent) •Above Shot of Picnic Setup on Lush Hillside •Focus on capturing signature events through the Enchanted Vail lens and including: •FEAST! Vail, Mountain Games, Vail Jazz Festival, Bravo!, Summer Bluegrass Festival, International Dance Festival, Keen Kids Adventure Race, Gourmet on Gore, Oktoberfest, Vail/BC Restaurant Week •NOTE: Shots may or may NOT take place at/during actual event in order to best capture the essence of the event and Enchanted Vail art direction Month Date, Year 26 Photography - Events VIDEO •Increase the quantity of video captured, edited and published •Maintain industry leading production quality •Increase the amount of sharable content in line with the new VLMDAC summer brand •Brand Alignment •Always finding balance between luxury and wilderness to effectively illustrate Enchanted Vail •Consider Rules of Icons when planning production or shooting •Marry the campaign to video: Get away form it all. Bring yourself back to center. Passion for the outdoors leads the way. •The primary objective is to underpin the Vail brand visually and stay within our guidelines. Month Date, Year 28 Video – Summer 2014 Objectives •Brand Spot (:30 and :15s) •FEAST! Vail, Mountain Games, General Music, Soft Adventure, Family, Summer Brand, Bravo!, International Dance Festival, Keen Kids Adventure Race, Gourmet on Gore, Oktoberfest, Vail/BC Restaurant Week (Two :15’s per spot) •Shooting all summer to keep all content fresh 29 Video – Summer 2014 TV Production Core Brand •Work with VLMDAC team to execute summer shot needs •Increase bandwidth by working with proven crew of freelancers •Focus on 3 to 5 core brand projects that exemplify Enchanted Vail •Visually bring to life Luxury and Wilderness •Utilize the latest technology available as appropriate •Find the right story to combine with technology - signature locations, well known sports/activities connected to Vail, and/or people/stories •Use output for digital/web and Front Range TV campaign Tactical Event and Spontaneous •6 to 8 segments supporting key events •Opportunities like Jack Coyne skate segment, GoPro Bomb Squad, USPCC, etc Three executions of video which all work with different distribution mediums. Ensure accountability and timeliness of video for all needs; TV, Web, Digital, welcome center and broll 30 Video – Summer 2014 Segments •Summer events – FEAST! Vail, Mountain Games, Vail Farmers’ Market & Art Show, Hot Summer Nights, Bravo!, Vail Jazz Festival, America Days, International Dance Festival, Keen Kids Adventure Race, Summer Bluegrass Festival, Vail Rocks, USPCC, Gourmet on Gore, Oktoberfest, Vail/BC Restaurant Week, The America Cup Fly Fishing Tournament •Signature locations – Vail MTN, high alpine in the Vail Area (e.g. Piney Lake), Vail Village/Lionshead, and surrounding rivers •Activities – Hiking, biking, fishing, family in the village, water sports, health/well being, behind the farmers market (Palisade Farms) and life in the mountains, culinary experience •People/stories – Ralf Green, Lindsey Vonn(?), Jack Coyn, Ski Club Vail, Heid Family, Ellen Miller, signature event ambassadors (e.g Cypress from Dance Fest) and suggestions •Enchanted Vail Ideas – Day on Vail MTN, Day in the high alpine, Day on the River, Day in Village/Town, Day on etc 31 Video – Summer 2014 Shot List Ideas •Recommend to “hold” on budgeted Helicopter Shoot this summer/ TBD for next summer ($16K) •Re-allocate $16K from Helicopter shoot as follows: •$6,000: Goodness Mfg Photography involvement •$4,670: Goodness Mfg time/involvement to consult with VLMDAC on video this summer. •$5,330: Video/Photography Opportunities Month Date, Year 32 Video – Summer 2014 Plan As for a brand video...this is just something Goodness included in the 2015 proposal as a "wish list". If we/the board do not think this is a valuable/good use of our dollars, then it is not something we need to pursue. While we all agree we need and will use "brand TV spot"....maybe we do not need a longer brand video. If we don't have a strong distribution plan, then it doesn't make much sense. However, if we do all agree that a brand video is needed and will be distributed, then we need to "do it right". Month Date, Year 33 Brand Video – Discussion MEXICO •May 10 – 23 •Cities Targeted – Monterrey, Mexico City, Guadalajara and Leon •4 Travel Agent Events, 4 Direct Consumer Events and 1 Press /Media Event •All about RELATIONSHIPS! •Great interest in Vail Summer! •Key Messages: Safety, Family Connectivity, Weather, Family/Kids Activities/Camps, proximity to Mexico, overall value for Vail Summer (added values from Epic Pass) Month Date, Year 35 Mexico Vail Verano Overview •Sylvia Rivera continues to go above and beyond to elevate the Vail Brand through all of her various Social Networks, Press and Media Channels. •Targeting all networks – Families, Kids, Moms, Press, Media and High Net worth clients through customized events generates buzz and business. •Not a HARD SELL, just spending time with clients and getting to know them - this is the KEY WAY to continue to form the strong bonds within the Mexican Market. Month Date, Year 36 Mexico Vail Verano Mexico City Event Monterrey – Ferrara Viajes •Own the Urban Bike Park and are looking for a greater relationship from Vail. •Perhaps a demo Bike Team or we could sponsor jerseys, water bottlers, maybe buy signage at the park, Vail Branded Banners, free bike access when they buy an Epic Pass Valle De Bravo / Rodavento •Continue to host Vail Events •We have a huge opportunity to work with them on the Triple Cup – Sailing Regatta, Equestrian Event and Golf Tournament in order to generate new business. Month Date, Year 37 Mexico Vail Verano Opportunities Volaris – •A successful partner with us on our events in Guadalajara to announce their new flights from Guadalajara to Denver. •Interested in us further growing our relationships through various marketing opportunities. Meeting with team on June 4th in Denver, CO. FAM TOURS – •We had a socialite / decision maker (10 ppl) FAM TOUR – June 5-9 •We will then have another FAM TOUR July 17-20 targeting wholesalers. Month Date, Year 38 Mexico Vail Verano Mission Opportunities •There is HUGE Opportunity for VAIL in Mexico for summer, we have to continue with our strong momentum with all efforts in order to continue to hammer the SUMMER MESSAGES of Safety, Family Connectivity, Outdoor Recreation, Luxury, Value, Epic Pass, and Close Proximity and overall VAIL en VERANO! Month Date, Year 39 Mexico Vail Verano Mission Opportunities •Aspen Snowmass was in Monterrey for the BCM Polo Tournament – a luxury event at the Monterrey Polo Club. •They are not doing any other activities but are leveraging their relationships through hosting key socialites at Aspen. •We need to continue to host key people at our resorts in order to foster, develop these key relationships which will lead to further WORD OF MOUTH marketing which is by far the greatest marketing that we can have. Month Date, Year 40 Mexico Vail Verano Mission Threats 2015 PROPOSAL goodness Mfg THANK YOU! Upcoming Meetings: VLMDAC Meeting, July 17, 8:30 – 11:30, Antlers