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