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HomeMy WebLinkAboutVLMD030315FINAL_V5VAIL LOCAL MARKETING DISTRICT March 3, 2015 Incremental Funding Direction •Increase Guest Visitation during Mid Week & Off Peak Time Periods •Increase Presence & Guest Visitation from Dallas, Houston & Chicago, Top 3 Destination Markets -Leisure Travel -Group Business •Incremental Budget Level of $350K 2015 Approved Marketing Objectives Continue the momentum and build on the powerful leadership position of the year-round Vail brand 1.Increase Sales Tax Revenue 2.Increase May –October Occupancy 3.Increase Group Occupancy 4.Optimize Visitor Mix 5.Increase Net Promoter Score 6.Increase Vail Brand Awareness Summary of 2014 Results & 2015 Goals 2014 Results 2015 Goals Sales Tax: May –October +7.9%+6% Destimetrics Occupancy: +5% +4% Group Occupancy: +5%+6% Destination Visits: 55% of Mix 58% International Visits: 9% of Mix 10% Mexico Visits 2.6% of Int’l 4% of Int’l IS Overnight Visits: 18% of Mix 20% Awareness: 95%96% NPS: 75 86 •Use data driven findings to refine and optimize communication and targeted media •Shift timing earlier (March/April) to build brand interest with events & rates during the planning cycle •Integrated campaign across all channels •Bring the brand to life in unexpected ways (PR, Video, Digital) •Optimize off peak (Mon –Thurs and shoulder seasons) periods with groups, events, messaging •Continue to leverage the loyal customer •Optimize mix to drive revenue -increasing % of Destination (targeting Dallas, Houston & Chicago) Focused Strategic Direction Supporting Incremental Funds OOS Campaign Timing •On Going •Public Relations •Group efforts •Website •Social Media •Email •March •Digital media to build awareness •April, May & June •Digital and Traditional media to drive bookings $200,000 incremental •Increase exposure in Chicago, Dallas & Houston across all partners, all tactics, including direct response, brand awareness, proven performers and new test programs •Email newsletters, search engine marketing, web ads, geo-targeting and video ads Influencer Outreach Program Overview •Identify 40-50 influencers for a themed travel getaway •Target DMAs: Chicago, Dallas & Houston •Secure two influencers with high traffic and engagement rates •Work with influencers to develop a blog series about Vail Paid Digital Tactics •Segment Vail Mountain email database of guests from Houston, Dallas and Chicago specifically that we can speak to about Vail Summer offerings, available flights, as well as compelling lodging offers Vail Marketing Mid Week Tactics •Utilize Vail Mountain email database to emphasize the advantages of visiting Vail during off -peak and mid-week time periods during the Summer months •Create Mid Week Package/Vacation Deals that highlight special rates during these time periods to feature in Marketing/PR communications Vail Marketing Email Tactics $8,000 Incremental •Social Media News Release •Email distribution to 500 industry specific bloggers, online influencers and media contacts •Global distribution via newswire service to travel industry key contacts •New York Media Visit •Spring media visit to New York to target short lead media outlets •Additional 15-20 media appointments •Potential for additional short term placements opportunities Public Relations Tactics Traditional Media Tactics •Heavy Up Zoned Cable TV to target high income neighborhoods with high concentration of prior visitation •Focus on off peak summer weeks and mid week messages •“Beat the Heat” Radio •:10 and :15 spots when temp in Dallas/Houston exceeds 92 (OR HIGHER) degrees •Additional Support of Air Marketing/Flights from Dallas & Houston Market Specific $37,000 Incremental -Dallas •Heavy up zone cable with 60 additional TRP’s •Maintain 1 flight (50 spots) of beat the heat campaign •OOH Air Message April, May & June $80,000 Incremental -Houston •Heavy up zone cable with 40 additional TRP’s •Maintain 1 flight (50 spots) of beat the heat campaign •OOH Air Message April, May & June •In Market Travel Partner Event ($10 -$12K) •Houston United Club presence ($25 -$30K) •April, May & June Club in Terminal E Market Specific $25,000 Incremental -Chicago •Incremental Budget does not support traditional media advertising in Chicago to make an impact •TEST the market with incremental digital and group efforts, as well as existing PR, email and online efforts •Chicago Customer Event -$15,000 •Host in-market customer event in Chicago, partnering with lodging properties to host a “wow” program for meeting planners to spotlight Vail as a group and meeting destination •Cvent Advertising & Promotion -$10,000 •Enewsletter sponsor content Incremental Funding Summary $350K •Digital (56%) •Dallas, Houston and Chicago, all tactics/all encompassing •Traditional Media (34%) •Dallas & Houston only, additional heavy up Highly -focused Zone Cable, OOH, Houston event and United Club presence •Groups (7%) •Cvent and Chicago Customer Event •PR (2%) •SMNR and NY Media Visit Incremental Funding Recommendation $350K •Doubles our spend and penetration into our top 3 destination markets •Dallas +48% over baseline budget •Houston + 54% over baseline budget •Chicago +76% over baseline budget •With record sales tax collections the last two summers, we need to maintain our leadership position, ensuring market growth and no slippage •We have increased our percentage of destination guests and need to capitalize on that •Allocates dollars strategically where and how we can have the most impact and track Key Performance Indicators/ROI Incremental Funding Recommendation $350K •Flight markets opportunities •Houston is still in development, and marketing investment could reduce our costs on the revenue guarantee •Large increase in local visitation on last year’s Houston flight, with more people choosing Vail because of the access •Dallas remains a critical market; if loads decrease, we risk losing service •Houston & Dallas are the primary gateways beyond Texas to key markets in the Southeast and Mexico •Chicago is in the top 3 markets, with little effort and investing wisely using digital and group efforts allows testing opportunities •Leverages Vail Resorts winter focus on these markets Thank you!