HomeMy WebLinkAbout1.e. 2015 AWSC wrap up for TOV CouncilRECAP
4.21.15
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RECAP VIDEO
EXECUTIVE SUMMARY
HIGH LEVEL EVENT SNAPSHOT
Unprecedented attendance for ski racing in the U.S.
Unmatched television production quality for the sport
worldwide
40.1 million social media impressions since February1
#Vail2015 trended as a top 10 topic on Twitter
Athlete participation from 68 nations
More than 1,200 accredited media covering the
event onsite
Nearly 70 billion PR impressions
Occupancy rates of roughly 95% on weekends throughout
the Vail Valley during the event window
More than 2,200 volunteers and 175,000 volunteer hours
TV SUMMARY
HIGH LEVEL BROADCAST SNAPSHOT
UNMATCHED TELEVISION PRODUCTION QUALITY
HDTV coverage with 5.1 Dolby surround sound, 200 camera positions to cover all
events, two CAMCATS and five hyper motion cameras
RECORD BREAKING COVERAGE
800 million+ viewers worldwide
More than 25 hours of domestic coverage
Record audiences in Austria, Switzerland, Germany, UK, Scandinavia and USA
MARKETING SUMMARY
TACTIC DATES KEY FIGURES ENGAGEMENT PARTNERS VALUE
PR Summer 2014 -2015 No. of Clips:
42,808 69,209,544,862
impressions
Vail Resorts, USSA, Malen
Yantis PR, Angelika
Hermann-Meir PR, High
View Communications
$127,227,400
DIGITAL DISPLAY 2014-2015 16,267 clicks Avg. CTR 15.8%;
8,274,351 impressions
KUSA,OnTheSnow, CDOT,
Denver Post, Around the
Rings, SkiOnline, Vail Daily,
Vail Resorts
$128,043.50
SOCIAL, MOBILE,
APP, WEBSITE &
EMAIL
2013-2015
2,884,067 web page
views, 38,632 app
downloads,4 social
channels
43.1 M total impressions
Wrecking Ball (web
developer), Mailchimp,
ResortApp
$330,140
EVENTS/
TRADESHOWS
Summer 2014 –Feb
2015
Booth presence
hosted events
112,744
attendees
SIA, Colorado Ski &
Snowboard Expo , Soelden
World Cup, U.S. Ski Team,
VVF
$1,127.44
OUT OF HOME Fall/Winter
2014-15
Airport installations,
digital and static
billboards
4,554,303 impressions
TIGA Advertising, Denver
International Airport Design
Board, VISIT DENVER, Vail
Resorts, Art of Winter
$22,771.50
TOTAL Impressions: 70,146,186,260
TOTAL Media Value: $167,573,894
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SURVEY RESULTS
Estimated attendance overall = 220,000+
SURVEY RESULTS
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Top Countries of Fans:
Canada, Mexico, Austria,
England and France
SURVEY RESULTS
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Average Nights Stayed = 6.2
SURVEY RESULTS
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20% of attendees brought children
SURVEY RESULTS
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51% Male, 49% Female
SURVEY RESULTS
SURVEY RESULTS
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SURVEY RESULTS
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Net Promoter Score of 87%
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TOP 10 FROM 2015
1.The Fans
2.Weather
3.Television Quality & Distribution
4.Festival
5.Teamwork between Partners
6.Venues
7.Transportation
8.Volunteers
9.Races
10. USA GOLD
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MIKAELA’S VIEW
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THANK YOU TOWN OF VAIL!
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LET’S DO IT AGAIN…