HomeMy WebLinkAbout4. Vail_VJ_CSE March Meeting_030216WELCOME TO VAIL, SUMMER 2016
o Industry Insights
o Creative Platform
o Next Steps
Agenda
o Leverage the high awareness for Vail to drive consideration and trial/conversion to the right audiences
o Grow the Chicago market
o Leverage new photography to demonstrate the breadth of offerings
o Allocate media dollars to where they can be most impactful and track KPIs
o Continue to build on momentum of leadership position to targeted destination markets
o Execute a data-driven campaign
o Develop and promote packages / lodge price point
o Align traditional advertising efforts with online, electronic and PR efforts
Our charge for 2016
Industry insights
Most used terms
in luxury tourism marketing
o Renowned
o Elegance
o Reimagined
o Grand
o Royal
o Presidential
o Historical
o Refined
o Old-World Charm
o Unparalleled
o Luxury
o Tradition
o Distinguished
o Legendary
o Idyllic
o Classic
o Dynamic
o Sophisticated
o Premier
o Exclusive
o Unforgettable
o Experience
o Unrivaled
o Discover
o Escape
o Memories
o Authentic
o Artisan
WE KNOW WHO WE ARE
Brand leadership characteristics
Brand pillars
Brand foundation
Service is our most important job. It underlies everything we do.
Our guests can spend their summer vacations relaxing. Or running.
Or hiking or shopping or meditating. But for the love of all that’s
good, they shouldn’t have to spend their vacations working.
Brand foundation
Positioning statement
“For influencers searching for a premium outdoor recreation experience, Vail
is the best option this – and every – summer. The entire community envelops
them in a secure, comfortable way and allows them to give in to their
passions, because only in Vail is the blissful spirit of summer a way of life.”
Positioning statement
Brand promise
Photography guidelines
o Authentic human emotion
o Appeal to families and key audiences
o Inspiring perspectives
o Engaging composition and cropping
o Blue skies
o Vibrant colors
o Sense of place imagery: clock tower, covered bridge, golf course, Gore Range, Holy Cross
Photography guidelines
Summer considerations
o The Avenir family is our only brand font. It is simple, proud and modern, just like us.
o Open Sans is our web font.
o The Vail logo may be separated from the name and tag lockup.
o Vail blues and white should be prominent in all tactics.
o Try to tie the town and the mountain together, perhaps with the Vail bug.
o Epic Discovery is a focus for Vail Mountain in summer 2016.
Summer considerations
Creative directions
Concept one
There’s only one place in the world that has been meticulously built and
sculpted to offer you the best vacation in the world. Whether your path leads
you through a wilderness wonderland or along the crafted cobblestones of
the Village, Vail is a world apart. It awaits, but the first step is up to you.
Strategic insight
o Step in to a place where the story starts at the encore.
o Step in to a world where the wildflowers lead the way.
o Step in and explore a playground a million years in the making.
o Step in and chase the creek’s current to the end of a three-course meal.
Step in – sample headlines
o Next presentation to sub-committee week of March 7
•Media plan
•Creative concept
•Target audience profiles
Next steps