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Home My WebLink About00. VLMDAC JanMeetingFINAL1.19.17VAIL LOCAL MARKETING DISTRICT MEETING JANUARY 19, 2017 AGENDA / • SWEARING IN NEW VLMDAC MEMBERS • ELECTION OF CHAIR, VICE CHAIR, TREASURER • DECEMBER 2016 FINANCIAL REPORT • NYC PR UPDATE, MYPR • EVENT SUPPORT, SITE & TOV • 2017 TACTICS NYC PR UPDATE, MYPR NEW YORK MEDIA MISSION / • 45 WRITERS IN 2.5 DAYS • TWO MEDIA DINNERS, ONE MEDIA LUNCH AND NUMBEROUS DESKSIDE MEETINGS • PARTNERSHIP WITH VAIL MOUNTAIN Month Date, Year 4 NEW YORK MEDIA MISSION / 5 NEW YORK MEDIA MISSION / OBSERVATIONS • CONTINUED CONSOLIDATION – SHARING OF EDITORIAL RESOURCES E.G. TIME, HEARST, ETC. • GOING DIGITAL – SELF.COM • WHAT’S NEW? - STILL NO. 1 THING MEDIA ASK • EVOLUTION OF THINKING IN PERSONAS – Cosmopolitan (Active Professionals) – interest in Kardashian visit, how their reader can travel like a celebrity – Esquire (Active Boomers & Professionals) – accessible travel, conversational currency – Family Circle & Family Fun (Dynamic Families) – keeping kids moving, affordable travel, ease of travel, multi-generation travel – Martha Stewart Weddings (Active Professionals) – bachelorette getaways, destination weddings • NOT ALL MEDIA OUTLETS ARE LOOKING FOR THAT INSTAGRAMABLE MOMENT – AUDIENCE DEPENDENT • INTEREST IN INFLUENCER PARTNERSHIP – Cosmopolitan – Macaroni Kid 6 EVENT SUPPORT, SITE & TOV SUMMER EVENTS / CRITERIA FOR VLMDAC SUPPORT • Overall Brand Fit • Drive Overnight Visitation vs. Ambient Event • Demographic Fit • Timing/Optimize Calendar • Scale/Size (Growth Opportunity) • Supports Marketing Objective/Strategy/Tactic *SEE HANDOUT WITH CRITERIA & EVENT RATINGS SUMMER EVENTS / RECOMMENDATION FOR VLMDAC SUPPORT • Stand Alone Events: • Go Pro Mountain Games • Bravo! Vail • Vail Jazz Festival (Labor Day Party) • Vail Dance Festival • Gourmet On Gore • Vail Oktoberfest • Kids Adventure Games • Vail Outlier Offroad Festival • Craft Beer Festival SUMMER EVENTS / RECOMMENDATION FOR VLMDAC SUPPORT • Support messaging events for mid-week and/or Fall messaging: • Vail Farmers’ Market & Art Show • Hot Summer Nights • Vail Summer Blue Grass Festival • Vail Jazz (Thursday nights) • Vail Beaver Creek Restaurant Week • Taste of Vail South America Fall Tasting • Slow Fashion Vail 2017 TACTICS, ALL PARTNERS PURPOSE OF MEETING / • SEE: New annual planning approach that leads with the consumer • Planning Approach • Personas + Tactical Plans • Discussion + Questions • REQUEST: Board approval on approach so partners can develop specific tactical plans with timing, budgets + message for 2/16 meeting NEW APPROACH / • Shifted strategical approach from a geographic and functional focus to a consumer based focus. • New strategic approach builds integrated tactics around personas in order to better account for travel motivations & behaviors, as well as media consumption behaviors. • Allows us to become hyper-targeted to personas in digital and traditional media, with increased efﬁciency of dollars and messaging. • Prioritize high quality placements and executions that were proven in 2016 to yield best engagement and consideration of Vail. • Continues to build the momentum for reaching annual and 5-year goals. • Aligns with Vail Marketing winter strategic approach 2017 GOAL, OBJECTIVES, STRATEGIES & BUDGET OVERARCHING GOAL / Strengthen Vail’s position as a year-round destination that appeals to a broad audience, by elevating the summer brand position. 2017 MARKETING OBJECTIVES / • Increase Sales Tax Revenue • Increase May-October Occupancy • Increase Group Occupancy • Optimize Visitor Mix • Positively Impact Net Promoter Score • Increase Consideration Percentage as Measured by Burke Continue the momentum and build on the powerful leadership position of the year-round Vail brand. 2016 RESULTS & 2017 GOALS / UPDATED 1/2 2016 Goals 2016 Results 2017 Annual Goal 5-year Goal +3%May – October +7%Sales Tax Increase +3%+15% +2%May-October +5% (49% overall) DestiMetrics Occupancy +2%+10% +4%+30%Group Occupancy +4%+20% 60% of Mix 49% of mixDestination Visits +65% Monitor (84 in 2015)80Net Promoter Score 83-84 84-85 Will Measure in 2017Consideration +2%5%-8% International Visits +15% In State Visits 11% of Mix 20% of Mix 55% in 2015 5% of mix 25% of mix 60% of Mix 11% of Mix 20% of Mix • Strengthen Vail’s position as a year-round destination by unifying the brand message in winter and summer • Leverage Summer research to increase consideration • Continue to leverage Winter approach and learnings • Develop in-depth guest/target personas in order to understand behaviors and motivations, in order to inform tactics, creative and messaging • Maximize off peak, mid-week and shoulder seasons • Increase Customer Relationship capacity to maintain repeat guests and re- engage lapsed guests 2017 STRATEGIES / • Optimize mix to drive revenue: Percent of Destination, Front Range Overnight and International (Mexico/Latin American) guests • Increase awareness of Vail as a group & meeting destination and to drive quality leads to the lodging community • Support EGE ﬂights with targeted and integrated efforts in ﬂight markets • Leverage summer events and identify new events to build overnight guests and mid week trafﬁc 2017 STRATEGIES / 2017 BUDGET $3,750,000 / $1,290,000 34% $274,000 7% $226,500 6% $110,000 3% $58,000 2% $752,965 20% $115,000 3% $136,088 4% $185,000 5% $110,500 3% $366,947 10% $125,000 3% Des2na2on Efforts Front Range Interna2onal Branding Produc2on Groups PR Research Photo/Video DYNAMIC FAMILIES PERSONA AND TACTICS DYNAMIC FAMILIES / ABOUT ME • My partner and I live a crazy life between work, family and other ac2vi2es, but we always try to put family first when making any decision. I'm personally happiest when we're together as a family. • Our down2me is s2ll ac2ve, and that's true whether we're spending 2me at home or taking a family getaway together. • We are adventurous souls who have built a li[le family of adventurers to explore this amazing world. Most of our trips are taken as a family with our children. Persona Parameters: Age: 35-‐54 Travel Companions: spouse, children Front Range HHI: $75K Des2na2on HHI: $100K Have taken an overnight summer trip to CO, UT, NM; visi2ng from ci2es including Houston, Dallas, Chicago Length of Stay: 4.1 nights Tapestry LifeModes: Family Landscapes, Upscale Avenues DYNAMIC FAMILIES / TRAVEL MINDSET “Nothing but the best for our kids.” Vaca2ons are a 2me for me to get away together as a family. I love exposing my kids to new sights, new experiences, and new cultures, and seeing how travel shapes them as individuals. I believe these trips play an invaluable role in my kids' personal growth, so my partner and I don't spare a single expense when it comes to travel. Where we go and what we do are family decisions. I’m open to new experiences and sights; I love to live in the moment. Travel Mo*va*ons -‐ Spending 2me with family -‐ Looking for a kid-‐friendly adventure -‐ Hoping to rest and relax Buying Behaviors -‐ When I find a travel des2na2on/brand I like and trust, I s2ck to it -‐ I buy based on quality, not price -‐ I support des2na2ons/brands that reflect my style -‐ I research a lot and read reviews before I invest in a trip DYNAMIC FAMILIES / DYNAMIC FAMILIES / MEDIA QUINTILES Dynamic Families are busy keeping up with their children’s schedules, which means they’re on the road oken, radio tuned in. They value the internet as a go-‐to trusted source and consume digital content at a medium-‐high rate, since smartphones, laptops, and tablets are so easy to take along. If they’re reading, it’s something easily diges2ble like a magazine. 9+ issues per month 0 issues per month 7-‐17 hours per week 15+ hours per week 20-‐30 hours per week 150-‐250 miles in a week MRI custom pull, 2016 DYNAMIC FAMILIES / MEDIA Nielsen, 2016; MRI custom pull, 2016 FAVORITE MAGAZINES/NEWSPAPERS: Conde Nast Meredith Magazines (EatingWell, Parents, FamilyFun, FamilyCircle) Hearst Magazines (Marie Claire, Good Housekeeping, O! Cosmopolitan, Esquire) People Local daily digest MEDIA ACROSS TARGETS: Google, Gmail, Amazon, Yahoo, Google Maps, Weather Channel, Wikipedia, ESPN, WebMD FAVORITE SITES/APPS: CNN.com Yahoo.com/news Ebay.com TheHufﬁngtonPost.com iTunes.com DYNAMIC FAMILIES / PAID MEDIA OVERVIEW Paid media will seek to increase consideration of Dynamic Families to a Summer vacation in Vail by integrating tactics across traditional and digital channels. • Data driven TV will target families in 1:1 match to households that encompass the Dynamic Family persona • Digital display will expand to reach a national audience • Digital video impressions increased this year in order to build upon the success of last year and we hypothesis a 95% increase in clicks vs. 2016. • Social efforts will build upon success of last year and run across Facebook and Instagram • OOH and Print will keep Vail top of mind in the Front Range DYNAMIC FAMILIES / DIGITAL TACTICS • INSIGHTS: Last Summer, we learned that Dynamic Families are voracious consumers of travel information and are careful planners when it comes to their visit to Vail. We saw families as the most engaged audience on the Vail.com website, spending up to four minutes per visit. • RECOMMENDATION: A combination of contextually targeted national display and premium video will capitalize on this extremely engaged audience. • National, contextually targeted display will engage families when they are researching their Summer travel destination. Given their busy lifestyle, we will focus on a cross device approach across tablet, desktop and mobile. • Video was a key driver of engagement last year and we will focus our efforts across premium streaming content and contextually targeted pre-roll. DYNAMIC FAMILIES / DIGITAL TACTICS • TACTICS: Video, PPC, Display • IMPRESSION ESTIMATE: 16 MM • TARGETING: • Display: Adults 25-49 with kids 12-17 with HHI $200k+ who have taken a Summer Vacation to a mountain region • Destination Video: Adults 25-49 with kids 12-17 with HHI $100k+ who have taken a Summer Vacation to a mountain region • Front Range Video: Adults 25-49 with kids 12-17 with HHI $75k+ who have taken a Summer Vacation to a mountain region • CONSIDERATION SET: Hulu, YuMe, YouTube, Digilant, Adara • KPIs / METRICS: Video Completion, CPC, CTR and Engagement DYNAMIC FAMILIES / SOCIAL TACTICS • INSIGHTS: • Static posts were significantly more effective in driving conversions to the website, especially posts with offers running for an average of 7 days. • Dynamic Families were more engaged and had higher CTRs on Facebook than they did on Instagram. • TARGETING: • Destination: Ages 35-54 in Chicago (+25 mi), Dallas (+25 mi), Houston (+25 mi) • Front Range: Ages 35-54 in Boulder (+25 mi), Colorado Springs (+25 mi), Denver (+25 mi), Ft. Collins (+25 mi) • CONTEXTUAL FILTERS: • $100K+ income (actual income will be based on market) • Parents with children 3 years old to teenagers • Adults who take family vacations, are leisure travelers or have interest in adventure travel, nature or mountains • National: Ages 25-64, $150K+ DYNAMIC FAMILIES / SOCIAL TACTICS • TACTICS: Facebook, Instagram • IMPRESSION ESTIMATE: 5.8MM (include 2MM in national impressions) • KPIs / METRICS: CTR and VCR for Facebook, CTR and Engagement Rate for Instagram DYNAMIC FAMILIES / TRADITIONAL MEDIA • INSIGHTS: Dynamic Families are busy enjoying life and time with their children. They have some engagement with newspapers and spend time reading specific interest based Magazines. Television is a part of their lives, watching shows/networks that provide enrichment and entertainment during their busy families lives. They are exposed to a variety of media and when messaging speaks directly to their motivations, they will respond by further researching and ideally booking a vacation. • Recommendation: Data driven TV is the cornerstone of our recommendation, as we have the ability to target spots as never before (much like online). Focus on targeting Dynamic Families using Experian Data with set top box targeting through addressable TV (when available). It provides a way to target Dynamic Families with minimal waste with a 1:1 match against identified homes so we can run spots to this persona ONLY when and where they are watching TV. We will use Advanced TV as a secondary option, allowing us to target based on specific programming, networks and cable zones that represent Dynamic Families. Lastly, we recommend other targeted mediums with high advertising recall, reach and frequency to complement the television buys. DYNAMIC FAMILIES / TRADITIONAL MEDIA • TACTICS: • Destination Markets: Branding/awareness/air messaging; Addressable TV, Advanced Cable TV, Digital OOH, Static OOH • Front Range: Event/offer messaging; Addressable TV, Advanced Cable TV, Static OOH, Print • TARGETING & BUDGET: • Destination: 42% of total traditional media spend: Houston (47%), Dallas (19%), Chicago (34%) • Front Range: 33% of total traditional media spend • ESTIMATED IMPRESSIONS: • Houston – 6.2 MM; Chicago – 1.8 MM; Dallas – 910K • Front Range Market – 12.1 MM DYNAMIC FAMILIES / TRADITIONAL MEDIA • CONSIDERATION SET: • Addressable TV: Spots deliver when a family’s set top box is on. It is agnostic to network, daypart and program. Spot delivered to a dynamic family home when and where they are watching TV • Advanced Cable TV: Free Form, TBS, Discovery, TLC, HGTV, A&E among others • Digital / Static OOH • Front Range: Colorado and Virginia, 6th Avenue, Auraria Campus, Speer Blvd • Houston: West Houston (Sugarland, Woodlands, I 610 Loop) • Denver Post ($25,000 total) • KPIs / METRICS: • Impressions: Destination Markets: 8MM+ Destination; Front Range: 12MM • Reach & Frequency: Reach and Frequency projections include the duplication of media. • Houston: 65% reach and 10 frequency (over 7 weeks) • Dallas: 45% reach and 3.1 frequency (over 5 weeks) • Chicago: 57% reach and 5 frequency (over 5 weeks) • Front Range: 62% reach and 7 frequency (over 17 weeks) DYNAMIC FAMILIES / WEB & SEO • INSIGHTS: Peak Week Trip: knowing the visitation patterns of this audience, place less emphasis on lodging offers during peak time frames and focus more on activity offerings and experiential motivators • CONTENT IDEAS: • Family Activity Guide • On-Mountain Activity Guide • In-Town Activity Guide • Free Activity Guide • Cultural Activity Guide • IMPRESSION ESTIMATE: 64K average daily site visits • KPIs / METRICS: Visitation, Product views, Unique visits, Orders, Units DYNAMIC FAMILIES / ORGANIC SOCIAL • SOCIAL RECOMMENDATION: • Facebook • Focus on static imagery posts with experiential messaging • Experiment with Facebook Live feeds that focus on family friendly activities and cultural experiences • Leverage audience segmentation to target active families with relevant boosted content • Twitter • Maintain current approach for this channel (real-time resources) • Social Influencer (in collaboration with PR) • Leverage relationships with key family influencers to develop social momentum DYNAMIC FAMILIES / ORGANIC SOCIAL • IMPRESSION ESTIMATE: Average 25K reach/post • KPIs / METRICS: Reach, Paid reach, Engaged users, Video views, Video Completion DYNAMIC FAMILIES / EMAIL • EMAIL RECOMMENDATION (Pending VR CRM team confirmation): • Segment households with children from the core VR audience • Be diligent in delivering experiential content to this audience versus deal-oriented content • Serve content featuring a variety of on and off-mountain activities • Balance family specific adventure seeking content with cultural content • KPIs / METRICS: Volume, Open Rates, CTR, Unsubscribe Rates, C2C DYNAMIC FAMILIES / PR • INSIGHTS/MESSAGING: Vail offers the type of distinctive family adventures that Dynamic Families are seeking. Utilize the “what’s new” message and pull from distinctive offerings such as Epic Discovery, guided hiking programs, Kids Adventure Games and more to garner media coverage. • RECOMMENDATION: Continue to leverage traditional PR tactics as well as tapping into influencers across mediums. • TACTICS: • Content Themes - Press Releases/Pitches • Update Family Tipsheet/Activities Guide • Write/pitch family-friendly specific content highlighting summer offerings • In-Market Visits • New York • Chicago • San Francisco • Front Range • SATW Conference DYNAMIC FAMILIES / PR • TACTICS • Press Trips – June, September trips, focus on one-on-one visits • Media Center – new engaging content • Influencer Outreach • Strategy 1 – Online influencers • Strategy 2 – Event influencers • Strategy 3 – Traditional media w/strong online presence • CONSIDERATION SET: Key publications (e.g. Conde Nast Traveler, SELF, Bride’s, Family Fun, etc.), Social Channels (Twitter, Facebook) • KPIs / METRICS: • Media Visits – benchmark percentage of writers from key targets list • Media Coverage – no. of outlets (TBD) in key targets list • Share of Voice – 80 percent significant/extensive coverage • Key Message – TBD • Influencer Engagement ACTIVE PROFESSIONALS PERSONA AND TACTICS ACTIVE PROFESSIONALS / ABOUT ME • Because I've worked hard, I can afford to see new sites and try new things. • I believe in exploring the best this beau2ful planet has to offer; I’m always up for a new adventure. • I am on-‐the-‐go constantly, so I gravitate towards brands and companies that cater to me and let me be part of their story. • What my friends and my peers say plays a very important role in my decision-‐making process. Persona Parameters: Age: 25-‐35 Travel Companions: solo, partner, friends, no children Front Range HHI: $75K Des2na2on HHI: $100K Have taken an overnight summer trip to CO, UT, NM; visi2ng from ci2es including Houston, Dallas, Chicago Length of Stay: 3.6 nights Tapestry LifeModes: Uptown Individuals, Middle Ground ACTIVE PROFESSIONALS / TRAVEL MINDSET “Work hard, play hard.” I want each day filled with both the exci2ng and the relaxing, a sense of balance I don’t normally find in my hec2c day-‐to-‐day. I’m open to new experiences, new sights, and trying to get ahead of the curve. I look to my peers and online influencers for the inside scoop on a des2na2on; I do a lot of research beforehand. Every moment should be shareable; I’ll be documen2ng my trip the whole 2me. Travel Mo*va*ons -‐ Adventure and sightseeing are at the top of my list -‐ I’m not in the office, so it’s 2me to play -‐ Vaca2on is also my break; when I’m not playing, I’m ready to kick back and relax Buying Behaviors -‐ If it’s a brand I trust, I’ll buy it even if it’s slightly more expensive -‐ I buy brands that reflect my style -‐ I buy based on quality, not price ACTIVE PROFESSIONALS / ACTIVE PROFESSIONALS / MEDIA QUINTILES 9+ issues per month 0 issues per month 2-‐6 hours per week 4-‐10 hours per week 30+ hours per week 150-‐250 miles in a week Professional Achievers may remember a 2me without the internet, but they prefer having it now. Most news and programming is consumed through digital-‐enabled devices (think laptops and smartphones). They’re s2ll on the move heading to and from work, listening to the radio or their favorite podcast once in a while. But they rarely sit down to watch tradi2onal TV. Unless it’s a sports game, they’re most likely streaming. MRI custom pull, 2016 ACTIVE PROFESSIONALS / MEDIA Nielsen, 2016; MRI custom pull, 2016 FAVORITE MAGAZINES/NEWSPAPERS: Conde Nast Hearst Magazines (Marie Claire, Good Housekeeping, O! Cosmopolitan, Esquire) People National Geographic Martha Stewart Weddings MEDIA ACROSS TARGETS: Google, Gmail, Amazon, Yahoo, Google Maps, Weather Channel, Wikipedia, ESPN, WebMD FAVORITE SITES/APPS: Ebay.com TheHufﬁngtonPost.com iTunes.com Pandora.com Groupon.com ACTIVE PROFESSIONALS / PAID MEDIA OVERVIEW Paid media will seek to increase consideration of Active Professionals to a Summer vacation in Vail through a digitally focused approach. • Traditional media is not recommended against Active Professionals given low consumption habits, however we will use digital streaming TV/video to reach this persona within similar content. • While we will not use digital display, we will activate digital video due to strong performance in 2016 • Social efforts will build upon success of last year and budget will be increased against this audience. ACTIVE PROFESSIONALS / DIGITAL TACTICS • INSIGHTS: We learned last Summer that Active Professionals were most likely to engage with video and social posts, we will build upon this insight going in to 2017 and find new ways to engage this digitally savvy audience within the Front Range. • RECOMMENDATION: In 2017 we will look to reach Active Professionals across premium pre-roll and streaming video. • Given we will not have a traditional TV buy against Active Professionals, we will explore both Connected TV and streaming networks in order to reach them within premium video content. • We will also consider contextually relevant pre-roll against this audience as we saw success with this last year. ACTIVE PROFESSIONALS / DIGITAL TACTICS • TACTICS: Video, PPC, Social • IMPRESSION ESTIMATE: 4.8MM • TARGETING: • Front Range Video: Adults 25-35 with HHI $75k+ who have taken a summer Mountain vacation geo targeted to Denver • CONSIDERATION SET: Hulu, YuMe, YouTube • KPIs / METRICS: Video Completion, CPC, CTR and Engagement ACTIVE PROFESSIONALS / SOCIAL TACTICS • INSIGHTS: • Active Professionals were significantly more engaged on Instagram than they were on Facebook. • With enhancements to Instagram’s ad platform and functionality for links, we would like to see if CTR improves with the 2017 campaign. • Active Professionals engaged more with adventure and activity message, while Super Boomers and Dynamic Families responded best to event messaging. • TARGETING: • Front Range: Ages 25-34 in Boulder (+15 mi), Colorado Springs (+15 mi), Denver (+15 mi), Ft. Collins (+15 mi) • CONTEXTUAL FILTERS: • Income of $75K+ • Adults who are frequent travelers or leisure travelers • Interested in adventure travel or mountains • National: Ages 25-64, $150K+ ACTIVE PROFESSIONALS / SOCIAL TACTICS • TACTICS: Facebook, Instagram • IMPRESSION ESTIMATE: 4.5MM (includes 2MM in national impressions) • KPIs / METRICS: CTR and VCR for Facebook, CTR and Engagement Rate for Instagram ACTIVE PROFESSIONALS / TRADITIONAL MEDIA • INSIGHTS: The Active Professionals engagement with traditional media is limited, particularly when compared to digital and social media. • RECOMMENDATION: Given the strong digital and social opportunities within this audience and due to population within each market, we do not recommend allocating traditional media budget. This audience will be targeted through digital, online video, social (paid/organic) and public relations tactics. ACTIVE PROFESSIONALS / WEB & SEO • INSIGHTS: Off Peak Extended Weekend Lodging Offers: knowing the visitation patterns of this audience, develop offers aligned with events, craft beer and culinary offerings to drive off peak time periods. • CONTENT IDEAS: • Culinary Cruiser Bike Tours • Best Patio Après Spots • Top Local Chef Dining Locations • Spirits, Wineries and Craft Beer Essentials • Not To Miss Hiking and Mountain Biking • On-Mountain Adventure Guide • IMPRESSION ESTIMATE: 64K average daily site visits • KPIs / METRICS: Visitation, Product views, Unique visits, Orders, Units ACTIVE PROFESSIONALS / ORGANIC SOCIAL • SOCIAL RECOMMENDATION: • Instagram • Focus on adventure video content that showcased the rich experiences to be had on and off mountain • Leverage Instagram stories (short format videos that expire after 24 hours) • Social Influencer (in collaboration with PR) • Leverage relationships with influencers who have an established Instagram following that already caters to an active professional audience • Snapchat • Focus on capturing adventure content, events and culinary/ craft beer content ACTIVE PROFESSIONALS / ORGANIC SOCIAL • IMPRESSION ESTIMATE: Average 25K reach/post • KPIs / METRICS: Reach, Paid reach, Engaged users, Video views, Video Completion ACTIVE PROFESSIONALS / EMAIL • EMAIL RECOMMENDATION (Pending VR CRM team confirmation): • Segment non-family households by age from the core VR database • Integrate more deal oriented content specifically around off-peak time periods • Use messaging strategy that resonates with active professional audience • Serve rich eye-catching content that conveys the excitement of on and off-mountain adventures • KPIs / METRICS: Volume, Open Rates, CTR, Unsubscribe Rates, C2C ACTIVE PROFESSIONALS / PR • INSIGHTS/MESSAGING: Vail offers the depth of choices and unique experiences that provide Active Professionals with the conversational currency they seek on vacation. Utilize the “what’s new” message and pull from distinctive offerings such as Epic Discovery, backcountry hikes (e.g. summiting 13ers, 14ers, hiking with llamas), events (craft beer festival, GoPro Mountain Games) and more. • RECOMMENDATION: Continue to leverage traditional PR tactics as well as tapping into influencers across mediums. • TACTICS: • Content Themes - Press Releases/Pitches • Enhance F&B content – patio dining, chef picks, craft beer/distilleries • Update hiking and mountain biking content • In-Market Visits • New York • Chicago • San Francisco • Front Range • SATW Conference ACTIVE PROFESSIONALS / PR • TACTICS • Press Trips – June, September trips, focus on one-on-one visits • Media Center – new engaging content • Influencer Outreach • Strategy 1 – Online influencers • Strategy 2 – Event influencers • Strategy 3 – Traditional media w/strong online presence • CONSIDERATION SET: Key publications (e.g. GQ, SELF, Allure, Esquire, NG Traveler, etc.) , Social Channels (Snapchat, Instagram) • KPIs / METRICS: • Media Visits – benchmark percentage of writers from key targets list • Media Coverage – no. of outlets (TBD) in key targets list • Share of Voice – 80 percent significant/extensive coverage • Key Message – TBD • Influencer Engagement SUPER BOOMERS PERSONA AND TACTICS SUPER BOOMERS / ABOUT ME • I am living life on my own terms. I’m at a point in life where the demands from family and work are less and less, and I’m ready to take advantage. • Age is just a number – I’m s2ll young at heart, and I feel it is my duty to explore this beau2ful world I've been put on. Life is about making the most of every moment. • I have found success in work and always make sure to treat myself with the money I've made. • I'm looking for authen2c brands to pledge my loyalty. Persona Parameters: Age: 55-‐65 Travel Companions: spouse Front Range HHI: $75K Des2na2on HHI: $100K Have taken an overnight summer trip to CO, UT, NM; visi2ng from ci2es including Houston, Dallas, Chicago Length of Stay: 5.1 nights Tapestry LifeModes: Affluent Estates, Senior Styles SUPER BOOMERS / TRAVEL MINDSET “Now is the 2me.” Because I don't have young kids to worry about, I make sure to fully embrace my independence, traveling when and where I want. I feel very comfortable spending most of my discre2onary income on travel, and trea2ng myself on trips. I always make sure to fill my free 2me with exci2ng new things — and equally appreciate the finer aspects of travel. Travel Mo*va*ons -‐ Rest and relaxa2on are my number 1 vaca2on goals -‐ I’m ready to get out of the city and spend 2me in nature -‐ I plan to do lots of sightseeing Buying Behaviors -‐ I buy based on quality, not price. -‐ If I trust the brand, I’ll a product even if it’s slightly more expensive. -‐ It’s important to me that salespeople be knowledgeable about the products/ brands. SUPER BOOMERS / SUPER BOOMERS / MEDIA QUINTILES 6+ issues per month 17+ issues per month 23-‐40 hours per week 15+ hours per week 8-‐18 hours per week 150-‐250 miles in a week Super Boomers have more free 2me on their hands. They have the 2me to leisurely digest a newspaper or magazine, or sit at the television, watching what they want without parental controls. They’re on the road a fair amount, heading to their golf or tennis lessons. And no ma[er what their grandkids think, they have in fact figured out the internet. It’s just not their go-‐to for everything. MRI custom pull, 2016 SUPER BOOMERS / MEDIA Nielsen, 2016; MRI custom pull, 2016 FAVORITE MAGAZINES/NEWSPAPERS: AARP Departures People Better Homes & Gardens MEDIA ACROSS TARGETS: Google, Gmail, Amazon, Yahoo, Google Maps, Weather Channel, Wikipedia, ESPN, WebMD FAVORITE SITES/APPS: CNN.com Pandora.com Expedia.com FoxNews.com TripAdvisor.com SUPER BOOMERS / PAID MEDIA OVERVIEW Paid media will seek to increase consideration of Super Boomers to a Summer vacation in Vail through a mix of traditional and digital tactics. • Data driven TV will provide 1:1 targeting to the Super Boomer persona and increase consideration of a Summer vacation in Vail. • Digital display and video pre-roll will be focused to contextually relevant platforms. • OOH and print will keep Vail top of mind in the Front Range. • Social efforts will continue against this audience and utilize on Facebook static posts. SUPER BOOMERS / DIGITAL TACTICS • INSIGHTS: During the 2016 campaign, we learned that Super Boomers were most likely to engage with Vail content if they were already within travel content. This year, we will build upon this insight and strategically place all media within relevant contextual environments. • RECOMMENDATION: In 2017, we will reach Super Boomers across device via display and pre- roll within travel specific content. We will optimize towards the best performing device since Boomers are active across both mobile and desktop. SUPER BOOMERS / DIGITAL TACTICS • TACTICS: Display, Video, PPC • IMPRESSION ESTIMATE: 13MM • TARGETING: • Display: Adults 50+ with HHI $200k+ who have taken a summer Mountain vacation • Destination Video: Adults 50+ with HHI $100k+ who have taken a summer Mountain vacation geo targeted to Dallas, Houston, and Chicago • Front Range Video: Adults 50+ with HHI $100k+ who have taken a summer Mountain vacation geo targeted to Dallas, Houston, and Chicago • CONSIDERATION SET: Adara, Trip Advisor, YuMe, Digilant • KPIs / METRICS: Video Completion, CPC, CTR and Social Engagement SUPER BOOMERS / SOCIAL TACTICS • INSIGHTS: • Super Boomers was the audience that was most likely to complete a video view, although they saw stronger engagement on static posts. • Super Boomers generated the highest CTR on static posts. • TARGETING: • Destination: Ages 55-65+ in Chicago (+25 mi), Dallas (+25 mi), Houston (+25mi) • Front Range: Ages 55-65+ in Boulder (+25 mi), Colorado Springs (+25 mi), Denver (+25 mi), Ft. Collins (+25 mi) • CONTEXTUAL FILTERS: • Income of $75K+ (actual income will be based on market) • Baby Boomers generation • Leisure travelers • Interests in fishing, mountain, mountain biking, camping, ecotourism, adventure travel, nature, hiking or horseback riding • National: Ages 25-64, $150K+ SUPER BOOMERS / SOCIAL TACTICS • TACTICS: Facebook • IMPRESSION ESTIMATE: 1.6 MM (includes 2MM in national impressions) • KPIs / METRICS: CTR and VCR for Facebook SUPER BOOMERS / TRADITIONAL MEDIA • INSIGHTS: Super Boomers have more free time to engage with a variety of mediums, including television, magazines and newspapers. They are exposed to a variety of media and when messaging speaks directly to their motivations, they will respond by further researching and ideally booking a vacation. • RECOMMENDATION: Data driven TV is the cornerstone of our recommendation, as we have the ability to target spots as never before (much like online). Focus on targeting Super Boomers using Experian Data with set top box targeting through addressable TV (when available). It provides a way to target Super Boomers with minimal waste with a 1:1 match against identified homes so we can run spots to this persona ONLY WHEN AND WHERE THEY ARE WATCHING TV. We will use Advanced TV as a secondary option, allowing us to target based on specific programming, networks and cable zones that represent Super Boomers. Lastly, we recommend other targeted mediums with high advertising recall, reach and frequency to complement the television buys. • TACTICS: • Destination Markets: Branding/awareness/air messages; Addressable TV, Advanced Cable TV • Front Range: Event/offer driven messaging; Addressable TV, Advance TV, Print • TARGETING & BUDGET: • Destination: 18% of total traditional media spend: Houston (44%), Chicago (56%) • Front Range: 11% of total traditional media spend • ESTIMATED IMPRESSIONS: • Houston – 928K • Chicago – 1.2MM • Front Range 2.0MM SUPER BOOMERS / TRADITIONAL MEDIA • CONSIDERATION SET: • Addressable TV: Commercials deliver when a consumer’s set top box is on. It is agnostic to network, daypart and program. Spot delivered to a super boomer home when and where they are watching TV • Advanced Cable: CNN, CNBC, MSNBC, FXNC, TNT, GOLF, BRAVO, USA, TRAVEL among others • Print: Denver Post (part of prior $25,000 allocation), 5280 Magazine ($5,000 allocation) • KPIs / METRICS: • Impressions: Destination: 2MM+ Destination; Front Range: 2MM+ • Reach & Frequency: Reach and Frequency projections include the duplication of media. • Houston: 65% reach and 10 frequency (over 7 weeks) • Dallas: 45% reach and 3.1 frequency (over 5 weeks) • Chicago: 57% reach and 5 frequency (over 5 weeks) • Front Range: 62% reach and 7 frequency (over 17 weeks) SUPER BOOMERS / TRADITIONAL MEDIA SUPER BOOMERS / WEB & SEO • INSIGHTS: Off Peak Extended Weekend Lodging Offers: knowing the visitation patterns of this audience, develop offers aligned with cultural, culinary and outdoor adventures. • CONTENT IDEAS: • Best Off The Beaten Path Picnic Spots • Vail Views That Cannot Be Missed • Events and Culinary Preview • Rest and Relax in Vail • IMPRESSION ESTIMATE: 64K average daily site visits • KPIs / METRICS: Visitation, Product views, Unique visits, Orders, Units SUPER BOOMERS / ORGANIC SOCIAL • SOCIAL RECOMMENDATION: • Facebook: Prioritize static imagery content, but integrate video into the mix • IMPRESSION ESTIMATE: Average 25K reach/post • KPIs / METRICS: Reach, Paid reach, Engaged users, Video views, Video Completion SUPER BOOMERS / EMAIL • EMAIL RECOMMENDATION (Pending VR CRM team confirmation): • Segment non-family households by age from the core VR database • Integrate more deal oriented content specifically around off-peak time periods • Use messaging strategy that resonates with super boomer audience • Serve easy to use content that can be referenced in-resort • KPIS / METRICS: Volume, Open Rates, CTR, Unsubscribe Rates, C2C SUPER BOOMERS / PR • INSIGHTS/MESSAGING: Vail offers the diverse dining, lodging, activity and entertainment experiences that Super Boomers are seeking. Utilize the “what’s new” message and pull from distinctive offerings to garner media coverage. • RECOMMENDATION: Continue to leverage traditional PR tactics as well as tapping into influencers across mediums. • TACTICS: • Content Themes - Press Releases/Pitches • Enhance F&B content – patio dining, chef picks, craft beer/distilleries • Update hiking content • Targeted events information • In-Market Visits • New York • Chicago • San Francisco • Front Range • SATW Conference SUPER BOOMERS / PR • TACTICS • Press Trips – June, September trips, focus on one-on-one visits • Media Center – new engaging content • Influencer Outreach • Strategy 2 – Event influencers • CONSIDERATION SET: Key publications (e.g. AARP. Departures, People, etc.) , Social Channels (Facebook) • KPIs / METRICS: • Media Visits – benchmark percentage of writers from key targets list • Media Coverage – no. of outlets (TBD) in key targets list • Share of Voice – 80 percent significant/extensive coverage • Key Message – TBD • Influencer Engagement CONSUMER MESSAGING MATRIX Dynamic Families Ac*ve Professionals Super Boomers Travel Mo*va*ons -‐ I want to spend lots of 2me with my family -‐ I’m looking for a kid-‐friendly adventure, something the whole family can enjoy -‐ I hope I can get some 2me in to just rest and relax -‐ Adventure and sightseeing are at the top of my list -‐ I’m not in the office, so it’s 2me to play -‐ Vaca2on is also my break; when I’m not playing, I’m ready to kick back and relax -‐ Rest and relaxa2on are my number 1 vaca2on goals -‐ I’m ready to get out of the city and spend 2me in nature -‐ I plan to do lots of sightseeing Buying Behavior -‐ When I find a travel des2na2on/brand I like and trust, I s2ck to it -‐ I buy based on quality, not price -‐ I support des2na2ons/brands that reflect my style -‐ I research a lot and read reviews before I invest in a trip -‐ If it’s a travel des2na2on/brand I trust, I’ll buy it even if it’s slightly more expensive -‐ I support des2na2ons/brands that reflect my style -‐ I buy based on quality, not price -‐ I buy based on quality, not price. -‐ If I trust the brand, I’ll a product even if it’s slightly more expensive. -‐ It’s important to me that salespeople be knowledgeable about the products/brands TRAVEL MOTIVATIONS AND BUYING BEHAVIOR / KEY MESSAGES / Dynamic Families Ac*ve Professionals Super Boomers Primary -‐ Learn through play; experience and explore for kids personal growth -‐ Connect to nature and one another; apprecia2on -‐ Build memories -‐ Ac2vi2es that all family members will enjoy, like Epic Discovery -‐ Now’s your 2me; make the most of your independence -‐ Off-‐the-‐beaten-‐path ac2vi2es and adventures (exclusive, in-‐the-‐know events; why Vail’s not any other ski town); try something new (fishing, biking) -‐ Vail as a cultural experience; a village, events, and fes2vals that set your experience apart -‐ You’ve worked hard; now it’s 2me to play hard -‐ Connect to nature and one another -‐ Now’s your 2me; make the most of your independence -‐ Never too late -‐ You’re s2ll young at heart -‐ Vail as a cultural experience; a village, events, and fes2vals that set your experience apart -‐ Approachable adventures and ac2vi2es (sightseeing) -‐ You’ve worked hard; now it’s 2me to play hard -‐ Connect to nature and one another Secondary -‐ Expect the best (accessible quality) -‐ Events that all family members will enjoy -‐ Air messaging for Des2na2on -‐ How to add play/family 2me to a business trip -‐ Vail can be a value (mid-‐week specials, off-‐ peak) -‐ Vail can be a value (day vs. overnight deals; booking directly) -‐ Expect the best (accessible quality) -‐ Up-‐and-‐coming events -‐ Influencer recommenda2ons (trails, ac2vi2es, food) -‐ How to add play 2me to business trip -‐ Wifi-‐enabled, even our gondolas -‐ Air messaging for Des2na2on -‐ Expect the best (accessible quality) -‐ An experience for the immediate and extended family -‐ Air messaging for Des2na2on OTHER TACTICS INTERNATIONAL / • High Net Worth Families; multi home owners, average household income million plus • Mexico City, Monterrey, Guadalajara, Merida and 2nd Home Owners • Panamanians – Families and Golfers • MEXICO: • Mexico Sales Mission – May 1-7 • Monterrey, Yucatan and Mexico City. • Travel Agent Event, Press and Media Event and Direct Consumer Events. • MEXICO BUDGET: $155K • Sylvia Rivera Retainer Fee - $20K • Events - $50K • Paid Media - $40K • Budget for JVW Mexico Sales Missions - $25K • FAM Budget - $20K INTERNATIONAL / VAIL VERANO SUMMER PROPOSAL INTERNATIONAL / MX CRUISER BIKE + BRUNCH + CONCERT • May 5th Press / Media & May 6th 170 Direct Consumers • Dance Fest May 16 • 500 High Net Worth Families, Skiers • Data Base of 2,000 • VAIL VERANO Branding on all marketing • Vail Movie to be shown in middle • Vail Verano Choreographed Dance • Promote Vail Verano Packages built with select Wholesalers • Promotional Letter to all participants with Vail Verano Activities and Packages INTERNATIONAL / DANCE FEST MAY 16TH • PANAMA SALES MISSION – MAY OR JUNE • Margo Tours – Wholesaler / Influencer • January 24-30 – Panama Sales Mission and Golf Tournament at Buenaventura $7,000 • Group Request for July 10-23, 2017 – for 30 Families. • Events, Paid Media, Travel Agent Trainings and Presentations – • FALL FAM TOUR – Oktoberfest / GOLF • Budget - $25,000 INTERNATIONAL / PANAMA SALES MISSION - NEW • Very Afﬂuent Beach Resort • Panamanians go here on the Weekend to their Beach Homes INTERNATIONAL / BUENAVENTURA PANAMA • ADDITIONAL BUDGET: $32,000 • $500 American Express Gift Card incentive for any 7 Night Stay booked at any VAIL HOTEL • Book by Date of June 1st – 30 Total Packages - $15K launch special with Wholesalers. • Prizes - Epic Pass Adventure Ridge Passes to give away at events – 25 total to Give Away $2,000 • $15,000 Still remaining. INTERNATIONAL / SUGGESTIONS FOR REVIEW GROUPS / • Targeted vertical market segments including focus on corporate, medical, ﬁnancial, insurance, association, continuing education, participatory sports, SMERF • Colorado, Texas, Midwest, Northeast, Southeast • Continue presence in emerging markets and experiential trade shows; increase FAM tours GROUPS / • INSIGHTS: Drive increased awareness of Vail as a group & meeting location across decision makers and meeting planners in all personas, with focus on key vertical industry/geographic markets, in order to increase lead generation and drive mid-week and off-peak occupancy growth. Stability of group team helped lead to increased lead generation. • TARGETING: • Target planners in key geographic and vertical markets • Prospect based on tradeshow attendance and database mining • CONTEXTUAL FILTERS: • Interested in mountain meetings • Interested in luxury destinations and experiential meetings GROUPS / • TACTICS: Tradeshow attendance, FAM tours, database mining, lodging property partnerships, host in-market events, maintain strong industry association presence, utilize event recruiting budget as needed • BUDGET: $753K • IMPRESSION ESTIMATE: 8400 meeting planners; 1,230 one-on-one meetings; 24 site tours; 10 client events • KPIS / METRICS: Lead Generation, Groups Booked, Planners Reached, Increase mid-week occupancy, increase group occupancy (measured by DestiMetrics) RESEARCH / • INSIGHTS: Guest profiler data has proven valuable to better identify top markets and booking patterns, providing a strong CRM tool for use in marketing decisions and timing of media placement in key markets. Group vs leisure and other DestiMetrics lodging occupancy reports remain valuable in tracking year over year performance. • RECOMMENDATION: • Utilize lodging occupancy levels of Vail properties to assist in recognizing need periods for development of promotional programs, special offers, and event recruitment • Continue Guest Profiler research in partnership with lodging properties to understand top markets and behavioral booking patterns for summer visitation • Focus intercept (in-person and follow up web) surveys to match personas and identify key decision priorities RESEARCH / • CONTEXTUAL FILTERS: • Utilize intercept studies through RRC to refine persona criteria and areas of importance to target guests • TACTICS: Occupancy reports (daily, monthly, enhanced multi-destination, group v leisure, condo v hotel) to better understand the market; intercept study to better understand visitor needs & satisfa ction; Guest Profiler to better understand top markets and booking patterns. • BUDGET: $81K • KPIs / METRICS: : Research and analysis shared with partners upon completion; COMMUNITY / PR • INSIGHTS/MESSAGING: The VLMDAC’s mission is to promote the destination in the spring, summer and fall. Our effort relies on partnering with businesses in the community to tell the Vail story from development of content to hosting media. • RECOMMENDATION: Leverage community partners to execute the overall pr program. • TACTICS: • Press Releases - Solicit partner content • In-Market Visits – Represent community partners during in-market media tours. • New York • Chicago • San Francisco • Front Range • SATW Conference • Press Trips – Solicit partner engagement w/hosting, content, social, etc. • Media Center – Continually upload and include partner releases on the site. COMMUNITY / PR • TACTICS • Influencer Outreach – provide relevant social channels to encourage engagement. • Strategy 1 – Online influencers • Strategy 2 – Event influencers • Strategy 3 – Traditional media w/strong online presence • CONSIDERATION SET: Direct communication (email and personal contact), bi-annual pr partners meeting • KPIs / METRICS: • Diversity of partner engagement • Maintain a minimum cost savings of $15K with lodging partners NEXT STEPS / • Tactics: • Board Approval on Strategic Approach – 1/19 • Cactus to present Creative Platforms – 2/16 • Partners to share final tactical plans – 2/16 • Show media timing and budget allocations • Provide recommended messaging by tactic • Partners to share developed executions (to include video and photography plans) based on approved tactical plan and creative platform – 3/16 • Other Business • Colorado Summer Alive Guide THANK YOU! UPCOMING MEETINGS: VLMDAC Meeting, February 16, 2017, 8:30 – 11:00AM, Antlers COLORADO SUMMER ALIVE GUIDE – PRINT FULL PAGE / STEP INTO A WORLD WHERE WILDFLOWERS LEAD THE WAY From your very ﬁrst step, Vail in the summertime unfolds into a whole world that’s just waiting to be explored. Book your trip and expand your horizons at vail.com. APPENDIX TARGET AUDIENCES / Adults overnight summer trip to CO, UT, NM National: HHI $200K+ Dynamic Families Active Professionals Super BoomersNational Adults 35-54 with children, overnight summer trip to CO, UT, NM Destination (Houston, Dallas, Chicago): HHI $100K+ Denver: HHI $75K+ Adults 25-35 without children, overnight summer trip to CO, UT, NM Destination (Houston, Dallas, Chicago): HHI $100K+ Denver: HHI $75K+ Adults 55-65, overnight trip to CO, NM, UT Destination (Houston, Dallas, Chicago): HHI $100K+ Denver: HHI $75K+ TARGET AUDIENCES / A trip is the largest discretionary purchase – more than home improvements, ﬁnancial investments or health-related products Dynamic Families Active Professionals Super BoomersNational 87% of families plan to travel in the next year. 78% of Millennials will choose to splurge on experiences over “things.” This audience alone generates more than $180 billion in annual tourism revenue. Practically all Baby Boomers (99%) anticipate traveling for leisure in 2016, with approximately 4-5 trips in the works. Think with Google, 2016; Forbes, 2016; AARP, 2016 PRIMARY: FAMILY LANDSCAPES • Successful young families in their first homes • Non-diverse, prosperous married-couple families, residing in suburban or semirural areas with a low vacancy rate (second lowest) • Homeowners (80%) with mortgages (second highest %), living in newer single-family homes, with median home value slightly higher than the U.S. • Two workers in the family, contributing to the second highest labor force participation rate, as well as low unemployment • Do-it-yourselfers, who work on home improvement projects, as well as their lawns and gardens • Sports enthusiasts, typically owning newer sedans or SUVs, dogs, and savings accounts/plans, comfortable with the latest technology • Eat out frequently at fast food or family restaurants to accommodate their busy lifestyle • Especially enjoy bowling, swimming, playing golf, playing video games, watching movies rented via Redbox, and taking trips to a zoo or theme park TAPESTRY LIFEMODES / DYNAMIC FAMILIES SECONDARY: UPSCALE AVENUES • Prosperous married couples living in suburban enclaves • Ambitious and hard-working • Homeowners (70%) prefer denser, more urban settings with older homes and a large share of townhomes • Financially responsible, but still indulge in casino gambling and lotto tickets • Serious shoppers, from Nordstrom's to Marshalls or DSW, that appreciate quality, and bargains • Active in fitness pursuits like bicycling, jogging and aerobics • Also the top market for premium movie channels like HBO and Starz Tapestry Segmentation, 2016 DYNAMIC FAMILIES / TECHNOGRAPHICS Nielsen, 2016; MRI custom pull, 2016 DAILY GADGET USAGE 93% TECH PERSONALITY: TECH-‐SPLOITERS, TECH-‐SPLORERS 81% 67% 70% 14%* On average, they spend 1/5 of their day online. PRIMARY: UPTOWN INDIVIDUALS • Young, successful singles in the city • Intelligent (best educated market), hard-working (highest rate of labor force participation) and averse to traditional commitments of marriage and home ownership • Urban denizens, partial to city life, high-rise apartments and uptown neighborhoods • Prefer debit cards to credit cards, while paying down student loans • Green and generous to environmental, cultural and political organizations • Internet dependent, from social connections to shopping for groceries (although partial to showrooming) • Adventurous and open to new experiences and places TAPESTRY LIFEMODES / ACTIVE PROFESSIONALS SECONDARY: MIDDLE GROUND • Lifestyles of thirty somethings • Millennials in the middle: single/married, renters/ homeowners, middle class/working class • Urban market mix of single-family, townhome, and multi-unit dwellings • Majority of residents attended college or attained a college degree • Householders have ditched their landlines for cell phones, which they use to listen to music (generally contemporary hits), read the news, and get the latest sports updates of their favorite teams • Online all the time: use the Internet for entertainment (downloading music, watching YouTube, finding dates), social media (Facebook, Twitter, LinkedIn), shopping and news • Leisure includes night life (dinner parties, movies), going to the beach, travel and hiking Tapestry Segmentation, 2016 ACTIVE PROFESSIONALS / TECHNOGRAPHICS Nielsen, 2016; MRI custom pull, 2016 DAILY GADGET USAGE 96% TECH PERSONALITY: TECH-‐SPLORERS 87% 61% 66% 18%* On average, they spend 1/4 of their day online. PRIMARY: AFFLUENT ESTATES • Established wealth—educated, well-traveled married couples • Accustomed to "more": less than 10% of all households, with 20% of household income • Homeowners (almost 90%), with mortgages (70%) • Married couple families with children ranging from grade school to college • Expect quality; invest in time-saving services • Participate actively in their communities • Active in sports and enthusiastic travelers TAPESTRY LIFEMODES / SUPER BOOMERS SECONDARY: SENIOR STYLES • Senior lifestyles reveal the effects of saving for retirement • Households are commonly married empty nesters or singles living alone; homes are single-family (including seasonal getaways), retirement communities, or high- rise apartments • More affluent seniors travel and relocate to warmer climates; less affluent, settled seniors are still working toward retirement • Cell phones are popular, but so are landlines • Many still prefer print to digital media: Avid readers of newspapers, to stay current • Subscribe to cable television to watch channels like Fox News, CNN, and The Weather Channel • Residents prefer vitamins to increase their mileage and a regular exercise regimen Tapestry Segmentation, 2016 SUPER BOOMERS / TECHNOGRAPHICS Nielsen, 2016; MRI custom pull, 2016 DAILY GADGET USAGE 80% TECH PERSONALITY: TECH-‐THUSIASTS, TECH-‐SPLOITERS 73% 70% 57% 8%* On average, they spend 1/8 of their day online. SOURCES / • MRI, 2016 custom pull • RRC, 2016 summer survey • Nielsen, 2016, North American Consumer Technographics • Tapestry LifeModes Segmenta2on, 2016 • Think with Google, 2016 • Forbes • AARP DATA DRIVEN TV APPENDIX DIGITAL VIDEODATA DRIVEN TV OVERARCHING VIDEO ECOSYSTEM / A HOLISTIC VIDEO STRATEGY WILL WORK ACROSS SCREENS TAILORED TO EACH PERSONA 109 ADVANCED TV CONNECTED TV PRE-ROLLSTREAMINGADDRESSABLE TV Combine Vail Set Top Box analysis data with high income cable zones 1:1 Match against personas using third party data sets Captures audience watching TV via over the top device Streaming inventory reaches reach cord cutters Extends video across contextually relevant environments defined by persona + DATA DRIVEN TV • DATA DRIVEN TV IS THE CORNERSTONE OF OUR RECOMMENDATION FOR FY17. AS TV EMBRACES DIGITAL TECHNOLOGY, IT OPENS THE DOOR TO TARGETING TELEVISION ADS AS NEVER BEFORE, MUCH AS IS DONE WITH ADVERTISING ON THE WEB TODAY. • ADVERTISING LUXURY TRAVEL ON TELEVISION HAS HISTORICALLY BEEN CHALLENGING AS THERE IS INHERENTLY A VERY HIGH LEVEL OF MEDIA WASTE IN MASS MEDIA OUTLETS. HOWEVER, THESE OUTLETS STILL OFFER THE GREATEST POTENTIAL FOR ADVERTISING RECALL. • IN RECENT YEARS CABLE OPERATORS HAVE OFFERED PRODUCTS THAT ALLOW US TO BUY SPECIFIC GEOGRAPHIC ZONES (I.E. ZONE CABLE) WHERE THERE IS A HIGH PROPENSITY OF OUR PROSPECTS & GUESTS, AND THIS HAS ROUGHLY DOUBLED THE EFFICIENCY. • ANOTHER CHALLENGE HAS BEEN OUR ABILITY TO OPTIMALLY TARGET SPECIFIC PERSONAS AND THEIR SPECIFIC VIEWING PATTERNS. Month Date, Year 110 DATA DRIVEN TV CURRENT TECHNOLOGY IN THE PAST YEAR MAJOR ADVANCEMENTS HAVE BEEN MADE BY CABLE OPERATORS THAT ALLOW FOR A MORE DATA-DRIVEN APPROACH TO TV ADVERTISING. WITH THIS TECHNOLOGY, WE PROVIDE THE PERSONA DEFINITIONS TO A DATA HOUSE (EXPERION OR ACXIOM) AND THEY IDENTIFY CABLE HOMES THAT MEET THAT CRITERIA: • PRIOR: GENDER, AGE AND GEO LOCATION • NOW: PERSONA – DYNAMIC FAMILIES • Age: 35- 54 • Travel Companions: spouse, children • Front Range HHI: $75K • Destination HHI: $100K • Have taken an overnight summer trip to CO, UT, NM; visiting from cities including Houston, Dallas, Chicago • Purchase Behavior: Target, Patagonia, Nike, etc. Month Date, Year 111 DATA DRIVEN TV THE FIRST TYPE IS ADDRESSABLE TV, AND THE SECOND IS ADVANCED TV. WE RECOMMEND ADDRESSABLE TV WHEN IT’S OFFERED BECAUSE IT PROVIDES THE BEST OPPORTUNITY TO MATCH UP WITH OUR TARGETED PROSPECTS, AND WE WILL USE ADVANCED TV AS A SECONDARY OPTION BECAUSE IT’S FAR SUPERIOR TO THE ZONE CABLE APPROACH OUTLINED ABOVE. • ADDRESSABLE TV ESSENTIALLY PROVIDES US A WAY TO TARGET OUR PERSONAS WITH VERY MINIMAL WASTE. THIS IS A 1:1 MATCH AGAINST IDENTIFIED HOMES WHERE WE CAN LITERALLY PUT TV ADS IN FRONT OF THESE POTENTIAL GUESTS ONLY. THIS IS THE HOLY GRAIL OF TARGETING. • ADVANCED TV ESSENTIALLY PROVIDES US THE OPPORTUNITY TO IMPROVE OUR TARGETING ON SPECIFIC PROGRAMMING AND NETWORKS THROUGH SET TOP BOX ANALYSIS AND THIRD PARTY DATA. FOR TOV WE WILL USE THE INFORMATION PROVIDED BY THE VAIL RESORTS SET TOP BOX ANALYSIS AND COMBINE THAT WITH CABLE ZONES THAT REPRESENT HIGH INCOME AREAS. Month Date, Year 112