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HomeMy WebLinkAbout5. CSE 2.28.16 draft v3VAIL LOCAL MARKETING DISTRICT COMMISSION ON SPECIAL EVENTS MEETING MARCH 1, 2017 2017 VLMD SUMMER CAMPAIGN PERSONAS DYNAMIC FAMILIES / ABOUT ME •My partner and I live a crazy life between work, family and other activities, but we always try to put family first when making any decision. I'm personally happiest when we're together as a family. •Our downtime is still active, and that's true whether we're spending time at home or taking a family getaway together. •We are adventurous souls who have built a little 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 Destination HHI: $100K Have taken an overnight summer trip to CO, UT, NM; visiting from cities 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.” Vacations are a time 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 Motivations -Spending time with family -Looking for a kid-friendly adventure -Hoping to rest and relax Buying Behaviors -When I find a travel destination/brand I like and trust, I stick to it -I buy based on quality, not price -I support destinations/brands that reflect my style -I research a lot and read reviews before I invest in a trip 2017 MEDIA PLAN AND FLIGHTING DATES / DYNAMIC FAMILIES April May June July Aug Sept Display Video Search Social Data Driven TV PR Print 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 beautiful 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 Destination HHI: $100K Have taken an overnight summer trip to CO, UT, NM; visiting from cities 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 exciting and the relaxing, a sense of balance I don’t normally find in my hectic 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 destination; I do a lot of research beforehand. Every moment should be shareable; I’ll be documenting my trip the whole time. Travel Motivations -Adventure and sightseeing are at the top of my list -I’m not in the office, so it’s time to play -Vacation 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 2017 MEDIA PLAN AND FLIGHTING DATES / ACTIVE PROFESSIONALS April May June July Aug Sept Video Search Social PR 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 still young at heart, and I feel it is my duty to explore this beautiful 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 authentic brands to pledge my loyalty. Persona Parameters: Age: 55-65 Travel Companions: spouse Front Range HHI: $75K Destination HHI: $100K Have taken an overnight summer trip to CO, UT, NM; visiting from cities including Houston, Dallas, Chicago Length of Stay: 5.1 nights Tapestry LifeModes: Affluent Estates, Senior Styles SUPER BOOMERS / TRAVEL MINDSET “Now is the time.” 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 discretionary income on travel, and treating myself on trips. I always make sure to fill my free time with exciting new things — and equally appreciate the finer aspects of travel. Travel Motivations -Rest and relaxation are my number 1 vacation goals -I’m ready to get out of the city and spend time 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. 2017 MEDIA PLAN AND FLIGHTING DATES / SUPER BOOMERS April May June July Aug Sept Display Video Search Social Print Data Driven TV PR OOH 2017 SUMMER CAMPAIGN PLATFORM OVERARCHING GOALS FOR CREATIVE / •Strengthen Vail brand by aligning winter and summer strategies •Convey emotion and inspire action by speaking directly to defined personas •Continue to illustrate Vail as being like nothing on earth •Use Vail bug prominently •Show sense of place and interesting perspectives •Create a versatile system for communication multiple messages across various tactics 2017 SUMMER CAMPAIGN PLATFORM To those who aspire for the outdoor lifestyle—the wonderers, the wanderers, the day-dreamers, the escape artists. The ones who belong in nature, and prefer a real life connection to a digital one. The ones who crave world-class dining and shopping around every corner. These are the people who belong in Vail. FOR THOSE WHO… Persona: Active Professionals Persona: Dynamic Families Persona: Super Boomers