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HomeMy WebLinkAbout3. VLMDACAprilEVENTMeetingFINAL_V5VAIL LOCAL MARKETING DISTRICT EVENT PARTNER MEETING APRIL 20, 2017 AGENDA / •2016 VLMDAC SUPPORTED EVENTS/CATEGORIES, SITE •CREATIVE PRESENTATION/BRAND GUIDELINES, CACTUS •DIGITAL MEDIA, CACTUS •TRADITIONAL MEDIA - FRONT RANGE, SITE •VAIL.COM CALENDAR/EVENTS & EMAIL/SOCIAL, VAIL MARKETING •VAIL APP – JOE CLEARY •MARKETING TOOLS FOR PRODUCERS – CACTUS/SITE •PARTNER ASSETS/WHAT WE NEED FROM YOU •OPERATIONS/PERMITTING •RFP PROCESS 2016 VLMDAC SUPPORTED EVENTS SUMMER EVENTS SUPPORTED BY VLMDAC / STAND ALONE EVENTS •GOPRO MOUNTAIN GAMES •VAIL CRAFT BEER FESTIVAL •BRAVO! VAIL •VA IL DANCE FESTIVAL •KIDS ADVENTURE GAMES •GOURMET ON GORE •VAIL JAZZ FEST LABOR DAY PARTY •VAIL OKTOBERFEST •OUTLIER OFF-ROAD FESTIVAL SUMMER EVENTS SUPPORTED BY VLMDAC / PART OF SPECIFIC MESSAGES •MID WEEK MESSAGES: •Vail Farmers’ Market & Art Show •Vail Summer Bluegrass Wednesday concert series •Vail Jazz Festival Thursday concerts •Hot Summer Nights •FALL MESSAGES: •Taste of Vail South America Fall Tasting •Vail Beaver Creek Restaurant Week •Slow Fashion Show CREATIVE & BRAND GUIDELINES 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 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 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 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. 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… BRAND VIDEOS BANNERS DISPLAY BANNERS – DYNAMIC FAMILIES DISPLAY BANNERS – SUPER BOOMERS PRINT PRINT – DYNAMIC FAMILIES PRINT – DYNAMIC FAMILIES / ACTIVE PROFESSIONALS/EPIC PRINT – ACTIVE PROFESSIONALS 1 PRINT – ACTIVE PROFESSIONALS 2 PRINT –SUPER BOOMER / FALL PRINT –ALL / TOWN 1 OOH- ALL PERSONAS OOH – BRAND OOH – BRAND OOH – BRAND BRAND GUIDELINES DIGITAL MEDIA OVERVIEW FLOWCHART DYNAMIC FAMILIES / April May June July Aug Sept Display Video Search Social Print Data Driven TV PR FLOWCHART ACTIVE PROFESSIONALS / April May June July Aug Sept Video Search Social PR FLOWCHART SUPER BOOMERS/ April May June July Aug Sept Display Video Search Social Print Data Driven TV PR OOH TRADITIONAL FRONT RANGE MEDIA OVERVIEW DYNAMIC FAMILIES / TRADITIONAL FRONT RANGE MEDIA TACTICS Front Range Media & Message Overview: •Addressable & Cable TV - 5/29 – 9/19 – brand and event messages •Out Of Home Billboards – 5/29 – 8/20 – brand messages •Denver Post – May 2 – brand/Epic Discovery message Spend and Impressions: •Dynamic Family Front Range: 78% of total Front Range media spend SUPER BOOMERS / TRADITIONAL FRONT RANGE MEDIA TACTICS Front Range Media & Message Overview: •Addressable & Cable TV - 5/29 – 9/19 – brand and event messages •Advanced Cable TV – 5/29 – 9/17 – brand and event messages •Out Of Home – 5/29 – 8/20 – brand message •5280 Magazine – June & July – brand message Spend and Impressions: •Super Boomer Front Range: 22% of total Front Range traditional media spend VAIL.COM CALENDAR EVENTS, EMAIL, SOCIAL VAIL.COM EVENTS CALENDAR & EVENT CONTENT •ALL SUMMER EVENTS UPDATED ON VAIL.COM AS OF MARCH 15 •KEY EVENT LANDING PAGES UPDATED BY APRIL 28; FEATURED THROUGH MAIN SITE NAVIGATION & ON VAIL EVENTS HOMEPAGE •VAIL.COM CHANGE REQUEST FORM FOR EVENT PAGES & EVENT CALENDAR, COMING SOON. FOR NOW, CONTACT LAURA WANIUK @ LWANIUK@VAILGOV.COM EMAIL MARKETING •COMMUNICATING WITH TARGETED AUDIENCE FROM VR DATABASE MAY-OCT •Audience: Dynamic Families, Super Boomers, Active Professionals •1-2 emails per month •Content varies based by month; focused on lodging offers, event offerings and on and off mountain summer activities ORGANIC SOCIAL MEDIA •AUDIENCE SPECIFIC SOCIAL STRATEGY •Facebook: Super Boomers/ Dynamic Families •Instagram: Active Professionals •Snapchat: Active Professionals •CONTENT FOCUS •On-mountain & off-mountain activities, events •Influencer strategy with primary focus on event offerings, specific to audience VAIL APP MARKETING TOOLS FOR PRODUCERS MARKETING & PR ASSETS AVAILABLE / •STYLE GUIDE, LOGO & GUIDELINES •Please allow us time to review marketing materials/logo usage •SUMMER & WINTER IMAGES “COURTESY OF JACK AFFLECK & VLMDAC” •SUMMER LODGING OFFERS – USE IN YOUR MARKETING/PR MATERIALS! •Book By June 1st for Best Available Summer Rates •Best Available Summer Rates at vail.com •Start your vacation early or extend your vacation with the best available rates at vail.com •Epic Discovery lodging/activity package •VIDEO ASSETS – BROLL/PRODUCED PIECES •Contact Meggen Kirkham for specific requests/needs PARTNER ASSETS/WHAT WE NEED WHAT WE NEED FROM YOU / •SEND PRESS RELEASES TO MYPR (KRISTIN YANTIS) •COLLABORATE ON MEDIA VISITS •SHARE PACKAGES/KEY MESSAGES •EVENT CONTENT/IMAGES TO VAIL MARKETING •VISIT VBCR WITH US AND/OR ON YOUR OWN (OFTEN!) •PROVIDE TICKETS/OTHER SUPPORT FOR PROMOTIONS WHAT WE NEED FROM YOU / •TOWN OF VAIL MARKETING APPROVALS •LOGISTICS •Town Scale Maps •Sponsor Benefits – Ads & Items •Event Producer Monthly Newsletter OPERATIONS/PERMITTING RFP PROCESS QUESTIONS? THANK YOU!!