HomeMy WebLinkAbout3. VLMDACApril20EVENTMeetingFINAL_04192018VAIL LOCAL MARKETING DISTRICT
EVENT PARTNER MEETING
APRIL 19, 2018
AGENDA /
•STRATEGY
•AUDIENCE & CREATIVE PRESENTATION, CACTUS
•2016 VLMDAC SUPPORTED EVENTS, SITE
•MEDIA, CACTUS & SITE
•VAIL.COM CALENDAR/EVENTS & EMAIL/SOCIAL, VAIL MARKETING
•VAIL APP
•MARKETING TOOLS FOR PRODUCERS – CACTUS/SITE
•PARTNER ASSETS/WHAT WE NEED FROM YOU
•EVENT FUNDING/RFP TIMELINE
•OPERATIONS/PERMITTING
•Brand: Strengthen Vail’s position by constantly
elevating our brand and expanding our strategies
and tactics to be more ambitious and aspirational
•Storytelling: Develop consumer-centric storytelling
approach with amplified clarity to tell inspirational
stories that support the consumer ecosystem
•Data: Leverage summer data and research to
increase engagement and consideration
•Personas: Focus on core personas that are most
interested in a mountain destination vacation
2018 VLMD STRATEGIES /
AUDIENCE & CREATIVE
Primary: Destination Families w/ Teens
Tertiary: Front Range (Events)
AUDIENCES /
Secondary: Destination + FR Super Boomers
DESTINATION DYNAMIC FAMILIES WITH KIDS 13-17 /
•Tend to stay longer, bring more people and in turn
spend more for lodging and activities.
•84% stay 3+ nights
•Most likely to have 8+ people
•Experience is catered towards older children and
there is a strong affinity for Vail amongst this
audience
•Reported a higher NPS
•Most likely to return of all audiences
•Children aged 13-17 are also a targetable audience
•Competitors are not marketing to this audience
•7.5M U.S. target audience
RRC, 2017
DESTINATION AND FRONT RANGE SUPER BOOMERS /
•Most likely destination travelers that stay longer.
•81% were overnight visitors from out of state
•Slightly ahead of families in terms of length of
stay
•Travel during off peak times to take advantage of
value and less crowds
•Baby boomers prefer to travel during spring or
summer, with fall only slightly less
•Retirees have the luxury of traveling when they
can find a good rate
•Top digital media performer for Fall and mid week in
2017
RRC, 2017; AARP 2017
FRONT RANGE EVENTS (ALL PERSONAS) /
•70% of summer visitation is from the Front Range
•Event marketing provides a reason to drive urgency
•General awareness keeps Vail top of mind
RRC, 2017
SITUATION /
Creative needs to deliver universally emotive/human
stories that draw consumers in.
•Act like the industry leader
•Position Vail as the ideal canvas for these stories to take
place
•Cast characters (not props) and thoughtful details to
communicate authentic stories
Creative needs to also be highly effective.
•Differentiation from competitive set
•Relevant to target audience(s)
•Inspire/encourage travel
LIKE NOTHING ON EARTH / CREATIVE PLATFORM
A feeling. The collected input from all of your senses, that set off chain
reactions of chemicals that trigger emotions. Vail is a sensory experience.
From the feel of the cool mountain air, to the warmth of the sun, to the scent
of the pines, to the sound of the streams, to the breathtaking views. When
all of these work in concert, the experience of Vail is a mainline to emotion,
and the emotions you feel here will forever be with you.
Feeling. Like Nothing On Earth.
COMING OF AGE
CREATIVE /
BRAND VIDEOS
EVENT VIDEOS
EVENT VIDEO / :15 CULTURE
EVENT VIDEO / :15 CULINARY
SOCIAL
SOCIAL VIDEOS / :08 PARENT
SOCIAL VIDEOS / :08 TEEN
PRINT
PRINT ADS / TOWN
PRINT ADS / OUTDOOR + CROSS-SEASONAL
BRAND GUIDELINES
2016 VLMDAC SUPPORTED EVENTS
SUMMER EVENTS MESSAGED BY VLMDAC
•GOPRO MOUNTAIN GAMES (TV & DIGITAL)
•VAIL CRAFT BEER FESTIVAL (DIGITAL)
•BRAVO! VAIL (TV & DIGITAL)
•VAIL DANCE FESTIVAL (TV & DIGITAL)
•KIDS ADVENTURE GAMES (DIGITAL)
•GOURMET ON GORE (TV & DIGITAL)
•VAIL JAZZ LABOR DAY PARTY (TV & DIGITAL)
•VAIL OKTOBERFEST (DIGITAL)
•COLORADO CLASSIC (TV & DIGITAL)
•OUTLIER OFF-ROAD FESTIVAL (DIGITAL)
•TASTE OF VAIL FALL WINE & FOOD CLASSIC (DIGITAL)
MEDIA OVERVIEW
OVERALL MEDIA CADENCE /
June Oct July Aug Sept May April
Dest Families
w/ Teens
Dest. + FR
Super
Boomers
Front Range
4/16 – 7/22
4/16 – 6/4 8/6 – 9/16
5/28 – 9/16
DESTINATION MARKETS /
•Dallas: daily direct flights
•Houston and Chicago: daily connecting
flights
•Potential Chicago direct in 2019
Dynamic Family with Teens
Super Boomers (Early Summer/Fall)
Denver EGE Chicago
Dallas
Houston
PAID MEDIA ECOSYSTEM /
Mobile Artificial
Intelligence
Social Media
Influencer
TV Streaming
Radio
Digital Video
VAIL.COM CALENDAR EVENTS, EMAIL,
SOCIAL
VAIL MOUNTAIN TACTICS
Web
Summer Responsive
Site Build-Out
On-going
Site
Optimization
Media
Landing
Experiences
Organic Social
Campaign Storytelling
Content for Key
Audiences
Destination
Teens/
Families
Destination Super
Boomers
Strategic
Event
Promotion
to Local
Influencer
Strategy
Email
Tap into
Winter
Loyalists
Key Life
Stages
EMAIL
2018 SUMMER EMAIL DATES
•April 25-27
•May 7-9
•June 12-14
•June 26-28
•July 12-14
EMAIL TESTING SCHEDULE
May June July April
Super
Boomers Test
Family w/
Teen Test
Schedule TBD
August September
Local Front Range
Family w/
Teen Test
Winter Loyalist
Test
Super
Boomers
Test
Summer Preference
PUBLIC RELATIONS, MYPR
PUBLIC RELATIONS
2018 Tactics
•Ongoing pitching, press releases and social media engagement
•Media Trips – individual and group
•In-Market Travel
•New York (January)
•Chicago (February)
•Texas (April)
•Mexico City (April)
•Denver – ongoing
•Leverage industry/community partners e.g. CTO, VVF
•Manage Vail.com summer media center
•Refine targets and measurements
VAIL APP
VAIL APP
VAIL App
The Complete Vail Vacation Guide
VAIL APP/
VAIL APP/
VAIL APP/
•LAURA HAS SENT OVER YOUR EVENT INFORMATION, BUT IT IS UP TO YOU TO
VERIFY THAT IT IS INCLUDED AND CORRECT IN THE APP.
•TO GET YOUR EVENT INCLUDED IN THE APP, PLEASE SEND THESE DETAILS
TO JOE CLEARY:
–Name of Event
–Date
–Time
–Location
–Explanation
–URL
•JOE CLEARY <JOE@RESORTAPP.COM>
WORKING TOGETHER
MARKETING & PR ASSETS AVAILABLE /
•STYLE GUIDE, LOGO & GUIDELINES –
•Please allow us time to review marketing materials/logo usage
•SUMMER LODGING OFFERS – USE IN YOUR MARKETING/PR MATERIALS!
•Best Available Summer Rates at vail.com
•SUMMER & WINTER IMAGES & VIDEO “COURTESY OF VLMDAC”
•New summer asset portal available with “approval”
HOW TO GET INVOLVED/ PUBLIC RELATIONS
•Send press release to MYPR
•Share packages/key messages
•Collaborate on media visits
•Respond to inquiries for information
Kristin Yantis
Malen Yantis Public Relations
(970) 949-7919
kyantis@myprco.com
HOW TO GET INVOLVED /
•What do you currently have/could develop in events targeting dynamic families
with teens - opportunities
•Event content/images to Vail Marketing
•Connect with VBCR agents often!
•Provide tickets/other support for promotions
SOCIAL MEDIA OUTREACH/
•SOCIAL MEDIA #
–#VailEvents
–#Vail
–#VailColorado
–#VailSummer
–#VailWinter
–#VailParking
–#VailSummer
–#LoveVail (environmental)
•FACEBOOK
–Town has a Facebook page - https://www.facebook.com/TownofVail/
–Tag Town of Vail when possible
WHAT WE NEED FROM YOU /
•TOWN OF VAIL MARKETING APPROVALS
•Provide enough time for review/changes/approval, two weeks is preferred
•Submit anything containing Town of Vail or Vail Mountain logo
•Including, but not limited to: ads, posters, rack cards, websites, email
newsletters, video, event giveaways.
•REMINDERS
•Program ad requests
•Sponsorship event items/tickets
•Event producer monthly newsletter
•Event photos for archiving & use
EVENT FUNDING/RFP TIMELINE
RFP SCHEDULE FOR 2019 CSE EVENT FUNDING /
DATE MILESTONE
July TBD Online Funding RFP Tool training for new producers
Monday, August 6 Funding RFP Opens
Monday, October 1 Funding RFP Due Date
Wednesday, October 3 Regular CSE Meeting: (Event Recaps)
Wednesday, October 10 RFP Funding Meeting #1 (Interviews):
Wednesday, October 17 RFP Funding Meeting #2 (Allocations):
Wednesday, November 7 Regular CSE Meeting
Tuesday, November 20 Presentation to Town Council
Wednesday, December 5 Regular CSE Meeting
QUESTIONS?
THANK YOU!!
APPENDIX
TV / DESTINATION & FRONT RANGE
Advanced TV
•Set box analysis of mountain travel consumer informs
these buys to focus programming on homes with highest
concentration of our targets
•Advanced Zone cable now includes Satellite (Direct
TV/Dish) providing 74%-80% reach to targets
Addressable TV
•43% of Teen homes have Cable TV
•45% of Teen homes with a HHI of $100k+ have Cable TV
•These higher income homes are more likely to watch
video on demand (VOD) – Index 165
•80% of Addressable TV is delivered within VOD/ Most
VOD commercials are non skippable
Live Action Sports
•Gain rapid early reach
•Index 130 – 200+ against target personas
•Alignment with well established sporting events/brands
TV/ DALLAS & CHICAGO DYNAMIC FAMILIES WITH KIDS 13-17
June Oct July Aug Sept May April
Live Action
Sports: FIFA
Soccer, Other
Soccer, NBA
Finals, Stanley
Cup Finals
Addressable
TV
May - June
Late April - July
Messages: Brand w/ nonstop or
connecting flight mention
TV/ DALLAS & CHICAGO SUPER BOOMERS
June Oct July Aug Sept May April
Live Action
Sports: US
Open, PGA,
British Open,
MLB, NFL
July - September
Messages: Fall w/ nonstop
or connecting flight mention
TV/ FRONT RANGE DYNAMIC FAMILIES WITH KIDS 13-17
June Oct July Aug Sept May April
Live Action
Sports: FIFA
Soccer, Other
Soccer, NBA
Finals, Stanley
Cup Finals
Addressable
TV
Advanced
Cable
May - June
Late May - August
Late May–
Early June August
Message: Brand
Message: Outdoor
Adventure
w/GoPro Mountain
Games
Message: Outdoor
Adventure
w/CO Classic
TV/ FRONT RANGE SUPER BOOMERS
June Oct July Aug Sept May April
Live Action
Sports: US
Open, PGA,
British Open,
MLB, NFL
Addressable
TV
July - September
Late May–
Early June June - August
Message: Fall
Message: Outdoor
Adventure
w/GoPro Mountain
Games
Message: Culture
w/Dance Fest/Bravo/Jazz;
Outdoor Adventure
w/CO Classic; Culinary
w/Gourmet on Gore
DIGITAL VIDEO
DIGITAL VIDEO / HULU
•Commercial-like format to extend our TV reach
•75% of all delivery is to “living rooms”
•Seamless cross-device delivery (TV, mobile,
desktop)
Dest. Families Front Range
DIGITAL VIDEO / YUME
•Partnerships with 1500+ premium and
lifestyle publishers (e.g., Golf Digest,
CNN, Bon Appetit, Fast Company, etc.)
•TV-like scale across digital screens
•Multi-device solution to engage targeted
audiences through video across all
screens
•Advanced audience segments powered
by demographic, behavioral and lifestyle
data
Dest. Families Super Boomers
DIGITAL VIDEO / YOUTUBE
•70% of teens spend 1+ hour per
day consuming video content on
their mobile devices
•Targeting keywords, channels and
categories where teens spend the
most time (e.g., Buzzfeed, NBA,
sports & outdoors, arts &
entertainment, etc.)
•Mirror keyword targeting from paid
search campaign
Dest. Teens
DIGITAL VIDEO / SPOTX
•Device agnostic technology allows us to
serve short-form video across desktop,
mobile/tablet, and connected TV
•Using demographic and lifestyle targeting
to reach teens across all screens
•Deliver content on sites where our teens
are spending the most time online (e.g.,
Spotify, Vevo, SlingTV, DirecTV Now, in-
app games, etc.)
Dest. Teens
STREAMING AUDIO
STREAMING AUDIO
•With 53% of our audience streaming weekly,
internet radio is a lifestyle
•The 50-to-64-year old age group spends more
time on their mobile phones than they do with
traditional radio
•We will meet our audience where they are
spending their time – on their digital devices
Super Boomers
MOBILE ARTIFICIAL INTELLIGENCE (AI)
MOBILE ARTIFICIAL INTELLIGENCE (AI)
•Target audiences based on what
they’re sharing, how they’re feeling
and where they’re going
•Reach users through conversations
and images they're posting on
social media
•Engage audiences in a relevant
and emotional way
•Leveraging keywords from the PPC
campaign to fuel targeting
Dest. Families Front Range
PAID SOCIAL
PAID SOCIAL / FACEBOOK + INSTAGRAM
•Leverage short-form video, carousel,
canvas and Instagram Stories
•Hyper-target the destination and
Front Range audiences through
demo, geo and interest targeting
Dest. Families Super Boomers Front Range
INFLUENCER
INFLUENCER / OBVIOUSLY
•Leverage their influencer marketing
platform to identify the most
influential brand ambassadors
•Create custom programs and
content by influencer
•Robust reporting on performance
and engagement at the campaign
and influencer level
Dest. Families Front Range