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VLMD March Presentation FINALVLMDAC BOARD MEETING MARCH 21, 2019 AGENDA / • MONTHLY FINANCIAL REPORT, CARLIE SMITH • APPROVAL OF FEBRUARY 21, 2019 MINUTES, BOARD • BOARD TRAINING, MATT MIRE • PUBLIC RELATIONS UPDATE, MYPR • WEB UPDATES, VAIL MOUNTAIN MARKETING • VIDEO UPDATES, DEADLINE MOTION • CREATIVE REVIEW BY AUDIENCE, CACTUS • RECOMMENDATIONS FOR ADDITIONAL $200K, ALL PARTNERS • OTHER BUSINESS PUBLIC RELATIONS UPDATE, MYPR LOS ANGLES IN-MARKET MEDIA VISIT RECAP PUBLIC RELATIONS Trip Overview: • Met with nearly two dozen writers in 2.5 days • Representing media outlets such as: Potential Opportunities: • Travel Agent Magazine: “Live like a Local” story • Travel Agent Magazine: Travel agent panel in September • Coverage in Flaunt, C and Arroyo Monthly Trip Highlights: PUBLIC RELATIONSLOS ANGLES IN-MARKET MEDIA VISIT RECAP WEB UPDATE, VAIL MOUNTAIN MARKETING WEBSITE TACTICS: • Develop robust interior summer landing page for promotion via www.vailsummer.com: Complete • Partner with Vail Resorts Analytics team to track effectiveness and optimize summer media landing pages: In Progress • Develop home page promotion schedule in alignment with key strategies: In Progress • Three phase summer transition approach: In Progress W E B S I T E WEBSITE SUMMER SITE TRANSITION TIMELINE VAILSUMMER.COM LAUNCH • March 4 • Goal: Provide robust summer landing page experience for paid media HOME PAGE PHASE 1 • March 15 - April 1 • Goal: Make Dreaming Summer content accessible to natural searchers via the home page and navigation HOME PAGE PHASE 2 • April 1 – April 22 • Goal: Make planning Summer content accessible to natural searchers via the home page HOME PAGE PHASE 3 • April 22 – September 1 • Goal: Transition the full site to the summer experience W E B S I T E WEBSITE PHASE ONE: CURRENT STATE W E B S I T E WEBSITE PHASE TWO: APRIL 1 W E B S I T E WEBSITE PHASE THREE: FULL SITE TRANSITION, APRIL 22 NAVIGATION • Epic Discovery and Summer Activities will move to placement 1 and 2 under Activities • Contents connected to the navigation will change to summer W E B S I T E VIDEO UPDATE, DEADLINE MOTION Broll Video • Summer Tool Kit • PR Requests • Other 3rd Party Approved Requests VIDEO UPDATE VIDEO UPDATE CREATIVE REVIEW BY AUDIENCE, CACTUS 2019 AUDIENCES Primary: Destination Families with Teens Secondary: Destination + Front Range Boomers Tertiary: Front Range Events (Active Professionals, Super Boomers, Destination Families) CREATIVE BY AUDIENCE Audience Strategy: Continue to elevate storytelling by delivering emotive, lifestage-focused creative to the parent audience • Focus on high-impact commercial viewing environments • Reach targeted persona repeatedly but with a strategic creative rotation DESTINATION PARENTS CREATIVE BY AUDIENCE Digital Video (Brand, Air, and Event Videos) TV (Brand + Event Videos) Paid + Owned Social Media (Short-form Videos, Canvas, Event Creative, Organic Content) Mobile Artificial Intelligence (Air + Event Videos) Email Blasts Public Relations PRIMARY: Creative and media targeted directly to the audience. DESTINATION PARENTS / PUBLIC RELATIONS CREATIVE BY AUDIENCE Our public relations efforts are an important vehicle in driving visitation from families with teens. Efforts targeting this larger audience include: • Pitching teen travel to family-focused outlets • Hosting influencers that represent families with older children in their content and following • Applicable imagery and activities in the summer press kit This spot shows a pa+ent benefit that exists because of the EEH difference. It communicates This is Personal by showing how we work to cure not just the medical issue, but also the mental distress that accompanies a difficult diagnosis. Audience Strategy: Continue to elevate storytelling by delivering multiple, relevant messages to our teen audience • Maintain control of frequency and length of message • Reach targeted persona repeatedly but with a strategic creative rotation DESTINATION TEENS CREATIVE BY AUDIENCE PRIMARY: Creative and media targeted directly to the audience. Digital Video (Short-form Videos) TV (Brand + Event Videos) SECONDARY: Creative and media that may be viewed by the audience. Paid + Owned Social Media (Short-form Videos, Brand Video Test, Organic Content) Mobile Artificial Intelligence (Event Videos) Public Relations TEEN CREATIVE • Crea+ve that is targeted to teens includes: TEEN CREATIVE • Crea+ve that is targeted to teens includes: DESTINATION TEENS / BRAND VIDEO TEST CREATIVE BY AUDIENCE While the “Rites of Passage” brand video is primarily targeted to parents of teens, we set out to test the creative amongst destination teens. • $300 per market test via social • Reached approximately 25K teens per market YOY increase in CTR 15%60% Video Completion Rate DESTINATION TEENS / ORGANIC EFFORTS CREATIVE BY AUDIENCE Vail Mountain Marketing will use a variety of channels to target content to teens: • Facebook: Organic and boosted efforts • Total likes from users ages 13-17 = 41,703 • Boosted post ($100/1 day duration) to teens in key markets = 19,000-69,000 • Instagram: Organic and paid placements from Facebook targeting • 4,680 followers are between ages 13-17 • Twitter: Organic • Total Following = 67,000 (no age range data available) • Youtube: Organic • Current Subscribers = 7,053 Audience Strategy: Continue to elevate storytelling by delivering seasonally specific creative to the boomer audience that inspires event and shoulder-season travel. SUPER BOOMER CREATIVE BY AUDIENCE PRIMARY: Creative and media targeted directly to the audience. Digital Video (Shoulder Season, Air, and Event Videos) TV (Shoulder Season + Event Videos) Paid Social Media (Shoulder Season Videos + Event Creative) Email Blasts Public Relations Pandora (Fall Video, Brand Spot) Audience Strategy: Continue to deliver on “why now?” through creative that inspires summer and fall visitation, specifically to events, for a general Front Range audience. FRONT RANGE CREATIVE BY AUDIENCE Digital Video (Brand + Event Videos) TV (Brand + Event Videos) Social Media (Brand Videos + Event Creative, Organic Content ) Email Blasts Public Relations PRIMARY: Creative and media targeted directly to the audience. BUDGET REALLOCATION, ALL PARTNERS BOARD APPROVED $200K REALLOCATION BUDGET UPDATES Summer Retail/Crisis Plan: $44K • Easily accessible funds that can be used as part of an integrated communications plan 1 Paid Media: $100K • Split these incremental dollars across Cactus and Emico’s media plans • Offset the impact of YOY media budget decrease 360 Video Asset Capture: $5K • Additional video assets, including 360 video for use in organic social, web, etc. • Build library with engaging footage & compelling stories for future use Social Videos: $51K • Long form social edits for Instagram, Facebook, Youtube, email and web • Continue to build stories with unique POVs that exemplify the Vail brand 2 3 4 OPPORTUNITIES FOR INCREMENTAL $200K OPPORTUNITIES Public Relations: $25K • Addition of a third family influencer, Harvest Dinner in Denver, and presence on the Peter Greenberg radio show 2 Destination Audience Research: $30K • Focus groups or mobile ethnographies in three key destination markets • Allows us to gain a much deeper understanding of our target audience of teens, their travel motivators, and how to authentically communicate with them as a brand Brand Asset Capture: $25K • Increase 2020 brand asset capture budget to include more variety of footage, widen the talent pool to reflect our target audiences • Develop additional assets using existing footage for use in 2019 campaign Paid Email Marketing: $20K • Employ a complementary strategy to the organic email approach • Drive fall visitation through demographic and behavioral email targeting 3 4 5 1 Destination Traditional Media: $100K • Addition of OOH and/or TV in key flight market(s) to support existing efforts 2019 Budget Opportunities Colorado Classic Reallocation (Approved by VLMDAC) Project Media $Production $Agency Fees $ Front Range TV $76,500 $5,000 Increase in Pandora Efforts $18,500 360 Asset Capture $5,000 Social Videos $51,000 Opportunity Dollars $44,000 Incremental $200K Tax Revenue Reallocation Project Media $Production $Agency Fees $ Destination Media (OOH/TV) $80,000 $10,000 $10,000 Dest. Audience Research $15,000 $15,000 Brand Asset Capture $15,000 $10,000 Paid Email $13,000 $7,000 Public Relations $18,500 $6,500 NEXT STEPS/ TIMELINE TIMELINE THANK YOU! NEXT VLMDAC MONTHLY MEETING IS THURSDAY, APRIL 18, 2019, IN THE GRAND VIEW ROOM.