HomeMy WebLinkAbout11. 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.