HomeMy WebLinkAbout12. VLMDACAugustVLMDAC BOARD MEETING
AUGUST 22, 2019
AGENDA
•Monthly Financial Report, Carlie Smith
•Approval of May 19, 2019 Minutes, Board
•International Results, Jennifer Viditz Ward
•2020 Operating Plan & Budget, All Partners
•Email, Website, Organic Social & SEM Update, Vail Mountain
Marketing
•Influencer Program Report, Cactus, MYPR
•Asset Acquisition Update, Cactus/SITE/Jack Affleck
•Other Business
AGENDA
INTERNATIONAL RESULTS INTERNATIONAL
AMERICAN EXPRESS UPDATES
American Express and Groups Booked:
•Viajarte – Dominican Republic
•42 Room Nights - $27K – 6 Total American Express Gift Cards
•Hazoury Family –Large Developers of Punta Cana
•4 Condos at Riva Ridge Booked Direct – 21 Total People - $23K – 21 Rm Nights
•We are providing Comps for Cusi as she will be posting on her social Media for
the 21 Nights
•INSTAGRA “CusiFIT” 1.2Million Followers
•Viajes Holam
•20 Room Nights booked at Landmark - $7,577K – 3 Amex Gift Cards
•Viajes Panorama –
•$12,681- 7 Nights at Solaris
•TOTAL – 10 AMEX Cards - $34,572 and 62 Room Nights
•8 Remaining Cards
MEXICO
LATIN AMERICA MISSION & FAM
Sales Missions:
Mexico
6 Cities Promoting all VAIL VERANO all over Mexico
Travel Agent Trainings and Events
Direct Consumer Events
Press and Media with Jenn Bruno and Sylvia Rivera
Panama
3 Days of Promoting through Trainings, Radio Interviews
FAMS
Mexico Influencer FAM – June
Latin American Wholesaler FAM – Aug 16-21
MEXICO
PANAMA SUMMER MARKETING $10K
•Radio Campaigns – •Two Ads – Run 4x Daily 30 Second Ads for VAIL Verano in Spanish •2 Mentions Daily 9:00am and 5:00PM on Live Radio Shows •Segment is Middle and Upper Class •Sales Mission – •July 1-4 – Travel and Most T& E paid for by VAIL RESORTS •2 Hosted Events Presentations •4 Travel Agent Trainings •4 Sales Calls •Digital Campaigns •E-Blasts to a data base of 7,000 Middle and upper Class and Travel Agents •Forecast – •They are anticipating to close 90 Room Nights and $45K in Revenue of first timers to VAIL •They will travel Aug – Sept.
MEXICO
MEXICO INFLUENCER FAM
Hosted 4 Top Influencers + 1 Photographer
•Pam Allier, Paola Zurita, Fernanda Medina and Pei
•Report previously sent with Images that was provided by Johnna Muscente VAIL Resorts
PR
•Highlights some really gorgeous imagery and with a combined follower count of over
2 million, locked in 633K interactions (likes and comments) over the course of four
days.
MEXICO
Paola Zurita: 944K followers
•During their four-night stay, Paola posted on Instagram 9x, with consistent @vailmtn tags
and geotags. Paola has a very engaged follower base and her images received over
327,068 interactions.
MEXICO
Pam Allier: 817K followers
•Pam posted on Instagram 7x, with consistent @vailmtn tags and geotags. Pam also has a
very engaged follower base and her images received over 209,946 interactions.
MEXICO
Fernanda Medina: 306K followers
•During their four-night stay, Fer posted on Instagram 12x, with consistent @vailmtn tags and
geotags. Fer has strong engagement and her images received over 96,781 interactions.
•She also posted her Instagram Stories 15+ times with consistent Vail tags and geo-tags.
MEXICO
DOMINICAN REPUBLIC
American Express and Groups Booked:
•Viajarte – Dominican Republic
•42 Room Nights - $27K – 6 Total American Express Gift Cards
•Hazoury Family –Large Developers of Punta Cana
•4 Condos at Riva Ridge Booked Direct – 21 Total People - $23K – 21 Rm Nights
•We are providing Comps for Cusi as she will be posting on her social Media for
the 21 Nights
•INSTAGRA “CusiFIT” 1.2Million Followers
•CusiFIT – Report to follow -
•Cusi is touring different hotels and posting her exercise videos while
promoting to book sales through Viajarte.
•She has over 1.2 Million Followers All through out Latin America
MEXICO
IN MARKET MISSION
•We managed to pull out two TOP events with the budget of one.
•Media and VIP´s/Influencers have different natures and way of approaching properly, we
were twice as efficient in spreading our message generating a customized platform for each.
•We welcomed 65 Tier 1 Media Outlets at our Vail Summer Magic Media Brunch and Concert
at trendiest FIERA Rooftop.
•70 VIP´s and Influencers attended Vail Summer Gourmet Dinner Soirée at super trendy
Emilia Restaurant which was covered by top media.
•We became trending topic with Vail Summer Magic.
•Relevant non payed coverage, interviews and posts came out of this efforts.
MEXICO
VAIL SUMMER 2019 MEXICO FAM TRIP
•We hosted a perfect mix of the top: * Niche Lifestyle (HOTBOOK), Social/Celebrities Lifestyle (CARAS), Travel
(TRAVEL&LEISURE + VOLARIS), Sports/Wellness (GOLF&SPA) Magazines and Newspaper; * Two Tier1 radio anchor
speakers (W RADIO / RADIO FORMULA) and * “THE” 3 top influencers in Mexico. Achieving articles worth $250,000 US
dollars in ROI; 1,541,002 Printed Pages Over 800,000 social media interactions around influencers and media geo located
posts. 3 Radio shows with a radio audience of 2.8 million. And You tube views
PRESS & INFLUENCERS
National Coverage
Prints 46,500Monthly
Prints 105,500 Monthly CARAS and QUIEN are
the leader influencer,
royals and celebrities outlet.
Placed in every VOLARIS flight+delivered to top travellers database Prints 120,000 Monthly
Prints 195,000 Monthly Trendiest/must consult
Where to? Guide in Mexico
Prints 60,000 Monthly Important presence on all Golf Clubs .
Each prints 55,000 nissues monthly
and is door to door delivered to a
selective data base by invitation only.
MEDIA COVERAGE
Text:
•Bullet
PAID MEDIA
•We allocated Vail Summer media adds strategically on Print magazines, newspapers and
supplements as well as digital. The top Social Supplements within # 1 newspaper in
Mexico (CLUB Reforma and Red Carpet), Top Travel Column within 2nd best newspaper in
Mexico. Top Travel and gastronomy Magazine and a robust digital campaign in Forbes,
Forbes Life Food and Wine and Robb Report. Reaching over 10 million users within our
target market, with a balanced mix of active families, family leaders: decision takers,
foodies, millenials segmenting through affinity and income.
•We spent $30K on a payed media placement worth $55,919 dollars.
•Apart from that we got 30% bonus on the digital campaign, plus one print add on a
magazine and two adds on the social supplement worth: 40K
•Our advertorials had a high permanence reading average time of 3:30 mins. 37% over the
average. We were 22% over the open rate on our advertorials in Forbes, Food and Wine
and Robb report which indicates a high affinity content for the audience.
•We had 3275,332 impacts on food and wine and 432,010 on Forbes and Forbes Life.
•We placed two print adds on special editions with over print of Club Reforma (Summer
Special and Yearly Collection.
MEXICO
PAID MEDIA MEXICO
PAID MEDIA MEXICO
2020 OPERATING PLAN & BUDGET 2020 PLANNING
CONTEXT
•Over ten years ago, the VLMD and Vail Resorts started the process to
integrate their digital presence, driving all paid media traffic to Vail.com and
utilizing Vail Resorts’ other digital efforts (paid search, social, etc.)
•Since that time, the digital and travel landscapes have evolved to become
data-driven, and in order for the VLMD to compete and thrive, we must also
adapt to a data-driven marketing model
•As of 2019, Vail Resorts is moving to 1-to-1 marketing automation which
means that there are increasing limitations to our web/email/data relationship
•Given the today’s landscape, we are outlining our recommendation for the
VLMD to obtain, own, and utilize data in order to effectively market our
destination for years to come
DATA & WEB
TODAY’S CHALLENGE THE IMPORTANCE OF DATA
“Harvesting data and developing business analytics differentiates
successful tourism enterprises and destinations.”
-DestinationNext 2019 Trends
THE IMPORTANCE OF DATA
of marketers see improved performance
from people-based marketing as opposed
to cookie-based probabilistic campaigns 90%
PEOPLE-BASED MARKETING
THE IMPORTANCE OF
DATA
TRAVEL PLANNING JOURNEY THE IMPORTANCE OF DATA
INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING
In order to understand the data and its context, we need to first look to the
customer planning journey.
CURRENT DATA ECOSYSTEM / TRAVEL
PLANNING JOURNEY
THE IMPORTANCE OF DATA
INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING
•Media
performance (impressions,
engagement metrics like click-thru
rate and video views)
•Vail Resorts-
provided limited web metrics like
time on site, pages viewed and bounce
rate
•Destimetrics
•Facebook
pixel data with 2 lodging
partners
•Self-reported
event attendance
•Vail Resorts-provided limited
search behavior
•Vail Resorts-provided
limited web, social and
email activity
•Intercept interviews
Currently, we are collecting the following information, but none of the data is
CONNECTED ACROSS the journey.
THE IMPORTANCE OF DATA
INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING
•Messages
•Audiences
•Tactics
•Devices
•Time + day
•Seasonality
•Competitive set
•Consideration
(events, weather, dining, etc.)
•Channels that
drive influence
•Web behavior
•Converter audience insights
•Booking
timeline
•What’s being
booked?
•Length of
stay
•How much
$
•Party size
•Search behavior
•Owned activity
•Opportunity to upsell from
booking data
•Wait times (restaurants, etc.)
•Movement
through Vail •Points of
interest
•NPS •Real-time
problem solving
•Recognition, reward, amplification
•Social monitoring
•Engagemen
t
•Sentiment
•Recognize,
reward,
amplify
•Shareable moments that
can inform the journey
•Encourage re-visitation
CONNECTED: Know, analyze, and personalize at every touchpoint.
FUTURE DATA ECOSYSTEM / TRAVEL PLANNING
JOURNEY
CRM
Advertising
3rd Party Data
VLMD DATA MODEL DATA STACK: 3 TYPES OF DATA
Customer Relationship Management: A database where
we keep audience information and engagement/behavior
data.
Advertising: The paid media performance metrics that
come out of our campaign’s efforts.
3rd Party Data: The data available for purchase that fills
data gaps within the customer journey.
CRM
Advertising
3rd Party Partner Data
Website / Email
TOV Wifi
Event Registration
Vail App
Conversion, Path to
Purchase, Booking
window etc.
VLMD DATA MODEL
Paid Media
Performance Data
CTR, VCR, CPC,
etc.
DATA STACK: SOURCES OF DATA
CRM
Advertising
3rd Party Data
VLMD DATA MODEL DATA STACK: CONNECTING DATA
DMP
Data Management Platform:
Connects all sources of data
and makes that data actionable
to inform our marketing efforts.
VLMD DATA MODEL DATA STACK: FULL SYSTEM
CRM
Advertising
3rd Party Data
DMP
Website / Email
TOV Wifi
Event Registration
Vail App
Conversion, Path to
Purchase, Booking
window etc.
Paid Media
Performance Data
CTR, VCR, CPC,
etc.
VLMD DATA MODEL DATA STACK: SYSTEM GAPS
CRM
Advertising
3rd Party Data
DMP
Website / Email
TOV Wifi
Event Registration
Vail App
Conversion, Path to
Purchase, Booking
window etc.
Paid Media
Performance Data
CTR, VCR, CPC,
etc.
WEBSITE WEB RECOMMENDATION
•CRM platform planning
•Onboarding and
implementation
•Data integration and testing
What are we building?
Mobile responsive Vail
summer tourism website that
will serve as a hub for
prospective visitors to
discover, research, and begin
booking their summer visit to
Vail.
Initial technical recommendation •Build on WordPress •New URL that VLMD owns and manages Initial content/functionality requirements •Email sign up to help build CRM database •App download links •Activity and event content •Lodging resource with links
VLMD DATA MODEL CRM EVALUATION
CRM
Advertising
3rd Party Data
CRM COMPARISON THE IMPORTANCE OF DATA
Contact and marketing
automation
Robust customer service and
service and support
Direct integration with selected
selected DMP
Key factors to consider when determining best partner for our CRM
solution.
VLMD DATA MODEL 3RD PARTY DATA SOURCES EVALUATION
CRM
Advertising
3rd Party Data
PARTNER RECOMMENDATION / ADARA THE IMPORTANCE OF DATA
INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING
1 Map effectiveness of digital marketing efforts to bookings and revenue
•Understand travel planning activity and visibility into traveler profiles / origins
2 Connect advertising to air and hotel search / booking data
•~28% of lodging properties in Vail
•~70% of flights to DIA / EGE
•Ability to pixel additional properties
3 Measure ROAS (return on ad spend) across all media tactics and partners
•Understand which campaign elements are influencing visitation and driving high value visitors
THE ROLE OF ADARA THE IMPORTANCE OF DATA
TRAVELER DATA
SEARCH DATA
BOOKING DATA
Their age and income
Where they are coming
from
Where they are going
Other destinations they
search
When and where they
book
Business
vs. leisure travelers
Hotel rate
Number of nights they
stay
If they saw our ads or
visited our website
HOW ADARA WORKS THE IMPORTANCE OF DATA
Social Destination Site Video Display & Native Search
Origin Markets Hotel Searches
& Bookings
Trip Planning Windows Hotel Revenue Traveler Profile ADR & Length
of Stay
Tracking pixels capture user data at exposure to all digital ads and website visits 1
Connect booking/planning activity across all channels, partners, and messages 2
PARTNER RECOMMENDATION / AIRDNA THE IMPORTANCE OF DATA
INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING
1 Visibility into the impact of short-term rentals in Vail
•Provides a holistic understanding of local summer lodging with Airbnb and VRBO data
2 Trend reports across Airbnb and VRBO
•Measure Occupancy, ADR, Total Revenue, and other lodging metrics
•Gauge supply and demand to forecast the revenue potential of short-term rentals
3 Audience insights
•Overview of where guests are traveling from – Domestic and International
•Data on all Airbnb reviews from Vail
PARTNER RECOMMENDATION / SALESFORCE
SOCIAL STUDIO
THE IMPORTANCE OF DATA
INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING
1 Listen to social chatter
•Analyze conversations across social sources to see what people are saying
2 Sentiment analysis
•Gauge brand sentiment and prioritize posts to provide real-time problem solving
•Gain an ongoing understanding of NPS (net promoter score)
3 Conversation insights
•Display insights based on region, post popularity, and words commonly associated with Vail
VLMD DATA MODEL DMP EVALUATION
CRM
Advertising
3rd Party Data
DMP
DMP COMPARISON THE IMPORTANCE OF DATA
Omnichannel insights
Cross-device identity
Artificial Intelligence + Machine
Machine Learning
Key factors to consider when determining best partner for data hub
solution.
OVERALL RECOMMENDATION THE IMPORTANCE OF DATA
DMP + CRM
INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING
NEXT STEPS & BUDGET
DESIGN AND IMPLEMENTATION TIMELINE
October ‘19
WEB RECOMMENDATION
March ‘20
DMP & CRM planning, configuration, launch and test
Website discovery and planning
Website Content, SEO, Design & Prototype
Build and Launch Website
3rd Party Data Purchase
January ‘20
DMP & CRM IMPLEMENTATION WEB RECOMMENDATION
•CRM and business planning
•DMP onboarding
•Solution and technical
design
•Configuration, integration,
and data migration
•Testing and validation
•Deployment and VLMD
training
Salesforce Marketing Cloud
launch process
WEBSITE DESIGN AND DEVELOPMENT
Discovery and Planning
WEB RECOMMENDATION
•Customer research &
journey mapping
•Stakeholder sessions
•Competitive analysis
•Measurement planning
•Functional requirements
gathering
WEBSITE DESIGN AND DEVELOPMENT
Content, Search (SEO),
Design & Prototype
WEB RECOMMENDATION
•Content strategy and
information architecture
•Search engine
optimization (SEO)
•Website design and
prototype
Development & Launch
WEB RECOMMENDATION
•Web development
•Testing
•Content management
system (CMS) training
•Launch and evaluation
WEBSITE DESIGN AND DEVELOPMENT
REQUEST
Supplemental $302K in 2019 to cover the following efforts:
•$90K in Website development
•$150K in DMP & CRM licensing
•$62K in 3rd Party Data
This would be paid from the fund balance, putting us at a projected
ending fund balance of 27% of revenue, which is within the
threshold.
BOARD DECISION
2020 STRATEGIC PLAN &
BUDGET
2020 OPERATING PLAN
OVERVIEW
The partners have worked together over the past two months to establish a strategic plan and budget that will empower the VLMDAC to succeed in its goals and objectives, while initiating bold tactics that will allow us to effectively market our destination for years to come.
2020 OPERATING PLAN
BOARD DIRECTION / 2020 OPERATING PLAN
•Data-Driven Marketing: Identify ways to own, obtain, and integrate our
data in order to effectively use it in marketing efforts
•Audience/persona strategy: Consistent with 2019
•Flight markets: Investigate opportunities to expand beyond
Dallas/Houston/Chicago
•Seasonal Messaging: Explore approach based on research findings
and trends
•Events: Reconsider the role “signature” events play in our messaging
•Groups: Explore approach to Group Sales efforts
•International: Explore approach to International efforts
BOARD APPROVED GOALS
Goals consistent with 2019; Occupancy goal has shifted to reflect YOY
trends.
May – October Timeframe 2020 Goals
Sales Tax +4%
Lodging Tax +5%
Overall Summer Occupancy 48% occupancy
Group Occupancy +5%
2020 PLANNING
2020 STRATEGY 2020 OPERATING PLAN
Partners aligned on three key items to serve as the foundation for
the 2020 season:
3 Unique differentiators:
•Use research to help identify meaningful differentiators
•Lean into the Bavarian village as a tangible point of difference
2 Annual theme:
•Identifying a partner-wide theme to drive consistent messaging
•Align with the approved brand video direction and current cultural truths
1 Data-driven marketing
•Where can we obtain data?
•How can we generate data?
•How can we use data?
2020 BUDGET / 3.5M 2020 OPERATING PLAN
The proposed 2020 budget is
consistent with the 2019 adjusted
budget.
BUDGET SHIFTS / SAVINGS 2020 OPERATING PLAN
Destination:
•Decreased traditional and digital paid media
Front Range:
•Decreased traditional paid media; focusing on need times and event-driven messages
Mexico:
•Reduced dollars allocated to wholesale/travel trade efforts
Social:
•Slight decrease for streamlined influencer approach
•Capitalize on 2019 social video productions/investments with post dates scheduled in
2020
Research:
•Removed Burke and Family Audience research
BUDGET SHIFTS / ADDITIONS 2020 OPERATING PLAN
International:
•Added one in market PR event, additional direct to consumer paid media support
Email:
•Paid Email program to ensure email program continues
Photo / Video:
•Invest in dditional tactical asset capture
Marketing Data:
•Additional funds for development, data warehousing and 3rd party data sourcing
Contingency:
•Slightly increased allocation for contingency
2019 BUDGET REVIEW - $3.5M 2020 PLANNING
Strategy
Branding
Research
Photo/Video
Fees
Drive
Overnight &
Out-of-state
Visitation
Destination
FR Overnight
International
Groups
Public Relations
Web/CRM/Social
29%
71%
42%
12% 7%
26%
4% 9%
Digital
Traditional
55%
45%
5% 7%
2020 BUDGET REVIEW – $3.5M 2020 PLANNING
Strategy
Branding
Research
Photo/Video
Fees
Drive
Overnight &
Out-of-state
Visitation
Destination
FR Overnight
International
Groups
Public Relations
Web/CRM/Social
28%
72%
44%
9% 8%
26%
4% 9%
Digital
Traditional
57%
43%
5% 7%
EMAIL, WEB, ORGANIC SOCIAL & SEM UPDATE OWNED DIGITAL
JUNE EMAIL RESULTS VAIL MOUNTAIN MARKETING
June 1-7, Colorado
Results
URL Visitation Volume YOY Open Rate
vail.com/explore/gre
atsummerbreak 807
-42% 25.47%
vail.com/explore/fa
mily-itinerary
69
vail.com/explore-
the-resort/activities-
and-events/epic-
discovery/epic-
discovery.aspx
1,297
JUNE EMAIL RESULTS VAIL MOUNTAIN MARKETING
June 9-14, Destination
Results
URL Visitation Volume YOY Open Rate
vail.com/plan-your-
trip/stay/vail-
vacation-deals.aspx
655
-16% 23.26%
vail.com/explore/vail
-summer
2,479
http://blog.vail.com/
vail-mountain-
snowmaking-
expansion-project-
re-imagining-early-
season/
n/a
JUNE EMAIL RESULTS VAIL MOUNTAIN MARKETING
June 15 -20, Colorado
Results to 2018 Benchmarks
URL Visits Volume YOY Open Rate
https://www.vail.co
m/explore-the-
resort/activities-and-
events/signature-
events.aspx
1,878
-52% 27.17%
https://www.vail.co
m/explore/vail-
summer.aspx
3,019
JULY EMAIL RESULTS VAIL MOUNTAIN MARKETING
July 23, Colorado
Results
URL Visitation Volume YOY
YOY Open Rate CTR
https://www.vail.
com/plan-your-
trip/stay/vail-
vacation-
deals.aspx
1,870
-24% 18.57% 1.15%
https://www.vail.
com/explore/fa
mily-itinerary
23
https://www.vail.
com/explore-
the-
resort/activities-
and-
events/signature
-events.aspx
2,313
SEM PERFORMANCE VAIL MOUNTAIN MARKETING
JULY YOY Performance
2018 Results 2019 Results YOY % Change Brand Impressions 98,408 80,073 -19%
Spend $17,144 $11,068 -35%
Cost Per Click $1.01 $1.05 +3.86%
Click Through Rate 10.98% 13.16% +19.82%
SEM PERFORMANCE VAIL MOUNTAIN MARKETING
June – July Performance
June Results July Results MOM% Change Brand Impressions 78,462 80,073 -2%
Spend $12,271 $11,068 -9.8%
Cost Per Click $1.21 $1.05 -13%
Click Through Rate 12.93% 13.16% +2%
VAILSUMMER.COM PERFORMANCE
MAY - JULY
VAIL MOUNTAIN MARKETING
KEY PERFORMANCE
•23,657 Total Website Visits
•21,182 Unique Visitors
•28 Seconds Spent Per Visitor
•1.25 Average Page Views Per Person
Most Clicked off to Page From Vailsummer.com
1.Summer Activities
2.Vacation Deals
3.Events
4.Vail.com Homepage
VAILSUMMER.COM PERFORMANCE VAIL MOUNTAIN MARKETING
Web Performance by Audience
AUDIENCE VISITS UNIQUE VISITS NEW UNIQUE VISITS
REPEAT UNIQUE VISITS
TIME SPENT SPENT PER PER VISIT
(seconds)
AVERAGE PAGE VIEWS VIEWS
Dynamic
Families 8,143 7,678 7524 350 19 1.04
Front Range 2,721 2,446 2395 222 36 1.05
Super
Boomers 1,572 1,532 1518 46 26 1.03
Dynamic
Teens 1,234 885 860
116 65 1.04
VAILSUMMER.COM PERFORMANCE VAIL MOUNTAIN MARKETING
Vailsummer.com Top Performing Content
1
2
3
JULY ORGANIC SOCIAL MEDIA YOY VAIL MTN. MARKETING
Reach
6.2%
Impressions
7.8%
Reach
6.7%
Impressions
8.4%
Reach
3%
Impressions
2.1%
INSTAGRAM FACEBOOK TWITTER
Reach is the number of people who may have seen your content.
Impressions are the total number of times your content was displayed to people.
JULY ORGANIC SOCIAL TOP PERFORMERS VAIL MTN MARKETING
CONTENT CATEGORY PERFORMACE
Categories Quantity Engagement Rate Reach
Mtn. Scenic 13 10.2% 533,495
Village 10 7.2% 367,844
Events 8 8.5% 304,693
Epic Discovery 6 9% 344,556
Winter 5 12.6% 731,713
INFLUENCER REPORT INFLUENCER
OVERVIEW
2019’s paid influencer program includes:
•4 Active Professional Influencers
•Focuses: active travel, landscape & village portraits, stay & play
•3 Family Influencers
•Focuses: unique family activities, on-mountain & in-village activities for teens, stay & play
INFLUENCER PROGRAM
@onegrloneworld @nickverbelchuk @readysetjetset @wilderness_addict
@kidsareatrip @athoughtfulplace @worldisabook
As of mid-August, we’ve had 4 influencers complete their trips,
accounting for:
PERFORMANCE THROUGH MID-AUGUST INFLUENCER PROGRAM
Instagram Posts
20
Engagements
12.1K
Reach
166.8K
Estimated Media
Value
$48K
@kidsareatrip has had the highest performing family content thus far.
HIGHEST PERFORMING CONTENT / FAMILY INFLUENCER PROGRAM
@nickverbelchuk has had the highest performing active professional
content thus far.
HIGHEST PERFORMING CONTENT / ACTIVE
PROFESSIONALS
INFLUENCER PROGRAM
ASSET ACQUISITION UPDATE ASSETS
2019 BRAND SHOOT
Goals:
•Capture compelling and beautiful footage that tells a conceptual story.
•Shoot both video footage and still photography.
•Show a variety of activities that appeal to families considering a vacation in Vail.
•Showcase Vail’s offerings both on mountain and in the village.
•Demonstrate diversity and inclusion by featuring an ethnically diverse cast.
CREATIVE
ASSET ACQUISITION – “VILLAGE EDITORIAL”
ASSETS
Goals:
•Showcase the Village vibe, beauty, flowers and clear air a
•capture “editorial” assets that take advantage of conditions and/or freshen current assets.
ASSET ACQUISITION – “GREEN”
ASSETS
Goals:
•Capture the incredible green landscapes, wildflowers and overall mountain/village scenery
taking advantage of the “green” conditions and clear air (no smoke)
•A unique opportunity to capture assets we have not been able to in years!
•Assets will replace outdated ( and smoky) shots and fill a need in our current library of
photography assets.
ASSET ACQUISITION – “MUSIC” EVENTS
ASSETS
Goals:
•Round out image library for secondary audiences Active Professionals & Super Boomers
(at events)
•Focus on music message; show the vibrancy, vitality and energy present in Vail in the
summer to feature in music specific event spot.
•Showcase the village through specific events bustling with activity
•Capture how “alive” Vail is in the summer season.
“Music” Events Shot
1.Vail Bluegrass Concert Series
2.Go Pro Mountain Games Citizen Cope concert
3.Vail Jazz Club at Ludwigs
ASSET ACQUISITION – FARM TO TABLE EVENT
ASSETS
Goals:
•Capture the essence of this unique dining event, featuring fresh and beautiful farm to table
food during an exciting event where people are enjoying themselves/interacting with each
other, in a unique setting in Vail.
OTHER BUSINESS OPPORTUNITY
THANK YOU!
Upcoming Meetings & Events
Town Boards & Commissions Appreciation Reception,
Tuesday, August 27, 6:00 p.m. - 8:00 p.m. Gerald R. Ford Amphitheater,
Borgen Plaza at Hot Summer Nights Concert
VLMD Operating Plan & Budget, Tuesday, September 17, 2019,
Afternoon Session (Time TBD), Town Council Chambers
VLMDAC Monthly Meeting, Thursday, September 19, 2019,
Location TBD
APPENDIX REPORTS
DIGITAL VIDEO: JULY PERFORMANCE
Overall digital video completion rate (VCR) is up +2% YOY
•Heavier investment in premium and live-streaming content and living room screens
Mobile AI is driving a 1.55% CTR overall, exceeding the 1%
benchmark for the tactics
•Air marketing messages to Dallas and Chicago had the strongest VCRs
•Outdoor event messages to the Front Range drove the strongest CTR
•Air marketing drove higher clicks than Brand messaging in destination markets
Cross-device video efforts with mobile AI and TV/Cable retargeting
are delivering a 82% VCR – level with performance YOY
•Exceeding the industry average VCR by +5%
•Dallas completed as the market with the strongest VCR and click through rates for both
video tactics
•Mobile AI is in market to the Front Range through September
DIGITAL MEDIA
PAID SOCIAL: JULY PERFORMANCE
Front Range event videos have surpassed “Rites of Passage” brand spots as the top performing messages
•Kids Adventure Games and Vail Dance Festival averaged a 93% VCR •Brand spots averaged a 91% VCR for Destination Families Based on pixel data from participating lodging partners, site retargeting tactics have generated the top performance for VCR and CTR •Destination markets averaged a 93% VCR and doubled the CTR of all other audiences for the “Rites of Passage” video creative and Instagram Stories Videos are driving higher CTRs compared to carousel among all audiences in all markets •All remaining social ads will focus on cross-platform delivery Destination Parents were more likely to click on Instagram Stories while Destination Teens were more likely to watch the :08 video to completion
DIGITAL MEDIA
DIGITAL RADIO: JULY PERFORMANCE
Summer retail efforts, which launched on Pandora in mid-June and
ran through mid-July, exceeded industry average performance by
+47%
•Efforts were targeting Destination Families and Destination Boomers across all devices
•Mobile audio averaged a 0.28% CTR – double the average performance
•Heavier focus on Leisure Travelers and Outdoor Sports Enthusiasts custom audiences led
to the strong performance
DIGITAL MEDIA
PAID EMAIL: JULY PERFORMANCE
Paid email support was deployed on 7/9 to Destination Families and
Destination Boomers, in which both KPIs more than the doubled
industry standard
•Open Rate increased over the course of the week following deployment; by 10 days after
deployment, the Open Rate reached 22%
•Benchmark performance is 9%
•In the 10 days following the 7/9 deployment, the CTR reached 2.05%
•Benchmark performance is 0.8% •Strong performance can be attributed to layer in custom audience segments of Avid
Summer Travelers and Mountain Vacation Enthusiasts
DIGITAL MEDIA