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Home My WebLink About05.2 Vail Summer Marketing Toolkit 2020-6.9.2020VAIL LOCAL MARKETING DISTRICT 2016 BRAND GUIDELINES VLMD SUMMER 2020MARKETING TOOLKIT PAGE 2VLMD TABLE OF CONTENTS New Website: discovervail.com Page 3 New Lodging Booking Platform Page 5 Campaign & Logos Page 7 Campaign Color & Type Page 10 Downloadable Photos/Videos Page 13 Public Relations Resources Page 17 Fly Vail Information Page 18 Sustainability Page 19 COVID-19 Vail Business Resources Page 20 MARKETING TOOLKIT NEW WEBSITE FOR VAIL, CODISCOVERVAIL.COM CAMPAIGN GUIDE: DISCOVERVAIL.COM PAGE 4VLMD WELCOME TO DISCOVERVAIL.COM Discovervail.com has just launched and will represent Vail, CO for the Spring, Summer and Fall months. • Listing of all TOV businesses (dining, shopping, lodging, activities, etc.) • Full Vail Event Calendar • Lodging Booking Component • Complementary of vail.com, cross linking between the two, based upon the guest needs. VISIT WEBSITE HERE CAMPAIGN GUIDE: DISCOVERVAIL.COM PAGE 5VLMD WELCOME TO DISCOVERVAIL.COM The VLMD has funded the Book Direct platform to ensure the best experience for both our guest and our properties in Vail. • All revenue and bookings go directly to the individual properties • Any Vail property* can be listed • Check to ensure your reservation system is connected. • To connect your property contact: Liz Gladitsch: Lgladitsch@vailgov.com Not connected but still listed Connected to Book Direct *Must have a business license with Town of Vail VIEW COMMUNITY INTEGRATION PLAN CAMPAIGN GUIDE: DISCOVERVAIL.COM PAGE 6VLMD DISCOVERVAIL.COM UPDATES The goal of DiscoverVail.com is to have the most accurate information to provide to our guests. If you see outdated or missing information, please fill out one of the forms below. GROUP/WEDDING VENUE UPDATE ADD/EDIT AN EVENT ADD/EDIT A BUSINESS CONNECT YOUR PROPERTY* *see page above SUMMER CAMPAIGNCAMPAIGN & LOGOS PAGE 8 Print example Banner/Social example CAMPAIGN GUIDE: EXAMPLES IN MARKETVLMD CAMPAIGN GUIDE: EXAMPLES IN MARKET DISCOVER VAIL FIND ENDLESSPOSSIBILITIES PAGE 9CAMPAIGN GUIDE: LOGO USAGEVLMD LOGOS TOWN OF VAIL + URL URL ONLY DV WORDMARKVAIL WORDMARK DV WORDMARK + URL DOWNLOADABLE LOGOS HERE SUMMER CAMPAIGNCOLOR & TYPE PAGE 11CAMPAIGN GUIDE: COLOR, TYPE & ICONSVLMD COLOR PALETTE The campaign introduces two new warm colors that complement the summer photo assets and can be used as a background color or an accent or CTA button color. BACKGROUND AND ACCENT COLORS EXAMPLES: TYPOGRAPHY COLORS VLMD Cream R231 G234 B223 C2 M4 Y9 K2 #f1eadf VLMD Gold R225 G206 B122 C13 M14 Y63 K0 #e1ce7a White R255 G255 B255 C0 M0 Y0 K0 White R255 G255 B255 C0 M0 Y0 K0 Black PMS Black R0 G0 B0 C30 M30 Y30 K100 PAGE 12CAMPAIGN GUIDE: COLOR, TYPE & ICONSVLMD TYPOGRAPHY The campaign utilizes the Vail Resorts brand fonts, used only in black or white. AVENIR: Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 AVENIR NEXT CONDENSED: DEMI BOLD AVENIR: Medium ABCDEFGHIJKLMNOPQRSTUWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HEADLINES: Letter spacing of headlines should be tracked very wide, as wide as is appropriate for the layout. When used with a subhead, there should be a significant difference between primary and secondary font sizes. Should be set in all caps. BODY COPY: Body copy can be set in Avenir Medium in a legible size. Headline: Subhead: Body Copy: SUMMER CAMPAIGNPHOTOGRAPHY & VIDEO BRAND GUIDELINES: PHOTOGRAPHY & VIDEO PAGE 14VAIL Vail is a leader in the industry and presents itself as a world-class mountain resort. A leader never rests on their laurels, and Vail has continuously surpassed its own benchmarks of innovation. This relentless pursuit towards perfection is tangible in every element of Vail’s offerings. We want our video content and photography to reflect a bold, trail-blazing character, and convey a positive, vibrant sense of adventure. THE VAIL EXPERIENCE THOUGH ITS TERRAIN CONTENT Our imagery should project the powerful emotional reaction people have while enjoying their experiences and capture them in a candid, genuine way. The image should draw the viewer into the moment as it authentically unfolds. AUTHENTICITY Vail Mountain and it’s villages should be the canvas that brings an emotional story to life. We want to balance the authentic mo- ments of our character’s story with stunning visual sense of place. Our imagery reflects one or more of out three key audiences: Family with tweens/teens, Active Professionals and Super Boom- ers. The subject matter should show people in environments that are not overly crowded. Avoid scenes with large gatherings of people. OVERALL APPROACH CAMPAIGN GUIDE: PHOTOGRAPHY & VIDEO PAGE 15VLMD PHOTO/VIDEO USAGE Vail Summer Video Usage Instructions • The VLMDAC will allow TOWN OF VAIL business and community partners use of the 2020 summer videos including :30’s, :15’s and :06’s • The VLMDAC will allow TOWN OF VAIL business and community partners use of the Broll to incorporate into your own marketing. • The VLMDAC requests that these videos be used in digital marketing efforts only; including a website, email and social marketing efforts. • The video must link to the website discovervail.com • If the video is shared on social media platforms. Tag @DiscoverVailCO and #DiscoverVail Vail Summer Photography Usage Instructions • The VLMDAC will allow TOWN OF VAIL business and community partners use of the 2020 summer images • If the photo is shared on social media platforms. Tag @DiscoverVailCO and #DiscoverVail • Please credit all photos with: Photo courtesy of Jack Affleck and the VLMDAC DOWNLOADABLE VIDEOS HERE DOWNLOADABLE PHOTOS HERE VAIL MARKETING TOOLKITOTHER RESOURCES PAGE 17VLMD PUBLIC RELATIONS KEEP US INFORMED Knowing what is going on throughout the community helps us to better promote the destination. Please include MYPR on any press release distribution lists to ensure your content is included on discovervail.com media center. Send your press releases to: DiscoverVailPR@myprco.com PR RESOURCES Including free things to do in Vail and talking points on Vail’s Bavarian villages VAIL PR BOILERPLATE Discover Vail in the spring, summer and fall. There’s no place like Vail for year-round recreation, outdoor pursuits and cultural experiences in the heart of the Colorado Rockies. Nestled at the foot of Vail mountain just two hours west of Denver, Vail’s fresh air, rugged beauty and charming pedestrian villages await visitors. Discover quaint Bavarian villages where outdoor activities abound and the performing arts flourish. Matching the incredible winter mountain experience, Vail from May through October is characterized by a rich culinary scene, family activities, world-class events and everything in between. PR RESOURCES OTHER RESOURCES: PUBLIC RELATIONS MEDIA CENTER PAGE 18VLMD EGE AIRPORT FLY VAIL (EGE) Access to Vail is easy and convenient via Eagle County Regional Airport (EGE) and Denver International Airport (DEN). EGE has non-stop jet service from numerous major domestic and international cities, and DEN is just two hours east of Vail. Eagle County Regional Airport provides non-stop flights from major markets in the winter, and two in the summer, Dallas/Ft. Worth and Denver with Denver service year-round. This makes traveling to Vail extremely convenient regardless of the time of year you visit. LEARN MORE HERE OTHER RESOURCES: EGE AIRPORT PAGE 19VLMD SUSTAINABILITY EFFORTS VAIL’S COMMITMENT TO SUSTAINABILITY Vail is one of the most beautiful places on earth. Which is why those of us lucky enough to live, visit, and play here care about keeping our footprint small, our resources plentiful, and our contribution to sustainability top of mind. It’s the least we can do for the place we all love. LEARN MORE HERE OTHER RESOURCES: SUSTAINABILITY EFFORTS DOWNLOADABLE RESOURCES OTHER RESOURCES: COVID-19 RESOURCES PAGE 20VLMD COVID-19 RESOURCES COVID-19 BUSINESS RESOURCES View the below page for access to documents and resources relating specifically to Vail businesses. This page will be updated as the COVID-19 situation shifts so be sure to check back often. Content includes: • Printable informational signage • County Business Toolkit • Vail Strong Videos • More VIEW BUSINESS RESOURCE PAGE VIEW VISITOR RESOURCE PAGE THANK YOU