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Home My WebLink About05. VLMDACJunePPT6.14FINALVLMDAC MEETING JUNE 18, 2020 Agenda Virtual Meeting via Zoom •Monthly Financial Report, Carlie Smith •Budget/VLMD Second Supplemental, Mia Vlaar •Approval of May 21, 2020 Minutes, Board •Media Updates & Results to Date, Cactus/SITE Marketing •Influencer Program Update, MYPR •Marketing & Business Toolkit, Liz Gladitsch/SITE Marketing •Events Update, Mia Vlaar •CSE Meeting Update, Skip •Other Business BUDGET/VLMD SECOND SUPPLEMENTAL MEDIA UPDATES & RESULTS TO DATE COVID Update by Market •Houston is quickly trending upward with new cases •Harris County has been steadily increasing with new confirmed COVID cases beginning in late May (source: Texas Department of State Health Services 6/8/20) •Dallas overall trending upward with new cases; however more suburban counties are seeing declines weekly •Collin County is the highest median income county in Texas, which best fits the profile of our target demographic, and is seeing a downward trend in the past few weeks (source: Texas Department of State Health Services, 6/8/20) •Kansas City, on upward trend; however, levels of new cases have been pretty consistent over time •Johnson County, the wealthiest zip codes, has been on downward trend of new cases (source: KCMO Health Department, 6/8/20) COVID Update by Market •Chicago is on downward trend across the DMA (Source: CDC 6/8/20) •Only one county in Illinois in the past two weeks has seen an increase and the county is not within Chicago DMA (Source: CDC, pulled 6/8/20) •Salt Lake City is averaging an increase of nearly 2% daily for new confirmed COVID; breaking records daily for new cases •New confirmed COVID in Utah have doubled week over week and are continuously seeing the highest # of cases to date week-over-week (source: Utah Department of Health, 6/8/20) •Sante Fe and Albuquerque are both seeing a fluctuation in new cases week •Some weeks are up and some weeks down and have not seen spikes since reopening in May (source: New Mexico Department of Health, 6/8/20) Digital Markets 50/50 Active Professionals & Dynamic Families; will optimize audience by market performance •Front Range •Santa Fe •Albuquerque •Dallas •Kansas City •Chicago Paid Media Cadence JUNE AUG SEPT DRIVE MARKETS + TRAVEL INTENDERS FRONT RANGE JULY OCT SECOND HOMEOWNERS PPC, TV & Print Display & Social Video & Email PPC; Dallas Video & Social Display, Video & Social VailDaily.com Display Front Range TV Details •Flight: June 1 –Sept. 14 •Spots mix of :30’s and :15/:15’s •Spend Mix by Audience: –42% spend Families with teenagers (516K impressions) –44% spend Active Professionals (555K impressions) –14% spend Super Boomers (Fall Only; impressions TBD) •Programming Highlights Broadcast & Cable TV –Active Professionals: The Match Golf Tournament (Memorial Weekend), United We Sing, Hell’s Kitchen, MasterChef, Best of the Bachelor, SNL Vintage, Belmont Stakes, Killing Eve, Discovery Channel, E!, ESPN SportsCenter, Food, HGTV, Bravo –Families: Game On!, Grease Sing Along, NASCAR, Celebrity Family Feud, American Ninja Warrior, Indy Car Series, America’s Got Talent, Discovery Channel, ESPN, Food, FS1, HGTV, History, National Geo, TBS, TNT Paid Media Investment 0 2 4 6 8 10 12 June July Aug Sept Front Range Drive Markets + Travel Intenders Second Homeowners Media Results through 6/14 Impressions Clicks to Siteof Spend 2%1M 7.6K Digital efforts launched in the Front Range the week of 6/1 and initial results represent delivery from PPC, display and paid social. Website Results through 6/14 Site Visitors Avg. Site Session Site Sessions 9.2K 7.1K 2 mins Initial website results are cumulative from March to capture any traffic to discovervail.com prior to paid media launch in June. Website Engagement through 6/14 Lodging SearchesEmail Sign-ups 72 Initial website results are cumulative from March to capture any traffic to discovervail.com prior to paid media launch in June. Lodging Referral Clicks 413 265 *Referrals = click on property in search results page to be directed to property page. Adara Tracking Process Tracking pixels are placed on discovervail.com and within all media creative1 2 Once a user sees or clicks on an ad, the pixel fires to begin tracking the planning and booking actions Adara counts the number of times users search for and book hotel rooms in Vail3 4 5 Booking attribution is given to all channels where users were exposed to an ad within a 90-day window Booking data such as origin market, trip planning window, average party size, length of stay, ADR and hotel room generated are passed back to the system by tactic and audience Adara Results through 6/14 Hotel BookingsHotel Searches ~1K 20 2 Days Adara data represents 28% of the hotel market coverage in Vail, with additional lodging properties interested in becoming part of the local data co—op. All data provided comes from outside discovervail.com. Avg. Length of Stay Data Still to Come •July meeting will have a full month of results from June to provide additional insights •Initial Adara insights will be more directional as we will only be 1/3 of the way through the 90-day attribution window –Origin markets, first search to in-market arrival trip planning window, average party size, estimated number of travelers, ADR, hotel revenue generated, etc. •Adara data will inform an estimated Return on Ad Spend (ROAS) •Monthly ROAS estimated will not be final until the 90-day window is complete •Cactus is working through ROAS calculation that will be presented to and approved by partner group at the end of this month Creative INFLUENCER PROGRAM UPDATES Influencer Program SUMMER 2020 STRATEGY •Focus on one influencer from a key market that supports “families with teens” strategy •Partner with Front Range influencers –Support specific story lines –outdoor dining, pet friendly, outdoor pursuits/wide open spaces –To capture specific content needs e.g. Bavarian trail –Who are multi-faceted influencers/media Influencer Program FAMILIES WITH TEENS •@kidsareatrip •Highest engagement during summer 2019 program •Great blog content/traffic •Dallas-based, expanded audience •Trusted relationship Influencer Program Sample Front Range Influencers •@biteswithbre •30.4K followers •Outdoor dining, pet friendly •@jenniferbroometv •33K followers •Outdoor pursuits •TV meteorologist & bloggers •Exploring SMTs, etc. Sample Front Range Influencers •@travelingjules •5K followers •Emmy award winning videographer •Segments with CBS, PBS, etc. •Vail ski school instructor •Bavarian trail content •@explorewithollie •21.4K followers •Pet friendly, outdoor pursuits •Great photography! MARKETING & BUSINESS TOOLKIT Marketing & Business Toolkit Components in one document with links: •New Website: discovervail.com •New Lodging Booking Platform •Summer Campaign •Logo Usage & Downloadable Files •Downloadable Photos/Videos/B-Roll •Public Relations Resources (Tips, Facts, Free Things in Vail, Bavarian talking points) •Fly Vail Information •Sustainability •COVID-19 Vail Business Resources Marketing & Business Toolkit Distribution: •Via VVP and Vail Chamber to Vail businesses, lodges and stake-holders •VLMDAC Partners/Board Members •Town of Vail Departments, boards EVENTS UPDATE CSE MEETING UPDATE Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, July 16, 2020