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Home My WebLink About07. VLMD_Summer_Toolkit_2021_V6VAIL LOCAL MARKETING DISTRICT 2016 BRAND GUIDELINES VLMD SUMMER 2021MARKETING TOOLKIT PAGE 2VLMD TABLE OF CONTENTS Community Integration Page 3 DiscoverVail.com / Lodging Page 4 Data Enhancement Page 7 Audience, Campaign & Logos Page 8 Campaign Color & Type Page 13 Downloadable Photos/Videos Page 16 Public Relations Resources Page 20 Fly Vail Information Page 21 Sustainability Page 22 COVID-19 Vail Business Resources Page 23 MARKETING TOOLKIT DISCOVERVAIL.COM, LODGING & DATA COLLECTIONCOMMUNITY INTEGRATION COMMUNITY INTEGRATION: DISCOVERVAIL.COM PAGE 4VLMD DISCOVERVAIL.COM DiscoverVail.com represents Vail, CO the destination as a whole Until the launch of DiscoverVail.com in 2020, all Vail Local Marketing District (VLMD) marketing efforts landed on vail.com. The creation of DiscoverVail.com provides equal representation of all businesses and cohesive portrayal of all offerings in the Town of Vail. • Listing of all Vail businesses (dining, shopping, lodging, activities, etc.) • Full Vail Event Calendar, updated regularly • Lodging Booking and Packages • Complementary of vail.com, cross linking between the two, based upon the guest needs. VISIT WEBSITE HERE COMMUNITY INTEGRATION: LODGING PAGE 5VLMD LODGING ON DISCOVERVAIL.COM The VLMD has funded the Book Direct platform ($19k) to ensure the best experience for both our guest and our properties in Vail. • All revenue and bookings go directly to the individual properties without commissions or fees. • Any Vail property* can be listed • Check to ensure your reservation system is connected • Share your summer special and link to specials page to be listed • To connect your property contact our Lodging Liaison, Mark Herron: markherron57@gmail.com Not connected but still listed Connected to Book Direct *Must have a business license with Town of Vail SUMMER SPECIALS SUMMER SPECIALS COMMUNITY INTEGRATION: 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 If you see outdated or missing information, please fill out one of the forms below.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 COMMUNITY INTEGRATION: DATA COLLECTION PAGE 7VLMD DATA COLLECTION Working together, we can accomplish a lot to enhance first-party data collection so the VLMD can: • More efficiently reach prospective visitors & loyal Vail guests • Evolve our marketing efforts to create custom, personalized experiences • Be in the right place, at the right time, with the right message to inspire guests based on their known interests How you can help us to better market Vail on your behalf: Vail Free WiFi: Town of Vail offers free WiFi all around the villages. Encourage guests to log in and sign up to receive tips about what’s happening in town that day. Vail Newsletter: Encourage guests to visit DiscoverVail.com and sign up for our newsletter. Drive to DiscoverVail.com: Link to our marketing site to encourage prospective visitors to learn more about Vail & the full breadth of our opportunities/businesses Synergistic Content: Incorporate VLMD content in event marketing VIEW COMMUNITY INTEGRATION PLAN SUMMER MARKETINGAUDIENCE, CAMPAIGN & LOGOS PAGE 9AUDIENCE:OUR TARGET AUDIENCEVLMD AUDIENCE: 3 CONSUMER-PERSONAS 3x consumer-personas on which to focus our marketing efforts. Below please see key points of difference/interests for each group. Dynamic Families Super Boomers Active Professionals SEEKING Family connection & independence for teen kids Resting & relaxation Adventure & exploration ACTIVITIES Family-friendly activities & dining Shopping, dining & spa Hiking, biking, rafting, SUP, dining & nightlife BOOKING CONSIDERATIONS Longest planning timeline and longest stay duration, likely during peak season Always hunting for a deal/offer & willing to travel off-peak for some additional savings Often planning last minute trips LENGTH OF STAY Longest duration, likely 5+ day 4-6 days 3-Day Weekend TIME OF YEAR Peak season Off-peak; Early or Fall/Leaf Season Flexible! COVID Want to be in-the-know with the latest informa- tion First to return due to the vaccine New WFH opens new opportunities to work from anywhere & may impact length of stay PAGE 10AUDIENCE:OUR TARGET AUDIENCEVLMD AUDIENCE: 3 CUSTOMER EXPERIENCE PATHWAY & MARKETING TASKS Focus for Vail Local Marketing District Focus for... Local Businesses Vail Chamber Business Association Welcome Centers Town of Vail Guest Experience Guest experience needs to be consistent from beginning to end. PAGE 10AUDIENCE:OUR TARGET AUDIENCEVLMD AUDIENCE: 3 CUSTOMER EXPERIENCE PATHWAY & MARKETING TASKS Focus for Vail Local Marketing District Focus for Local Businesses Vail Chamber Business Association Welcome Centers Town of Vail Guest Experience Guest experience needs to be consistent from beginning to end. PAGE 11 Print example Banner/Social example CAMPAIGN GUIDE: EXAMPLES IN MARKETVLMD CAMPAIGN GUIDE: EXAMPLES IN MARKET DOWNLOADABLE LOGOS HERE PAGE 12CAMPAIGN GUIDE: LOGO USAGEVLMD LOGO DV WORDMARK + URL COLOR USAGE EXAMPLES - LOGO USAGE DON’TS White logo over photo. Don’t use logo without sufficient contrast. Don’t use logo on top of overly busy background. Don’t alter or rearrange the logo without approval. Don’t use the logo in any color but black or white. Black logo over photo. Note: Always ensure adequate contrast when choosing to use the black or white version of the logo over imagery. To bring awareness to the new website, DiscoverVail.com, the logo below will be used locally. Please reference the below logo usage guidelines before downloading. SUMMER CAMPAIGNCOLOR & TYPE PAGE 14CAMPAIGN 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 15CAMPAIGN 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 17VAIL 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 18VLMD PHOTO/VIDEO USAGE Vail Summer Video Usage Instructions • The VLMD will allow TOWN OF VAIL business and community partners use of the 2021 summer videos including :30’s, :15’s and :06’s • The VLMD will allow TOWN OF VAIL business and community partners use of the Broll to incorporate into your own marketing. • The VLMD 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 VLMD will allow TOWN OF VAIL business and community partners use of the 2021 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 Vail Local Marketing District DOWNLOADABLE VIDEOS HERE DOWNLOADABLE PHOTOS HERE VAIL MARKETING TOOLKITOTHER RESOURCES PAGE 20VLMD 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 21VLMD 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. NEW: For the first time in the airport’s history, Delta offers daily, non-stop service from Atlanta, Georgia. The flight will operate on a 757 aircraft starting June 5. American launches non-stop service from Chicago O’Hare International Airport on an A319 aircraft beginning June 3. American also offers year-round non-stop service to EGE from Dallas/ Fort Worth and United Airlines will continue daily, year-round service from Denver International Airport. LEARN MORE HERE OTHER RESOURCES: EGE AIRPORT PAGE 22VLMD 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. Vail recently received recertification as a Sustainable Destination under the Mountain IDEAL standard. This coveted achievement builds upon the initial certification in 2017 when Vail became the first Certified Sustainable Destination in the United States. The Mountain IDEAL Standard is an internationally recognized set of destination stewardship best practices for resort, rural, recreation and gateway communities. LEARN MORE HERE OTHER RESOURCES: SUSTAINABILITY EFFORTS DOWNLOADABLE RESOURCES OTHER RESOURCES: COVID-19 RESOURCES PAGE 23VLMD 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