HomeMy WebLinkAbout01. VLMDAC Board Meeting Final.pptxVLMDAC BOARD MEETING
JUNE 16, 2021
Agenda
•Monthly Financial Report, Carlie Smith, Town of Vail
•Approval of May 19, 2021 Minutes, Board
•2022 Campaign, Cactus
•Mexico Update, Kristin Yantis, MYPR
•EGE Flight Marketing, Mia Vlaar, Town of Vail and Kristin Yanits, MYPR
•2021 Digital Media Performance & Implications, Cactus
•Lodging Update, Mark Herron
•Other Business
*Requesting
specific
direction/approval
from board
2022 CAMPAIGN
MEXICO UPDATE
Approved Budget
•$10,000 Fees
–$8,500 Sylvia Rivera
–$1,500 MYPR
Supplemental Budget (approved)
•$15,000 Media Hosting/Time
–$3,500 Sylvia Rivera
–$11,500 Expenses
•$20,000 Media Buy
Mexico
Mexico
.
Destinations Currently Marketing
to Mexican Guest
.
Destinations Currently Marketing
to Mexican Guest
Board Feedback:
Timing for if/when we launch marketing efforts in Mexico if June
restriction is not lifted.
Option A:Monitor and hold until travel ban is lifted.
Option B:Proceed with campaign even if there technically is a ban
on travel to US from Mexico.
Option C:Continue with PR effort but discard paid campaign for
summer 2021 – redirect $20K media buy.
Mexico
AIR ALLIANCE SUPPORT
Regional marketing efforts in conjunction with EGE to
support non-stop flights from Chicago and Atlanta.
Influencer Program Extension
-Target one influencer per market for a campaign
-Chicago - @chicagofoodgirl
-Atlanta - @goanniewhere
Marketing Inclusion to American Airline Frequent Flyers
Request from VLMD: $10K from Contingency (leaving $11,532 in
Contingency and with a match from EGE of $10K)
EGE Flight Marketing
2021 DIGITAL MEDIA PERFORMANCE & IMPLICATIONS
Return on Digital Ad Spend (RODAS)
For every $1 we spend in digital paid media, we generate an estimated $28.85 in
lodging revenue. This is down from $36.81 last month as our media spend has
increased and we have not yet seen the full 90-day attribution, and March/April will
innately be higher due to Winter visitation.
Adara Enhanced RODAS = displays full market visibility by leveraging the ADARA Co-op data, in
addition to STR Census, STR Occupancy and OAG Flights data. In 2020, Adara RODAS was
estimated using only ADARA Co-op data.
Adara
Enhanced
$28.85
RODAS
Paid Media
% of Spend
in May
9%
May
Impressions
8.3M
May Clicks
39.6K
Total spend to date
for 2021 is $309K
(22%)
71% increase over
April as we
launched all
audiences in May
While clicks
increased with
increased spend, the
family video CTR
has decreased
substantially; we will
be optimizing
audiences in June
DiscoverVail.com Refreshed Goals
SEO
SEO is used to measure the relevancy
of our content for the consumer.
GOAL:
1.Branded terms on page 1 top 5
positions
2.Expand keyword list and
relevancy to drive traffic on non
branded terms
a.CO Mtn Towns
b.Mountain Destinations
c.All Vacation Destinations
All Vacation Destination Terms
Mountain Destination
Terms
CO Mtn Town Terms
Branded Vail
Terms
Content HIGHLIGHTS:
23 branded KW ranking on page 2
Average branded position is page 5
Domain authority is 29 and can be
improved with a focus on a backlink
strategy. Cactus will provide Backlinking
strategy by end of month.
Organic traffic is up in the past 30
days due to an increase in media and
driving more qualified traffic.
# of KWs has increased, however,
we need to focus on increasing our
position of these KWs through
optimization of content. Vail has
direction on improving KW ranking.
Content
Top Ranking KWs:
UX & Data
Customer Journey to
Drive Bookings
Cactus & Partner teams will
collaborate to provide a full
customer communication
strategy that focuses on
driving users down the
funnel to the booking
engine.
This strategic plan will be
provided in July for alignment.
Optimization
Cactus & Partner groups
collaborate to continuously
optimize content to maintain
& improve site performance
- Increased time on site
- Maintaining pages per
session of 2 or more
Data Acquisition
Cactus and Partner groups will collaborate on strategies
to increase customer data acquisition.
Direction and POV will be provided in July for alignment.
Engagement ,
Newsletter Sign-ups,
Booking
Continuous site
optimization is the approach
we take to assess users
engagement on the site as
well as drive our desired
customer actions.
Desired Customer Actions:
1.Providing customer
information
2.Bookings through
BookDirect
UX/Data
HIGHLIGHTS:
Overall metrics are improving indicating
that the adjustments we are making to
the site are supporting our goal to keep
users engaged and on the site longer.
Bounce rate has decreased as expected
most likely due to paid media driving
engaged users to the site. May bounce
rate is 64% which is an improvement
from 67% in April where more people
were bouncing off the site.
Pages per session is up to 2 per session
compared 1.96 in April. We want to
continue to see 2+ pages per session.
LODGING UPDATE
Lodging Liaison
Vail Lodging Summer Roundtable June 9, 2021
A total of 58 lodging professionals attended
Presenters: Vail Valley Partnership, Vail Local Marketing District, Town of Vail,
Vail Resorts, Vail Chamber and Business Association, Malen Yantis Public
Relations
Topics: Destimetrics - industry and local view, lodging trends, air & flight trends
into Vail Valley, Vail Local Marketing District update, Town of Vail Events,
Transportation and Community Outreach Program, Vail Mountain update, Vail
Resorts central reservations, upcoming lodging offers, VCBA and PrimaVail and
Guest Experience update, Lodging Public Relations, Presenters Q&A
TOWN OF VAIL UPDATES
APPENDIX
Find What Moves You
Find What Moves You :60
https://vimeo.com/510457988/c80c67d88a
(VLMD1149H)
Find What Moves You :30
https://vimeo.com/510458173/0e90783dbd
(VLMD1150H)
Find What Moves You :15
(https://vimeo.com/510458258/4df0677e05
(VLMD1151H)
Family Hiking :06
https://vimeo.com/510459432/f0cabb7b3
b (VLMD1203H)
Video – Family
Active Professionals :15 Rafting :06
https://vimeo.com/510459384/0d35b89b4a
(VLMD1202H)
Biking / Nightlife :06
https://vimeo.com/510459310/a0ee088288
(VLMD1200H)
Outdoor Dining:06
https://vimeo.com/510459346/427b5568ab
(VLMD1201H)
Video Assets – Active Professionals
Find What Moves You
Early Season Boomer:15
*Updated to remove Village walking shot.
Video Assets – Boomer
Find What Moves You
Family Village Hike :06 Rafting :06 Biking/Nightlife :06
Spark :30
https://vimeo.com/510460050/bf53773b5a
(VLMD1197H)
Joy :30
https://vimeo.com/510459800/ec3717c2eb
(VLMD1195H)
Spark :15
https://vimeo.com/510459616/9ee1f774c6
(VLMD1199H)
New Dawn :30
https://vimeo.com/510459918/951774ebb9
(VLMD1296H)
Find What Moves You
Video Assets – All Personas
Dallas :30
https://vimeo.com/538907066
Chicago :30
https://vimeo.com/547687251
Fall :15
*Requires creative optimizations for COVID
Fall :30
*Requires creative optimizations for COVID
Find What Moves You
Fall / All Audience
Families Vert 1
https://vimeo.com/510510386/de5cf5bff5
*Requires Creative Optimizations
Families Vert 2
https://vimeo.com/510729600/f10225463b
*Requires Creative Optimizations
Video Assets – 9:16 Social Animations
Find What Moves You
Active Professionals
Programmatic Banners - Prospecting
Active Professionals
Programmatic Banners - Prospecting
Active Professionals
Programmatic Banners - Prospecting
Active Professionals
Programmatic Banners - Retargeting
Programmatic – Display
Boomer
Programmatic – Display
Family
Boomer & Family
Programmatic – Retargeting
In-Feed – Social
Family & Boomer
Social - FB / IG Story
Active Professionals
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