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Home My WebLink About02. Mexico PR Report 2021 MEXICO PR REPORT 2021 Total Media Clips + interviews: 29 Total Reach of Media Clips: 947,022 Print issues. Total Circulation + 20.5 million. Total ROI $ 873,734 US Dollars *We have this summer´s Fam articles pending. Key Messages in Articles: • Safety Protocols • The most mentioned theme was Vail´s recertification as a Sustainable Destination, linked to COVID 19 good practices in the resort and picking a lot of interest around Epic Discovery as well. • The return of the larger format events in a socially distanced manner. • Vail´s Summer outdoor offer. • Vail as the perfect place to enjoy the outdoor activities we had missed for the past year. • Vail as a year round destination. UPCOMING MEDIA PLACEMENTS December Issue May 2022 Issue February 2022 Issue. May 2022 Issue TRENDS Special Edition Best Summer Ideas 2022 Must Live Experiences. Discover Vail DISCOVER VAIL SPECIAL DISCOVER VAIL DISCOVER VAIL. A Culinary Experience SOCIAL MEDIA PAID MEDIA We invested $20,000 US Dollars in the Mexico paid media campaign, choosing a mix between short and long term media both print and digital. The total media buy was worth: $55,045 US Dollars. Media Outlets: TRAVESIAS / FOOD & TRAVEL / QUIEN / CLUB REFORMA / MUNDO DE REGINA Total Print Run: 513,900. Total Digital Impressions 1,002,497 + Social Media and newsletter. TRAVESIAS # Travel Magazine and site in Mexico. Print Issues 50,000 21,500 Controlled circulation (Aeroméxico Platinum Database) 5,000 Subscribers 23,500 Vip sales points. Travesias Digital 4,688,614 Users 17,217,533 Pageviews Social Media FB 188K Instagram 19.8K Campaign Total Value: 15,500 Dlls + tax. Discover Vail Special Value: $5,000 Dlls One month display campaign driving traffic to discovervail.com Billboard 30K Impressions Leaderboard: 200K Impressions Half 200K Impressions FOOD & TRAVEL Formats: Print, digital and website magazine. Prints: 45,000 copies Periodicity: 10 editions a year with two specials. 144 pages. Pass Along: 4.3 Scope: 172,000 readers per month Reach 290.74K Campaign Total Value: 13,945 + tax. Discover Vail Special Value: 4, 700 Dlls Clics: 497 5480 reached accounts 88,782 Impressions EL MUNDO DE REGINA BLOG (REGINA´S WORLD BLOG) Audience 90,000 Users 105,000 Followers Social Media FB 7K Instagram 166K Two months banner display campaign at the home page and digital articles. Mailing: Best spot for summer newsletter sent to the 90,000 vip database. Discover Vail Video and Carrousel on social media. Campaign Total Value: 7,900+ tax. Discover Vail Special Value: 2,500 Dlls EXPANSIÓN - QUIEN MAGAZINE Print Run 120,000 Monthly Quien.com Digital 7.5 Million Unique Users 13M Sessions 20.4 Million Pageviews Social Media + 2.6 M Followers FB 776K Instagram 420K Twitter 1.3 M YouTube 116K Two month campaign driving traffic to discovervail.com Box Native 100,000 Mobile STD Banners: High Banner + Box Banner 92,900 Video Cross Device Preroll + Inread 80,050Impressions Print Run 120,000 DISPLAY High Banner: Box Banner: Display Video: Print Ad CLUB REFORMA Print Run 74,725 Weekly within Mexico´s Tier 1 Newspaper´s Social Supplement. Social Media FB 14KK Instagram 40K Twitter 15K YouTube 116K Campaign Total Value: $8,000 Dlls + tax. Discover Vail Special Value: 3,000 Dlls Print Run 290,900 issues CONCLUSIONS With an important % of our target Mexican market getting the vaccine, they felt confident to travel international and staying at hotels this summer. The average Mexican stay in Vail during the summer increased number of days. The Mexican market perceives Vail as a safe place to travel. We also see the Mexican market travelling to Vail during the fall, perceiving Vail more as a year round destination. The first FAM in two years was very successful, Mexican press and media are willing & eager to travel again. After the FAM we had 4 groups of Mexicans that travelled to Vail during fall contract services we featured in stories during the FAM such as Llama hike, ATV´s and Picnic Vail. We suggest doing an early promotion of Vail Summer 2022. And we also suggest doing an image campaign to grow our photo library for next seasons, we can get a Mexican photographer on our 1st FAM specially for that and share thos images to be used on all DV plattforms.