Loading...
HomeMy WebLinkAbout08. MYPR Report_Q3 2021 October 11, 2021 TO: Vail Local Marketing District Advisory Council FROM: Kristin Yantis & Amanda McNally, MYPR CC: Mia Vlaar & Liz Gladitsch, Town of Vail RE: Q3 Public Relations Report Agency Support In Q3 MYPR spent much of its time executing its summer plan which ranged from scheduling and hosting media/influencer visits to ongoing pitches and content development. Following are sample tactics in support of the VLMD. • Ongoing summer pitches and the development of fall, leaf peeping and “what’s happening” content. • Secured summer influencer visits and coordinated all contracts, travel, hosting and deliverables. • Confirmed several summer media visits through late September. MYPR developed itineraries, coordinated travel, hosted writers and provided destination content information for stories. • Distributed monthly PR Partners Tipsheet to community members to help educate and engage them more in the VLMD’s PR program. • Ongoing updates on the DiscoverVail.com media center. • Met with the CTO public relations team to discuss ongoing summer opportunities. • Finalized one, three, five and seven-day itineraries for the three target focus groups – active professionals, families with older children and active boomers – as part of the website content program. • Submitted Vail content for the annual Sunset Travel Awards. • Participated in select branding meetings to support the new 2022 marketing campaign. • Started developing brand activation ideas to support the 2022 marketing campaign. • Worked with Sylvia Rivera to support content for the media buy as well as information for ongoing media pitching. Sylvia also secured four journalists to visit in September as we welcomed our first Mexican press trip since COVID. MYPR coordinated travel, the itinerary and hosted the group during their visit to Vail. Q3 Media Coverage As a reminder, we monitor against our comp set to gauge Vail’s performance versus Aspen and Breckenridge. Links to comprehensive media coverage reports for all three destinations are noted below. Vail Coverage Report Breckenridge Coverage Report Aspen Coverage Report As you will see, the Vail report goes into greater detail with reach, key message coverage and top markets for coverage – all items we’ve previously tracked. We do not track for this level of detail in the other comp set reports. Vail continues to track strongly compared to its comp set when it comes to the volume of media coverage. In part, we believe this is because several Vail events use PR Newswire distribution for content which has a large reach – we do not see this level of community PR activity from Aspen or Breckenrige. The Breckenridge numbers track consistently with past summers, however, the Aspen numbers seem very low. Aspen Food & Wine was rescheduled for September and yet there was very little coverage of the event. We are meeting with our media monitoring contact to see if we can hone in on any inconsistencies. Following are some of trends in coverage from the three destinations. • Aspen o Several stories about events including the Aspen Music Festival and Jazz Aspen Snowmass. o Meghan Markle and Prince Harry attended an event in Aspen that drew a lot of media coverage. o Several leaf peeping stories ran regarding fall travel. • Breckenridge o Several stories about parking to hike Quandry Peak. o Fall travel, leaf peeping stories. o Included in roundups of Oktoberfest celebrations in Colorado. • Vail o Vail received a tremendous amount of media coverage for events this past summer. Many of our event partners distributed their releases via the wire which impacted the number of media clips. o Coverage of Vail Picnic. o Fall travel and leaf peeping stories. Vail Sample Media Placements • Hemispheres – September 2021 Headline/Link: Three Perfect Days: Colorado Rockies Note: Result of MYPR’s relationship with editor Ellen Carpenter. • Modern Luxury Publications – Various Dates Throughout the Summer Headline/Link: Destination Vail (page 152) Note: Story originally ran in the new Peak magazine, a Modern Luxury publication. The placement is the result of MYPR’s long-standing relationship with editor Helen Olsson, who we hosted in April in anticipation of the summer launch of the magazine. The travel story ended up getting picked up by other publications in the Modern Luxury national network of outlets. The story also ran in publications such as Angeleno, Manhattan, San Francisco, Dallas, Chicago, Atlanta and 10 other Modern Luxury outlets throughout the summer. • Haute Living SF – September 9, 2021 Headline/Link: Artsy Slopes: This Ski Town’s Art Museum Has No Walls Note: Result of MYPR hosting travel writer Becca Hensley to various visits to Vail over the years. On a previous visit, she went on the AIPP weekly tour and personlly connect with Molly. • Thrillist.com – August 18, 2021 Headline/Link: 7 Colorado Mountain Towns to Hit Before Summer’s Over Note: Result of MYPR’s long-standing relationship with writer Shauna Farnell. • Fort Collins Lifestyle Magazine – August 2021 Headline/Link: Any Time is Vail Time Note: Result of hosting writer Irene Thomas to a visit to Vail earlier in the summer. • 5280 – September 16, 2021 Headline/Link: Seeking Fall Foliage? Try These 3 Vail Hike and Picnic Pairings Note: Result of pitching Picnic Vail to several journalists throughotu the summer. The new food editor at 5280 loved the idea and suggested the story angle. Upcoming Media Placements • Celebrated Vacations • PureWow.com • Salt Lake Magazine • The Epoch Times • Matador Network Q4 Tactics Following are priority tactics for Q4. • Determine if MYPR should continue to distribute the monthly PR partners tipsheet. • Finalize recommendations for PR, influencer and Mexico efforts in 2022. • Support 2022 campaign planning by securing Dream Trips as part of the “Life is But a Dream” campaign. • Attend Travel Classics in Scottsdale on behalf of Discover Vail. • Refine reporting, KPIs for 2022. Upon review, please let us know if you have any questions. Thank you!