HomeMy WebLinkAbout05. VLMDAC June Meeting PresentationVLMDAC 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