HomeMy WebLinkAbout05.2 Vail Summer 2020 Marketing ToolkitVAIL LOCAL MARKETING DISTRICT
2016
BRAND GUIDELINES
VLMD SUMMER 2020MARKETING TOOLKIT
PAGE 2VLMD
TABLE OF
CONTENTS
New Website: discovervail.com Page 3
New Lodging Booking Platform Page 5
Campaign & Logos Page 7
Campaign Color & Type Page 10
Downloadable Photos/Videos Page 13
Public Relations Resources Page 17
Fly Vail Information Page 18
Sustainability Page 19
COVID-19 Vail Business Resources Page 20
MARKETING TOOLKIT
NEW WEBSITE FOR VAIL, CODISCOVERVAIL.COM
CAMPAIGN GUIDE: DISCOVERVAIL.COM PAGE 4VLMD
WELCOME TO
DISCOVERVAIL.COM Discovervail.com has just launched and will represent Vail, CO
for the Spring, Summer and Fall months.
• Listing of all TOV businesses (dining, shopping, lodging, activities, etc.)
• Full Vail Event Calendar
• Lodging Booking Component
• Complementary of vail.com, cross linking between the two,
based upon the guest needs.
VISIT WEBSITE HERE
CAMPAIGN GUIDE: DISCOVERVAIL.COM PAGE 5VLMD
WELCOME TO
DISCOVERVAIL.COM
The VLMD has funded the Book Direct platform to ensure the best
experience for both our guest and our properties in Vail.
• All revenue and bookings go directly to the individual properties
• Any Vail property* can be listed
• Check to ensure your reservation system is connected.
• To connect your property contact: Liz Gladitsch: Lgladitsch@vailgov.com
Not connected but still listed
Connected to Book Direct
*Must have a business
license with Town of Vail
VIEW COMMUNITY INTEGRATION PLAN
CAMPAIGN GUIDE: 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 If you see outdated or missing information,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
SUMMER CAMPAIGNCAMPAIGN & LOGOS
PAGE 8
Print example Banner/Social example
CAMPAIGN GUIDE: EXAMPLES IN MARKETVLMD
CAMPAIGN GUIDE: EXAMPLES IN MARKET
DISCOVER VAIL
FIND ENDLESSPOSSIBILITIES
PAGE 9CAMPAIGN GUIDE: LOGO USAGEVLMD
LOGOS
TOWN OF VAIL + URL URL ONLY
DV WORDMARKVAIL WORDMARK DV WORDMARK + URL
DOWNLOADABLE LOGOS HERE
SUMMER CAMPAIGNCOLOR & TYPE
PAGE 11CAMPAIGN 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 12CAMPAIGN 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 14VAIL
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 15VLMD
PHOTO/VIDEO
USAGE Vail Summer Video Usage Instructions
• The VLMDAC will allow TOWN OF VAIL business and community
partners use of the 2020 summer videos including :30’s, :15’s and :06’s
• The VLMDAC will allow TOWN OF VAIL business and community
partners use of the Broll to incorporate into your own marketing.
• The VLMDAC 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 VLMDAC will allow TOWN OF VAIL business and community
partners use of the 2020 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 VLMDAC
DOWNLOADABLE VIDEOS HERE
DOWNLOADABLE PHOTOS HERE
VAIL MARKETING TOOLKITOTHER RESOURCES
PAGE 17VLMD
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 18VLMD
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. This
makes traveling to Vail extremely convenient regardless of the time of year you visit.
LEARN MORE HERE
OTHER RESOURCES: EGE AIRPORT
PAGE 19VLMD
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.
LEARN MORE HERE
OTHER RESOURCES: SUSTAINABILITY EFFORTS
DOWNLOADABLE RESOURCES
OTHER RESOURCES: COVID-19 RESOURCES PAGE 20VLMD
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