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HomeMy WebLinkAbout06a.VSD19_MARKETING RECAPVAIL SNOW DAYS MARKETING RECAP MEDIA SNAPSHOT A specific media plan was put in place for Vail Snow Days with targeted leads. Media included print, social digital, influencer initiative, grassroots marketing and more. OVERALL MEDIA IMPRESSIONS:3,669,868 MEDIA PLAN OVERVIEW FY20 IMPRESSIONS FY19 IMPRESSIONS Westword Print 43,000 139,435 Vail Daily Print 720,000 140,000 Two Parts Digital 94,562 Partner (AB Social Boost)374,000 Vail Daily Weekly 54,600 Digital Display 392,463 Vail Mnt Upsell Rotation 59,000 59,748 VSD Facebook/Instagram 443,506 Vail Facebook/Instagram 1,488,737 938,422 303 Magazine Digital 28,654 TV8 240,000 Pre-roll/Connected TV 129,802 Total 3,669,868 1,576,061 MEDIA PRINT Print Media focused on Front Range, Regional and Local print to reach the key demographics. Messaging focused on the band announcement and 4-day festival weekend of action for Vail Snow Days. VAIL DAILY PRINTIMPRESSIONS:45,000/DAY (15) HALF PAGE ADS WESTWORD PRINTWINTER PUBLICATION, SEASONAL IMPRESSIONS:43,000 FULL PAGE AD MEDIA DIGITAL Digital media targeted throughout the Front Range, Regional and Local providing a strong opportunity for extended reach. WESTWORD BANNER & STATIC ADIMPRESSIONS:100,008 WESTWORD RESKIN:IMPRESSIONS:6,214 VAIL DAILY WEB BANNERIMPRESSIONS:125,000 MEDIA DIGITAL Additional digital media reach included Two Parts collaboration to target Front Range guests. E-NEWSLETTER INCLUSIONIMPRESSIONS:50,000 EVENT CALENDAR INCLUSIONIMPRESSIONS:21,300 SOCIAL INCLUSIONSIMPRESSIONS:23,262 PR MEDIA HITS PUBLIC RELATIONS AND DIGITAL OUTREACH A strategic public relations campaign was conducted for Vail Snow Days starting with the band announce on October 10, 2019 with the campaign including (30) pieces of coverage totaling an estimated 2,683,000+ impressions. Key PR Highlights below. DO303IMPRESSIONS:36,700 YAHOO.COMIMPRESSIONS:2,052,000 MOUNTAIN LIVING MAGAZINEIMPRESSIONS:1,340 SOCIAL ENGAGEMENTS INTEGRATED SOCIAL PLAN The social plan for Vail Snow Days included Facebook and Instagram with organic and paid posts, an influencer program and cross-promotional efforts through event partners. Total impressions for the Vail Snow Days social pages reached 443,500. FACEBOOK Impressions: 278,606 Followers: 802 Impressions per message sent: 39.8k Engagements: 2,881 INSTAGRAM Impressions: 164,900 Followers: 867 Impressions per message sent: 6,872.2 Engagements: 994 VAIL SNOW DAYS CREATIVE ADDITIONAL CREATIVE EXAMPLES TOWN OF VAIL BANNER, BRIDGE STREET LOCATION ROUNDABOUT BANNER SIGNAGE (9) TOTAL POLES GRASSROOTS MARKETING, HANDBILLS