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