HomeMy WebLinkAbout02. VLMDAC December Meeting PresentationVLMDAC BOARD MEETING
DECEMBER 16, 2021
Agenda
I. BOARD DECISIONS/APPROVALS
•Travel Classics (15 minutes), Kristin Yantis, MYPR
•Dream Trips (10 minutes), Kristin Yantis, MYPR
II. INFORMATION & DISCUSSION UPDATES
•Monthly Financial Report (5 minutes), Carlie Smith, Town of Vail
•2022 Planning Update (35 minutes), Cactus
•Campaign Production Updates (15 minutes), Cactus
•Town of Vail Updates (5 minutes), Mia Vlaar & Jeremy Gross, Town of Vail
•Other Business
III. MINUTES
•VLMDAC November 18 Minute Approval
•Action Requested of Council
TRAVEL CLASSICS
Travel Classics Opportunity
-Content will be republished by 12/14 and board will be notified
-Reference memo in packet materials
DREAM TRIPS
Dream Trips Update
-Content will be republished by 12/14 and board will be notified
MONTHLY FINANCIAL REPORT
2022 PLANNING UPDATE
Content Approach
WHAT THEY WANT: Clear articulation of what personas are thinking, feeling and doing
WHAT DO WE SAY: Messages that will resonate across the consumer journey
•Tier 1+2: Dream, Brand
•Tier 2+3: Activities, Sustainability/Stewardship, Fall, Flights, Events, etc.
•Other: Athlete Stories, Featured Businesses/People, Vail Style, etc.
•Database Drivers: Giveaways, Added Value/Upgrades, Gated Content, etc.
•What’s Hot: Cultural Drivers
WHERE WE SAY IT: Messages that will resonate across the consumer journey
•Paid: Traditional, Influencer, Digital, etc.
•Earned: PR
•Owned: Website, Social, In-Resort, etc.
WHEN WE SAY IT: Content mapped out across 12 months
•Calendar: Use timing to drive briefs to get creators/partners developing content
•Cultural: Align with cultural happenings
•Offers: Easter and other offers
•Critical Timeframes: drive off peak and mid week
Next Steps
12-17-12/23: Brief development
12/24-1/20: Partner strategy and tactic development
1/7: Partner Check-in
1/20: Jan Board Meeting - share seasonal strategy direction
2/17: Feb Board Meeting - share tactical plans
3/17: March Board Meeting - share final creative assets
2022 CAMPAIGN PRODUCTION UPDATES
Production Report
•Brand video edit to be shared during meeting
•Tier 2 selects underway
TOWN OF VAIL UPDATES
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, January, 2022;
Grand View Room/Virtual Via Zoom
APPENDIX
Return on Digital Ad Spend (RODAS)
For every $1 we spend in digital paid media, we generate an estimated $16.93 in lodging revenue. This is
up from $16.34 last month as our media spend fluctuates and we account for trip planning windows
impacting our annual booking data averages MoM
Adara Enhanced RODAS = displays full market visibility by leveraging the ADARA Co-op data, in
addition to STR Census, STR Occupancy and OAG Flights data. In 2020, Adara RODAS was
estimated using only ADARA Co-op data.
Adara
Enhanced
$16.93
RODAS
Website High Level Performance
HIGHLIGHTS:
11/1-11/30:
- overall metrics have increased
due to winter traffic naturally going
to the site.
- Organic traffic has moved into the
number 2 traffic driver to the site,
and we expect this to maintain and
increase as we continue to
optimize our search efforts.
- New visitor are the main
audience.
SEO High Level Performance
HIGHLIGHTS:
11/1-11/30
Organic keywords have increased for
the town of Vail.
The top 25 keywords we are ranking
for in November are listed to the left,
and provide the bulk of the search
volume driving to the site organically.
The top volume term in the first
position remains live music.
We are developing content briefs and
site content that supports winter
keywords and attractions in the town
of Vail to drive traffic outside of the
resort terms. Examples are related to
snowshoeing, the Nordic Center, and
dog sledding.