HomeMy WebLinkAbout03. d. 2021 VBCRW RecapLocal Marketing
●Vail Daily
●KZYR, KSKE, Lift FM, The Mile
●11 x 18 Posters
●In town Village and Lionshead Banners
●Vail Parking Garage
●Google Ads
●Facebook/Instagram Ads/Social Media
Regional Marketing
●Westword Newsletters
●Digital Display Ads
●Digital Radio (Spotify, Pandora)
●Facebook/Instagram Ads/Social Media
●Colorado.com Specials
●DiscoverVail.com
PR and Cross Promotion
●OpenTable.com Partnership eblast and
reservation web page
●Facebook and Instagram Post
●Press releases
●Vail Daily Article, Newsletters, LIVE
●Radio Station Interviews
Highlight Overview
●27 Participating Restaurants
●$20.21 Specials
●Extensive Marketing Campaign
●Increase Number of Guests
●Increased Sales Tax
●Beautiful Fall Weather
2021 Challenges
●Some Restaurant were understaffed and could not
participate
●Some Restaurants were closed during shoulder
season for remodel
●Restaurants did not offer enticing deals at $20.21
Westword Dinning Exclusive Emails: over 20K Subscribers
●Our overall open rate was 13.09% (with the Westword average open rate being 12%), so we had a slightly above-average open rate for all three
Newsletters.
●Our overall CTR was 2.87% (with the Westword average CTR being 1.38%), so saw an above-average open rate for all three Newsletters.
●We saw a total of 8,280 total opens and 238 link clicks to the site.
Digital Display: targeting Adults 25-64 w/ an interest in Fine Dining & Food Events
●Clickthrough rate (CTR) ended at 0.19% overall, which is above the 0.07% benchmark we look to achieve at a minimum.
●Overall CPM ended at $6.13 overall (with our planned CPM being $12) which is great to see.
Digital Radio: Spotify, Pandora, etc.
●Completion rate was above 98% for our digital radio ad, showing that our audience is engaging with our audio ad in full (as they should be each time,
being non-skippable).
○Radio is an awareness medium to complement our other media tactics. Completion rate is more of an indicator for success here then the click
totals.
Social Display: Facebook, Instagram
●Social Display CTR overall ended at 0.78% which is below the CTR benchmark for the Food & Drink Business Vertical of 1.20%.
○Our “Brooks” ad (the creative labeled “Brooks”) performed the best in terms of overall CTR at 0.85%, while the “Milchev ” creative achieved the
most clicks overall (1,192).
●The social display CPM overall ended at $7.91 which was below our planned CPM of $12.
Social Video:
●Social Video CTR overall ended at 0.88% which is below the CTR benchmark for the Food & Drink Business Vertical of 1.20%.
○Our “Wine” ad (the video labeled “Wine”) was the best performer in terms of overall CTR at 1.14%, while the “Chef ” video achieved the most
clicks overall (867).
●The social video CPM overall ended at $9.84 which is below our planned CPM of $12.