HomeMy WebLinkAbout07. Malen Yantis PR Report, Q1 2022
April 25, 2022
TO: Vail Local Marketing District Advisory Council
FROM: Kristin Yantis & Amanda McNally MYPR
CC: Mia Vlaar & Liz Gladitsch, Town of Vail
RE: Q1 Public Relations Report
Agency Support
The first quarter of 2022 was incredibly busy finalizing details for the 2022 Travel Classics West
conference Sept. 22-25 in Vail and supporting events/activities. MYPR also diligently worked on
securing content for the Dream Trips portion of the summer 2022 campaign. Following are
sample tactics in support of the VLMD.
• Co-hosted the annual Vail PR Partners meeting with Vail Mountain PR in early Q1 to
announce the partnership with Travel Classics, discuss focus for summer 2022 and
engage partners in our PR program.
• Continued to try and work with the lodging community to develop summer 2022 Dream
Trips. Since these continued to get pushed back and we were concerned the project was
not going to come to fruition, MYPR contracted with a local travel agent – Snow Sport
Vacations – to develop and sell four of the offers. MYPR developed most of the offers
and then worked with Snow Sport Vacations to price out costs. Subsequently, once
these were finalized, three additional Vail hotels created and submitted Dream Trip
offers that we are able to promote as well. HERE is a link to all of the packages.
• Finalized the contract to host the Sept. 22-25, 2022 Travel Classics West conference in
Vail at the Grand Hyatt Vail. Following are several of the accomplishments to move this
event forward in Q1.
o Finalized the contract.
o Worked with hotel partners to develop themes and secure lodging for the four pre
and post conference trips (see below). The agency also made several activity
reservations this far in advance due to so many selling out during our busy
summer/fall season. MYPR created a newsletter template and distributed the pre
and post trip invitation to all confirmed attendees. Two of the four trips are sold
out with opportunities to fill the history and photography trips.
o Submitted content for the Travel Classics monthly newsletter that’s distributed to
all conference attendees.
o Worked with Cactus to submit a banner ad that’s included on the Travel Classics
website as well as an advertisement for the Travel Classics Switzerland program.
o Reached out to several partners in the community about getting involved in the
event including Vail Resorts, Vail Chamber & Business Association, hotel
partners, etc.
o Researched locations for the Discover Vail dinner during Travel Classics. Toured
several venues including the Vail Golf Club. Confirmed availablity with Four
Seasons and will be working with the hotel to host this dinner on Friday, Sept. 23.
o Assisted the event organizer with sponsorship outreach.
o Worked with the PR team from the Colorado Tourism Office to coordinate
dinners and discuss ways in which we can work together to showcase Vail and
the state during TCW.
• Distributed request for “what’s new” content for 2022 media outreach.
• Managed the monthly Destinatin Stewardship Program column with the Vail Daily. This
entails identifying a quarterly content calendar of relevant, timely topics and interviewing
experts in the community. MYPR then drafts each column for Town approval and
submits to the Vail Daily to publish.
• Ongoing updates of content on the DiscoverVail.com media center.
• Set up calls with various PR partners that represent events such as Vail Craft Beer
Classic and Vail Dance to discuss how best to partner together in summer 2022.
• Worked with Cactus to refine the summer 2022 influencer strategy. Provided the
VLMDAC with recommendations for use of supplemental funds to attract Mega
Influencers. This co-op “test” was approved and MYPR will execute on this idea should
Town Council approve the additional budget spend in early May.
• Started outreach for summer media visits. MYPR is limiting summer media visits due to
budget shifts to support the TCW pre and post trips. We are being very discerning about
summer opportunities outside of TCW due to budget limitations.
• Drafted Dream Trips release for distribution in early April.
• Ongoing media outreach/pitching for summer 2022 opportunities.
• Provided feedback and insight into various content topics for DiscoverVail.com and
subsequent distribution channels.
• Client management including monthly VLMDAC meetings, partner meetings, PR one-on-
ones with Town of Vail staff and board members, etc.
• Provided recommendations for a photo digital library resource so, collectively, the
partner group can better manage assets.
Q1 Media Coverage
As a reminder, we monitor against our comp set to gauge Vail’s performance versus Aspen and
Breckenridge. Please note that historically, the first and fourth quarters of the year garner less
summer coverage with the majority of stories running April to September. Links to
comprehensive media coverage reports for all three destinations are noted below.
Vail Coverage Report Breckenridge Coverage Report Aspen Coverage Report
As you will see, the Vail report goes into greater detail with reach, key message coverage and
top markets for coverage – all items we’ve previously tracked. We do not track for this level of
detail in the other comp set reports.
Vail continues to track strongly compared to its comp set when it comes to the volume of media
coverage. This has been a consistent pattern for Q1 coverage with Breckenridge typcially
coming in with very few summer stories in the first quarter. Following are some of trends in
coverage from the three destinations.
• Aspen
o Event information with details on several summer happenings including Aspen
Music Festival and Theater Aspen.
o Summer flight information for travel to the Aspen Airport.
o Approval and enhancements at Buttermilk and Snowmass.
• Breckenridge
o Stories on congestion in town.
• Vail
o Most coverage was of summer event announcements including Vail Craft Beer
Classic, Bravo!, GoPro Mountain Games and Vail Dance.
Vail Sample Media Placements
• New York Times – March 26, 2022
Headline/Link: Vail Dance Festival to Feature Collaborations
Note: Annual NYT exclusive secured by the VDF.
• WineIndustryAdvisor.com – March 15, 2022
Headline/Link: The Vail Wine Classic Returns Aug. 11-13
Note: Release posted on the industry newsletter’s website.
• AnAdventurousWorld.com (blog) – March 16, 2022
Headline/Link: Colorado in Summer: Top t Colorado Summer Resorts
Note: Story based on blogger’s trip to Colorado. MYPR assisted with giving ideas and
recommendations for things to do and see.
• Broadwayworld.com – Feb. 11, 2022
Headline/Link: Braov! Vail Music Festival Announces 35th Seasons, June 23-Aug. 4,
2022
Note: Result of Bravo! announcement release.
Upcoming Media Visits
• June 16-19 – Freelance writer Molly O’Brien who contributes to Travel & Leisure, Conde
Nast Traveler, Bloomberg Business Insider, Fodor’s Travel and Matador Network,
among others.
• Week of June 19 (specific dates TBD) – Freelance golf writer Judd Spicer who is on
assignment to write about the Golf Dream Trip for Avid Golfer Dallas. He also
contributes to outlets such as FORE, the publications for the southern California Golf
Association, and has a regular sports podcast.
• August 5-7 – Freelance writer Becca Hensley who contributes to outlets such as Elite
Traveler, Forbes Travel Guide, Modern Luxury, Austin American Statesman, Austin
Monthly, Robb Report and many others
• Travel Classics Pre + Posts Trips:
o September 19-22 – Health & Wellness Focused Trip w/Lodge at Vail
All six spots have been confirmed – trip is full
o September 19-22 – Vail History Trip w/The Hythe
One of five spaces have been confirmed
o September 25-28 – Llama Backcountry Trip w/Four Seasons Vail
Seven out of seven spaced have been confirmed – trip is full
o September 25-28 – Hidden Spots in Vail Photography Trip w/Sonnenalp
Two of six spaces have been reserved
Q2 Tactics
Following are priority tactics for Q2.
• Finalize content and distribute Dream Trips press release.
• Draft and distribute Summer What’s New Tipsheet.
• Finalize influencer selects for 2022 and contract, book travel and manage deliverables.
• Develop and launch the influencer co-op program with hotel partners.
• Work with Mexico PR partner Sylvia Rivera to finalize components of the summer
marketing/PR effort including the media buy, June influencer/media visits, etc.
• Identify dates for group and/or individual Mexico media visits – preferably in June or
early July to still impact this summer.
• Continue to secure select media visits for summer 2022.
• Finalize plan for the TCW Discover Vail dinner on Sept. 23.
• Attend Travel Classics Switzerland on behalf of Vail April 24-28.
Upon review, please let us know if you have any questions.
Thank you!