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Home My WebLink About01. VLMD_Summer_Business_Toolkit_2022-V3VAIL SUMMER 2022MARKETING TOOLKIT PAGE 2VLMD TABLE OF CONTENTS DiscoverVail.com & Data Collection Page 4 Audience, Campaign & Logos Page 9 Campaign Color & Type Page 20 Downloadable Photos/Videos Page 23 Sustainability Page 28 Public Relations Resources Page 30 Fly Vail Information Page 32 MARKETING TOOLKIT CAMPAIGN GUIDE: VAIL LOCAL MARKETING DISTRICT PAGE 3VLMD VAIL LOCAL MARKETING DISTRICT WHAT IS THE VAIL LOCAL MARKETING DISTRICT? The Vail Local Marketing District (VLMD) is funded by a 1.4% lodging tax, and is responsible for marketing and promoting Vail to attract overnight destination guests primarily during the non-ski season timeframe, creating economic vitality by increasing the visitor base, sales tax and lodging tax revenues. HOW DOES THE VLMD MEASURE SUCCESS? Success is measured both quantitatively through data, including occupancy, average daily rate, lodging and sales tax revenues, especially during lower demand time periods, and qualitatively through research and customer satisfaction surveys. The VLMD has recently added a sustainability practices education campaign to share best practices that serve our community values around protecting and enhancing our natural and built assets. DISCOVERVAIL.COM & DATA COLLECTION CAMPAIGN GUIDE: DISCOVERVAIL.COM PAGE 5VLMD WELCOME TO DISCOVERVAIL.COM Discovervail.com represents Vail, CO year round, with the primary focus on Spring, Summer and Fall. • Listing of all TOV businesses (dining, shopping, lodging, activities, etc.) • Full Vail Event Calendar • Lodging Booking Component • Complementary of vail.com, cross linking between the two, based upon the guest needs. VISIT WEBSITE HERE CAMPAIGN GUIDE: DISCOVERVAIL.COM PAGE 6VLMD LODGING ON DISCOVERVAIL.COM The VLMD has funded the Book Direct platform to ensure the best experience for both our guest and our properties in Vail. • All revenue and bookings go directly to the individual properties • Any Vail property* can be listed • Check to ensure your reservation system is connected. • To connect your property contact: Liz Gladitsch: Lgladitsch@vailgov.com Not connected but still listed AIP Connection to Book Direct *Must have a business license with Town of Vail ADD PROPERTY AS BUSINESS LISTING This does NOT add property to Book Direct. Contact Liz directly to set up on booking platform. CAMPAIGN GUIDE: DISCOVERVAIL.COM PAGE 7VLMD BUSINESSES, VENUES AND EVENTS ON DISCOVERVAIL.COM The goal of DiscoverVail.com is to have the most accurate information to provide to our guests. If you see outdated or missing information, please fill out one of the forms below. GROUP/WEDDING VENUE UPDATE ADD/EDIT AN EVENT ADD/EDIT A BUSINESS COMMUNITY INTEGRATION: DATA COLLECTION PAGE 8VLMD DATA COLLECTION Working together, we can accomplish a lot to enhance first-party data collection so the VLMD can: • More efficiently reach prospective visitors & loyal Vail guests • Evolve our marketing efforts to create custom, personalized experiences • Be in the right place, at the right time, with the right message to inspire guests based on their known interests How you can help us to better market Vail on your behalf: Vail Free WiFi: Town of Vail offers free WiFi all around the villages. Encourage guests to log in and sign up to receive tips about what’s happening in town that day. Vail Newsletter: Encourage guests to visit DiscoverVail.com and sign up for our newsletter. Drive to DiscoverVail.com: Link to our marketing site to encourage prospective visitors to learn more about Vail & the full breadth of our opportunities/businesses Synergistic Content: Incorporate VLMD content in event marketing VIEW COMMUNITY DATA COLLECTION PLAN SUMMER CAMPAIGNCAMPAIGN AUDIENCE GUIDE & LOGOS PAGE 10AUDIENCE:OUR TARGET AUDIENCEVLMD AUDIENCE: 2 CONSUMER-PERSONAS Based on findings from the database and 2021 results, we have shifted to a higher net worth audience, with an emphasis on destination families and destination empty nesters. These audiences are heavy travelers and with the right targeting and marketing approach, we will ensure that Vail is strongly in their consideration set for summer travel. PERSONAL VALUES Influence, stimulation, and pleasure Dependability, duty, and security TRIPS PER YEAR 7-10 leisure trips 1-3 international trips VACATION HABITS Likes the adventure of traveling and enjoys upscale dining. Expects premium amenities and experiences, and believes that loyalty programs ensures good treatment by employees. Expects elevated dining experiences while traveling and enjoys elite airline and hotel status. Follows seasonal patterns when traveling. Expects premium amenities and experiences, and believes that loyalty programs ensures good treatment by employees. HIGH NET WORTHFAMILIES HIGH NET WORTHEMPTY NESTERS PAGE 11AUDIENCE:OUR TARGET AUDIENCEVLMD Focus for Vail Local Marketing District Focus for Local Businesses Vail Chamber Business Association Welcome Centers Town of Vail Guest ExperienceGuest experience needs to be consistent from beginning to end. DOWNLOADABLE LOGOS HERE PAGE 12CAMPAIGN GUIDE: LOGO USAGEVLMD LOGO DV WORDMARK + URL COLOR USAGE EXAMPLES - LOGO USAGE DON’TS White logo over photo. Don’t use logo without sufficient contrast. Don’t use logo on top of overly busy background. Don’t alter or rearrange the logo without approval. Don’t use the logo in any color but black or white. Black logo over photo.Note: Always ensure adequate contrast when choosing to use the black or white version of the logo over imagery. To bring awareness to the new website, DiscoverVail.com, the logo below will be used locally. Please reference the below logo usage guidelines before downloading. PAGE 13 INTRODUCTION CAMPAIGN LINEThe glue that holds all of the ideas together. This year, the Vail Local Marketing District is shifting their key target audience to grow their database with high-net-worth individuals and their families. The corresponding marketing campaign, “Life Is But A Dream”, focuses on that audience and presents the town of Vail in a new way (highlighting the several areas of interest for this group as discovered through research) while also differentiating it from other mountain town destinations. The campaign, which officially launches at the end of March, unapologeti-cally leans into the town’s heritage and uses the metaphor for how you feel when you’re here to tell the story of Vail as a dream-like experience. When you’re in Vail, the confines of reality are but a suggestion. The air feels fresh-er. Life feels lighter. And spirits are lifted to a new high. There is something magical happening in this valley. You feel as if you’re the main character in a story. Just take a walk through the village down to the creek, and you’ll understand. It may seem surreal, but trust us, it’s just Vail. There’s no denying that there is something special about this place, as if it exists specifically as a reminder to enjoy life. When you’re here, you have fewer responsibilities, commitments and distractions, and the burdens of life don’t feel so heavy in this mountain air. You feel lighter. It’s easier to relax, fall in love and get carried away. The best way to put it is when you’re here it feels like Life is But a Dream. LIFE IS BUT A DREAM CAMPAIGN GUIDE: PLATFORMVLMD CAMPAIGN GUIDE: PLATFORM PAGE 14 PILLARS These are the different ways that the campaign can be expressed. All executions must be the visual representation of one or more of these pillars. THE DREAMIn Vail we strive to provide the dream vacation. From the setting of our stunning mountain retreat to our premium properties and amenities, to our impeccable service, our guests can come here and live the vacation of their dreams. THE FEELINGLife feels lighter in Vail. When you arrive, you shed your responsibilities,commitments and worries. You breathe more deeply, your shoulders relax.The weight of the world has just been lifted. THE PLAYFULNESSWe believe that existence itself should be playful, and that Vail’s purpose is to remind you to enjoy life. THE ACHIEVEMENTMake no mistake, it is an achievement in and of itself just to get to Vail. Butonce you’re here, there’s a whole other world of personal goals to achieve,dreams to fulfill and mountains to climb. CAMPAIGN GUIDE: PLATFORMVLMD CAMPAIGN GUIDE: PLATFORM PAGE 15 TONE The filter through which our campaign speaks and our campaign assets are evaluated. All images, footage and copy need to reflect a combination of these feelings. In many cases, the imagery and footage will do the heavy lifting, but the copy should support the tone we’re trying to achieve. SURREAL ETHEREAL PLAYFUL SERENE BLISSFUL INTIMATE CONTEMPLATIVE FULFILLED CAMPAIGN GUIDE: PLATFORMVLMD CAMPAIGN GUIDE: PLATFORM PAGE 16 MESSAGING The goal of this campaign is to connect with our high-net-worth audience on a visceral level by transporting them to Vail with dream-like imagery and copy that exudes an ethereal and blissful tone. Every brand touch point should feel elevated, aspirational and luxurious; as close to awork of art as possible. Copy that has a bit of attitude and fun is also acceptable. And although achieving a dream-like feel is the ultimate goal, we must be careful to not overuse the word “dream,” but instead, paint a picture with our words. When writing articles and other long form content, this language should be sprinkled throughout and not overused. Always try to keep it feeling elevated and premium, and not feeling like a romance novel. EXAMPLES Nestled in the Rockies lies a European village where the confines of reality are but a suggestion. Find sanctuary tucked in a valley, under a blanket of stars. Serenity isn’t given. It’s found. Get carried away in Vail. Shed responsibilities, commitments and worries. Take a deep breath. The weight of the world has just been lifted. A destination above. Untether yourself from responsibility and get swept away in this exclusive Vail escape. Chase what makes you happy. There are moments when the confines of reality feel like a suggestion. Moments where existence feels playful. These moments can be hard to find, until you’re in Vail. CAMPAIGN GUIDE: PLATFORMVLMD CAMPAIGN GUIDE: PLATFORM PAGE 17 MESSAGING The goal of this campaign is to connect with our high-net-worth audience on a visceral level by transporting them to Vail with dream-like imagery and copy that exudes an ethereal and blissful tone. Every brand touch point should feel elevated, aspirational and luxurious; as close to awork of art as possible. Copy that has a bit of attitude and fun is also acceptable. And although achieving a dream-like feel is the ultimate goal, we must be careful to not overuse the word “dream,” but instead, paint a picture with our words. When writing articles and other long form content, this language should be sprinkled throughout and not overused. Always try to keep it feeling elevated and premium, and not feeling like a romance novel. EXAMPLES CONT. Booking Confirmation Email: Congratulations on booking an experience of a lifetime! Soon, you’ll be stepping into our dreamy village in the valley where the air is crisp, the food is delicious and life feels lighter. If you’re looking to elevate your getaway you can get swept away by all the adventures Vail has to offer at discovervail.com. Event (ticket) Confirmation Email:Bravo! The tickets are yours! Engage all of your senses in this dreamy European village nestled in the Rockies. Discover why Vail is the place where culture and mountains meet at discovervail.com. Social Post:I’ve escaped to Vail, and you’d think I just stepped into a dream. From breathing in the fresh mountain air to the breathtaking views, it feels like all my worries have floated away. Life just feels lighter here. Welcome Copy:Welcome! Soon, you’ll be stepping into our European village nestled in the Rockies where the confines of reality are but a suggestion. Looking to elevate your getaway? Get swept away by all the adventures Vail has to offer at discovervail.com. CAMPAIGN GUIDE: PLATFORMVLMD CAMPAIGN GUIDE: PLATFORM PAGE 18 Print example Banner example CAMPAIGN GUIDE: EXAMPLES IN MARKETVLMD CAMPAIGN GUIDE: EXAMPLES IN MARKET PAGE 19 Social example CAMPAIGN GUIDE: EXAMPLES IN MARKETVLMD CAMPAIGN GUIDE: EXAMPLES IN MARKET SUMMER CAMPAIGNCOLOR & TYPE PAGE 21CAMPAIGN GUIDE: COLOR, TYPE & ICONSVLMD COLOR PALETTE BACKGROUND AND ACCENT COLORS EXAMPLES: TYPOGRAPHY COLORS VLMD Cream R231 G234 B223 C2 M4 Y9 K2 #f1eadf VLMD Gold R225 G206 B122 C13 M14 Y63 K0 #e1ce7a White R255 G255 B255 C0 M0 Y0 K0 White R255 G255 B255 C0 M0 Y0 K0 Black PMS Black R0 G0 B0 C30 M30 Y30 K100 PAGE 22CAMPAIGN GUIDE: COLOR, TYPE & ICONSVLMD TYPOGRAPHY The campaign utilizes the Vail Resorts brand fonts, used only in black or white. AVENIR: Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 AVENIR NEXT CONDENSED: DEMI BOLD AVENIR: Medium ABCDEFGHIJKLMNOPQRSTUWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HEADLINES: Letter spacing of headlines should be tracked very wide, as wide as is appropriate for the layout. When used with a subhead, there should be a significant difference between primary and secondary font sizes. Should be set in all caps. BODY COPY: Body copy can be set in Avenir Medium in a legible size. Headline: Subhead: Body Copy: SUMMER CAMPAIGNPHOTOGRAPHY & VIDEO BRAND GUIDELINES: PHOTOGRAPHY & VIDEO PAGE 24VAIL Vail is a leader in the industry and presents itself as a world- class mountain resort. A leader never rests on their laurels, and Vail has continuously surpassed its own benchmarks of innovation. This relentless pursuit towards perfection is tangible in every element of Vail’s offerings. We want our video content and photography to reflect a bold, aspirational character, and convey a positive, vibrant sense of adventure while also feeling elevated and sophisticated. AUTHENTICITY Our imagery should project the powerful emotional reaction people have while enjoying their experiences and capture them in a candid, genuine way. The image should draw the viewer into the moment as it authentically unfolds. THE VAIL EXPERIENCE THROUGH ITS TERRAIN Vail Mountain and it’s villages should be the canvas that brings an emotional story to life. We want to balance the authentic moments of our character’s story with stunning visual sense of place. The subject matter should show people in environments that are not overly crowded. OVERALL APPROACH CAMPAIGN GUIDE: PHOTOGRAPHY & VIDEO PAGE 25VLMD PHOTO/VIDEO USAGE VAIL SUMMER VIDEO USAGE INSTRUCTIONS • The VLMDAC will allow TOWN OF VAIL business and community partners use of the 2022 summer videos including :30’s, :15’s and :06’s • The VLMDAC will allow TOWN OF VAIL business and community partners use of the Broll to incorporate into your own marketing. • The VLMDAC requests that these videos be used in digital marketing efforts only; including a website, email and social marketing efforts. • The video must link to the website discovervail.com • If the video is shared on social media platforms. Tag @DiscoverVailCO and #DiscoverVail VAIL SUMMER PHOTOGRAPHY USAGE INSTRUCTIONS • The VLMDAC will allow TOWN OF VAIL business and community partners use of the 2022 summer images • If the photo is shared on social media platforms. Tag @DiscoverVailCO and #DiscoverVail • Please credit all photos with: Vail Local Marketing District DOWNLOADABLE VIDEOS HERE DOWNLOADABLE PHOTOS HERE CAMPAIGN GUIDE: PHOTOGRAPHY & VIDEO PAGE 26VLMD USER GENERATED CONTENT PROGRAM LIFE IS BUT A DREAM PHOTO SUBMISSION We’re calling all photographers – amateurs and professionals alike – to submit images for potential use in Vail’s marketing materials. What’s in it for you if selected? Photo credit, cash compensation, and bragging rights, of course. Images should be elevated, unique, fashion-forward, and show different perspectives. IMAGE DIRECTION AND GUIDELINES Images should also reflect the concept of “dream,” but may approach it from different angles. These could include (but not limited to): Shifted perspectives Unique activities Serene/blissful/intimate moments Personal achievements Elevated feelings SUBMIT YOUR PHOTO & LEARN MORE VAIL MARKETING TOOLKITOTHER RESOURCES PAGE 28VLMD SUSTAINABILITY EFFORTS VAIL’S COMMITMENT TO SUSTAINABILITY Vail is one of the most beautiful places on earth. Which is why those of us lucky enough to live, visit, and play here care about keeping our footprint small, our resources plentiful, and our contribution to sustainability top of mind. It’s the least we can do for the place we all love. LEARN MORE HERE OTHER RESOURCES: SUSTAINABILITY EFFORTS TAKE THE SUSTAINABILITY QUIZ PAGE 29VLMD SUSTAINABILITY EFFORTS STEWARD VAIL: VAIL’S DESTINATION STEWARDSHIP PLAN During the rest of 2022, the Town of Vail will be creating a Destination Stewardship Plan, with the goals of: • Managing the growth of our tourism economy, • Protecting our way of life and the natural environment that we all love, and • Maintaining a world-class experience for our visitors and residents. “Destination stewardship” is a strategic approach to tourism management that focuses on environmental, social and economic sustainability. We know that tourism is an important economic engine for our community. But we also know that tourism in a place as unique as Vail must be done in a way that preserves all that makes our community such a special place to live, work and visit. HOW CAN YOU GET INVOLVED? JOIN A VISIONING SESSION We can’t do any of this without you, so please make your voice be heard. The Town of Vail will be hosting visioning sessions with members of the community beginning in April, to better understand from you: • What challenges is tourism creating in our community? • What opportunities do you see to enhance the resident and visitor experience? • How can Vail create more positive benefits from tourism? OTHER RESOURCES: SUSTAINABILITY EFFORTS PARTICIPATE IN STEWARD VAIL PAGE 30VLMD PUBLIC RELATIONS KEEP US INFORMED Knowing what is going on throughout the community helps us to better promote the destination. Please include MYPR on any press release distribution lists to ensure your content is included on discovervail.com media center. Send your press releases to: DiscoverVailPR@myprco.com PR RESOURCES Including free things to do in Vail and talking points on Vail’s Bavarian villages VAIL PR BOILERPLATE Discover Vail in the spring, summer and fall. There’s no place like Vail for year-round recreation, outdoor pursuits and cultural experiences in the heart of the Colorado Rockies. Nestled at the foot of Vail mountain just two hours west of Denver, Vail’s fresh air, rugged beauty and charming pedestrian villages await visitors. Discover quaint Bavarian villages where outdoor activities abound and the performing arts flourish. Matching the incredible winter mountain experience, Vail from May through October is characterized by a rich culinary scene, family activities, world-class events and everything in between. PR RESOURCES OTHER RESOURCES: PUBLIC RELATIONS MEDIA CENTER PAGE 31VLMD SOCIAL INFLUENCER CO-OP WE CAN HELP OFFSET COST FOR SOCIAL INFLUENCERS The VLMDAC is willing to provide cash assistance to cover the cost of lodging, activities, dining, airfare or influencer fees if influencers meet the following criteria. • Mega Influencer – typically a minimum of 1M followers • Focus on food, lifestyle or fashion influencers • Willing to contract for inclusions of @discovervailco handle and appropriate hashtags Each opportunity will be reviewed on a case-by-case basis and cash assistance will be allocated based on the criteria noted above. To take advantage of this special co-op program, please contact Malen Yantis Public Relations – DiscoverVailPR@myprco.com – to further explore this partnership! OTHER RESOURCES: PUBLIC RELATIONS PAGE 32VLMD EGE AIRPORT FLY VAIL (EGE) Access to Vail is easy and convenient via Eagle County Regional Airport (EGE) and Denver International Airport (DEN). EGE has non-stop jet service from numerous major domestic and international cities, and DEN is just two hours east of Vail. Eagle County Regional Airport provides non-stop flights from major markets in the winter, and two in the summer for year-round service, Dallas/Ft. Worth and Denver. This makes traveling to Vail extremely convenient regardless of the time of year you visit. LEARN MORE HERE OTHER RESOURCES: EGE AIRPORT THANK YOU