HomeMy WebLinkAboutVLMD Creative Agency RFP Applicant - Miles PartnershipProposal for Vail Local Marketing District
Responding to:
Content Strategy, Creation and Management
Traditional and Digital Media Planning,
Buying, Optimizing, Billing and Reporting
Laura Libby
Senior Vice President
d: +1 303-867-8288 | c: +1 720-934-8015
Laura.Libby@MilesPartnership.com
Creative Agency Services
AUGUST 31, 2022
VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP 2
TABLE OF
CONTENTS
Meet Miles Page 4
Meet Our Team Page 11
Client List Page 20
References Page 25
Samples of Our Work Page 26
Fulfilling Your Scope of Work Page 42
Content Strategy, Creation and Management Page 43
Traditional and Digital Media Planning, Page 47
Buying, Optimizing, Billing and Reporting
Proposed Pricing Page 55
Photo Credits: Vail Local Marketing District
3 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
INTRODUCTORY LETTER
Dear Members of the Selection Committee,
Thank you for the opportunity to present our qualifications in response to the Content Strategy, Creation and
Management and Traditional and Digital Media Planning, Buying, Optimizing, Billing and Reporting portions of your
RFP. If selected as your agency partner in these areas, Miles Partnership will be a true partner to Vail, your industry and
your community stakeholders—a partner that brings new ideas, suggests new solutions and supports your staff.
Miles is uniquely qualified to serve as your agency partner in these key ways:
We are destination experts. As a marketing agency dedicated to travel and tourism, we offer decades of experience
and expertise understanding the competitive landscape, trends in the broader travel industry and the management of
stakeholder and resident relations. We’re also no strangers to Vail or the state of Colorado. In addition to our work
with the Town of Vail on ad sales, we also have extensive experience working with the Colorado Tourism Office. On top
of that, our team is largely Colorado-based. In short, we are ready to hit the ground running for the VLMD.
We elevate brands. A brand is not a logo or a tagline. It’s a promise. Delivering on the promise builds trust and loyalty
with travelers, locals and area businesses, and creates a stronger community united in fulfilling that promise. We will
ensure that Vail fulfills its brand promise not only to visitors but residents, students, the business community and local
stakeholders by contributing to the quality of life, economic vitality and cultural richness of Vail.
You can count on us to deliver—again and again. We enjoy the shiny objects and big splash as much as any creative
agency—but it’s our commitment and passion to continual, data-driven evolution and optimization that set us apart.
Our approach is equal parts art and science and we never let creative ego get in the way of results.
We’re excited for the opportunity to partner with you to deliver marketing and advertising services that promote Vail in
a way that resonates with your key audiences and drives increased economic impact, visitation and overall success for
your community.
Sincerely,
Laura Libby, Senior Vice President
4 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
MEET MILES
Miles Partnership is a strategic marketing consultancy
focused exclusively on travel and tourism.
We began as an entrepreneurial venture, and that spirit of seeing and
seizing opportunity has remained with us. Over the past 68 years, we
have continuously adjusted with the changing times to deliver forward-
thinking, successful solutions that meet our clients’ needs.
Today, we embrace innovation, creativity and doing things differently
to deliver unparalleled results. We accomplish this by investing heavily
in partnerships, hiring exceptionally talented associates and acquiring
future-focused tools and platforms.
As an agency focused solely on the travel industry, we have a deep
understanding of travelers and the products, messaging and media that
drive visitation. We work with more than 130 destinations, hospitality
businesses and other tourism partners around the world. We believe
that it’s our custom approach to each client—as well as our focus on
innovative technology, careful analysis and evolution—that has created
significant ROI for the destinations and tourism businesses we work with.
The vast majority of our clients are DMOs similar to the VLMD and they
run the gamut from cities and regions to states, territories and countries.
We primarily work with complex travel brands whose audiences range
from domestic and international leisure travelers to meeting planners,
niche markets and industry stakeholders.
5 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
CORE COMPETENCIES
Strategic Consulting
Content Creation & Distribution
Branding & Creative Services
Advertising Services & Media Buying
Digital Development
Revenue Generation Programs
We believe that by grounding our marketing efforts
in shared values—appealing to what is personal and
important to people in their daily lives—we create an
emotional connection between destination brands
and the audiences with whom they want to connect.
We have taken this approach to help tell the stories of prominent
destinations such as Visit Sarasota County, VISIT FLORIDA, San
Francisco Travel Association, Kentucky Department of Tourism,
U.S. Virgin Islands Department of Tourism, Memphis Tourism,
Hawaii Tourism Authority, Discover Puerto Rico, Louisiana Office of
Tourism, Tourism New Zealand and Royal Commission for AlUla.
As the official marketing partner of Brand USA, we’ve reached
hundreds of millions of global consumers through targeted creative
and messaging across channels. Through this experience, we’ve
gained country- and culture-specific knowledge on how to translate
a destination’s brand for international audiences.
Miles is also a lead agency supporting the Google DMO Partnership
Program, working with more than 200 destinations in North
America, the Caribbean, the South Pacific, New Zealand and
Europe to enhance their consumer-facing content across a range of
Google’s products and tools.
We understand today’s highly fragmented, complex
and constantly changing travel marketing landscape
and how to best position our clients for success.
6 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Like any good agency, we use research to better understand what motivates and
influences travelers.
Unlike other agencies that develop research studies to meet their own needs, we
strongly believe in independent, third-party research to drive program measurement
and optimization
OUR RESEARCH-BASED APPROACH
Each year, Miles invests more than $500,000 in research with independent,
third-party research partners such as Phocuswright, Destination Analysts,
Civitas, Downs & St. Germain and Longwoods International to help provide
the insights and recommendations our clients need.
We also partner with some of the most sophisticated specialist agencies
and media partners across the travel space, such as Sparkloft, UberMedia,
Centro and Adara, which ensures our strategies are rooted in the latest
platforms, technologies and media channels.
What sets Miles apart is our ability to turn research and analytics into
actionable insights that inform decisions, shape changes and drive
improvements for our clients.
7 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Recent sponsored research that helps inform our marketing strategies includes:
»“The State of the American Traveler,” Destination Analysts’ ongoing quarterly study
since 2007, offering an in-depth look at American leisure travelers with special reports on
Destination Decisions, Technology & Mobile, Traveler Segments and Destination Management.
»“Funding Futures: Research Study into the Options & Opportunities for New or Enhanced
Funding of Tourism & DMOs in the Recovery from COVID-19,” Civitas and Tourism
Economics, 2020-2021. This research analyzes tourism and DMO funding models across
115 North American cities and 10 Canadian provinces. From these findings we were able to
outline 10 new and improved funding models for organizations to consider.
»“USA Road Trips Research Summary,” Longwoods International, 1997-2022. This ongoing,
comprehensive study looks into the travel behavior, interests and sources of information for
U.S. road-trip travelers. This is especially timely as road trips are not only a major part of U.S.
travel, but an even bigger part of the recovery from COVID-19.
»“Moving Picture Magic,” an analysis of top-performing DMO videos around the world,
conducted with the University of Waikato. As part of our ongoing review of destination
marketing best practices, for the past five years Miles has sought to benchmark and assess
top-performing online videos from more than 150 DMOs in over 25 countries. We identified
key themes of successful videos that generate viral appeal, organic reach and engagement.
»“The Year in Review & the Year Ahead—Major Trends, Challenges & Opportunities
in Destination & Tourism Marketing,” Phocuswright, 2016-2022.
For six years, this study has explored insights,
analyses and predictions of how the industry
is changing—especially in light of COVID-19.
The most recent year spotlights the impact
of technology and digital transformation,
along with its challenges and opportunities,
and addresses what a post-pandemic visitor
industry might look like.
8 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
OUR AWARD-WINNING WORK
Our client work has garnered more than 140 awards across content creation,
design, website development and brand campaigns over the past three years.
Recent client accolades include:
»2022 Mercury Award for Discover Puerto Rico’s “La IDEA” in the innovation category
»2022 Destiny Award for Discover The Palm Beaches’ “Between-The-Sessions” Groups & Meetings Campaign
»2022 Destiny Award for Sonoma County Tourism’s “Life Opens Up” Digital Campaign
»2022 IAC Award for Outstanding Integrated Ad Campaign for Visit Loudoun’s “Branch Out” Campaign
9 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
»2022 IAC Award for Best Travel Integrated Ad Campaign for “Explore Your Georgia: A Demand Approach to
Driving Tourism Recovery”
»2022 IAC Award for Best Travel Online Campaign for “Where in #BeautifulSamoa?” Competition
»2022 IAC Award for Outstanding Integrated Ad Campaign for Boone’s “Got Awe?” Campaign
»2021 Gold HSMAI Adrian Award for Visit Loudoun’s “Branch Out” Campaign
»2021 Silver HSMAI Adrian Award for Hawks Cay Resort’s “Keys to Country” Music Series Digital Campaign
»2021 IAC Award for Outstanding Integrated Ad Campaign for Memphis Tourism’s Memphis CARES Initiative
10 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
OUR ROOTS IN SUSTAINABILITY
OUR COMMITMENT TO DIVERSITY, EQUITY & INCLUSION
Miles has a long-term commitment to the environment that is illustrated across
a range of projects, investments and commitments over the past 15 years.
These include:
»Visitor Education. Miles has been a pioneer in educating visitors on responsible travel behavior for more than
a decade. We are a founding supporter and long-time board member of the Travel Care Code.
»Zero-Carbon Projects. Miles fully offsets the CO2 emissions of all our company’s office energy use and activity,
travel and events through a partnership with Cool Effect.
»Sustainable Paper Supplies. Miles has also worked over the last 15-plus years with sustainable paper supply
programs for many of the 80-plus visitor guides we publish annually.
At Miles, we are committed to Diversity, Equity and Inclusion (DEI) to
implement systemic change within Miles and to evolve equitable and
inclusive marketing practices to better advise our clients, their communities
and the visitors they serve.
In 2020, through the commitment of our CEO, we completed several milestones to build a framework to
implement DEI at Miles, including an internal DEI assessment, facilitating training sessions for staff and
hiring a Chief Diversity & Inclusion Officer to lead and develop our organization’s vision for DEI.
Now at a foundational stage of implementation, our commitment to DEI will
provide a pathway to organizational sustainability, internally and externally, by
remaining innovative and focused on the same societal and consumer shifts that
are top-of-mind for our clients.
11 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Laura Libby
Senior Vice
President
Education: B.A. in Hospitality, Meetings and Travel
Administration, Metropolitan State University of Denver
Experience: 9 years with Miles; 12 years of additional
related experience
Expertise: Laura’s specialty is in developing product plans
that match our clients’ needs and strategic objectives. She
is responsible for establishing and maintaining productive
relationships with Miles’ clients, as well as their overall
satisfaction with our services and products. She supports
teams by ensuring proper planning and resources are available
to meet and exceed client expectations. Laura guides account
teams and their clients across the country to meet their
tourism marketing goals.
Recent Tourism Account Experience: Laura has led the
marketing strategy for a number of tourism clients such as the
Georgia Department of Economic Development, Alaska Travel
Industry Association and Hawaii Tourism Authority.
MEET OUR
TEAM
At Miles, we invest heavily in research, hire
exceptionally talented associates, embrace
creativity and carefully measure results.
As we mentioned earlier, we take a custom, consultative
approach to each client’s unique challenges. Every member
of our team—whether artist, writer, analytics guru, account
executive or vice president—is a travel expert ready to bring
their expertise to Vail.
On the following pages, we’ve provided brief resumes for
your core account team members, who will be supported by a
larger team of experts in content, design, media and account
strategy. Each of these key account team members has proven
experience in developed data-driven strategies that engage
target audiences and showcase destinations in a way that
drives stakeholder alignment and economic impact.
12 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Janet
Christopher
Account Strategist
Experience: New to Miles; more than 20 years of experience
across the hospitality, travel and tourism industries
Expertise: Prior to joining Miles, Janet was the Vice President
of Tourism for Visit Seattle, where she was responsible for all
overseas and international strategy, sales, marketing and public
relations for tourism promotion to Seattle. Janet started her
hospitality career on the hotel side of the business and has a
passion for destination marketing, customer service, brand
strategy and servant leadership.
Recent Tourism Account Experience: Janet has experience
working with a range of clients across the travel and hospitality
verticals including Four Seasons Hotels and Resorts and
Discover Puerto Rico.
Amy Hume
Account Director
Education: B.S. in Journalism with an emphasis in Advertising,
University of Colorado Boulder
Experience: 3 years with Miles; more than 25 years of
advertising and marketing communications experience across
account management, project management, messaging and
strategy and media strategy and investment
Expertise: Amy leads agency teams in the development of
brand strategy, communications plans, advertising campaigns
and strategic consulting. She is responsible for planning,
organizing and directing the completion of projects, ensuring
these are on time, on budget and within scope.
Recent Tourism Account Experience: Amy has led various
Miles accounts, including Visit Delaware, Colorado Tourism
Office, Explore Georgia, Travel South and Destinations
International. She also has previous travel account experience
with Wyoming Tourism and Walt Disney World.
13 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Hannah Brown
Content Strategist
Education: B.A. in Journalism, Pepperdine University
Experience: 15 years with Miles; 3 additional years of experience
Expertise: Hannah oversees content strategy for several state
and city DMO sites, as well as publications and other travel
resources. She manages our internal content-production team
and handles requests from clients and third-party vendors and
contractors related to content creation.
Recent Tourism Account Experience: Hannah has overseen the
content strategy for a number of leading destinations over the
years including the Colorado Tourism Office, Wyoming Office
of Tourism, Washington Tourism Alliance, Seattle Convention
& Visitors Bureau, San Francisco Travel, Boston Convention
& Visitors Bureau, Tourism Vancouver (Canada) and San Jose
Convention & Visitors Bureau.
Caitlin Row
Content Manager
Education: B.A. in Journalism/Literature, Miami University
(Ohio)
Experience: 3 years with Miles; 11 additional years of
content experience
Expertise: Caitlin creates content and implements content
strategies for Colorado.com, blog.Colorado.com and Colorado
Tourism Office’s print guides. She manages production of
Wyoming Official Travel Guide, executes SEO strategies,
deploys industry emails and responds to client requests. She’s
lived and worked in top ski towns across the West, like Vail,
Breckenridge and Telluride.
Recent Tourism Account Experience: Caitlin has worked on
content production for a number of leading destinations over
the years including Colorado Tourism Office, Wyoming Office
of Tourism, Alaska Travel Industry Association, Visit Arizona
and more.
14 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Education: B.A. in Journalism, Colorado State University
Experience: New to Miles; 4 years of additional related
content marketing experience
Expertise: Daniel specializes in content development and
search engine optimization. Having worked with hundreds
of small businesses, he possesses an adaptive work style
necessary for the success of a diverse range of clients. He
enjoys digging into metrics and fine-tuning his skills to excel in
an ever-changing content marketing landscape.
Recent Tourism Account Experience: Daniel is currently
writing and strategizing for Colorado Tourism Office,
Explore Georgia and the Georgia Department of
Economic Development.
Daniel Seter
Content
Coordinator
Jay Salyers
Senior Vice
President,
Head of Media
Education: B.A. in Integrated Strategic Communications,
University of Kentucky, Lexington
Experience: 17 years with Miles; 3 years of additional
related experience
Expertise: Jay’s specialty is in developing product plans that
match our clients’ needs and strategic objectives, specifically in
fostering collaboration and aligning client resources with the
latest research-based trends. He is responsible for maintaining
positive, productive relationships with Miles’ clients, as well as
overall client satisfaction with our products and services.
Recent Tourism Account Experience: Jay has overseen the
development and execution of dozens of destination strategies,
ranging from rebranding initiatives to website builds to
complete content creation and distribution strategies, for a
number of regional, state and city clients including Kentucky
Department of Tourism, Travel South, VISIT FLORIDA, Louisiana
Office of Tourism, Visit Pennsylvania, Visit Delaware, Discover
Puerto Rico, Visit Lake Charles Louisiana, Memphis Tourism,
Chattanooga Tourism Co. and Visit Sarasota County.
15 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Education: B.S. in Business Marketing, minor in Communication,
University of Northern Colorado
Experience: 4 years with Miles; more than 7 years of media
planning and buying experience across all types of media,
including out-of-home, broadcast, print and digital
Expertise: Danelle works with our account teams to develop
and manage paid media campaigns, including display,
traditional, social and SEM. She provides account strategy,
recommendations for the most efficient media channels and
campaign optimization guidance to enhance performance
and ensure ROI.
Recent Tourism Account Experience: Danelle has planned
and managed media for destination and hospitality accounts
such as VISIT FLORIDA, Visit St. Pete/Clearwater, Golden Isles
CVB, Hilton Sandestin Beach Golf Resort & Spa, Winter Park &
Fraser Chamber and Visit Grand Junction.
Education: M.B.A. in Market Strategy, Regis University
Experience: 2 years with Miles; more than 20 years of additional
integrated marketing experience. Nikki brings a diverse background
working with national hotel chains and boutique hotels to her work
and leads the charge on campaign strategies. She has strong multi-
year relationships with top digital media providers (e.g., Google,
Facebook and Bing as well as major networks and publishers) as well
as expertise in paid search (SEM) for travel brands and destinations.
Expertise: Nikki is responsible for implementing media plans
and buys. Specific responsibilities include leading the day-to-day
management of paid campaigns, including account creation, bid
strategy, publisher relationships, tools and technology, such as
bid management platforms, reporting, etc. She sets appropriate
campaign goals and KPIs and provides weekly/monthly/quarterly
reporting, and optimizes campaigns using web analytics tools,
conversion tracking and multivariate testing.
Recent Tourism Account Experience: Nikki works with an array
of destination and hospitality clients on their social media and SEM
campaigns, including TradeWinds Island Resorts, Watauga County
District U Tourism Development Authority and Sirata Beach Resort.
Danelle Amos
Media Director
Nikki Bigler
Associate
Media Director –
Social and SEM
16 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Education: B.S. in Marketing, minor in Business,
Metropolitan State University of Denver
Experience: 8 years with Miles; 4 additional years of
experience in advertising and branding for small businesses
Expertise: Samantha develops media execution strategies
from start to finish, including extensive research and
planning to ensure campaigns align with client objectives.
She executes campaigns of all mediums and actively ensures
they are effectively performing towards client campaign goals,
allowing her to have full purview into all aspects of campaign
implementation and success. Samantha develops
active reporting, allowing real-time optimizations
throughout campaigns.
Recent Tourism Account Experience: Samantha has developed
and executed media plans for a number of clients including Visit
Lake Charles and Kentucky Department of Tourism.
Education: M.B.A., Concentration in Marketing,
University of Colorado Denver
Experience: New to Miles; Mark brings an additional 18 years
of SEM advertising experience
Expertise: Mark is responsible for SEM for several large DMO
clients. He leads the management of accounts, writing ad copy,
researching and building keyword lists, optimizing accounts for
the best performance, reporting, planning, managing budgets,
researching new opportunities and exploring ad types. His areas
of SEM proficiency include Google Search, Google Display,
YouTube, Microsoft Ads, Google Analytics and Data Studio.
Recent Tourism Account Experience: Mark has managed the
strategic planning and execution of SEM, Display, Google and
YouTube marketing for numerous clients including the Georgia
Department of Economic Development, Memphis Tourism,
Louisiana Office of Tourism, Delaware Tourism Office,
Sonoma County Tourism Bureau, Visit St. Pete/Clearwater
and many more.
Samantha
Davis
Media Planner
Mark Grattan
Paid Media Analyst
17 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Education: B.A in Economics, University of Iowa College
of Business
Experience: 3 years with Miles; 2 years of additional related
experience in the media industry
Expertise: Eve works alongside our media planners to assist
with planning and implementing paid media campaigns and
helps create performance reports to provide insights and
optimize campaigns. Eve also acts as the link between our
media and finance teams to manage invoice reconciliation
and ensure payments are accurate.
Recent Tourism Account Experience: Eve has lent her
media expertise to a number of clients including Visit Sarasota
County, Gulf Shores and Orange Beach Tourism and Visit SLO
CAL (San Luis Obispo).
Education: B.J. from The University of Texas at Austin’s
Moody College of Communication
Experience: 4 years with Miles
Expertise: Hayden works alongside account directors, media
planners and project managers to craft TikTok strategies for
DMOs and hotels to succeed on the platform. In addition, she
has presented at conferences about the benefit of TikTok for
travel destinations and helps implement paid social campaigns.
With more than 40,000 followers across two accounts, she
lives and breathes the app.
Recent Tourism Account Experience: Hayden has lent her
TikTok and content expertise to a number of clients including
Colorado Tourism Office, Ocean Casino Resort, Arkansas
Parks and Tourism, Kentucky Department of Tourism,
Explore Branson and more.
Eve Kewley
Social Media
Coordinator
Hayden Pigott
TikTok Platform
Manager
18 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Education: B.S. in Hotel and Restaurant Management/
Hospitality, University of South Florida
Experience: 10 years with Miles; 3 years of additional
experience
Expertise: Gray is an industry leader in Google Ads, Google
Analytics, OpenX, Adobe Analytics and Drupal, among other
platforms, and is a frequent speaker on digital media topics
at industry events. Gray will provide guidance on overall
digital strategy and measurement, coordinating with your
team on any platform or measurement requirements.
Recent Tourism Account Experience: Gray works with all
of Miles’ clients for whom we provide measurement and
reporting, including Visit St. Pete/Clearwater, Memphis
Tourism, Colorado Tourism Office and Visit Sarasota County.
Gray was also a key part of our digital marketing consulting
work with NYC & Co, Bermuda Tourism Authority and San
Diego Tourism Authority.
Education: Computer Science, University of Puerto Rico, Bayamón
Experience: 5 years with Miles; 8 additional years of related
experience in many programming languages and technologies,
including PHP, HTML, CSS, Python, MySQL, JavaScript, jQuery
and Solr. Ruben also has Linux administration experience in high-
availability environments, including optimizing and monitoring
Apache and MySQL servers.
Expertise: Ruben is responsible for developing data solutions
across our company. He oversees our data warehouse and ETL
pipelines and performs ad hoc analysis to make sure our data
process and products stay competitive. Ruben also works with our
internal teams to create, manage and lead the development of new
data solutions.
Recent Tourism Account Experience: Ruben has worked with
a range of clients including the Maryland Office of Tourism, Gulf
Shores & Orange Beach Tourism, Louisiana Office of Tourism,
Georgia Department of Economic Development and Brevard
County Tourism Development Office/Florida’s Space Coast
Office of Tourism.
Gray Lawry
Vice President
of Strategy
and Insights
Ruben Varela
Data Engineer
19 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Education: B.S. in Business Administration, Augustana
College, Rock Island, IL
Experience: New to Miles; 2 years of additional
related experience
Expertise: As part of the larger Analytics Team at Miles,
Jillian works with various platforms including Google
Analytics, Tag Manager and Data Studio to create monthly
reporting for our clients. Along with setting up website
tagging and tracking, she provides insights on website
performance to help our clients evaluate the best plan of
action for continued success.
Recent Tourism Account Experience: Jillian has
experience working with more than 30 clients, including
Capital Region USA, Experience Kissimmee and Michigan
Economic Development Corporation.
Education: B.A in Environmental Design/Architecture, University
of Colorado
Experience: 6.5 years with Miles; 6 years of additional experience in
online marketing, emphasizing in SEO/SEM. Areas of expertise include
website development, HTML, CSS, JS, LAMP and a comprehensive
understanding of search engine crawling and indexing.
Expertise: Justin leads the SEO team at Miles and works to continually
ensure our clients are ahead of the SEO curve. He is involved in many
facets at Miles, including team management, execution of marketing
programs, market research, vendor management and billing. He is
also responsible for managing SEO client relationships and consulting
with DMO content managers on SEO best practices. Justin continually
searches for scalable solutions to help serve our clients more
efficiently and effectively.
Recent Tourism Account Experience: Justin has led the SEO audit
and optimization efforts for a number of Miles’ travel industry clients,
including the Maryland Office of Tourism, Georgia Department of
Economic Development, Travel Oregon, Kentucky Department of
Tourism, Visit St. Pete/Clearwater, Hawaii Tourism Authority, Visit
Sarasota County and South Dakota Department of Tourism.
Jillian Stone
Analytics
Coordinator
Justin Gibbs
Director of
Strategy & Insights,
SEO
20 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
CLIENT LIST
We work with more than 130 destinations and hospitality businesses across the country
and around the world.
Below and on the following pages, please find our current client list, along with the nature of the work we perform
and the year we acquired them. All of our clients are in the tourism and hospitality industry. We do not currently
work with any of the destinations listed in your competitive set.
Alaska Travel Industry Association: agency of record, print
production, email marketing, co-op marketing and website
development services (2021)
Albuquerque Convention & Visitors Bureau (NM): SEO and
SEM services (2010)
Amelia Island Convention & Visitors Bureau (FL):
augmented reality app development, print production and
digital services (2018)
Anclote River Resort (FL): website development,
maintenance and hosting services (2019)
Arizona Office of Tourism: print services (2018)
Arkansas Lottery: SEM and website development services
(2017)
Arkansas Parks and Tourism: website, email and digital
marketing services (2017)
Asa Maia Wellness Retreat (Bali, Indonesia): website
development, maintenance and hosting services (2021)
Austin Convention & Visitors Bureau (TX): print, email and
digital advertising services (2003)
Be Native Tours (OK): digital marketing, SEM, analytics and
reporting services (2020)
Bangladesh Ecotourism and Conservation Alliance
(Bangladesh): industry education and capability building
services (2022)
Birmingham Shopping District (MI): website development,
maintenance and hosting services (2020)
Boone & Watauga County TDA (NC): agency of record
services (2020)
Boykin Management/Pink Shell Beach Resort & Marina
(FL): agency of record, website development, email/CRM
strategy, creative, digital media, SEO/content creation, print,
public relations and analytics and reporting services (2020)
Boykin Management/The Sandpiper Gulf Resort (FL):
agency of record, website development, email/CRM
strategy, creative, content, digital media and analytics and
reporting services (2020)
Boykin Management Company/Aimbridge Hospitality
The Plaza Resort & Spa (FL): agency of record, email/CRM
strategy, creative, content, organic social media, digital
media and analytics and reporting services (2020)
Brand USA: co-op, media, digital content, video production,
print and content marketing services (2012)
21 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Branson/Lakes Area Convention and Visitors
Bureau (MO): digital creative, media, website,
SEM, SEO, content production and distribution
services (2014)
Brevard County Tourism Development Office/
Florida’s Space Coast Office of Tourism (FL):
print services (2021)
Cape May – Lewes Ferry (DE/NJ): website
services (2017)
Capital Region USA (DC, VA, MD): print, website,
digital media, digital advertising, SEM, branding
and creative services (2011)
The Capitana Key West (FL): digital marketing
agency, organic social media and creative services
(2020)
Castaways Resort/Marsden Group, Capstone
Marketing (New Zealand): brand strategy and
consulting services (2020)
Central Economic Development Agency,
Manawatu District (New Zealand): industry
education and capability building, marketing
consulting and strategy services (2020)
Chattanooga Tourism Co. (TN): agency of record
services (2019)
Choose Chicago (IL): print and digital advertising
services (2001)
Cincinnati USA Regional Tourism Network (OH):
website design consulting, SEO, content, design,
email strategy, quarterly marketing strategy, print
and co-op marketing services (2013)
City of Beaumont (TX): media, creative and
account management services (2022)
Clutha Development (New Zealand): digital
marketing and business education and capability
building services (2020)
Colorado Tourism Office: website, print, email,
advertising sales, print distribution/fulfillment,
call center management and paid search services
(2005)
Compass Hotel by Margaritaville, Anna Maria
Sound (FL): digital agency of record and creative
services (2020)
Compass Hotel by Margaritaville, Medford
(OR): agency of record and creative services
(2022)
The Coromandel (New Zealand): strategy and
consulting and industry education and capability
building services (2018)
Delaware Department of Agriculture: creative
services and one-off production needs (2017)
Delaware Division of Parks & Recreation
Administration: market research and video/
photography services (2017)
Delaware Division of Small Business: creative
services and one-off production needs (2017)
Delaware North Parks & Resorts: brand
development, media planning and buying and
creative services (2018)
Delaware Tourism Office: agency of record,
print production, creative and branding services
(2010)
Denton Convention & Visitors Bureau (TX):
agency of record services (2010)
Destination Cleveland (OH): monetization
strategy and service (2021)
Destination DC: print, email and digital
advertising services (2012)
Destinations International: agency of record,
creative, branding and website services (2012)
Discover Puerto Rico: brand strategy and
identity, website development, email and digital
media strategy services (2018)
Downstream Casino Resort (OK): website
development, maintenance and hosting services
(2022)
Eastern Kentucky PRIDE, Inc.: agency of record
services (2021)
Edgewater Beach Hotel (FL): digital agency of
record and organic social media services (2022)
Experience Kissimmee (FL): website
development, search engine optimization,
content development and organic and paid social
media services (2021)
Explore Asheville (NC): meetings and
conventions consulting services (2019)
Explore Minnesota Tourism: consultative digital
marketing and monetization strategy, print,
website, SEO and personalization services (2016)
Fairfax County Convention & Visitors
Corporation (VA): print and digital advertising
services (2009)
Fairmont El San Juan Hotel (PR): digital agency
of record services (2019)
Five Star Parks & Attractions (National): brand
development, website development and digital
agency of record services (2022)
Galveston Island Convention & Visitors Bureau
(TX): media planning and buying services (2021)
22 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Georgia Department of Economic Development:
digital agency of record, website development,
media, paid search, email and content
optimization services (2013)
Georgia State Parks & Natural Resources:
agency of record, creative, branding, media and
paid search services (2013)
Golden Isles Convention & Visitors Bureau
(GA): media, SEO, SEM, creative and branding,
video, photography, analytics, email/database
management and collateral services (2010)
Grand County Colorado Tourism Board (CO):
website, media planning and buying, SEO, SEM,
creative and branding, video, photography,
analytics, email/database management and
collateral services (2002)
Great South (New Zealand): Industry education
and capability building, digital marketing
consulting and strategy (2020)
Greater Miami Convention & Visitors Bureau
(FL): digital strategy and monetization strategy
services (2018)
Greater Williamsburg Chamber & Tourism
Alliance (VA): website services (2015)
Gulf Shores & Orange Beach Tourism (AL): digital
agency including content management system
software, website redesign and maintenance,
digital media planning and placement services
(2018)
Hamilton and Waikato Tourism (New
Zealand): digital marketing, industry education
and capability building, virtual experience
development, brand positioning strategy and
content creation services (2014)
Hawai’i Tourism Authority: website services
(2016)
Hawks Cay Resort (FL): website, agency of
record, creative, branding, SEO, print and digital
media, paid search, paid social and strategy
services (2011-2013; 2016)
Heritage Hotels Group and Heritage Collection
South Pacific (New Zealand): SEO, content,
consulting and analytics services (2012)
Hersha Hospitality Management/Independent
Collection Hotels & Resorts (National): brand-
level CRM strategy for Independent Collection
Hotels and Resorts (27 properties), consulting
and strategic services (2019)
The Hideout Golf Club & Resort agency of
record, website development, email marketing,
digital marketing, media buying, event promotion,
SEM, SEO, paid social and consulting services
(2022)
Hilton Daytona Beach (FL): creative, SEO, email,
paid search, paid social and strategy services
(2020)
Hilton Sandestin Beach Golf Resort & Spa (FL):
website, agency of record, creative, branding,
SEO, print and digital media, paid search, paid
social and strategy services (2012)
Holland Convention & Visitors Bureau (MI):
website services (2016)
Islamorada Resort Collection (FL): website
development, maintenance and hosting services
(2020)
The Kahala Hotel & Resort (HI): website
development, email marketing and digital agency
of record services (2017)
Kentucky Department of Tourism: agency of
record, creative and branding, print, website,
email, video, sponsored content and digital
advertising services (2009)
Kentucky Historical Society: media services
(2019)
Kentucky State Parks: agency of record, creative
and branding, print, website, video and digital
advertising services (2017)
Lake Wanaka Tourism Regional Tourism
Organisation (New Zealand): SEO, email support,
analytics and website consulting services (2013)
Las Vegas Convention and Visitors Authority
(NV): print and advertising services (1999)
Lee County Visitor and Convention Bureau (FL):
print services (2020)
Louisiana Office of Tourism: creative and
branding, website, email, social media, paid
search, content optimization, database and
advertising services (2008)
Louisiana Travel Association: print and
advertising services (2006)
Lubbock Economic Development Alliance (TX):
website services (2012)
Maine Office of Tourism: agency of record,
branding, media planning and buying, creative
and website services (2021)
Margaritaville Hotels & Resorts (Corporate):
CRM strategy and implementation, consulting
and strategic services (2021)
Margaritaville Resort, Jacksonville Beach (FL):
digital agency of record services (2022)
23 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Marigot Bay Resort (St. Lucia): website
development, maintenance and hosting services
(2018)
Marion County Visitor & Convention Bureau
(FL): media planning and buying services (2021)
Maryland Office of Tourism: website
development, print, content marketing, SEO,
video, digital personalization and monetization
services (2004)
Memphis Tourism (TN): agency of record,
website, email, paid media planning, print,
mobile app development, content optimization
and advertising services (2010)
Michigan Economic Development Corporation:
website development and analytics services
(2016)
Mighway (New Zealand): global paid media
planning, management and reporting, organic
search consulting, U.S. travel market strategy and
consulting services (2017)
Ministry of Business, Innovation and
Employment (New Zealand): research and
analysis, strategy and consulting services (2019)
Mountain Springs Lake Resort (PA): website
development, maintenance and hosting services
(2022)
Naples, Marco Island and the Everglades
Convention & Visitors Bureau (FL): website,
print, analytics, content development, SEO,
personalization and advertising services (2004)
Nebraska Tourism Commission: creative, media,
website, print, content and multimedia services
(2017)
New Jersey Division of Travel & Tourism:
website, print, email and social media services
(2010)
New Orleans & Company (LA): print, advertising
and email services (1999)
North Dakota Department of Commerce &
Tourism Division: website, email and digital
monetization services (2012)
North Myrtle Beach Convention & Visitors
Bureau (SC): creative, media, strategic planning
and content services (2020)
Ocean Casino Resort (NJ): agency of record,
website development, digital and traditional
media, SEO/content creation, special projects and
analytics and reporting services (2021)
Okaloosa Tourist Development Council (FL):
website development services (2022)
Opal Collection Hotels & Resorts (National):
digital marketing and media, organic social media
and creative services (2022)
Opal Grand Oceanfront Resort & Spa (FL): digital
marketing agency, organic social media and
creative services (2021)
Orange County Choppers Roadhouse
Restaurant (FL): website development and email
marketing services (2020)
Pacific Asia Tourism Association (Bangkok,
Thailand): content and video production,
campaign and media strategy services (2021)
Pacific Private Sector Development Initiative
(Asian Development Bank) (South Pacific):
research and analysis, strategy and consulting
services (2022)
Pennsylvania Department of Community &
Economic Development: print, website and
digital advertising services (2006)
Port Macquarie Hastings Council (Australia):
mobile data analysis and dashboarding, industry
education and capability building and content
creation services (2021)
Presidio Trust (CA): creative campaign, media
planning and buying, DEI marketing consulting,
content strategy, real estate marketing and SEO/
analytics services (2017)
Presidio Lodging (CA): market and guest
data analysis and recommendations for
target audience, messaging and channel
recommendations (2017)
Reefhouse Resort & Marina (FL): digital
marketing agency, organic social media and
creative services (2022)
Regional Tourism New Zealand (New Zealand):
consulting and strategic services, research
and analytics, digital marketing capability
programming, destination management
professional development programming, website
development, brand and content services (2011)
Richmond Region Tourism (VA): digital media
buying agency services (2013)
Rotorua Economic Development (New Zealand):
strategy and consulting, SEO, content, campaign
and media services (2010)
Samoa Airways (Samoa): website, content, social
media, consulting and other digital marketing
services (2018)
Samoa Tourism Authority (Samoa): content, SEO,
social media, email marketing and consulting
services (2014)
24 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
San Francisco Travel Association (CA): brand
strategy and identity, print, advertising, SEO,
partner programs and website development
services (2001)
Saracen Casino Resort (AR): website
development, creative, email, SEO, SEM, paid
search, paid social and strategy services (2020)
Seagar’s Prime Steaks & Seafood (FL): website,
agency of record, creative, branding, print and
online media services, email, paid search, paid
social (2012)
Select Registry (National): print publishing
services (2022)
Serenity by the Sea Spa (FL): website, agency of
record, creative, branding, print and online media,
email, paid search and paid social services (2012)
The Sherry-Netherland (NY): website and digital
agency of record services (2014)
Sioux Falls Convention & Visitors Bureau (SD):
brand strategy and development services (2019)
Sirata Beach Resort (FL): agency of record,
website development, email marketing, digital
marketing, media buying, SEM, SEO and paid
social media services (2019)
Sonoma County Tourism Bureau (CA): website,
creative, monetization and print services (2012)
South Carolina Department of Parks, Recreation
& Tourism: print services (2020)
South Dakota Department of Tourism: website,
content and print services (2016)
South Pacific Tourism Organisation (South
Pacific): strategy and consulting, SEO, content,
brand, campaign, media, website, research and
analytics services (2010)
Springfield-Branson National Airport (MO):
website development, hosting and maintenance
services (2020)
Sweetwater County Joint Travel & Tourism
Board (WY): website, mobile app management,
media, SEO, SEM, creative and branding,
video, photography, analytics, email/database
management and collateral services (2011)
Texas Travel Industry Association: consulting
and website services (2018)
THesis Hotel Miami (FL): digital agency of record,
website development, SEO/content creation and
analytics and reporting services (2020)
Tourism Bay of Plenty (New Zealand): industry
education and capability building services (2019)
Tourism Fiji: strategy and consulting, industry
learning management system, media strategy and
content creation services (2015)
Tourism New Zealand: data strategy and
consulting services (2015)
Travel South USA: digital agency of record,
creative, website, content optimization and
international SEO program services (2016)
U.S. Virgin Islands Department of Tourism:
media, social media, content and strategic
planning services (2020)
Vanuatu Tourism Office (New Zealand): digital
marketing services (2019)
Visit Bucks County (PA): digital advertising
services (2017)
Visit Dallas (TX): video and technology
consulting services (2018)
VISIT FLORIDA: print, digital and co-op agency of
record services (1997)
Visit Grand County (CO): website, mobile app
management, media, SEO, SEM, creative and
branding, video, photography, analytics, email/
database management and collateral services
(2002)
Visit Grand Junction (CO): agency of record,
website, email marketing, SEM, content
marketing and SEO services (2007)
Visit Greenville (SC): agency of record and
branding services (2022)
Visit Historic Bethlehem (PA): digital marketing
and website design, development and
maintenance services (2018)
Visit Lake Charles (LA): branding services (2019)
Visit Loudoun (VA): agency of record services
(2019)
Visit Lubbock (TX): digital, website, video and
film services (2014)
Visit Myrtle Beach (SC): website development
services (2022)
Visit Philadelphia (PA): advertising services
(2013)
Visit Phoenix (AZ): branding services (2021)
Visit Rogers (AR): agency of record services
(2017)
Visit Ruapehu (New Zealand): industry
education and capability building services (2021)
Visit Santa Barbara (CA): website services (2016)
25 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Visit Sarasota County (FL): agency of record,
website, advertising sales and digital media
services (2013)
Visit Savannah (GA): website and consulting
services (2017)
Visit St. Pete/Clearwater (FL): website, digital
technology agency of record, content, SEO,
design, analytics and SEM services (1996)
Visit Tybee Island (GA): website and consulting
services (2017)
Visit Winston-Salem (NC): website development
services (2022)
Waco Convention & Visitors Bureau (TX):
creative and media services (2022)
Washington Tourism Alliance: website and
digital advertising services (2012)
Whanganui & Partners (New Zealand): digital
marketing and industry education and capability
building services (2020)
Winter Park Fraser Chamber (CO): website,
media, SEO, SEM, creative and branding,
video, photography, analytics, email/database
management and collateral services (2016)
Wyoming Office of Tourism: print production,
advertising and content optimization services
(2006)
REFERENCES
Below, please find three current clients for
whom we provide similar services as those
outlined in your RFP and reflect our media
and content expertise.
Visit St. Petersburg/Clearwater
Steve Hayes, President & CEO
727-464-7213 / Steve@VisitSPC.com
Hilton Sandestin Beach Golf Resort & Spa
Maggie Weaver, Director of Marketing
850-267-9666 / mweaver@sbhilton.com
Memphis Tourism
Regena Bearden, Chief Marketing Officer
901-543-5300 / RegenaBearden@MemphisTravel.com
26 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
SAMPLES OF
OUR WORK
On the following pages, please find samples of our work that
showcase our targeted approach, ability to provide strategic direction
and our laser-sharp focus on delivering ROI while acting
as a true extension of our clients’ teams.
27 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Hawks Cay is a Florida Keys resort that attracts families, avid
fishermen, groups and wedding parties. The property is a leader
amongst its competitive set but in 2017, Hurricane Irma evened
the playing field in an unexpected way. Post-Irma, most Keys
resorts needed massive repairs. When they re-opened, all
properties touted beautiful new renovations. It was as if a wave of
new properties hit the market all at once.
While most resorts reopened with new websites featuring ocean-
inspired color palettes and an emphasis on renovated interiors,
Hawks Cay’s rebranding effort put focus on the many experiences
guests could have at the resort. Rather than target families, a
market with whom the resort already performed strongly, the new
brand strategy targets avid outdoor sportsmen and invites them
to “Find What Lures You.” Creative features deep colors evocative
of diving into the ocean depths with sunny vivid yellow as a call-to-
action color. Imagery features experiences over architecture and
headlines are action oriented, often with a clever double meaning,
“Go overboard on your next vacation,” is paired with a couple on
paddleboards, or a diver flipping off a boat into the water.
Likewise, the content strategy is centered around sharing the Hawks Cay experiences in ways that resonate with
travelers—and with search engines. Conducting extensive SEO research using BrightEdge and Google, Miles
created a targeted keyword list with a combined monthly exact-match search volume of more than 42,000 on
Google in the U.S. Engaging new content was then integrated with Hawks Cay’s website, and prominent callouts
were used to draw attention to resort packages featuring activities from these experience categories.
HAWKS CAY RESORT “FIND WHAT LURES YOU”
BRAND AND CONTENT STRATEGY
28 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
HAWKS CAY RESORT “FIND WHAT LURES
YOU” BRAND AND CONTENT STRATEGY
29 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
RESULTS
Hawks Cay’s new “Find What Lures You”
brand campaign and content strategy
paved the way for captivating new
audiences and truly standing out among
its competitors for years to come.
Despite initially launching in the middle of the
COVID-19 pandemic and at a time when Hawks Cay’s
combined search and social media budget had been
reduced by 57% YOY, the 2020 results surpassed the
same time period in 2019 with a 21% YOY increase in
online revenue from May to October 2020.
Continuing that trajectory of success,
2021 results included:
»55:1 ROAS paid social
»17:1 ROAS paid search
»A 93% increase in online revenue
»A 338% increase in wedding RFPs
»A 243% increase in meeting RFPs
»An additional 88% booking engine entrances
30 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
When the Kentucky Department of Tourism announced, “The Year of Kentucky Food,” most visitors still had yet to
realize that food is as much a part of Kentucky traditions as bourbon, horses and beautiful landscapes. We set out
to change that with a multi-channel culinary campaign that not only raised awareness, but also consumer visitation
and revenue generation.
CULINARY CONTENT CAMPAIGN FOR THE
KENTUCKY DEPARTMENT OF TOURISM
The campaign focused on the stories of
Kentucky’s culinary experiences as told through
those who know it best: local chefs from all nine
regions of the state. To best connect with our
target travelers and reinforce the authentic
culinary experiences awaiting them in Kentucky,
we purposefully stayed away from focusing
on plates of food; instead, we focused on the
ingredients and touching scenes of recipes
passed down from generation to generation,
and friends making memories around the table.
Custom photo shoots and videos captured
Kentucky’s culinary spirit in dynamic ways, while
targeted media buys across print and digital
channels and a dedicated website landing page
invited further exploration and moved hungry
travelers from inspiration to planning.
31 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
CULINARY CONTENT CAMPAIGN FOR THE
KENTUCKY DEPARTMENT OF TOURISM
Here are just a few strategies Miles implemented to
accomplish this objective:
»Custom Culinary Content: We created a wealth of
new content (chef videos, how-to recipe videos, a
recipe book, new landing pages and more) that we
distributed through multiple channels, with all roads
leading consumers back to BetterintheBluegrass.com
for even more inspirational content motivating
visitors to choose Kentucky as their next culinary
and vacation destination.
»James Beard Dinner & Media Blitz: We took
celebrated Bluegrass chefs to the prestigious
James Beard House in New York City to host a
dinner highlighting the flavors of the state, which
coincided with a media blitz that generated
national media coverage.
»Chris Stapleton Voiceover: New TV spots captured
a series of special culinary “moments” in the
Bluegrass State and were voiced by Kentucky’s own
native son, country superstar Chris Stapleton.
»State Parks Culinary Passport: We created a
Culinary Trail featuring signature local meals at
State Parks in every region of Kentucky, which
included a passport that visitors could get stamped
at each location to receive a special gift.
Hungry for an Authentic
Taste of the Bluegrass?
A Recipe for
Vacation Success
Restaurants at nine Kentucky State Parks are
offering a special regional meal celebrating the
traditional dishes and culinary heritage of our state.
BetterInTheBluegrass.com
Whether you crave relaxation or thirst for adventure,
Kentucky State Parks are ready to satisfy your
appetite. Ranging from full-service resorts and lodges
to serene campgrounds and forests, our 49 locations
offer a bounty of outdoor activities, nature programs,
historic sites and special events – all served with
a side of remarkable scenic beauty.
Ready for your next great getaway?
We can’t wait to welcome you with a
generous helping of Bluegrass hospitality!
Take this Culinary Passport
with you as you travel around
the Bluegrass State to savor
these unique fl avors, then be
sure to get it stamped at each
location. Once your passport
is full, you’ll receive a free gift!
Stop by the front desk at any
park for more details on this
exciting culinary adventure.
Kentucky Dam Village
State Resort Park
Calvert City, KY
(Western Waterlands)
Co ect Your
Stamps!
Take this Culinary Passport with you and have it stamped
after sampling the featured meal at each location below.
Kentucky State Parks Culinary Passport
Once your passport is full, you’ll receive a free gift!
Pennyrile Forest
State Resort Park
Dawson Springs, KY
(Bluegrass, Blues
& Barbecue)
Rough River Dam
State Resort Park
Falls of Rough, KY
(Bourbon, Horses
& History)
Blue Licks Battlefi eld
State Resort Park
Carlisle, KY (Northern
Kentucky River)
Natural Bridge
State Resort Park
Slade, KY (Bluegrass,
Horses, Bourbon
& Boone)
1
2
3
4
6
7
5
8
9
Jenny Wiley
State Resort Park
Prestonsburg, KY
(Kentucky
Appalachians)
Pine Mountain
State Resort Park
Pineville, KY
(Daniel Boone Country)
Lake Cumberland
State Resort Park
Jamestown, KY
(Southern Shorelines)
Barren River Lake
State Resort Park
Lucas, KY (Caves,
Lakes & Corvettes)Kentucky State Parks
2 Hudson Hollow Rd. – Unit 1 • Frankfort, KY 40601
(502) 564-2172 • www.parks.ky.gov
32 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
RESULTS
Our content-driven initiatives have spurred incredible exposure, strengthening Kentucky’s position as
a rising culinary destination. During the first four months alone, the “Better in the Bluegrass” campaign
generated more than 8.7M social-media impressions, 18M targeted TV impressions and more than
72M total paid-media impressions. In addition, the campaign won four HSMAI Adrian Awards, including
best overall and best integrated campaign.
33 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Today’s consumers watch more video content than ever before, but that doesn’t mean it’s easy to promote a
destination with videos. Recognizing this, Visit St. Pete/Clearwater tasked Miles with developing a strategy for
utilizing video content to engage with a larger number of potential visitors in a more meaningful way. As a result,
VSPC’s Social Video Series was born.
Pairing immersive storylines with a new, social-first video style, we created five unique video series that focused
on three content pillars: culinary, event and “ultra-local.” To develop an authentic and personal connection with
viewers, we developed custom content for each pillar, ranging from interviews with local chefs to mobile pop-up
kitchens with beautiful backdrops to exclusive looks at signature events and activities in the area.
We then created videos tailored to the specific parameters of each social channel. We shot, edited and pushed live
67 social-first videos in a 10-month period—essentially cutting standard production time in half. This efficiency,
coupled with a nimble content strategy ensured that the video content was fresh, relevant and consistent.
A NEW SOCIAL VIDEO SERIES FOR
VISIT ST. PETE/CLEARWATER
34 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
RESULTS
The results speak for themselves: VSPC’s Social Video Series had more than 5M video views across Facebook,
Instagram and YouTube. VSPC’s social following and overall video performance also significantly improved:
»VSPC gained 30,830 new followers on their social channels—up 20% during the 10 months of
program tracking
»VSPC had 274,076 more social engagements per month than before the Social Video Series was
launched—up 160%
»Total minutes of video viewing per month on Facebook was up 110%
35 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Visit Savannah asked Miles to craft a campaign that
would generate travel during the sluggish winter season.
While our objectives were fundamental—awareness,
engagement, visitation—our approach was anything but:
Rather than a traditional path, we built a campaign that—to
our knowledge—had never been done by any destination,
regardless of size or budget. The differentiator was laser-
sharp targeting, achieved by:
»Leveraging a previous large investment with Adara
to identify custom audiences based on our client’s
geographic and psychographic criteria.
»Pairing cutting-edge Identity Resolution Software with
these Adara audience profiles, matching them with actual
customers via Amazon’s DSP and targeting them with
Visit Savannah messaging.
»Partnering with best-in-class out-of-home vendors such
as Accretive Media, enabling us to amplify our message
during consumer commutes in targeted cities and, via
geolocation, retarget and monitor the behaviors of
consumers who engaged with it.
»Getting ahead of tracking challenges across partners and
platforms by layering in platform-specific solutions such
as Adara Impact and the Google Ads Data Hub to create a
more holistic picture of our results.
LAUNCHING FIRST-TO-MARKET
TARGETING TACTICS FOR VISIT SAVANNAH
36 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
RESULTS
For a campaign that lasted just over 45 days,
the campaign delivered true measurable spending
in Savannah:
»More than 80K hotel searches, which resulted
in 1,795 travelers making 952 bookings for an
estimated 2,057 room nights
»More than 25K flight searches, which resulted
in 2,363 travelers making 1,543 bookings for
approximately 6,516 nights
»Purchases tracked through Visa Insights show the
campaign generated 3,960 transactions in Savannah,
resulting in more than $241K in sales and identifying
unexpected emerging markets for the destination we
are targeting with current campaigns.
»All told, the campaign resulted in a remarkable
1,056% return on ad spend.
37 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
To help Memphis bounce back from the pandemic, Miles utilized CARES funds to develop and deploy a number
of audience- and interest-specific digital campaigns with the goal of communicating how locals and visitors alike
could safely experience Memphis.
To this end, we created 10 niche campaigns around key drivers such as outdoor adventure, music, open-air dining,
the Black experience and holiday events. Each campaign was designed to reach a custom mix of locals and regional
visitors in target cities within a 600-mile radius. Audiences were carefully curated to target visitors identified as
most likely to visit Memphis. Once each audience was defined, relevant interest categories and strategies such as
geofencing were layered in to refine our targeting.
Concurrently, we deployed a content development program, backed by our SEM strategy, to ensure that users who
visited the site were met with relevant, informational and inspirational content. Long-tail search work (i.e., “How
to Experience Live Music in Memphis Right Now”) was complemented by content designed to lift heavy-hit areas
of the local industry. For example, a hotel hangouts series gave locals, as well as visitors, reasons to engage with
Memphis’ hotel scene.
MEMPHIS CARES NICHE CAMPAIGN
38 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
RESULTS
Tactics employed across campaigns included a combination of native, display, social, paid search and
even WAZE app-based advertising. In total, the strategy delivered more than 70M impressions, 8M
video views and cost per landing page views as low as $1.33.
39 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Since 2017, Sonoma County, California, faced a series of natural and climate-induced disasters that threatened
the foundation of the regional economy. When Sonoma County Tourism (SCT) felt the time was right to awaken
the spirit of travel and remind visitors of the destination’s laid-back luxury, they turned to agency partners Miles
and Fahlgren Mortine to build a campaign that would manage the recovery narrative and position Sonoma
County as the destination for the restorative experiences consumers were craving.
“Life Opens Up,” SCT’s tried-and-true tagline, would become the trademark of the
campaign, now fully redefined in a post-pandemic world.
Laying the campaign’s foundation, SCT transformed robust research on the post-pandemic traveler into a stable
of resources—many in collaboration with Miles—including a new seasonal inspiration guide, omni-channel
storytelling assets featuring local luminaries and restorative experiences, a consumer email program and a local
wineries and breweries map. With these research-backed resources, and a recovery/repositioning challenge at
hand, Miles collaborated on an integrated (PESO) marketing strategy with our client and partner agency. From
April 1 through August 31, 2021, Miles managed all SEM and social media of the $800K plan that activated
tactics from public relations and influencers to digital and co-op advertising.
SYNCING RECOVERY & REPOSITIONING TO
REJUVENATE SONOMA COUNTY TOURISM
40 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
SYNCING RECOVERY & REPOSITIONING TO
REJUVENATE SONOMA COUNTY TOURISM
41 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
RESULTS
»The social media strategy managed by Miles
earned 2.5M impressions, 20,784 clicks and
4,434 conversions
»The SEM strategy managed by Miles earned
223,774 impressions, 22,425 clicks and
9,291 conversions
»Collectively, SCT’s Life Opens Up integrated
campaign generated 2M pageviews of
the seasonal inspiration guide—and 1.5M
incremental trips according to an ROI study
conducted by Longwoods International
»These incremental visitors spent $163.7M
while in Sonoma County, translating into an
ROI of 203:1 for each ad dollar spent
Sign the pledge here: sonomacounty.com/pledge
Leave No Trace:pick up, pack up, recycle
and say ‘yes’ to re-useable products
Make an Impact: respect local communiti es,
volunteer or support a non-profi t
Tread Lightly: stay on roads, footpaths, and
hiking trails, and park in designated spots
Spread Kindness:make a positi ve impact on
your fellow travelers and local neighbors
Think Local: support local businesses,
community festi vals, and events
Be Mindful: stay aware of weather conditi ons, natural elements and advisories
Go Beyond: spread your travel footprint and explore the road less traveled
Plan Ahead: indulge your tastebuds, yet plan ahead and drink responsibly
Three regions make up Sonoma County, each a
destination of their own with unique scenery and more
than 30 charming towns and bustling cities.
The largest region stretches from
Petaluma in the south to Cloverdale in northern Sonoma County. You’ll
find most of the county’s wineries in
the Valleys and Vineyards region, as
well as wine castles, boutique tasting
rooms and a plethora of outdoor
activities like hiking trails through
state parks and hot air ballooning over vineyards.
In the heart of Sonoma County lies
the Redwoods and Rivers region, an outdoor enthusiast and nature
lover’s dream. Russian River resort towns like Guerneville and Monte Rio
offer a laid-back environment under towering redwoods and soothing river
waters. Hiking trails, cycling routes, kayak excursions and more await in
this region.
Follow Highway 1 along the western edge of Sonoma County to explore
the Coast and Sea Villages region. Take in peaceful seaside landscapes in
Bodega Bay, Jenner and Timber Cove at lavish accommodations with ocean
views. Visit Sonoma Coast State Park
for hikes that reward with panoramic
views and spectacular sunsets.
Cornerstone SonomaMeadowcroftObsidian Wine Co.
Russian River Vineyards
Matrix
WilsonComstock
Fritz
Nalle
Sunce
Simi
Frick
ACORN/AlegriaAperture Cellars
Bella
AnabaSchug CarnerosGloria Ferrer
Copain
Campana RanchWinery
Ledson
Hamilton Family Wines
Loxton
Keller
Jordan
Fisher
Merriam
Armida
Arista
Preston
Foppiano
TongueDancerWines
Hanzell
Benovia
Forchini Reeve Unti Rued F. Teldeschi Amista ZO Wines
BobDog Wines& Sky Pine Vineyards
DeLoach Wattle Creek Wineryat DeLoach Vineyards
McEvoy Ranch
Rochioli
Landmark Vineyards, Hop Kiln Estate
Viszlay Vineyards
Fogline
Moondance
Baker Lane
Halleck Vineyard
Woodenhead
Wellington
Tara Bella
KarahEstate
Ron Noble Wines
Acre and Spade*Denman Ranch
Martin Ray
Iron Horse
deLorimier
Zialena
Taft StreetSmall Vines Wines
ColagrossiGuerrero FernandezK SquaredSonoma Brothers DistillingSt. Florian's BreweryTilted Shed CiderworksSipsong SpiritsTwo Shepherds
Alexander Valley Vineyards Hanna
Stuhlmuller
Joseph Swan
Harvest Moon
Porter Creek
Hans Fahden
La Crema Estate
Inman Family
Robert Young
Medlock Ames
Kunde Family
Yoakim Bridge
Thomas George
West Wines32 WindsFlanagan
Scribe
Rodney Strong/Davis BynumJ Vineyards
Mounts
MartoranaHawley
Larson Family The Donum Estate
Dutton Estate
Foley Sonoma
Robledo Family
Roche Winery& Vineyards
Pride Mountain
Ferrari-Carano
De La Montanya
Zichichi
Bartholomew Estate
Chalk Hill
Battaglini
Mauritson
Buena Vista
Martinelli
Limerick Lane
Due RuscelliVineyards & Winery
Hook & Ladder
CastTrattore
Pellegrini-Olivet Lane
DutcherCrossing
Talty
Michel-SchlumbergerQuivira / La FolletteA. RafanelliPassalacquaDry Creek VineyardLambert BridgeThe Vineyard of PasterickSimoncini
Ridge
Icaria Winery
William Gordan Winery
Gary Farrell
Sbragia
MatanzasCreek
Simpatico Ranch
Coursey Graves Bennett Valley Estate
Paradise Ridge
AnnadelEstate
Sosie WinesLeonard Wine Company Tasting Room
Jacuzzi FamilyCline Family CellarsViansa Sonoma
Coturri
Marimar
Kenwood Vineyards
Moshin
Verite
Korbel
O'ConnellLynmarFurthermorePaul HobbsCrossbarnDRNK WinesMerry Edwards
Sebastiani
DaVero
La Rochelle Landmark MacLaren
Chateau St. Jean
Littorai
Mazzocco
Patz & Hall
Balletto
Lancaster
Annapolis Winery
DehlingerKobler Estate Winery
Mill Creek
Pedroncelli
Truett Hurst
Hartford Family
Benziger
Eric Ross
Horse & Plow William Henry Wineworks
Nicholson Ranch
Gundlach Bundschu
Red Car
Favero
Starlite
B.R. CohnLittle VineyardsHamel FamilyPetroni VineyardsAmapola CreekAbbot's Passage Winery and Mercantile
Ram’s Gate
Lasseter Family
Kendall- Jackson
Peter CellarsSangiacomo Family Wines
Three Fat Guys
Kivelstadt Cellars WineGarden & Eatery
Fort Ross Vineyard, Winery & Tasting Room
Mayo Family
ImageryArrowood
Francis Ford Coppola
TrioneClos du BoisTrentadue
Azari
ChateauDiana
Francis Ford Coppola Winery Too!
Enriquez Estate Sonoma-Cutrer
Fog Crest
Gracianna
Carlisle
Porter Bass
Stubbs
Talisman Wine
Hawkes
J. Rickards
Twomey
Hanna
HoboWine
Shone Farm
St. Anne’s CrossingSeamus WinesFathia WineTy CatonPalooza Brewery & GastropubSpannB Wise / En GardeVJBMayo Reserve RoomMuscardiniDeerfield Ranch
Tin Barn
Ektimo Vineyards
Joseph JewellJigarWine Guerrilla
Calluna
D & L Carinalli
Emeritus
MoniClaire
Roth
Viluko
Homewood Ceja Vineyards Hanson of Sonoma Justice Grace Vineyards
AmphoraThe Pour HouseKokomoPapapietro PerryPeterson
StonestreetEstate Vineyards
White OakSoda Rock Johnson’s Alexander Valley
VML
Carpenter
Char Vale
Front Porch Farm
Garden Creek
Notre Vue
SquarePeg
Sophie's Cellars
Freeman
ClaypoolCellars
Silver Oak
Old World
Tasting by the Sea
Grand Cru Custom Crush
Belden Barns
Two Amigos Wines
Highway 12 Winery & Highwayman Wines
Hafner Vineyard
Maboroshi Wine
Bricoleur
ChenowethWines
Capo Creek
Bacchus Landing Cellars Medlock Ames Winery (at Bell Mountain Ranch)
Saini
Walt Baca
Paul MathewBowman Cellars
Sonoma Coast Vineyards
Chateau Adore
HenHouse Brewing
Old Possum Brewing
Barrel Brothers BrewingStumptown Brewery
Ace Cider
Griffo DistilleryLagunitas
HenHouse Petaluma Palace of Barrels
Russian River Brewing
Armstrong WoodsVisitors Center
Mark West AreaChamber of Commerce
Lake Sonoma Visitors Center
Sonoma Valley Visitors Center
Jenner Visitors Center
Sonoma Coast Visitors Center
Redwood Coast Chamber & Visitors Center
Fort Ross Visitors Center
MacRostieBacigalupi
G & C Lurton-Trinité Estate
Flowers
J. Cage Cellars St. Francis Winery & Vineyards
Laurel Glen
SchermeisterWinery
Beresini Vineyards
Dutton-Goldfield
Lauterbach
Gamba Vineyardsand Winery
Enkidu Wine
David Coffaro
ROHNERT PARK/ COTATI
Bear Republic Brewing CompanyRohnert Park Chamber of Commerce
Cotati Chamber of Commerce
GravSouthBrew Co.
Sonoma Distilling CompanyOld Caz Beer
ParliamentBrewingCompany
GUERNEVILLE
Russian RiverChamber & VisitorsCenter
Inizi Wines
Equality Vines
SEBASTOPOL
Sebastopol AreaChamber of Commerce
LOCATED AT THE BARLOW:
HopmonkTavern
Crooked Goat BrewingSeismic Brewing CompanySpirit Works DistilleryWoodfour BrewingRegion at the BarlowPax Wines
Ektimo Wines atMain Stage West
SONOMA
Sonoma ValleyVisitors Bureau
Winery Sixteen 600Bump Wine Cellars
Hopmonk Tavern
Zina Lounge
AuteurHawkesRoche Winery Downtown
WaltSonomaPlaza
Adastra WinesWestwood EstateFulcrumGalatea EffectSosie Wines Tasting RoomHighway 12 Winery at The BarnPangloss Cellars
Roger Roessler
Sbragia
Three Sticks
Lake SonomaValley of the Moon WineryRancho MariaSigh
Gehricke WinesTasting Room
Jeff CohnCorner 103
Caddis WinesKamenBennett ValleyEnoteca Della SantinaSojourn
Sonoma SpringsBrewing
CochonTastingBar
Prohibition Spirits
PETALUMA
Petaluma Visitors CenterPetaluma Visitors CenterPetaluma Visitors Center
BarberCellars
Sonoma Portworks
Adobe RoadLa Dolce Vita Wine LoungeSonoma Coast Spirits
Dempsey's Restaurant & Brewery
Black Knight VineyardsBarber Lee SpiritsKe
n
t
u
c
k
y
Vine &BarrelWines
WINDSOR
Mutt Lynch
BellacanaVineyards
Windsor Chamberof Commerce
No QuarterBrewing
Baldassari Wines
GEYSERVILLE
Corner Project Ales & Eats
Clos du Bois
Trentadue
TrioneFrancis FordCoppola
Pech MerleRamazzottiMercury
Locals Tasting Room
Duo Tasting Room
CLOVERDALE
Wolf House Brewing Company
Cloverdale ChamberCloverdale Chamberof Commerceof CommerceCloverdale Chamberof Commerce
Kelley & YoungWines at the Library
HEALDSBURG
Healdsburg Chamber ofCommerce & Visitors Bureau
SeghesioSeghesioSeghesio
Hudson St. Wineries
Rootdown Wine Cellars Hirsch Leo Steen Wines Sappire Hill
Davis Family
LongboardMeeker Vineyard
Selby Thumbprint Grape Seed Coursey Graves Rockpile Vineyards
RoadhouseWilliamson
G&C LurtonSanglier CellarsPortalupi
BloodRoot WinesBansheeCartographHawleyHawley
Hartford FsmilyHartford Fsmily
Spicy VinesSpicy VinesSoda Rock Tasting RoomSoda Rock Tasting RoomSpicy VinesSoda Rock Tasting Room
Hawley
Hartford Family
WilliamsonWilliamsonStephen & WalkerStephen & WalkerSiduri Healdsburg LoungeSiduri Healdsburg LoungeMurphy-GoodeMurphy-Goode
WilliamsonStephen & WalkerSiduri Healdsburg LoungeMurphy-Goode
Idlewild WinesMarine Layer Wines
Lioco Wine Co.
Pezzi King
Ramey
BreathlessBreathlessBlanchardBlanchardMalmMalmYoung & YonderYoung & YonderSpirits Spirits
BreathlessBlanchardMalmYoung & YonderSpirits
Holdredge
Alley 6 Craft Distillery
Coyote SonomaCoyote SonomaCoyote Sonoma
Manzanita Creek
SANTA ROSA
Trecini Winery
Russian River Brewing
CaliforniaWelcome Center
4th Street Cellars4th Street Cellars4th Street Cellars
Shady Oak Barrel House
Iron Ox BrewingCompany
Cooperage BrewingCooperage BrewingCooperage Brewing
Carol SheltonDonelanInspirationKrutzMoonlight BrewingPremonitionRio CrestSheldon
D’ArgenzioFogbelt Brewing
Third Street Aleworks
Steele & Hops
3 DisciplesBrewing
WELCOME TO SONOMA COUNTY
Find all of the informati on you need to plan your wine tasti ng iti nerary in Sonoma County. With three disti ncti ve regions and 18 American Viti cultural Areas (AVAs), there is plenty to explore and uncover. Use this map as a guide to make the most of your wine country experience and enjoy!
SiGn OuR TrAvEl KiNdLy PlEdGe:
SCT_MAP21_FirstProof_21.indd 2SCT_MAP21_FirstProof_21.indd 2 4/22/21 4:21 PM4/22/21 4:21 PM
42 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
FULFILLING YOUR
SCOPE OF WORK
43 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
CONTENT STRATEGY, CREATION AND MANAGEMENT
OUR APPROACH TO CONTENT STRATEGY & DEVELOPMENT
Successful content marketing programs for destinations develop and strengthen relationships
between your audiences and your brand.
We believe that marketing your destination with both passion and precision is about understanding traveling consumers
and what motivates them to choose Vail over other destinations they may be considering. It’s about convincing travelers
of the many reasons they should stay longer and return sooner. It’s also about attending to every detail in messaging and
distribution strategies to provide consumers with the inspiration and information they need to plan their trip.
Great destination content combines the “science” of sophisticated, data-driven content research, planning and
distribution with the “art” of evocative, engaging storytelling that communicates the wonder of the destination.
This combination of art and science helps us understand what stories should be featured and where various products
are most effective in influencing travel.
Our experience and research show that a
destination’s content marketing program
will have the most impact if the messaging,
media tactics and channel distribution
are targeted to key audiences and closely
tied to the travel lifecycle—similar to what
your marketing toolkit defines as the
HNWI Consumer Journey.
44 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
TRAVEL
LIFECYCLE
AWARENESS
CONSIDERATION
ACTIVATION
The stages of the travel lifecycle correspond to three overarching
content types:
Awareness Content (also called “hero” content) that’s inspiring, rich
in visuals, immersive in experience and focused on the Vail brand
Consideration Content that focuses on educating travelers on what
to see and do in the destination and helps move potential travelers
from becoming inspired and dreaming to actively planning their trip
Activation Content that focuses on driving conversions by assisting
travelers who are actively booking and planning their trips
As a leader in the travel marketing space, we keep our clients’ campaigns in step with the
latest technologies and new opportunities.
1.
2.
3.
Below are a few ideas of ways we can incorporate emerging
technology into your content strategy across channels:
»TikTok: With more than one billion active users
worldwide, TikTok offers immense potential
reach. In addition, the format of the app caters to
awareness, consideration and activation content;
from dreamy videos of Vail’s iconic mountains to
a “What I Packed” video sharing trip essentials to
a “10 Things to Do in Vail in the Summer” guide,
there’s no shortage of opportunities to connect with
and convert potential visitors.
45 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
»Google Stories: Also leveraging short-form video content and a large global
audience, Google Stories can be discovered on Google search pages as well as
through an app. They offer a way to connect potential visitors with inspirational
and informative content during their decision-making and planning process. This
is particularly important, as a recent DMO website consumer study we conducted
revealed that nearly half of DMO website users are undecided on their travel plans
at the time of their site visit.
»Apple Maps Guides: Informational and easy-to-access, Apple Maps Guides
leverage the popularity of Apple Maps to connect consumers with directions
and destination itineraries all in one place. Whether it’s a guide to the best of
Vail restaurants or summer hiking spots, there is ample opportunity to distribute
consideration and activation content.
46 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
We will leverage our fluency in your multiple channels to cross-promote, support and build greater collective
success. More specifically, we’ll work with you and your other partner agencies to evaluate your existing content,
identify areas of opportunity weave together a variety of threads to cover the places and platforms where
your potential visitors spend their time, whether that is through the guide, email, social media or the website.
This collaborative, omnichannel approach is the most cohesive, elegant and efficient way to inspire, inform and
meaningfully engage your audience.
When all of your channels are working in tandem, both the efficiency of our efforts and
the audiences’ engagement with your story increase.
Tactically speaking, our goal is to craft one cohesive storyline and then play to the unique strengths of each
channel to tell it. We’re matching the right media channel to the corresponding component of the story and
showcasing it where it will most effectively engage your audience. This approach also gives us the power to
monitor, amplify and optimize in real time to calibrate the right mix. We will track consumer interests through
SEO tools, social media engagements, email engagements and more to inform ongoing content development.
Working across multiple channels also helps us figure out what topics might be more suitable for the real-time
appeal of social media and websites, and what might make for great perennially relevant print guide content.
To optimize your success, we approach media buying—which we’ll talk about more in the next component of this
proposal—with content in mind. We are experienced in creating added value for our clients by leveraging their
media spend with partners like Atlas Obscura, Expedia and National Geographic for custom content creation and
will work with you to identify partnerships that align with your overall goals.
This strategic, omnichannel approach to content is an integral part of promoting
Vail’s brand, optimizing your existing content and looking ahead to create fresh
content to match the needs of today’s ever-changing media landscape.
47 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
TRADITIONAL AND DIGITAL
MEDIA PLANNING, BUYING,
OPTIMIZING, BILLING
AND REPORTING
Miles’ track record of creating innovative omni-channel
media campaigns in the travel vertical is unmatched.
We currently work with more than 50 destination brands, whose
budgets range from $200,000 to $13 million annually, to create their
media strategies, planning and executing over $100 million in media
buying annually. We have worked on projects ranging from small,
geographic-specific campaigns to national campaigns and international
campaigns through partners like Scary Mommy, The New York Times,
National Geographic and almost every major programmatic media
partner. We have premier status with all the leading travel publishers
and digital vendors (Google, Facebook, Pinterest, Expedia, Tripadvisor
and many others). This gives us access to all beta launches with these
media vendors, which we always pass on to our clients.
48 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
OUR APPROACH TO MEDIA PLANNING & BUYING
When it comes to developing a well-planned, consumer-driven campaign strategy that spans all channels, we
begin by asking three questions:
1. WHO do we want to reach?
2. WHAT do we want them to feel or do?
3. HOW are we going to get them to do this?
We’ll begin by developing a set of key target audience personas that embody
your core audience profiles and represent key demographics and interests and
prioritize them based on the proportion of focus you want to place on each.
We then develop messaging around particular personas with their behaviors,
interests, preferences and barriers in mind to show the different sides of your
brand in a way that resonates with each of your most desirable profiles.
After our key personas are established, we develop a media plan to reach each
persona. This starts with a collaborative effort to create a media brief. This media
brief connects the client’s desires to an action-plan framework that guides all our
efforts, from developing the campaign strategy and creative assets to the media
planning and ROI analysis.
Once the campaign strategy is defined, we deploy an RFP through Basis (our
media-workflow management system) to an array of partners we believe to be a
good fit for your campaign based on the research and goals we’ve defined.
49 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
We take a full-stack approach to reviewing marketing channels, from publisher direct channels, private
marketplaces through our DSP, programmatic cross-channel, as well as social, in order to find the right
combination to reach our specific audience with targeted messaging. We not only vet vendors with tried-
and-true performances from past campaigns but also strive to examine innovative partners offering a
potential differentiating factor for our clients.
We then “plug and play” the scenarios into the media plans to see how they independently contribute to the
plan and how they supplement each other throughout the different points of the conversion funnel. With a
final partner list established, we create a media flowchart to manage the campaign through the duration.
BASIS DSP
Open Marketplace I Private Marketplace
Workflow
Automation
Vendor
Organization &
Management
Messaging &
Communication
RFP &
Negotiation
1st Party
Data
Onboarding
Direct
Media
Buying
Billing
Facilitation Business
Intelligence
Holistic
Analytics
Search & Social
Integrations
50 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Media planning continues to change due to the evolution of marketing and changing consumer habits. We see
consumer purchase behavior evolving from the straight-line, traditional sales funnel path to a more nuanced,
meandering approach that we define as the Customer Lifecycle Marketing Path (see graphic above). With this new
path in mind, it’s critical that we reach our target consumer at each phase and channel with specific, personalized
messaging that’s native to that environment.
Therefore, we have focused on moving beyond traditional segmentation to cognitive segmentation utilizing a
data-driven approach to drive engagements with our most loyal and active customers. Understanding the best way
to engage these customers on an ongoing basis will reduce media cost and allow us to focus your investment on
attracting new customers.
Campaign optimization happens throughout our process, not just as an add-on at the end of our process. Through
daily analysis of performance through DCM, we are able to look at channels that are having the greatest impact
on our KPIs and will adjust budget, targeting and creative accordingly, continually optimizing each campaign for
optimal results. As media launches, we’ll provide you with proof of performance that everything ran as expected,
fulfilling the requirements of the contract.
Any campaigns not performing will be canceled with no publisher penalty or cancellation fees as long as media is
rebooked with another publisher. All changes to the plans will be tracked and communicated to show you how we
are shifting dollars to maximize performance.
AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY
OOH Media
Radio Ad
Press Release
Online Video
Word of Mouth
Main Website
Reviews
Direct Email
Event Site
Online Registration
Event Evaluation
Online Community
Social Networks
Word of Mouth
Blog Post
PPC
Online Ad
51 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
MEDIA PLANNING TOOLS
We have an array of media planning tools at our disposal and we are experienced with all industry-standard
measurement tools.
Media Research Tools
»GfK MRI: Provides access to the “Survey of the American
Consumer,” which generates the country’s largest and
most current consumer database, including media choices,
demographics, lifestyles and attitudes through consumption of
more 6,500 products and services in nearly 600 categories. It
also provides ratings data for almost all national print campaigns
in the United States.
»Phocuswright: Travel industry research authority on
how travelers, suppliers and intermediaries connect.
Independent, rigorous and unbiased, Phocuswright fosters
smart strategic planning, tactical decision-making and
organizational effectiveness.
»Alexa Marketing Stack: Helps us discover opportunities to grow
your traffic, leads, revenue and business, as well as glean ideas
from your competitors’ winning plays using competitor analysis
and SEO tools. Alexa makes it easy to improve your results from
SEO, PPC and content marketing.
Media Placement Tools
»Bionic-As: This software allows us to manage all aspects
of media planning and buying, i.e. RFP process, proposal
submissions, media flowcharts, allocation summaries, custom
targets and cooperative partner plans.
»Google Campaign Manager: This ad server allows us to
plan, execute and measure your display campaigns through
DoubleClick by Google.
»Strata: Powers an end-to-end workflow for traditional media,
streamlining processes and providing efficiency for every
step of planning, pre-buy, buy stewardship, post-buy, invoice
reconciliation, client billing and financial system integration.
»Centro Basis: Brings together the entire workflow of digital
advertising, including search, social, RTB and direct.
»Integral Ad Science (IAS): Global measurement and analytics
company that builds verification, optimization and analytics
solutions to empower the advertising industry to invest with
confidence and activate consumers everywhere, on every device.
52 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Media Reporting Platforms
»Google Analytics
»Google Data Studio
»Chartio
»Panoply
»Sweetspot
»DashThis
In addition to the tools that we license ourselves,
we use tools and data available to us under our
client agreements with partners such as:
»Adara Impact
»Arrivalist
»nSight
»STR
»Buxton
»Nielsen
»AirDNA
»Experian
Miles also is a Premier Google Partner, which means your dedicated media
team is Google certified and meets best practices for management across all
Google Ads accounts. Your team is also fluent in all major self-managed buying
platforms such as Facebook, Bing and most major DSPs.
53 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
MEASUREMENT & REPORTING
A good analytics platform does more than provide a dashboard—it becomes a
business intelligence tool that is used for continual improvement, optimization and
storytelling.
Performance measurement is an integral part of Miles’ online marketing philosophy. We’re focused on
solutions that deliver results, and we believe that you need the most powerful set of online analytics
resources upon which to build this success.
To ensure that your marketing strategies connect with
key audiences and increase economic benefit to the
county, we will work with you to set up clear goals and
KPIs that measure performance so we can continue to
track conversions and ensure ongoing evolution of our
approach and programs.
This results-focused approach includes setting up
a wide range of goals in Google Analytics, including
custom events and integrated link tracking. The critical
goals we establish are based on our research and move
the ball further to achieving your ultimate goals. We can
also use Advanced Segmentation to better understand
the site behaviors and navigation of your most qualified
users—those who complete one or more of these
goals—and how we can better engage and convert them
to travel to your destination.
54 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
During the strategy phase when we determine overall objectives and
key performance indicators (KPIs), we will also go through the process
of deciding the type of reporting structure requirements. We have the
capability to customize reporting based on the metrics and frequency of
reporting needs.
We then review each of the tactical results and use additional key
reporting mechanisms to evaluate success of the campaign, including:
»Media Performance: reach, views, completed views, article time
spent/scroll depth, post impression/post view engagement, clicks,
customer acquisition, campaign pacing and cost efficiency metrics
(CPA, CPC, CPV, CPCV, CPE, etc.)
»Google Analytics: year-over-year comparisons, audience profiling,
campaign contribution to traffic/engagement, conversions and
goals analyses
»Attribution Suite: evaluation of the full path to conversion, tracking
the influence of all (taggable) media and providing a holistic view
of the role media tactics play, with a comprehensive analysis of
objective achievement and campaign success
»Travel Seller Production Reporting: indicates any market share shift
or impact on travel booked
55 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
PROPOSED
PRICING
56 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
We believe our best work will be in collaboration with you and based on a greater
understanding of your specific needs and priorities.
If we are fortunate enough to be selected as your partner for Content Strategy, Creation and Management
and Traditional and Digital Media Planning, Buying, Optimizing, Billing and Reporting, we look forward to
having an open discussion with you to define more specific deliverables and direction. We are also flexible on
the cost proposal structure and can establish menu-pricing for both components.
Below, please find a proposed budget for completing the scope of services and deliverables outlined in the
proposal as we have understood them in this process. We have a blended $140 hourly rate for all team
members to support your account beyond the outlined services.
Content Strategy, Creation and Management Total: $119,080
Monthly Deliverables:
$7,940 per month ($95,280 annually)
»Four long-form blogs/month:
$4,480 (32 hours/month)
»Maintain content calendar:
$560 (4 hours/month)
»Ongoing SEO: $1,680 (12 hours/month)
»SEMRush monthly fee: $100/month
»Create enews content/collaborate with Brown
Analytics on strategy for three newsletters:
$840 (6 hours/month)
»Account service & support:
$280 (2 hours/month)
Annual Projects:
$23,800 annually
»Create holistic editorial calendar:
$5,600 (40 hours)
»Define video storytelling strategy:
$4,200 (30 hours)
»Create video-distribution plan:
$2,800 (20 hours)
»Provide social audit, strategy and channel
recommendations: $5,600 (40 hours)
»Create in-resort content-communication plan:
$5,600 (40 hours)
57 VAIL LOCAL MARKETING DISTRICTMILES PARTNERSHIP
Traditional and Digital Media Planning, Buying, Optimizing, Billing and Reporting
We have built this budget based on $1,235,500 as outlined in the Q&A responses from VLMD for the 2023
budget estimates and include the services below in a 10% media commission rate.
Annual Investment for Service and Support: $123,550
SERVICE DELIVERABLES
Develop media strategy »Holistic media plan to reach VLMD’s defined audiences
Create and place all media
»Media strategy recommendations
»Media flowchart for $1,111,950 annual media spend,
inclusive of SEM, paid social, digital and traditional
»Trafficking assets for all media placements
Reporting and optimizations »Monthly and quarterly reporting on all media placements
»Ongoing review and optimizations of media placements
Account service and support
»Weekly status meetings
»Trend reporting and updates
»Meeting presentation and board report support
»Review agency research and media insight reports
Thank you for
the opportunity to
earn your business