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Home My WebLink About04. Malen Yantis PR, 2022 ReportDiscover Vail 2022 Domestic PR Report PRESENTED BY Malen Yantis Public Relations is proud to have represented the Vail Local Marketing District Advisory Council for more than a decade. As many of you know, we are a local agency with national reach. Although we’ve supported the VLMDAC for several years, we provide consistency to the VLMDAC without complacency. Each year, we look for new and unique ways to both craft and communicate the Vail story. In 2022, the new addition to our PR program was hosting the annual Travel Classics West media conference. This was the first time the event was ever hosted in Colorado.. However, supporting that event did not take away for ongoing media pitching, hosting writers throughout the summer and continuing to expand our local network PR partner network. Key accomplishments in 2022 included: • Development of six Dream Trips to support the “Life is But a Dream” campaign. • Annual Vail PR Partners meeting with representatives from various events, businesses and hotels/resorts. • Secured, organized and hosted the 2022 Travel Classics West media conference including several pre and post-conference trips. • Distribution of content to media including annual “what’s new” tipsheet, Dream Trips release, weekly event pitches to Front Range TV stations, etc. • Redesign and content enhancements to the DiscoverVail.com media center. The following report provides additional qualitative and quantitative measurements for the 2022 PR effort along with sample media results. Thank you for your partnership and we look forward to working with you again in 2023! Amanda McNally presenting at Travel Classics in Switzerland Kristin Yantis presenting at Travel Classics Vail By The Numbers POSITIVE 85% NEUTRAL 14% NEGATIVE 1% SENTIMENT KEY MESSAGES 51% Events 9% Outdoor Adventures 8% General Travel 32% Lodging (~29% Dream Trips) #OF CLIPS 1,321 AUDIENCE REACH 1.4B Vail Coverage vs. Comp Set Qualitative Analysis The number of Vail clips compared to Aspen and Breckenridge is much more than we’ve seen in the past. We attribute this to more Vail events distributing their releases on the wire – we did not see this from events or businesses in the other two destinations. Following are the top story lines we saw covered from each destination. Vail • Extensive coverage of summer events such as GoPro Mountain Games, BRAVO!, Vail Dance Festival and Vail Craft Beer Classic. • Dream Trip packages and giveaway. • Top summer wildflower and fall leaf peeping hikes. • Camp Hale – Continental Divide National Monument announcement. Aspen • A lot of event coverage featuring Aspen Ideas Festival, Aspen Music Festival, Jazz Aspen Snowmass and Food & Wine returning to Aspen after a hiatus due to COVID. • Conde Nast Traveler named Aspen among the best small cities in the United States. • Fall leaf peeping and hiking stories. Breckenridge • Several stories throughout the summer on hiking 14ers and the paid parking program recently instituted for people climbing Quandary. • Airlines providing bus connector service to Breckenridge. • Listed as one of the most expensive towns in Colorado. • Fall leaf peeping and hiking stories. 1,321 Vail Aspen Breckenridge 412 391No . o f C l i p s Dream Trip Highlights TOTAL PLACEMENTS 394 RELEASE VIEWS 4,386 CLICK THROUGHS 765 AUDIENCE REACH 195M ENGAGEMENTS 739 PR NEWSWIRE DISTRIBUTION OUTLETS Sample Media Coverage | SummerSample Media Coverage | Summer Sample Media Coverage | Summer Sample Media Coverage | Summer Sample Media Coverage | Fall Sample Media Coverage | Winter MYPR’s primary focus is to support Vail during the non-ski months, however, we have had several key media contacts reach out to us for assistance with stories and/or visits for winter 2023. As appropriate, when these stories have more of a destination focus versus just the mountain, we have taken the lead on several opportunities while partnering with Vail Mountain for content. Following are examples of stories that MYPR secured or was a resource for destination information. Travel Classics Travel Classics West Editors • National Geographic Travel • Conde Nast Traveler • AFAR • Westways (AAA) • Hemispheres • Virtuoso, The Magazine • Marriott Bonvoy Traveler (2) • Bon Appetit • Wine Enthusiast • Shondaland • AARP Media • Fodor’ s Travel • Saturday Evening Post • TripSavvy Local Partners • Grand Hyatt Vail • Four Seasons Vail • The Antlers Vail • Manor Vail • Austria Haus • Arrabelle at Vail Square • The Sebastian Vail • Sonnenalp • The Hythe • Sweet Basil • Flame • Matsuhisa • La Tour • El Segundo • La Nonna • Montauk • Swiss Chalet • Alpenrose • Slope Room • Tavern on the Square • ACCESS DMC • Colorado Snowsports Museum • Nova Guides • Paragon Guides • Dryland Fitness & Spa • Spa at Sonnenalp • Rock Resorts Spa at Arrabelle • Vail Valley Foundation • Art in Public Places • Betty Ford Alpine Gardens • Vail Stables • Vail Mountain • Vail Brewing Co. • 10th Mountain Whiskey & Spirits • Gore Creek Fly Fisherman • SPRI • Knapp Ranch • Todd Winslow Pierce • Venture Sports • Grazing Fox • Peak 1 Express • TOV Transportation Dept. Colorado Media Marketplace Organized by the Colorado Tourism Office, the Colorado Media Marketplace kicked off Travel Classics West featuring destinations throughout Colorado and select Vail area businesses such as The Antlers, Bravo! and Knapp Ranch, to name a few. Vail Village History Tour Discover Vail partnered with the Colorado Snowsports Museum to provide a history tour of Vail Village on their way to dinner at Four Seasons. We also worked with the Vail Valley Foundation to have activation at the International Bridge highlighting the GoPro Mountain Games and Town of Vail provided ambient musical entertainment along the tour route. Taste of Vail Dinner Taste of Vail dinner featuring four of the destination's top restaurants - Flame from Four Seasons Resort & Residences Vail, Sweet Basil, La Tour and Matsuhisa. Pre + Post Media Visits More than two dozen journalists • Travel Editor, Saturday Evening Post • Destinations Editor, AFAR • Senior Editor, Virtuoso Life • Freelance writers from Travel + Leisure, Conde Nast Traveler, USA Today, AARP, Fodors, Time, AAA, New York Times and others THEME & INDIVIDUAL TRIPS LLAMA BACKCOUNTRY HUT TRIP WELLNESS PHOTOGRAPHY DREAM TRIP Attendee Feedback -Ryan Krogh, freelance writer for GQ, The Guardian, Outside, Men’s Journal and more -Rachel Chang, freelance writer for Wall Street Journal, Washington Post, Conde Nast Traveler, Travel + Leisure and more Discover Vail | TCW Newsletters Ryan Krogh, freelance writer for GQ, The Guardian, Outside, Men’s Journal and more But to reiterate something I said at Travel Classics: y’all did it right. It was flawless, and to accomplish that with so much hecticness around it really shows how much effort and experience went into the planning. I’m sure Maren appreciated it, and I can speak for a fair number of us when I saw we all loved it. We talked about it during and after. So congratulations to the whole team. It was a great few days. Rachel Chang, freelance writer for Wall Street Journal, Washington Post, Conde Nast Traveler, Travel + Leisure and more I don’t even know how to begin to thank you for the most incredible time in Vail! It was just a dream experience, I mean…one I’d give blood for, literally! ;) Travel Classics Media Coverage Following are several immediate stories that resulted from Travel Classics West. MYPR also coordinated a winter visit for a writer from AFAR, which is a direct result of Travel Classics. The AFAR.com stories is slated to run in late January, early February. AFAR, which is a direct result of Travel Classics. The AFAR.com stories is slated to run in late January, early February. AFAR, which is a direct result of Travel Classics. The AFAR.com stories is slated to run in late January, early February. Travel Classics Media Coverage Thank you for your partnership!