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Home My WebLink About01. VLMDAC February Meeting PresentationVLMDAC BOARD MEETING FEBRUARY 16, 2023 I.INFORMATION & DISCUSSION UPDATES ● VLMD and Destination Marketing Organization (30 minutes), Russ Forrest, Town Manager and Board II.MONTHLY FINANCIAL REPORT, Carlie Smith, Town of Vail III. APPROVALS ●VLMDAC January 19 Minute Approval i.Action Requested of Council IV. INFORMATION & DISCUSSION UPDATES ●2023 Tactical Plan, Partners ●Video Episode, SITE/Steep ●Town of Vail Updates, Mia Vlaar & Jeremy Gross, Town of Vail ●Other Business ●Adjournment ●Appendix Agenda VLMD & DESTINATION MARKETING ORGANIZATION MONTHLY FINANCIAL REPORT MINUTES APPROVAL 2022 TACTICAL PLAN 2023 Goals & Priorities Optimize Visitation: Maximize longer stays and higher spend Grow Database and Build the Relationships: Use Data to understand our guest to enhance engagement & loyalty Destination Stewardship: protecting and sustaining our natural assets and resources while elevating the guest and resident experience. Brand Positioning: Position Vail as the Premier International Mountain Resort Community by reinvigorating the Vail brand through a campaign designed to provoke consumers to feel excited about and intrigued to visit Vail. Other Guest Trad Media Digital / Social PR / Influencer Website Intl Assets / Content Hotel Booking Book Direct Hotel Booking Direct Groups BookingWelcome Center Events Town-ow ned Exp Lodging Retail / Rest. Mt / VR WOM Social Survey Email Database Loyalty Planning / Booking In-Market Dreaming / Considering Traditional Media Digital / Social Website PR / Influencer International Assets / Content Hotel – BookDirect Hotel – Direct with property Groups- Booking Welcome Center Events Town-owned Experience Lodging Retail / Restaurants Mountain / VR 1:1 Direct Marketing Database Loyalty Email Post Trip / Sharing Survey Social Word of Mouth Consumer Journey DREAMING / CONSIDERING PAID MEDIA Miles Approach PRE-PLANNING, RESEARCH + INSIGHTS Growth segments exist within this active traveler group Vail Traveler Media Habits ●The Trip Planning window shows us how travelers search and book for the Vail market. ○First Search to Book is the number of days between the initial search and the booking. ○Book to Arrival is the number of days from the booking until traveling to the market. ●Helps us understand how travelers plan their journey and Vail/Miles’ role with respect to education, inspiration, and providing important details for their trip. Vail’s Adara Impact - Trip Planning Window Vail’s Adara Impact - Hotel & Flights Origin Markets ●Traveler Insights help us understand travelers to the Vail market ●The breakdown of solo, couple and group travelers is based on hotel data where we can see how many travelers are on a single itinerary. ●Length of Stay is based on flight data so you can see how long travelers are staying in your destination regardless of the switching hotels. ●Average Daily Rate is again based on what they are spending per night to stay within destination. Vail’s Adara Impact - Traveler Insights 2023 MEDIA STRATEGY ●Consolidate vendors and streamline dollars to create cost efficiencies and collect accurate first-party data by merging campaign efforts to establish a more holistic media plan ●Create a strong emphasis on data partnerships to ensure no wasted dollars, accuracy and building the right target audience (consumers who are showing intent for hotel travel) ●Flight media spend across channels, especially during lower demand periods, i.e. non-winter ●Utilizing media learnings to better define target audiences and geos Overall Media Strategy 2022 AUDIENCE ●High Net Worth targets (>$1MM in liquid assets) ○Families ○Empty Nesters ○Discretionary income of $125K - $250K RECOMMENDED 2023 AUDIENCE ●Primary Audience ○High Net Worth targets (>$1MM in liquid assets) ■Families ■Empty Nesters ●Secondary, Test Audience ○Prospecting travel intenders, travel enthusiasts ■Families ■Outdoor Enthusiasts ■Active professionals ■Competitive conquesting of similar destinations Audience Recommendation 2022 MARKETS ●Primary ○Chicago ○Dallas ○Houston ●Secondary ○Los Angeles ○New York ○San Francisco ○Washington, D.C. ●Front Range ○Denver RECOMMENDED 2023 MARKETS ●Primary ○Arizona (State) ○Chicago ○Houston ○New Mexico (State) ○San Francisco ○Seattle ○Utah (State) ●Secondary ○Los Angeles ○Miami ○New York ○Dallas ●Front Range ○Denver/Colorado Market Recommendations INSPIRATION CONSIDERATION/ ENGAGEMENT VISITATION TACTICS KPIs Print Streaming Radio Pre-Roll Video CTV/OTT Programmatic OOH Paid Social Prospecting Reach CTR VCR Cost per view Content Engagement Landing page visits Pageviews Site Engagement Display Prospecting Native Prospecting Sponsored Content Rich Media Display Retargeting Paid Search Paid Social Retargeting Bookings Searches Travel Journey Funnel ●Introduction of a new, secondary target audience of Travel Intenders ○Allows us to test, learn and evolve to better focus investments in the future ●Slight shift in market emphasis to achieve stronger impact in smaller markets ●Refocusing Linear TV investment into CTV/OTT tactics for a more efficient and trackable, “big-screen” presence ●Investing in multimedia, custom content partnerships to extend the reach the Vail brand while increasing Vail’s owned content ●Establishing a presence in the realm of Streaming Audio via Spotify to reach our target audience where they are consuming their audio-first content ●Expanding Vail’s Paid Social presence via paid ads on TikTok ●Establish a presence in key leisure publications including AFAR, 5280 and Outside Magazine to further the reach of the campaign with our travel intender audience Strategic Shifts for 2023 TACTIC + MEDIA PARTNER OVERVIEW Paid Social Digital FB/IG CAROUSEL + STATIC ADS PRE-ROLL CTV DISPLAY NATIVEOTT SEM GOOGLE TEXT ADS TIKTOK FB/IG VIDEO + POLL ADS Magazines RICH MEDIA Print Streaming Radio Digital OOH Digital OOH 2023 Campaign Tactics Adgenuity will buy from the Basis DSP (Demand Side Platform) to ensure we are reaching the right audience using behavioral audience segments while utilizing Private Marketplace deals such as SpotX, OpenX, or Discovery+. Programmatic Buying Overview Programmatic Benefits ●More efficient rates and minimums ●Real-time data and optimizations that lead to a stronger performance ●Enhanced targeting ●Ads run on premium inventory Ad+Genuity Benefits ●Reporting using Google Data Studio ●Help with creative assets ●Agile placements ●Specialized deals ●Dedicated experienced programmatic team ●Reduced CPM fees by 20%, creates additional impressions Ad+Genuity Leveraging unique data partners is a critical part of our media execution. Data powered audiences starts with your consumer. We utilize your consumer’s attributes to build data matched profiles to target based on habits and daily actions. Adara Cortex ●This data partner aggregates digital data points from consumers, then passes that data through artificial intelligence (AI) software which builds custom audiences that we can target programmatically. ●They utilize more than 6000+ curated audiences – Cross-Industry Consortium, identity-Based, Permissioned and Data Rights Managed Utilize Data to Develop Target Audiences Adara Cortex Adara Cortex ●Access to all channels in one platform ○Programmatic Display ○Native Display ○Pre-Roll Video ○Connected TV ●Audience data layering onto campaigns (Adara Cortex) ●Adara Expenditure Reporting ●$300,000 Total ●23MM Impressions Ad+Genuity ●:30 Video Ads ○Ads on Hulu are non-skippable, protected by industry separation, and served in a lighter ad load. ○Leverage Disney Select and our 1P data, our recommendation includes audiences identified as: ○Interested authentic experiences and general travel ○Travel Planners/Intenders ●Only 10% overlap with other ad-supported OTT content ●$70,000 Total ●1.9MM Impressions Hulu ●Efficiently distribute Vail content across relevant lifestyle & endemic sites, combined with layers of robust audience targeting, geo-targeting, & retargeting ●Reach Vail’s audience in environments they trust with Nativo’s proprietary Native article format ●Designed to appear in the publisher’s branding, Native Article puts your content where your audience is already engaged and leverages the brand names of Nativo’s exclusive publishers partnerships to build trust and elevate the Vail brand ●Content will be fully Vail-owned at the end of the campaign Nativo ●Up to 3 Native Articles ●Added Value ○Content landing page ○Companion banners ○Oracle Audience Insights ○MOAT Scroll Analytics ●$100K ●8.3MM Impressions Nativo Samples ●Native Article (Ad Unit)●Native Article (Content Landing Page) Nativo ●Spotify is the world’s most popular audio streaming platform with 489 million monthly active users across 183 markets ●Audio Everywhere ○Achieve 100% SOV - audio ads are served in-stream during active sessions ○Delivers audio ads across devices and platforms, reaching highly engaged Spotify users wherever they are listening ○:30s Audio ○640x640 Companion Banner ●$60,000 Total ●2.3MM Impressions Streaming Radio / Spotify ●High-impact, interactive rich media units delivered across network of quality publishers ●Targeting includes mix of contextual, demo, and behavioral, and is optimized for interaction ●Full Screen takeover Page Grabber unit demands attention and offers users an interactive, “choose your own adventure” experience Rich Media / Undertone ●Podcast Sponsorship ○75,000 impressions of the Outside Podcast ●Custom Content Campaign ○Custom Article with sponsorship and promotion on Outside Online ○100% SOV Sponsorship & Social Promotions: 1 x FB, 1 x IG ●Digital Brand Campaign ○Outside Online Custom Email Blast ○Newsletter Sponsorship with Integration ○Partner Spotlight ○RON & Channel-targeted display ●Print Campaign ○FP4C in May/June Travel Awards issue ○National circulation (675K circulation) ● ●$125,000 Total ●1.5MM Impressions ●Added Value ROS Premium Partnership / Outside Podcast Sponsorship ○https://www.dropbox.com/s/9cx9tqb1 d1kbm9o/Allbirds_pre.mp3?dl=0 Custom Content Execution Outside ●Reach highly targeted audience by location, age, interests, behaviors, language, etc ●Targeting and formats support each stage of the funnel ●Optimize spend across both FB and IG based on performance ●Drives additional organic social engagement Diverse tactical strategy ●Retargeting based on user site engagement ●Video ads (:15/:30s) build awareness ●Carousel ads drive further consideration and site traffic Paid Social / Facebook + Instagram ●Ads are embraced like native content & should look as organic as possible. ●In-Feed ads achieve 23% higher detail in memory than TV ads. ●Tap call-to-action button or the ad’s video caption to visit your landing page. ●In-Feed Spark Ads ○Appear on the For You Page ○A destination URL (not visible) ●$50,000 Total *TikTok account not required to run ads Paid Social / TikTok ●Lower funnel channel that is budget-efficient, enhances SEO, and highlights important features to in-market audiences. ●Keyword and automated intent targeting drive high quality traffic that is more likely to convert ●Spend where it makes sense by driving visitation via high performing Ad Groups/Keywords ●Always on advertising tactic captures intent, in the moment when searches are happening and interest is high SEM ●Majority of DOOH actually is place-based media ○Contextually relevant environments — such as malls, gyms, office buildings, gas stations, restaurants, bars, taxis and more — provide a unique opportunity to engage with consumers in a natural setting. ●Programmatic technology for DOOH allows buyers to make more efficient and strategic out-of-home media buys — enabling marketers to easily integrate DOOH into their omni-channel marketing strategies. ●Vistar utilizes anonymized GPS location data to understand where consumers go, how they spend their time and which paths they take. ○Activates media when and where consumers are most likely to be throughout the day, and measures results based on campaign exposure. Digital OOH / Vistar ●Focus on West of the Mississippi circulation in order to efficiently and effectively reach our desired markets ●Full Page Ad in the Hospitality issue ○Explores hospitality in its many forms, including how hotels, restaurants, cruises, and even entire countries make themselves hospitable to travelers. ○Special Sections include: ■On the Map: Summer Travel Planning ○On Sale: April 25th ●Programmatic PMP Deal ●$14,500 Total ● 506,000 Impressions Print / AFAR ●The 5280 brand sits at the intersection of best-in-class print, digital, and social offerings, reaching 20% of all greater metro area residents each month ●Full Page Ads in issues with relevant editorial: ○June ■Travel feature ○July ■Top of the Town issue ■Guide to the CO Trail feature ○September ■Outdoor Recreation Feature ●$26,250 Total ●1.6MM Impressions Print / 5280 PARTNER TACTIC CAMPAIGN OPTIMIZATION KPI 5280, AFAR, Outside Print n/a Reach Hulu CTV Primary: Video Completion Rate Reach Cost Per ViewAd+Genuity CTV Ad+Genuity Pre-Roll Video Ad+Genuity + Adara Display Prospecting Primary: Engagement Rate Secondary: Click-Through Rate Landing Page Visits Site Engagement ShareThrough + TripleLift Native Display Prospecting Primary: Engagement Rate Secondary: Click-Through Rate Time on Site Content Engagement Site Engagement Spotify Streaming Radio Primary: Audio Completion Rate Reach Outside, Nativo Content Partnerships Primary: Engagement Rate Secondary: Click-Through Rate Content Engagement Site Engagement continued next page Media Partner Overview PARTNER TACTIC CAMPAIGN OPTIMIZATION KPI Undertone Rich Media Primary: Engagement Rate Secondary: Click-Through Rate Content Engagement Site Engagement Google Paid Search Primary: Engagement Rate Secondary: Click-Through Rate Goal Conversions Facebook/Instagram Paid Social Reach/Goal Conversions TikTok Paid Social Reach Media Partner Overview MEDIA PLAN AND BUDGET OVERVIEW 2023 Flowchart 2022 2023 Digital: $788,000 Traditional: $223,000 Digital: $954,300 Traditional: $174,500 YOY Media Mix by Channel 2022 2023 Front Range: $152,000 Drive/Fly: $859,000 Front Range: $225,760 Drive/Fly: $903,040 YOY Spend by Region Market Messaging By Channel CHANNEL FLY/DRIVE FRONT RANGE 5280 X AFAR X Hulu X Ad+Genuity X X Spotify X Outside X Nativo X Undertone X X Digital OOH X Social X X SEM X X ●2/16 Present plan to board + Gain board feedback/approval ●wk of 2/20 revise as needed + begin creative discussions ●wk of 4/4 launch paid search + social ●wk of 5/2 launch rest of campaign Paid Media Next Steps Content Approach Content Plan ●In development for beginning of March Content Audit ●Keyword gap analysis ●Article review Social Media Audit ●Best Practices ●Competitor review ●Organic recommendations and opportunities Video Audit ●Video audit ●Strategic recommendation ●Distribution Plan Content Plan and Calendar ●Website ●eNews ●Organic social Video Productions Winter & Summer Productions ●Produces engaging video to grow channel/audience ●Support the content messaging themes Photo & Video Assets Winter, Summer & Fall Acquisition ●Capture assets to fill needs for website, content, email, social purposes ●Gather assets from community partners to use ●Represent DEI whenever possible ●Continue User Generated Content program, explore CrowdRiff Paid Storytelling Two-Prong Approach ●No 1 - Test Blogger Program Objective: Drive more traffic to DiscoverVail.com ○Target blogs with 50> domain authority ○Travel, lifestyle blogs ○Create partnerships to develop content that can be shared on their site and repurposed on DiscoverVail.com ○Use 50> benchmark as a filter when approached by bloggers and online influencers ○Identify key messages, story lines that Discover Vail wants writers to share Paid Storytelling ●No 2 - Social Media Influencers Objective: Increase awareness, inspire younger demo ○Focus on micro to low mid-tier influencers (10K to 100K followers) ○Minimum 3% engagement rate (strive for 3.5-6%, fashion average is 2.06%) ○New outbound application process via Aspire influencer tool ○Contract for content (specific TBD through Miles content audit) ○Preferred channels - Instagram and Tik Tok (if/when Discover Vail launches on this platform) Paid Storytelling Blogger Targets ●2-3 influencers based on budget ●Categories - TBD based on Miles content audit Influencer Targets ●Min. 4 - total TBD based on fees identified in application process ●Categories - TBD based on Miles content audit Domestic Public Relations ●Ongoing Media Outreach, Content Development + Pitching ○Greater emphasis on digital coverage due to wider reach, longer shelf life and ability to influence online searches. ●Visiting Journalists Program ○June Press Trip - partner w/The Hythe ○Individual Visits ○Greater push for travel via EGE ●In-Market Travel ○New York ○Travel Classics West sponsorship ○Explore ■Adventure Travel Trade Association ■Front Range Media Event to Support Fall Messages ●Manage DiscoverVail.com Media Center ●Manage Local Community Partnerships ●Colorado Tourism Office Partnership Mexico Marketing Communications ●Mexico Media Buy ○Print & Digital - outlets TBD ●Influencer/Media Visits to Vail ○Explore content producers trip early summer ●In-Market Event ○April media event in Mexico City to drive awareness ●New Strategy TBD ○Per the January board meeting, the partner group is exploring at least one new tactic outside of Sylvia’s per view in 2023. Dreaming / Consideration KPIs Source KPI / Measurement Goal Paid Media Various Specifics being developed Paid Storytelling -No. 1 -No. 2 No. 1 - web traffic via backlinks No. 2 - engagement, reach and content produced No. 1 - TBD No. 2 - 3+% engagement, av. 200K+ reach, content TBD PR Sentiment Target Outlets 80% neutral to positive 30% of 100 top targets (visits and coverage) Key message tracking TBD Website Tactics Improve Website Experience ●Improve Core Vital Score (current) ●Design/content improvements on homepage ●Optimize the navigation for usability Post Website Audit & Discovery: ●Rebuild of the calendar for usability/easy administration ●Develop a more robust “Things to Do” funnel ●Create a video library or explore tactics to better share video episode content ●Trip Building Features ●Deliver Value to end user - Make DiscoverVail.com the best resource for planning a trip to Vail PLANNING / BOOKING Lodging Tactics ●Increase lodging bookings via Book>Direct ○Improve conversion from Discovervail.com ○Continue to recruit properties to participate in Book>Direct ○Support Group sales and the Vail DOS Advisory Council ●Launch Lodging Specials ○Work with Simpleview/BookDirect to load properties onto Discovervail.com website ○Continue to recruit properties to participate ○Capture individual data based on gated pages of the lodging Specials ●Create and execute lodging communication plan ○Recurring segmented email communication ○Seasonal Lodging Roundtables ●Promote asset library to lodging properties ○Enlist properties to support and activate elements of the campaign ●Assist partner group with lodging community efforts/needs Group Sales & Marketing Tactics ●Continue to collaborate with VLMD on best ways to market & develop the brand ○Updates DiscoverVail.com groups/meetings/weddings pages, as needed ○Work with new creative team to develop “Village Wide” marketing piece ○Attend key industry events & tradeshows to introduce DiscoverVail.com ●Strategic leadership with lodging partners, members & industry ●Impact mid-week occupancy with focus on Spring/Summer/Fall ●Monthly DOS Advisory Council Meetings & Quarterly Outings ●Coordinate destination site tour logistics ●Leverage Cvent marketing tools to enhance brand recognition ●Print Advertising & Marketing ○Destination CO (electronic banners ads), MPI (directory), CSAE (directory), DMA West (directory) Booking / Pre Arrival KPIs Source KPI / Measurement Goal Lodging DV.com to BD conversions 5%+ Book Direct Search Referral 5%+ (up to 55%) Gated Content 10 per property / season Communication Engagement TBD Groups New Groups Leads 350 Total Groups Leads 375 Booked Room Nights 15,000 Booked Revenue $4,000,000 Leads in System 80/month CVENT Production for Vail $7,000,000 IN MARKET In-Market ●In-Resort Connectivity to DiscoverVail.com ○In-resort audit being done early summer to identify opportunities to enhance guest awareness of DV.com content and drive to website ●Events/Activations ○Summer event calendar republishing and communication ○Opt-in messaging required for all town funded events where applicable ●Welcome Center ○Sustainability Quiz data collection/giveaways in place year round In-Market KPIs Source KPI / Measurement Goal DV.com Exposure Website visitation 50% increase in-resort visitation through QR code tracking Events/Activations Data collection 30% increase in leads Welcome Center Total visitors 3% increase Survey quiz 40 participants March-April 500 participants June-October POST TRIP SHARING Post Trip / Sharing ●Social ○TBD based on Audit (coming end of Feb) ●Post Trip Survey ○Distribution through wifi logins and continued effort to increase business participation in survey promotion. ■5 businesses to add post trip survey link to guest communication Post Trip KPIs Source KPI / Measurement Goal Social (IG/FB) - Organic TBD based on Audit TBD based on Audit Post Trip Survey # of survey takers 500 by Q3 DIRECT 1:1 MARKETING 1:1 Direct Marketing - CRM ●Own full strategy and execution of email program ○Ongoing process improvement, documentation and partner collaboration ○Deliver a growing volume of emails with growing segmentation complexity ●Continue growing level of segmentation, increased outbound communications and CRM sophistication while maintaining or improving engagement metrics ●Leverage new content and continue enhancing newsletter and lifecycle email strategy ●Evolve engagement-based segmentation leveraging customer activity across all channels ●Identify email segmentation opportunities using augmented 3rd party data ●Increase volume of testing and improve process of tracking tests and leveraging test results 1:1 Direct Marketing - Data-Driven Roadmap ●Increase segmentation and analytics to drive personalization (using lifecycle and 3rd party data) ●Define guest journey phases and trigger events, with a focus on recognizing in-town visitors across channels, especially web and digital media ●Leverage 1st party customer data for improved digital ad spend targeting ●Automate guest lifecycle and journey email communications to increase personalization and improve efficiency and throughput ●Continue to integrate marketing analytics with partner group ●Continue to evolve data capture depth and breadth and data storage ●Define multi-year marketing analytics needs and timeline ●Explore 2nd Party data connections and partnerships 1:1 Direct Marketing - Loyalty ●Roll out Bucket List campaign and measure and communicate results ●Identify next campaign opportunity to test loyalty concepts ●Plan and implement second loyalty campaign after Bucket List 1:1 Direct Marketing - Analytics ●Roll out Campaign Hypothesis and Success Criteria process to all partners ●Ongoing email performance reporting and insights and ad-hoc analytics support ●Create trigger criteria to identify guest journey transitions ●Enhance segmentation to support increased personalization ●Formalize basic data governance process ●Create initial Customer Lifetime Value model ●Establish knowledge repository 1:1 Direct Marketing KPIs Source KPI / Measurement Goal Database Total Customer Records 230,000 (+50,000/28%) Newsletter Signups 10,000 (+5,000/100%) Records with Income Info 75% (flat) Email # of Campaigns Sent +30% Total # of Clicks +35% Total Click Rate (non unique)>3.7% (flat) Unsubscribe Rate <.7% (flat) VIDEO EPISODE TOWN OF VAIL UPDATES THANK YOU Upcoming Meetings: VLMDAC Meeting, Thursday, March 16, 2023, 8:30 am - 11:00 am Grand View Room