HomeMy WebLinkAbout01a. VLMDAC March PresentationVLMDAC BOARD MEETING
MARCH 16, 2023
Agenda
I. MONTHLY FINANCIAL REPORT (5 minutes), Carlie Smith, Town of Vail
II. APPROVALS
•VLMDAC February 15 Minute Approval
III. INFORMATION & DISCUSSION UPDATES
•Spring Lodging Promotion Campaign (10 minutes), Miles
•Media Update & Summer Creative (20 minutes), Miles
•Content Approach (10 minutes), Miles
•Town of Vail Updates Mia Vlaar & Jeremy Gross, Town of Vail
•Other Business
•Board Only Working Session with Carl Ribaudo, 90 minutes, (Board and Town of Vail)
•Adjournment
MONTHLY FINANCIAL REPORT
MINUTES APPROVAL
BOARD TRAINING
SPRING LODGING PROMOTION CAMPAIGN
Late Winter Plan
Overview: With many spring breaks ending in late March, but the ski resort staying
open until at least 4/23, there is opportunity to drive increased demand for Vail
lodging 4/1 - 4/23.
Goal: Increase hotel bookings in Vail in April
Late Winter Plan
Recommended Timing: 3/20/23 – 4/23/23
Recommended Markets:
· Denver DMA
· Colorado Springs DMA
· Grand Junction DMA
· New Mexico (statewide)
· Utah (statewide)
Recommended Tactics:
· Display/Native (Ad+Genuity)
· Colorado.com - native and banners
· Paid Social - carousel and stories
· Paid Search
Campaign Measurement:
· Bookings pre-launch vs. post-launch
· Clicks/Click thru rate/CPC
· Searches/Search rate/Cost per search
· Bookings/Bookings rate/Cost per bkg
Late Winter Plan
Late Winter Creative
Late Winter Creative
MEDIA UPDATE & SUMMER CREATIVE
Media Update
Non-Winter Creative
Goal of Creative:
•Increase awareness of Vail as a non-winter destination
•Capture attention; break out of tourism sea of sameness
•Create an emotion and engage; Bring to life the magic, the dream
Recommendation:
•Use best-performing, most relevant assets from 2022
•Bring in new 2023 assets when applicable
•Integrate additional target-relevant imagery where needed (family, empty
nester)
Non-Winter Creative
2022 Performance
.24%.20%.19%.18%.17%
Non-Winter Creative
2023 New Creative - Hero
Non-Winter Creative
2023 New Creative - Tier 2
Non-Winter Creative
2023 New Creative - Tier 3
CONTENT APPROACH
Content Plan Update
Executed three audits to better understand:
a.) Blog/Article Website Content
b.) Video Content
c.) Organic Social Media Presence
These analyses informed channel recommendations and an overall content plan that
integrate how Vail can develop and distribute written and video content to potential visitors
and engage with them in a relevant, consistent way
Presented initial findings, insights and recommendations last Friday
Next Steps
•Integrate partners in the next couple of weeks
•Bring final findings to board in April
TOV UPDATES
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, April 20, 2023, Grand View Room
APPENDIX