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HomeMy WebLinkAbout08. 2024 Advertising Campaign Finalist- Miles Partnership Proposal2024 ADVERTISING CAMPAIGN PROPOSAL FOR VAIL LOCAL MARKETING DISTRICT Introductory Lett er Dear Mia, Liz and Members of the Selection Committee, Thank you for this opportunity. It would be hard to overstate our team’s excitement to submit this proposal for the 2024 Advertising Campaign. We’ve done our best to showcase that excitement by sharing an overview of our collective expertise and capabilities in the pages of this proposal. You’ve gotten to know Miles Partnership over the last few months through our work together on media planning and buying, content development and video strategy, but we can do so much more—in this case, developing new creative assets and executing an effective and integrated campaign. As we hope to have proven to you thus far, we will continue to be the kind of partner you can count on to bring big ideas, suggest innovative solutions and both support and augment your staff. Our focus on the travel and tourism industry gives us a unique ability to understand universal best practices and leverage those for the benefi t of the Vail Local Marketing District (VLMD). At the same time, our experience working with your team and industry partners gives a deep understanding of VLMD as an organization. We’re excited about the opportunity to combine our creative abilities, data-driven insights and marketing expertise to develop a new campaign that will drive greater brand awareness and increase overnight visitation for Vail. We can’t wait to get this campaign to market! Sincerely, Amy Hume, Account Supervisor 1 Amy Hume Account Supervisor +1 303-807-9150 Amy.Hume@MilesPartnership.com MAY 19, 2023 VAIL LOCAL MARKETING DISTRICT2MILES PARTNERSHIP Meet Miles You’ve gotten to know us as your partner in media planning and buying, as well as content and video strategy—but as a full-service agency, Miles can offer VLMD even more. With that said, allow us to reintroduce ourselves. Founded in 1954, Miles Partnership is a strategic marketing consultancy focused solely on travel and tourism. We bring an audience-fi rst approach to all our conversations. Creating, curating and distributing compelling content that inspires travel has been part of who we are—and what we offer destinations—since our inception. We have a deep understanding of travelers and the products, messaging and media that drive visitation, and today we work with more than 150 tourism partners around the world. Our custom approach to each client—as well as our focus on innovative technology, careful analysis and evolution—has created signifi cant ROI for the destinations and tourism businesses we work with. We enjoy the shiny objects and big splash as much as any creative agency, but above all, we deliver results. It’s this commitment and passion for continual evolution and optimization that sets us apart. Strategic Consulting Branding & Creative Content Creation & Distribution Media Planning & Buying Revenue Generation & Co-op Programs Digital Development & Optimization OUR CORE COMPETENCIES Miles’ track record of creating innovative omni-channel advertising campaigns in the travel vertical is unmatched. Our creative approach centers around creating content-driven marketing solutions that look to users’ needs fi rst. As a result, they meet the needs of the destination and the consumer. 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 travel brands and the audiences with whom they want to connect. Miles has developed branded creative campaigns to support a variety of travel and tourism clients, including San Francisco Travel Association, Chattanooga Tourism Co., Discover Puerto Rico, Visit Sarasota County, Memphis Tourism, Louisiana Offi ce of Tourism, NYC & Company, Destinations International, Kentucky Department of Tourism and Hilton Sandestin Beach Golf Resort & Spa. We’re excited to do the same for VLMD. References San Francisco Travel Association Lynn Bruni, EVP, Chief Marketing Offi cer / 415-227-2637 Chattanooga Tourism Co. Barry White, Chief Executive Offi cer / 423-424-4440 Alaska Travel Industry Association Wendy Swenson, Director of Tourism Marketing / 406-570-2417 VAIL LOCAL MARKETING DISTRICT3MILES PARTNERSHIP While we are familiar with the photo and video assets Vail already has available, our in-house Odyssey content studio has a team of talented writers, photographers and videographers that will help develop dynamic new assets for the 2024 campaign. Together we will create the appropriate assets to reach consumers across key channels and in each stage of the travel-planning journey. Along with our local knowledge, we offer global insights: while Miles is a Colorado-based company, we’re also the uncontested leader in the tourism marketing space. Our experience and expertise working with U.S. and international DMOs, hospitality clients and other travel brands gives us a unique perspective on what works, and what doesn’t—and how to position our clients ahead of the curve. In fact, we’re setting new video standards in the destination marketing space, having collaborated with Google on new research into creating successful YouTube Shorts, and forming a partnership with Destination Analysts to review best practices for travel brands in TikTok marketing. We’re excited to bring our insights and experti se to VLMD so that, together, we can create a successful 2024 adverti sing campaign that raises awareness of your desti nati on and delivers true economic impact to your community stakeholders. YOUR TEAM AT MILES Below is a list of your core account team members, who are all experienced in developing successful adverti sing campaigns for desti nati ons. (You already know many of them from our current partnership with VLMD.) Your core team will be supported by additi onal Miles experts in content, design, video producti on, media planning and account strategy. • Laura Libby, Senior Vice President • Mina Robertson, Account Director • Amy Hume, Account Supervisor • Jordan Wollman, VP of Brand • Peter ‘PJ’ Yesawich, Jr., Senior Creative Director • Taryn Parker, Art Director • Emilie DeLong, Senior Video Creative Producer • Claire Wingate, Head of Production and Operations Why We’re a Fit for VLMD Miles is uniquely suited to work with VLMD on your 2024 adverti sing campaign: As your new and growing partner in content development and media planning and buying, we have begun to build an in-depth knowledge of Vail and VLMD’s current marketi ng acti vity. We’ve met your team and your key stakeholders, spent time in your destination and audited three of your core owned content areas—website, social media and video—to build our understanding of where marketing for your destination has been, the gaps that are present and the opportunities that exist. We’ve also developed the annual non-winter media plan that recently launched, and we are gaining valuable insights into the audiences that are engaging with Vail’s advertising. These are key insights that will help us build and grow your brand—and that we can bring to our work on your 2024 advertising campaign. When it comes to creative ideas, we base our recommendations in data and research, building on your existing brand equity through past campaigns and fi nding innovative ways to nurture and evolve your messaging moving forward. And since there’s no need to bring us up to speed, we are ready to hit the ground running. We have a deep awareness of VLMD’s current “Life is But a Dream” advertising campaign, having worked with the existing assets and guidelines to produce new creative units for the 2023 late winter and non-winter campaigns. Moreover, we understand its strengths and weaknesses among consumers, as well as the town and board’s likes, dislikes and concerns with its current composition. We will use those insights and learnings to inform our ideation to help produce an appropriate (and exciting!) evolution of the campaign. VAIL LOCAL MARKETING DISTRICT4MILES PARTNERSHIP Our Research-Based Approach We strongly believe in independent, third-party research to drive program measurement and optimization. We have close working relationships with leading research fi rms such as Phocuswright, Destination Analysts, Civitas, Downs & St. Germain and Longwoods International. We also partner with some of the most sophisticated specialist agencies and media partners across the travel space, such as Sparkloft, Near (formerly UberMedia), Centro and ADARA, which ensures our strategies are rooted in the latest platforms, technologies and media channels. Our Commitment to Diversity, Equity and Inclusion At the core of that vision, we are driven by our commitment to actively advance diversity, equity and inclusion to evolve equitable and inclusive marketing industry practices, drive innovation within the company and empower our team, our clients and the communities we serve. We believe that our clients are in a key position as an authority in the travel industry to drive dynamic economic opportunities within their communities. Together, we will take intentional actions to foster DEI within our clients’ overall strategic goals as well as in the marketing strategies we create on their behalf. We believe a deliberate and strategic approach to DEI within a destination will foster innovation and bring together a wide variety of voices and experiences when promoting tourism and sustaining local economies. At Miles, our vision is to be the global leader in strategic solutions that inspire and improve travel. Our Roots in Sustainability 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 offi ce 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. Awards & Accolades Our client work has garnered over 140 awards across content creation, design, website development and brand campaigns in the last three years. Highlights of recent client accolades include: »2023 IAC Award for Alaska Tourism Industry Association’s "Also Known As" Alaska Campaign »2023 IAC Award for Kentucky Department of Tourism’s “This is Kentucky — Come See for Yourself!” Rich Media Ad »2022 U.S. Travel Association Mercury Award for Discover Puerto Rico’s “La IDEA” Digital Island Education Academy in the Innovation Category  »2022 U.S. Travel Association Mercury Award for Louisiana Offi ce of Tourism’s “Tiny Trips” Video Series »2022 Platinum HSMAI Adrian for Venturing Out: Park2Park Season 1 »2022 Gold HSMAI Adrian Award for Sonoma County Tourism’s Integrated Campaign »2022 Gold HSMAI Adrian for Presidio Tunnel Tops’ “Free to Be” Campaign VAIL LOCAL MARKETING DISTRICT5MILES PARTNERSHIP Current Clients In the interest of space constraints, please fi nd an abbreviated version of our client list below. All of our clients are in the travel and tourism industry. Alaska Travel Industry Association Albuquerque Convention & Visitors Bureau (NM) Amelia Island Convention & Visitors Bureau (FL) Americans for the Arts (DC) Arizona Offi ce of Tourism Arkansas Lottery Arkansas Parks and Tourism Asa Maia Wellness Retreat (Bali, Indonesia) Austin Convention & Visitors Bureau (TX) Bangladesh Ecotourism and Conservation Alliance Boone & Watauga County TDA (NC) Boykin Management Resorts Brand USA Branson/Lakes Area Convention and Visitors Bureau (MO) Brevard County Tourism Development Offi ce/ Florida’s Space Coast Offi ce of Tourism (FL) Cape May – Lewes Ferry (DE/NJ) Capital Region USA (DC, VA, MD) The Capitana Key West (FL) Central Economic Development Agency, Manawatu District (New Zealand) Chattanooga Tourism Co. (TN) Chickasaw Country (OK) Choose Chicago (IL) Cincinnati USA Regional Tourism Network (OH) Colorado Tourism Offi ce Delaware Division of Small Business Delaware Tourism Offi ce Destination Cleveland (OH) Destination DC Destinations International Discover Puerto Rico Eastern Kentucky PRIDE, Inc. Experience Kissimmee (FL) Explore Asheville (NC) Explore Minnesota Tourism Fairfax County Convention & Visitors Corporation (VA) Galveston Island Convention & Visitors Bureau (TX) Georgia Department of Economic Development Georgia State Parks & Natural Resources Golden Isles Convention & Visitors Bureau (GA) Grand County Colorado Tourism Board (CO) Great South (New Zealand) Greater Miami Convention & Visitors Bureau (FL) Greater Williamsburg Chamber & Tourism Alliance (VA) Gulf Shores & Orange Beach Tourism (AL) Hamilton and Waikato Tourism (New Zealand) Hawai’i Tourism Authority Hawks Cay Resort (FL) Hersha Hospitality Management/Independent Collection Hotels & Resorts (National) The Hideout Golf Club & Resort Hilton Sandestin Beach Golf Resort & Spa (FL) Kentucky Department of Tourism Kentucky State Parks Lake Wanaka Tourism Regional Tourism Organisation (New Zealand) Las Vegas Convention and Visitors Authority (NV) Lee County Visitor and Convention Bureau (FL) Louisiana Offi ce of Tourism Louisiana Travel Association Maine Offi ce of Tourism Margaritaville Hotels & Resorts Maryland Offi ce of Tourism Memphis Tourism (TN) Michigan Economic Development Corporation Mighway (New Zealand) Ministry of Business, Innovation and Employment (New Zealand) Naples, Marco Island and the Everglades Convention & Visitors Bureau (FL) Nebraska Tourism Commission New Jersey Division of Travel & Tourism New Orleans & Company (LA) North Dakota Department of Commerce & Tourism Division North Myrtle Beach Convention & Visitors Bureau (SC) Ocean Casino Resort (NJ) Opal Collection Hotels & Resorts (National) Pacifi c Asia Tourism Association (Thailand) Pacifi c Private Sector Development Initiative (Asian Development Bank) (South Pacifi c) Pennsylvania Department of Community & Economic Development Port Macquarie Hastings Council (Australia) Presidio Trust (CA) Presidio Lodging (CA) Regional Tourism New Zealand (New Zealand) Richmond Region Tourism (VA) Rotorua Economic Development (New Zealand) Samoa Airways (Samoa) Samoa Tourism Authority (Samoa) San Francisco Travel Association (CA) Sarasota-Bradenton International Airport (FL) Seagar’s Prime Steaks & Seafood (FL) Select Registry (National) The Sherry-Netherland (NY) Sioux Falls Convention & Visitors Bureau (SD) Sonoma County Tourism Bureau (CA) South Carolina Department of Parks, Recreation & Tourism South Dakota Department of Tourism South Pacifi c Tourism Organisation (South Pacifi c) Springfi eld-Branson National Airport (MO) Sweetwater County Joint Travel & Tourism Board (WY) Hospitality Economic Initiative Texas Travel Industry Association Tourism Bay of Plenty (New Zealand) Tourism Diversity Matters Tourism Fiji Tourism New Zealand Travel South USA U.S. Virgin Islands Department of Tourism Vail Local Marketing District (CO) Vanuatu Tourism Offi ce (New Zealand) Virginia Beach Convention & Visitors Bureau (VA) Visit Bucks County (PA) Visit Dallas (TX) Visit Detroit (MI) VISIT FLORIDA Visit Grand County (CO) Visit Grand Junction (CO) Visit Greenville (SC) Visit Lake Charles (LA) Visit Loudoun (VA) Visit Lubbock (TX) Visit Myrtle Beach (SC) Visit Philadelphia (PA) Visit Phoenix (AZ) Visit Rogers (AR) Visit Santa Barbara (CA) Visit Sarasota County (FL) Visit Savannah (GA) Visit St. Pete/Clearwater (FL) Visit Tybee Island (GA) Visit West Hollywood (CA) Visit Winston-Salem (NC) Waco Convention & Visitors Bureau (TX) Washington Tourism Alliance Whanganui & Partners (New Zealand) Winter Park Fraser Chamber (CO) Wyoming Offi ce of Tourism We do not see any potential confl icts of interest for this scope of work. VAIL LOCAL MARKETING DISTRICT6MILES PARTNERSHIP Case Studies We understand today’s highly fragmented, complex and constantly changing travel marketing landscape and how to best position our clients for success. What sets Miles apart is our depth of experience and our custom approach to every relationship. We evaluate each destination’s unique offerings, goals, audiences and challenges, then work collaboratively to shape a product that is authentic and aligned with the destination’s needs and that resonates with their target customer base. A few snapshots of our clients’ success include: »An innovative “Safe Traveler” digital media strategy for Discover Puerto Rico generated $400 million in visitor spending »The “Come See for Yourself” campaign with the Kentucky Department of Tourism, which was customized for Black and LatinX Travelers, delivered an ROI of more than 100:1 »A brand launch email campaign we developed for Hersha Hospitality Management’s Independent Collection generated more than $108 million in room revenue »Alaska Travel Industry Association’s “Day in the Life” TikTok Campaign targeting students at the University of Alaska and promoting tourism jobs resulted in 450,352 impressions »During the months we launched the “One of Us” locals-focused recovery campaign for Chattanooga Tourism Co., the city’s average monthly occupancy increased by 20% »Brand USA’s content-centric marketing efforts have helped generate more than $171 million in attributable international bookings to the U.S. over the two years pre-COVID “Inspiring Awe” Digital Campaign for Explore Boone Boone, North Carolina, is a historic destination with many fi rsts and a proud history, from founding father Daniel Boone to the city’s quaint, yet surprisingly metropolitan vibe. As Explore Boone sought to tell their story and market their destination in a new way, it became clear a new brand message would need to be created. Through a rigorous brand development process complete with stakeholder interviews, competitive landscape research and creative strategizing, Miles helped Boone focus on the elements that were uniquely theirs: The ability to “Inspire Awe.” We developed a comprehensive marketing plan to reach audiences through multiple touchpoints, including digital display ads, native ads and social media ad units. We also partnered with Visit North Carolina on a game-changing co-op partnership that allowed Explore Boone to buy into an out-of-home initiative that included billboard ads and digital audio placements. Through a VISA Measurement Study, we were able to confi rm an impressive 88:1 ROI based on visitor spending in Boone after the new “Inspiring Awe” digital ads were served. We also saw dramatic year-over-year occupancy tax increases and notable impressions and clicks: »December 2020 occupancy tax up 70% »January 2021 occupancy tax up 64% »February 2021 occupancy tax up 136% »12 million billboard impressions »21 million total digital impressions »329,528 total clicks VAIL LOCAL MARKETING DISTRICT7MILES PARTNERSHIP “The Original. The One. The Only.” Brand Campaign for Discover The Palm Beaches Beginning as a partnership primarily focused on hurricane recovery relief in 2020, the U.S. Virgin Islands Department of Tourism has since selected Miles to serve as their agency of record. As our services have evolved over the years, so has our advertising strategy. The Original. The One. The Only didn’t happen overnight. It began with a new positioning statement for The Palm Beaches, identifying it as the must-visit destination for the golden age of travel, and—after several creative iterations— establishing its new campaign concept. The Original. The One. The Only appeals to all of The Palm Beaches’ target audiences: affl uent couples and families, cosmopolitan professionals in the Northeast, and drive- market visitors from South Florida. This audience appreciates a destination that sets itself apart from other warm-weather destinations, specifi cally those in Florida, and The Palm Beaches achieves that. Rather than trying to be everything to everyone, it proudly stands on its own as America’s First Resort Destination. The primary goal of The Original. The One. The Only was to signifi cantly increase awareness of The Palm Beaches as a disti ncti ve South Florida experience, positi oning the desti nati on as being unlike any other. The results speak for themselves: »61% more likely to visit »52% rise in hotel occupancy »99% boost in Instagram and Facebook engagements »76% increase in sessions on ThePalmBeaches.com »100-plus positive media mentions »1 bold step for The Palm Beaches VAIL LOCAL MARKETING DISTRICT8MILES PARTNERSHIP “Branch Out” Campaign for Visit Loudoun As the new agency of record for Visit Loudoun, Miles needed to raise awareness of DC’s Wine Country® and its artisanal, epicurean and cultural experiences. To align with Visit Loudoun’s strategic plan, we covered the variety of offerings in a cohesive way through a “perfect pairings” concept that fused the county’s two sides, from the rural farmland and vineyards in the west to the shopping and entertainment in the east. To maximize engagement, messaging was tailored to key target audiences, focusing on drive markets and fi ve core destination themes: proximity to D.C., variety of experiences, culinary experiences, family adventures and meetings. To drive action, we used eye-catching creative and clear calls to action with the tagline “branch out.” This evoked the idea of trying something new and different, which proved to be in tune with consumer sentiment. “Branch Out” represents the most integrated and impactf ul ad campaign Visit Loudoun has ever launched. Aft er less than a year, our full-funnel media approach delivered: »More than 8.7 million impressions »4,841 signals of intent to travel »30% average email open rate »0.15% click-through rate—double the industry average Just 25 miles west of DC, discover award-winning wineries, craft breweries, farm-fresh dining, outdoor adventures and historic towns and villages. Happiness will meet you here. FROM DC MONUMENTS TO WINE COUNTRY MOMENTS BRANCH OUT IN DC’S WINE COUNTRY® | visitloudoun.org Metro’s Loudoun Gateway Station, Opening Summer 2021  Bluemont Vineyard FROM SPIRITED FLIGHTS For fresh ways to weekend, experience our celebrated wineries, breweries and restaurants. Plus, find outdoor fun, small town treasures and epicurean delights along the way. BRANCH OUT IN LOUDOUN | visitloudoun.org TO FARM-FRESH FLAVORS Catoctin Creek Distillery  Clyde’s Restaurant FROM SWEET ADVENTURES Make new memories with refreshing outdoor adventures, delectable dining and fun family attractions for all, just west of DC in Loudoun County, Virginia. Happiness will meet you here. Dana’s Cake Shoppe  Summit Ropes TO BOLD NEW BRANCH OUT IN LOUDOUN | visitloudoun.org TO BOLD NEWHEIGHTS VAIL LOCAL MARKETING DISTRICT9MILES PARTNERSHIP Our designers understand that a strategically and skillfully implemented creative approach is the way to achieve advertising goals. Miles has successfully developed and interpreted brands for leading destinations in the U.S. and internationally, as well as destination resorts, hotels and restaurants. We’ll do the same for VLMD by designing highly unique, visually impactful and customized creative elements. When it comes to campaign creative development for VLMD, our principal objectives will be to: »Identify what brand pillars/experiences best communicate your brand message for each target audience, then explore the best approach to execute creative asset development »Conduct research on the developed creative campaigns with consumers to ensure they connect emotionally and align with your brand positioning, then iterate as needed »Ensure our paid media strategy aligns with both your brand attributes and target consumer personas (We recognize that media planning won’t happen until later in the year, but the collaboration between strategies will be critical.) »Armed with a well-planned, consumer-driven strategy, produce the creative for fi nal deployment, including creative copywriting, video script and storyboard development, building ads, out-of-home activations and whatever else is required to deliver a memorable campaign for Vail Once we land on a campaign directi on that aligns with our creati ve brief, accurately represents the desti nati on and uniquely diff erenti ates Vail from anywhere else in the world, we begin fl eshing it out across channels to ensure the concept is strong when acti vated through your media campaign strategy. The fi nal piece of our campaign development process is developing a strong analytical framework, which both establishes a benchmark for the current period and measures the impact of our newer advertising initiatives. To ensure that VLMD’s marketing strategies connect with key audiences and increase travel to (and spending in) the destination, we will work with your team to set up clear goals and KPIs that measure performance so we can continue to track conversions and ensure ongoing evolution of our campaigns. Fulfi lling Your Scope of Work We believe a successful marketing strategy looks to users’ needs fi rst and, as a result, meets the needs of the destination and its industry stakeholders. Key to this is the development and upkeep of strong content across all channels to articulate the destination’s message and set the foundation for relationships with your audiences. In support of this approach, we have an established in-house content studio, Odyssey, that can produce custom campaign creative for every type of media outlined in your RFP, from print advertising to social media stories to video production. Our Odyssey team also has broader expertise in branded content strategy, story development, distribution and amplifi cation. Our creative approach centers on building and evolving destination brands from the outside in, using consumer insight and point of view rather than just selling things to see and do. To fully show and tell Vail’s brand story in a way that resonates with your target travelers, we will focus on ensuring the right content and creative reaches your audiences at the right place, on the right device, at the right time, providing a fl awless user experience across all platforms. Our process starts with a collaborative effort to create a creative brief and a media brief. These briefs connect 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. We will work together with VLMD to develop a creative campaign that refl ects your brand and connects with your key personas. This includes creating a master visual design with specs that will establish the look and feel of your creative executions and provide the overarching direction for the development of future resources, whether it be for television, radio, digital advertising (video, audio, display), social media or other outlets. 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 take a holisti c approach to campaign development, starti ng by asking three questi ons to identi fy a campaign strategy: VAIL LOCAL MARKETING DISTRICT10MILES PARTNERSHIP Strategy Onboarding Steps: »Brand debrief »Stakeholders overview »Strategic vision »Short- and long-term goals defi nition »Assets review »Destination familiarization Process Onboarding Steps: »Identify vertical and direct contact leads »Set communication protocol and identify tools »Clarify approval process »Determine invoicing and payment process »Identify business rules As you’ve already experienced, we believe in ongoing collaboration and open communication with your team, your other agency partners and your industry stakeholders. Together, we will ensure a strategic, effi cient and uniform execution of your key initiatives across all channels and partners. Our service commitment will be tailored to your specifi c needs, but typically includes: »Ongoing weekly client status meetings inclusive of reporting and updates (We already have these in place, so we can integrate the creative campaign discussions into them seamlessly, without adding more meetings.) »In-person team meetings as needed to allow for additional constructive time to strategize goals, new ideas and long-term strategic objectives »Daily/weekly project-specifi c meetings (as needed) »Detailed monthly and/or quarterly reports on all programs and services Specifi c to our work on your 2024 advertising campaign, we also commit to: » (5) monthly board meetings »Onboarding with Town of Vail for this additional strategic creative work beyond the onboarding we’ve done to date »Continuation of our Town of Vail status and partner calls »One partner call per month »Weekly TOV Status calls »Ability to travel to and from Vail for meetings as needed There will always be open communicati on between our team and yours throughout our partnership, and we are open to and fl exible in using whatever project management system works best for you. Account Management As you know, we will be wherever you need us to be, whenever you need us to be there. We will continue to provide a strong, talented team that will continue to act as an extension of your team and be dedicated to servicing all VLMD’s needs within the scope of this contract. While we’re already working closely with the VLMD and have undertaken many of these steps, our typical onboarding process is a two-fold parallel track focused on strategy and process: Account Supervisor Amy Hume will continue to be your day-to-day point of contact. VAIL LOCAL MARKETING DISTRICT11MILES PARTNERSHIP CAMPAIGN PRODUCTION: $71,000 - $86,000 This pricing allocates production hours and hard costs in these primary areas for campaign production: »Discovery & Planning: $11,480 - $15,820 »Onboarding call »Kick-off meeting »Existing asset review and analysis »Look and feel board – photo and video styles »Sample campaign executions »Campaign brief development Pricing Esti mates We are outlining our pricing estimates based on our understanding of the needs and process of developing advertising campaign creative elements. We are excited about the work we have done together with VLMD and know that the fi nal product is stronger when we work collaboratively with you on the fi nal deliverables. Hopefully, this approach is a starting point for further conversations to refi ne this plan. Miles bills hourly at a $140 blended rate. »Asset Collection: $43,480 - $49,180 »Creative brief »Photography and video shoot »Three (3) production days in Vail »Campaign Development $10,080 - $12,600 »Primary and secondary asset strategy development »Messaging pillars and approach based on campaign brief and creative brief »Campaign Implementation $5,600 - $8,400 »Campaign executions: digital ads, social video edits, print ads, full video ACCOUNT MANAGEMENT: $14,000 This includes 10-15 hours per month of account management to support the campaign development work for the duration of the project. »Presentations »Preparation »Review meetings and status calls THANK YOU FOR THE OPPORTUNITY TO EARNMORE OF YOUR BUSINESS