HomeMy WebLinkAbout01. June 15 VLMD Presentationv2VLMDAC BOARD MEETING
JUNE 15, 2023
Agenda
I. MONTHLY FINANCIAL REPORT (5 minutes), Alex Jakubiec, Town of Vail
II. MINUTES APPROVAL
●Action Requested of Board
III. INFORMATION & DISCUSSION UPDATES
●Approved First Supplemental Update (5 minutes) Liz Gladitsch, Town of Vail
●Content and Campaign to-date Results (45 minutes) Miles Partnership
●2024 Brand Campaign Discovery (30 minutes) 970 + Lumenati
●Mexico Media Mission (10 minutes) MYPR and Sylvia Rivera
●Winter Asset Library (20 minutes) SITE & Tom Cohen
●Other Business
●Adjournment
FINANCE UPDATE
MINUTES APPROVAL
Minutes Approval
Action requested of board to approve the May 18 and June 1 minutes.
SUPPLEMENTAL REQUEST UPDATE
Approved Supplemental Summary
Brand Platform (RFP)$100,000 $0
2024 Campaign (RFP)$100,000 $0
CTO International Press Trip $6,000 $0
Video Enhancements $11,900 $8,400
Video: YouTube/Social specific Series $150,000 $0
Social Media Enhancements and
Management
$48,400 $65,000
Content: Website Support $19,200 $17,800
Content Creation for CRM Segmentation $7,840 $13,440
Web: WCAG 2.0 AA Accessibility Compliance $15,000 $2,400
Web: Rebuild Calendar $15,000 $0
Web: Google Analytics 4 Transition $4,000 $0
Web: “Not” Bucket List Project $10,000 $1,000
Web: Interactive Vail Map Phase 1 $39,000 $6,300
Web: Interactive Vail Map Phase 2 $15,000 $0
Web: Integrate Hikevail.net $8,500 $0
Web: Youtube Integration + Media Library $7,500 $0
Tableau Audience Analysis Tool $14,750 $1,000
Data-Driven Marketing Roadmap Evolution $21,250 $0
DiscoverVail.com Chatbot $2,950 Unknown
DMO Alignment and Structure $10,000 $0
Michelin $59,000 $50,000
Rove $21,500 $21,500
Key Data $20,000 Unknown
Dream Trip Reappropriation from 2022 $50,000 $0
TOTAL $756,790 $184,840
Supplemental Item First
Supplemental
Request
Future Annual
Cost Estimates
Supplemental Item First
Supplemental
Request
Future Annual
Cost Estimates
CONTENT & CAMPAIGN TO DATE RESULTS
Organic Traffic
Highlights
May organic activity rose and still sits well above year ago
●Note: Pineapple activity began June 2022
Pageviews
33.7k
+67% YOY
+21% MOM
Users
11.6k
+49% YOY
+9% MOM
Sessions
14.6k
+55% YOY
+14% MOM
Time on Page
2:26
+12% / :15 YOY
+15% / :19 MOM
Bounce Rate
53%
-2% YOY
-1% MOM
Blog Performance
New content recommendations in the Discover Vail content plan contain
a mix of subjects that DiscoverVail.com either:
●Doesn’t rank for at all (gap)
●Ranks poorly on
●Ranks for, but one or more sites do so above
Examples of Keyword Opportunities for
New Content/Optimizations
●Hotels in Vail (Vail hotels, Vail Colorado hotels, hotels in Vail Village, best hotels Colorado, best hotels in Vail, luxury
hotels in Vail, Vail Colorado luxury resorts, Vail ski resort hotels, hotels near Vail ski resort, Vail ski hotels, ski in ski out
Vail hotel, ski in ski out Vail rentals, Vail accommodation ski in ski out, Vail ski vacation rentals, airbnb in vail colorado)
●Oktoberfest (Oktoberfest Vail, Vail Oktoberfest, Oktoberfest Colorado)
●Vail hiking (hiking in Vail, hiking in Colorado with waterfalls, Vail mountain biking trails)
●What to do in Vail CO (things to do in Vail summer, Vail things to do winter, things to do in Vail fall, things to do in Vail
Colorado July)
●Vail Colorado fishing (Vail fly fishing, Vail Colorado fishing)
●Vail family vacation (Vail family resorts)
●Vail Colorado summer (summer in Vail, vacation Colorado summer, Vail in summer, things to do in Vail in summer, Vail
summer gondola, Vail summer resorts, Vail Mountain summer, Vail Village summer, Vail Colorado summer concerts)
●Best Vail spas (Vail spa hotel)
●Restaurants in Vail (Vail best restaurant, Vail Village restaurants, best restaurants in Vail, Vail restaurants Lionshead, Vail
restaurants on mountain, Italian restaurants in Vail, best restaurants in Vail with a view, Colorado fine dining, food in Vail,
Vail mountain restaurant)
●Vail Golf Course (Vail golf club, Vail golf)
●Bars in Vail (best bars in Vail )
●Colorado music festivals (film festivals Colorado, jazz festival Colorado, Vail music festival )
Blog Performance
Highlights
First new blog went up April 3rd, with seven more to follow through May
●Goal for increased traffic and engagement is on track!
Pageviews
32.3k
+21% MOM
Time on Page
2:21
+7% MOM
Blog Performance
Highlights
Seven out of eight blogs are already high on page 1 keywords for key
relevant words
#1
#1
#2 #3
“Waterfall hikes Vail”
Written due to opportunity “Dogs in Vail, Dog-friendly Vail”
Seen as a gap due to popular search
“LGTBQ Vail”
DEI gap
Blog Performance
#3
“Vail Farmers Market”
Promote event visitation
“Best Vail Spas”
Written due to room
for growth
“Goat Yoga Vail”
(already #1 with “Yoga Vail”
with previous article)
Written to cover travel trend
“Vail spring skiing”
Gaps in competitive
audit
#3
#4
#4
#4
Blog Performance
Highlights
11 Vail Events You’ll Return for Each
Summer generated 3,977 pageviews
to be the #2 blog in April/May 2023
●Content calendar at work!
○Generated through a combination
of Organic and Paid Search,
Native, eMail, and Referral traffic
Blog Performance
Publish
Date
April/May
Pageview
s
April/May
Time on Pg.May KW Ranking Snapshot
for Pg. 1
5 REASONS TO ENJOY SPRING
SKIING IN VAIL
4/3/23 268 2:16 skiing in vail in april, vail spring
skiing, vail in april
ONLY-IN-VAIL SPA TREATMENTS 4/6/23 569 3:19 best spa in vail, best spas in
vail, best spas in vail colorado
DOG-FRIENDLY GUIDE TO VAIL 4/6/23 1,489 4:14 are dogs allowed on vail
gondola, dog friendly vail, vail
dog friendly restaurants
INSIDERS’ GUIDE TO VAIL FARMERS’
MARKET & ART SHOW
4/26/23 437 2:25 N/A — not showing in
SEMRush yet
11 VAIL EVENTS YOU’LL RETURN
FOR EVERY SUMMER
4/20/23 4,011 3:26 N/A — not showing in
SEMRush yet
TOP COLORADO WATERFALL &
LAKE HIKES NEAR VAIL
4/28/23 986 3:38 N/A — not showing in
SEMRush yet
GOAT HAPPY HOUR & GOAT YOGA
4/27/23 929 2:27 N/A — not showing in
SEMRush yet
PLAY, STAY & SLAY IN
LGBTQ+-FRIENDLY VAIL,
COLORADO
5/23/23 85 3:08 N/A — not showing in
SEMRush yet
Keyword Performance
Identified branded keywords
to regularly track
●Strong performance with
flat or positive movement
on majority of KWs
●Mountain, restaurants and
hotels will always be a
challenge
●In process of syncing with
2022 list
Keyword Performance
DiscoverVail continues to see more KWs in the top 50 and, more
specifically, in the top 3 than ever
SUMMER CAMPAIGN UPDATE
Summer Ad Campaign: May
●All channels fully launched in May
○Increased traffic to site vs year-ago with relatively flat spend
■Although via different mix of channels
■Goal to increase awareness and consideration, integrate more into the
tourism landscape via native and partnership placements
Paid Traffic to Site
55.8k users
+2% vs YA
Summer Ad Campaign: May
Digital
●All Digital channels generated >10MM monthly impressions
○Programmatic Display, Native Display, Pre-Roll Video, CTV/OTT,
Rich Media, Streaming Radio and Digital OOH
Impressions
10.3MM
CTR*
.21%
Clicks
20.4k
*Industry average: .07%
Summer Ad Campaign: May
Display/Native
●Digital Display/Native placements garnered >6k clicks
○Nativo was top performing vendor with a CTR of .35%
Clicks CTR
Display Banners 2.3k .14%*
Native 4.0k .22%^
*Banner industry average: .07%
^Native industry average: .12%
Summer Ad Campaign: May
Traditional Display Creative
Travel Intender
.18% CTR
Best performer:
300x600 static at .64%
HNW Family
.09% CTR
Best performer: 300x600
static at .24%
HNW Empty Nester
.08% CTR
Best performer:
160x600 static at .14%
*CTR industry average 0.07%
Summer Ad Campaign:
New Display Creative
HNW Empty Nester HNW Empty Nester Travel Intender
Travel Intender Family Family
●Rotated in new creative using new imagery in early June to refresh
creative and better represent target audiences
Summer Ad Campaign: May
Nativo
.27% CTR
49% CTR
●Rich Media performance was strong with a CTR of 1.93%
○Performing above benchmark
○Interaction rate also strong with Page Grabber performing at 2.51%
and Enhanced Standard at 0.57%
■Top clicks off general message followed by events
○New tactic for VLMD, drove 10% of May site traffic
Summer Ad Campaign: May
Rich Media
Page Grabber demo
Enhanced Standard demo
●Streaming Radio via Spotify delivered
1.1M impressions in May
○Awareness-driven tactic still drove
550 clicks to the site for a CTR of
0.05%
■Above benchmark of 0.01% -
0.03%
Summer Ad Campaign: May
Audio
●Pre-Roll video placements delivered
almost 1.5M video completions for a
video completion rate (VCR) of 70% -
in line with the industry benchmark
○1.5k clicks to the site for a
CTR of 0.10%
●CTV/OTT placements delivered 517K
video completions for an average
VCR of 98%
●New video spot in production to
rotate in when complete
Summer Ad Campaign: May
Video
Summer Ad Campaign: May
Paid Social
●FB/Paid Social ads ranked #1 for traffic to the DiscoverVail website,
accounting for 31% of traffic - split between traffic and video
campaigns
Traffic campaign:
Landing Page Views 21.5k
Cost per LPV $0.33
CTR 3.57%
Engagement rate 3.29%
Top Creative Carousels: Embrace, Gondola, Landscape
*Industry averages: CTR 0.9% and Engagement rate 2%
Summer Ad Campaign: May
Paid Social
Summer Ad Campaign: May
Paid Social
Video Campaign
Thru Plays 259.2k
Cost per LPV $0.02
Engagement rate 44%
Audience highlights 47% ThruPlays by Females 45+
Summer Ad Campaign:
New Social Creative
●May was a great month for SEM with KPIs stabilizing after
initial launch
○18k clicks with a CPC of $0.55, pacing well ahead of the current
industry standard; Lodging KW campaign is driving that higher
■Without = $0.47 CPC
■Re-assessing lodging campaign
○CTR was 15% which is also well above the benchmark of 4.3%
for travel and tourism
■Top campaigns for CTR were Events at 34% and Things to Do
at 23%!
●The Seasonal blog support is hitting its stride with 2.6k clicks
and a CPC of $0.76 behind four new blogs
●SEM drove 20% of site traffic
Summer Ad Campaign: May
Paid Search (SEM)
Summer Ad Campaign:
July/August Recommendations
●Due to soft lodging outlook for July and August, we are going to
run a 20% off lodging special to the Drive market audience
○Use current creative with added lodging deals messaging
●Recommend shifting $7.5k of September budget into July and
shift allocation of In-State support from 20% to 30% against wider
Drive market radius
○Increase Digital/Native $5k
○Increase SEM up to $10k and invest in a Performance Max Google
campaign
■Runs across all Google channels (YouTube, Display, Search, etc)
■Optimizes to shift with consumer demand in real-time
●Reaches users where they are
2024 BRAND CAMPAIGN DISCOVERY
2024 VLMD CAMPAIGN
CREATIVEBRIEF
+
SETTING THE STAGE
Within this document, we establish the foundation for our creative endeavors, offering
our team a clear sense of direction and purpose. The creative brief serves as our
guiding compass, navigating us through the intricacies of our campaign and ensuring
a unified and impactful approach. We will start by delving into our starting point,
gaining a comprehensive understanding of our current position, and chart a strategic
roadmap towards our desired destination.
PREVIOUS CAMPAIGNS Between 2019 and 2022, VLMD launched 4 major campaigns.
• Great production quality
• Interesting concept and storytelling
• Lack of a sense of place
• Too serious, not reflective of Vail’s tone
• Great production quality
• Story arc provided intrigue
• Shots of village
• Felt a bit forced and inauthentic
• “Vail” felt scondary to story
• Indistinct mountain town
Rites of Passage (2019)Find What Moves You (2019)
Effective Elements Effective Elements
Areas of Improvement Areas of Improvement
produced in 2018 produced in 2019
PREVIOUS CAMPAIGNS Between 2019 and 2022, VLMD launched 4 major campaigns.
• Highlighted approachable activities
• Well shot, high production value
• Didn’t feel uniquely Vail
• Lack of a sense of place
• Emotional, whimsical, different
• Shots of Vail landmarks
• Beautifully done
• Too narrow of a target market, didn’t feel inclusive
• Didn’t feel authentic to Vail
Find What You’ve Been Missing (2020)Life is But a Dream (2022)
Effective Elements Effective Elements
Areas of Improvement Areas of Improvement
produced in 2019 produced in 2021
CREATIVE BRIEF
The Situation
The Challenge
The Objective
A unique challenge arises from the coexistence of multiple brands that share the Vail name: a resort
company, a town, and a renowned ski mountain. The evolution of each brand, while significant in
its own right, has inadvertently created a gap in effectively communicating what sets Vail apart. To
address this, VLMD has taken bold strides to revitalize the Vail name and now seeks an easy-to-
understand yet transformative bridge campaign that resonates with a discerning audience seeking
extraordinary experiences.
We seek to overcome the challenge of Vail being perceived as another mountain town, just a ski
destination, too corporate, or out of reach.
To achieve this, we need to emphasize the unique attributes of Vail and focus on its emotional appeal
as a destination that offers transformative experiences and enchanting moments. We aim to evoke
strong emotions and create a deep connection with our target audience.
THESITUATION
Where are we coming
from and where are we
going?
European-Born Charm
Majestic Alpine Backdrop with Unimpeded Access to Adventure
Inspired Accommodations, Culinary Delights, and International Shopping
Year-Round Appeal and Cultural Events
Vibrant Community
Serenity and Tranquility in Nature
Commitment to Stewardship, Sustainability, and Responsible Tourism
Vail exudes a blend of international sophistication, unrivaled hospitality, and captivating alpine architecture. Its picturesque
pedestrian streets invite exploration and create the ambiance of a traditional European village. This unique fusion of cultures
and aesthetics sets Vail apart, offering visitors an enchanting escape from Colorado’s typical busy main street layouts.
With multiple gondolas providing instant access to hiking and biking trails, Vail offers low entry barriers for mountain lovers
to experience moments of adventure. The Gore Creek, flowing through the center, provides opportunities for leisurely
strolls, fishing, and enjoying the fresh air and energizing surroundings.
Vail’s diverse culinary scene, featuring international flavors, is complemented by various locally operated shops and
boutiques offering international brands. The pedestrian streets provide a distinct village experience where visitors can sleep,
stroll, shop, dine, and soak in the vibrant atmosphere.
Vail’s wide range of year-round activities and events make it a destination for people of all interests. The town hosts
internationally acclaimed music, dance, and sports events, creating opportunities for cultural immersion and memorable
experiences.
The contributions of the local community reinforce the sense of belonging and collaboration that make Vail not just a
destination but a thriving and vibrant community. This narrative showcases Vail as a place that offers exceptional outdoor
experiences embodies alpine excellence, and celebrates the spirit of adventure.
Amidst the energetic lifestyle, Vail offers moments of serenity and tranquility. The pristine natural surroundings and the
peaceful flow of the Gore Creek allow visitors to connect with nature and find moments of peace and rejuvenation.
Vail’s commitment to stewardship and sustainable practices aligns with the values of eco-conscious travelers. The
destination promotes responsible tourism, preserving the natural environment, and embracing sustainable initiatives to
ensure a thriving future.
VAIL’SUNIQUEATTRIBUTES
CREATIVE BRIEF
Do all these attributes
belong in tier 1 creative?
Target Audience
Values Aligned Guests
A Shift in Consumer Mindset
We are speaking to discerning individuals seeking an elevated travel experience. Our target
audience includes high-net-worth families, high-net-worth empty nesters, and outdoor
enthusiasts who value authenticity, luxury, and natural beauty. They appreciate unique destinations
that offer a combination of outdoor adventure, cultural immersion, and exceptional accommodations.
We will inspire guests to extend their stays, increase their spending, and fully embrace the values
and spirit of the Vail community.
Many mountain towns are rooted in mining history with busy car-filled main streets. Vail is not, which
sometimes leaves customers challenging its authenticity. Vail is different by design. Vail is rooted in
something more compelling. Vail’s history is rooted in alpinism, a deep love for mountain life, and the
spirit of adventure. Vail can embrace its alpine excellence and celebrate our cherished community.
OURAUDIENCE
CREATIVE BRIEF
Who is our market?
R.E.D
The Main Takeaway and Call-to-Action
Insights on Overcoming the Purchase Barrier
Relevant - When our creative is relevant, it resonates with people on a deeper level, capturing their
attention, stirring emotions, and inspiring action.
Easy to Understand - The Vail brand has become confusing enough. We need to set up our
audience to connect with our message effortlessly.
Distinct - Would anyone notice if you put another mountain town logo at the end? aka. escaping the
“sea of sameness”
The creative team is tasked with developing a visually stunning and emotionally compelling
campaign that captures the essence of Vail. The creative should resonate with our target audience,
igniting a desire to immerse themselves in the Vail experience. The narrative needs to be easy to
understand to overcome preexisting brand confusion. The final results need to distinguish Vail from
other mountain resorts.
The call to action should encourage potential visitors to book their Vail getaway, inspiring them to
embark on an unparalleled alpine experience that will leave a lasting impression.
To overcome the purchase barrier, we need to focus on the emotional appeal of Vail as a destination
that offers transformative experiences and enchanting moments. In Vail, you can surrender to the
freedom of unscripted days, immersing yourself in the unrivaled luxury bestowed by the natural
world. Serenity intertwines with culture and adventure, fostering meaningful connections and forging
bonds that transcend generations. By developing a sense of belonging to this vibrant community and
the awe-inspiring natural surroundings, a Vail experience becomes part of you.
THEASSIGNMENT
CREATIVE BRIEF
How are we going to achieve our goals?
CAMPAIGNCREATIVESHIFTS
In 2022, VLMD introduced a new style for its
campaign ads, marking a significant departure from
the previous multi-year running ad versions. This
strategic shift was a reflection of the spirit of the
2022 campaign and set the stage for a distinct new
direction for the Vail brand.
2019 2022
CREATIVE BRIEF
In a brief overview of click-through rates of 2022 “Life is but a dream” ads, performance insights based solely on imagery can be drawn.
Does the imagery resonate with our target audience? Can our target audience place themselves into the moment?
2022 CREATIVE PERFORMANCE
.76% - 1.3% CTR .36% - .53% CTR
June Key Dates
July Key Dates
August Key Dates
TIMELINE
CREATIVE BRIEF
JUNE 15, 2023 . . . . . . . . . . . . . . . . . . . . . . Board Meeting 1 - Creative Brief
JUNE 22, 2023 . . . . . . . . . . . . . . . . . . . Final Board Input on Creative Brief
JULY 20, 2023 . . . . . . . . . . Board Meeting 2 - Campaign Concept Review
JULY 27, 2023 . . . . . . . . . . . . . . . Campaign Selection & Final Board Input
AUGUST 17, 2023 . . . . . . . . . . . Board Meeting 3 - Execution & Production
AUGUST 24-26, 2023 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Production
LINK TO FULL CALENDAR
*Key dates subject to change
Are there any additional elements or specific requirements that
should be included?
How well does the creative brief align with our overall
marketing strategy and goals?
Are there any potential challenges or obstacles that we
should be aware of when moving forward with the creative
development?
Are there any suggestions or ideas that the board would like to
contribute to enhance the creative direction?
MovingForward
CREATIVE BRIEF
THANK YOU
+
MEXICO MEDIA MISSION
WINTER ASSET LIBRARY
Assignment
Budget Allocation: $30K photography/talent/pre-pro; $25K video/talent
Photographer: Tom Cohen
Pre Pro & Production Support: Delphine and SITE Marketing
Video: Shot alongside by Steep Motion to be used in upcoming films/social
Considerations:
●All paid local talent
●Diversity
●Mix of family, friends, couples
●Mix of sense of place and close in emotions
●Unique angles/light, where possible
●Mix of wintery snow and sunny spring
Town Scenics
Ice Skating
Fat Tire Biking
Nordic Skiing
Snowshoe
Apres Decks
Next Steps
Potential Future Winter Shots:
●Fishing
●Shopping
●Winterfest
●Holiday lights (more)
●New Year’s Eve fireworks/ski down
●10th Mountain Division event
●Snowshoe - snowy
●Apres - snowy; group of guys
●TBD to align to content stories developed by Miles Partnership and/or support
website needs
Budget Allocation (To Be Confirmed based on partners)
●Tom Cohen Photography: $13,000 + $5,500 talent
●Steep Video Social/Episodes (10): $14,000 - $45,000 + $5,300 talent
●Pre Pro & Production Management: $TBD based on partner
●Steep Asset Storage: $7,500
TOV UPDATES
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, July 20, 2023, Grand View Room