HomeMy WebLinkAboutVLMDACFebFINALVLMDAC BOARD MEETING
FEBRUARY 27, 2020
AGENDA
•Monthly Financial Report, Carlie Smith
•Approval of January 20, 2020 Minutes, Board
•Data & Web Updates, Cactus
•Creative Updates, Cactus
•Traditional Media Updates, SITE
•PR Update on New York/Chicago, MYPR
•Supplemental Budget Request, Liz Gladitsch
•CSE Meeting Update, Jana Morgan
•VLMDAC Tax Initiative, Mia Vlaar
•Other Business
AGENDA
DATA & WEB UPDATE2020PLANNING
WEBSITE DEVELOPMENT & LAUNCH
•Live website –3/2
•Training document
•Web development
•Testing
•Content management
system training
•Launch & evaluation
PHASE 3 : DEVELOPMENT & LAUNCH DELIVERABLES:
WEB/DATA PROJECT
WEB/DATA PROJECTSTAGING SITE REVIEW
WHOLE PROJECT TIMELINE / PROGRESS SLIDE
•Website Development, Launch and Data Capture:
•Development –1/6 –1/27 –Complete
•CMS Training –2/3 –2/7 –Complete
•Data Codes Implemented –2/17–Complete
•WiFi Gating –2/21 –Complete
•Content Entry –2/3 –2/27 –Complete
•Site QA –2/18 –2/28 –In Progress
•Salesforce Integration & Testing –2/24 –2/28 –In Progress
•BookDirect Integration –2/20-3/23 –In Progress
•Site Launch –3/2 –Pending
•Data Collection Begins –3/2 –Pending
•Audience Building Begins –4/6 –Pending
WEB/DATA PROJECT
DATA MATURITY MODEL2020PLANNING
DATA MATURITY MODEL2020PLANNING
DATA MATURITY MODEL2020PLANNING
DATA MATURITY MODEL2020PLANNING
SALESFORCE DMP UPDATEWEB/DATA PROJECT
CRM
Advertising
3rd Party Data
DMP
Website / Email
TOV Wifi
Event Registration
Vail App
Sign up Conversion,
Path to Purchase,
Booking window etc.
Paid Media
Performance Data
CTR, VCR, CPC,
etc.
DIGITAL MEDIA MARCH LAUNCH TIMING2020PLANNING
DIGITAL
VIDEO
3/9 3/16 3/23 3/30
DISPLAY
MOBILE AI
SOCIAL
PPC
PPC2020PLANNING
Vail Resorts and Cactus teams are working in tandem to align the
summer paid search builds so that the buys will complement each
other’s efforts.
DISCOVER VAIL
•Summer/fall activities
•Summer/fall vacations
•Summer/fall events
•Things to do
•Lodging
VAIL RESORTS
•Vail brand/resorts
•Epic Discovery
•Gondola
•Deals & packages
SUMMER CAMPAIGN2020CREATIVE
SUMMER CAMPAIGN2020CREATIVE
2020 Design Approach
We are updating the look of the 2020 campaign with a fresh, elegant design:
• Incorporating new background and accent colors -cream and gold -that are
consistent with the design of the new DiscoverVail.com website.
• Utilizing Vail’s standard typography treatment consistently in black, which gives the
design a refined air and is also consistent with the website.
• Print and banner creative showcases multiple images in layout/animation which
allows us to tell a richer story of the Vail experience.
VIDEO2020CREATIVE
Brand Spot :60, :30, :15
Active Professional Spot :15
PRINT2020CREATIVEPRINT2020CREATIVE
PRINT2020CREATIVE
OOH: FRONT RANGE2020CREATIVE
OOH: FRONT RANGE2020CREATIVE
OOH: DESTINATION2020CREATIVE
BANNERS2020CREATIVEBANNERS2020CREATIVE
FRAME 1 FRAME 2 FRAME 1 FRAME 2
BANNERS2020CREATIVEBANNERS2020CREATIVE
FRAME 1 FRAME 2 FRAME 1 FRAME 2
2020 CAMPAIGN GUIDELINES2020CREATIVE
MEDIA UPDATEPLANNING
PR UPDATEPUBLICRELATIONS
NEW YORK MEDIA MISSION
•International Media Marketplace (IMM)
–"World's Largest Travel Media Event"
–700 journalists
–Guaranteed 24 appointments –speed dating!
–Breakout sessions, meals, receptions
•Appointments with media representing various outlets
–CBS
–The Weather Channel
–LA Times
–Dallas Morning News
–USA Today
–Afar
–New York Times
–Outside
–Hemispheres
–Robb Report
–CNN.com
PUBLIC RELATIONS
NEW YORK MEDIA MISSIONPUBLICRELATIONS
NEW YORK MEDIA MISSION -OBSERVATIONS
•Top media questions
–What's new and noteworthy for summer 2020?
–Are there new, big named chefs or notable restaurants opening?
–Are there any new tours, classes or learning opportunities in Vail?
•Messages that resonated
–Vail's history, why it's a Bavarian village
–Hiking with llamas
–Hotel happenings/renovations
•IMM recommendations
–Great to connect with media from all over the country
–Opportunity to go in early for individual media visits/Vail dinner and/or lunch
–Best of both worlds!
•Spring NYC media mission
–Assessing based on budget
PUBLIC RELATIONS
NEW YORK MEDIA MISSION
Immediate Results!
PUBLIC RELATIONS
https://www.youtube.com/watch?v=R3TisX9jUgQ
CHICAGO MEDIA MISSION
•Partnered with United
–United Suite, Bulls Game
–13 media/influencers RSVP'd
–Media represented
•Chicago Tribune
•Chicago Sun Times
•New York Times
•Chicago Life
•USA Today 10Best.com
•TripSavvy
•Hemispheres
•American Way
•Afar
•Midwest Living
•Modern Luxury
PUBLIC RELATIONS
CHICAGO MEDIA MISSIONPUBLICRELATIONS
CHICAGO MEDIA MISSION
•Initial Media Interest
–Freelance writer for Hemispheres –Bavarian connection and new flight
–Chicago Tribune –new, non-stop service
–Chicago Magazine –new, non-stop service
–Alamo Rental Car -"scenic trips" section of website
PUBLIC RELATIONS
MEDIA INSIGHTS + TRENDS
•Specialty publications
–REI –uncommon path
–AirBNB Magazine
•Reimagining monthly magazines
–Coastal Living
•Freelance challenges
–More competition for space
–CA Assembly Bill 5
–Side hustles
•Vertical integration
–Conde Nast
–Hearst
•More paid, branded content
PUBLIC RELATIONS
SUPPLEMENTAL BUDGET REQUESTPLANNING
CSE MEETING UPDATEEVENTS
VLMDAC TAX INITIATIVEPLANNING
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, Thursday, March 19, 2020, Grand View Room