HomeMy WebLinkAboutPRReport.Jan2020/
February 18, 2020
TO: Vail Local Marketing District Advisory Council
FROM: Kristin Yantis
CC: Mia Vlaar, Town of Vail
RE: January 2020 Public Relations Report
In January, MYPR’s main focus was executing both the New York and Chicago media missions. The New York trip was planned starting in late 2019, however, the Chicago opportunity came about
fairly last minute and the agency put a plan into action to make the event happen. In addition to the New York trip, MYPR supported the VLMD in January throught the following action
items.
Queried community partners and developed media materials to support the events and tell the Vail story for summer 2020.
The agency also provided Cactus with several documents to help populate the website with content.
Secured TekGroup contract for summer media room on Vail.com through March and started populating with content. We will shift information over to the new DiscoverVail.com site, when appropriate.
Secured United suite in partnership with Gabe Shalley from Vail Resorts for a media event on Feb. 6 in Chicago. The agency drafted and sent out a save the date and invitations as well
as set up specific elements of the event e.g. Lyft transportation code, room décor and swag. MYPR also conducted aggressive follow up to ensure solid media participation.
New York Media Mission
In 2020, we tried something different in New York. Kristin Yantis attended the International Media Marketplace as part of the New York Times Travel Show Jan. 22 and 23. The first day
was filled with seminars and networking sessions and day two was “speed dating” with media where we were guaranteed 24 appointments with media from across the country. We were able
to select media we wanted to meet with through a selection process.
Overall, we found the event to be a great way to connect with media from around the country – not necessarily just New York-based journalists. In addition to the 24 appointments, we
reconnected with several key freelance writers at the lunches and social breakout sessions. Following are the top three questions we were asked during our appointments:
What’s new and newsworthy in Vail for summer 2020?
Are there any new, big named chefs or notable restaurants opening?
Are there any new tours, classes or learning opportunities in the community?
The Vail messaging that most resonated with media included:
Vail’s history, why it’s a Bavarian village
Hiking with llamas
Hotel renovations
Following is a sample list of media we met with during IMM:
Travel Editor, CBS
Freelance writer for outlets such as American Way, Hemispheres and New York Times
Freelance writer for outlets such as Outside, Hemisphers, Lonely Planet, Afar and Bicycling
Freelance writer for outlets such as JustLuxe.com, USA Today 10Best.com, Sonoma Magazine
Editor/writer for New York Family
Family travel columnist for Dallas Morning News
Contributing writer to LA Times, Dallas Morning News and 360 West (Texas)
Freelance travel writer for Forbes.com and travel expert for Weather Channel
Editor for SmarterTravel.com
Freelance writer for Outside, Elevation Outdoors, Outdoor Sports Guide
Freelance writer for Time, Shape, Dallas Morning News, Hemispheres
Freelance writer for Robb Report, Sunset, National Geographic Traveler, Elite Traveler, San Jose Mercury News
Contributor to Afar.com, CNN.com, Family Circle, Parents, USA Today’s GoEscapes, TravelChannel.com and others
Contributor to Forbes, Thrillist, National Georgraphic and Orbitz travel blog
Freelance travel writer for BBC, Los Angeles Times, San Francisco Chronicle and AAA magazines
We suggest investing in the IMM again in 2021, however, we believe there is a bigger opportunity to go to New York a few days early to host a few dinners and schedule individual appointments
with writers/editors. We believe the combination of both efforts would make for an even stronger, more successful media mission.
We also believe we may have additional dollars in our budget from the January effort to schedule individual media visits in the spring. We are working with our team to assess budget
and timing for a second New York media mission in 2020.
Focus for February
Contiunue follow up on all NYC media appointments.
Attend Chicago media mission Feb. 5-7.
Edit and continue to modify media materials as new, updated information becomes available.
Identify appropriate media coverage from summer 2019 to request the shift from Vail.com to DiscoverVail.com in the copy.
Distribute “what’s new” press release.
Finalize themes and hotel partnerships for summer press trips. Begin outreach to secure attendance for summer press trips.
Tighten up teen influencer strategy/recommendations.
Distribute general invite for summer, one-on-one media visits.