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Home My WebLink About01. VLMDAC Board Meeting Final.pptxVLMDAC BOARD MEETING JUNE 16, 2021 Agenda •Monthly Financial Report, Carlie Smith, Town of Vail •Approval of May 19, 2021 Minutes, Board •2022 Campaign, Cactus •Mexico Update, Kristin Yantis, MYPR •EGE Flight Marketing, Mia Vlaar, Town of Vail and Kristin Yanits, MYPR •2021 Digital Media Performance & Implications, Cactus •Lodging Update, Mark Herron •Other Business *Requesting specific direction/approval from board 2022 CAMPAIGN MEXICO UPDATE Approved Budget •$10,000 Fees –$8,500 Sylvia Rivera –$1,500 MYPR Supplemental Budget (approved) •$15,000 Media Hosting/Time –$3,500 Sylvia Rivera –$11,500 Expenses •$20,000 Media Buy Mexico Mexico . Destinations Currently Marketing to Mexican Guest . Destinations Currently Marketing to Mexican Guest Board Feedback: Timing for if/when we launch marketing efforts in Mexico if June restriction is not lifted. Option A:Monitor and hold until travel ban is lifted. Option B:Proceed with campaign even if there technically is a ban on travel to US from Mexico. Option C:Continue with PR effort but discard paid campaign for summer 2021 – redirect $20K media buy. Mexico AIR ALLIANCE SUPPORT Regional marketing efforts in conjunction with EGE to support non-stop flights from Chicago and Atlanta. Influencer Program Extension -Target one influencer per market for a campaign -Chicago - @chicagofoodgirl -Atlanta - @goanniewhere Marketing Inclusion to American Airline Frequent Flyers Request from VLMD: $10K from Contingency (leaving $11,532 in Contingency and with a match from EGE of $10K) EGE Flight Marketing 2021 DIGITAL MEDIA PERFORMANCE & IMPLICATIONS Return on Digital Ad Spend (RODAS) For every $1 we spend in digital paid media, we generate an estimated $28.85 in lodging revenue. This is down from $36.81 last month as our media spend has increased and we have not yet seen the full 90-day attribution, and March/April will innately be higher due to Winter visitation. Adara Enhanced RODAS = displays full market visibility by leveraging the ADARA Co-op data, in addition to STR Census, STR Occupancy and OAG Flights data. In 2020, Adara RODAS was estimated using only ADARA Co-op data. Adara Enhanced $28.85 RODAS Paid Media % of Spend in May 9% May Impressions 8.3M May Clicks 39.6K Total spend to date for 2021 is $309K (22%) 71% increase over April as we launched all audiences in May While clicks increased with increased spend, the family video CTR has decreased substantially; we will be optimizing audiences in June DiscoverVail.com Refreshed Goals SEO SEO is used to measure the relevancy of our content for the consumer. GOAL: 1.Branded terms on page 1 top 5 positions 2.Expand keyword list and relevancy to drive traffic on non branded terms a.CO Mtn Towns b.Mountain Destinations c.All Vacation Destinations All Vacation Destination Terms Mountain Destination Terms CO Mtn Town Terms Branded Vail Terms Content HIGHLIGHTS: 23 branded KW ranking on page 2 Average branded position is page 5 Domain authority is 29 and can be improved with a focus on a backlink strategy. Cactus will provide Backlinking strategy by end of month. Organic traffic is up in the past 30 days due to an increase in media and driving more qualified traffic. # of KWs has increased, however, we need to focus on increasing our position of these KWs through optimization of content. Vail has direction on improving KW ranking. Content Top Ranking KWs: UX & Data Customer Journey to Drive Bookings Cactus & Partner teams will collaborate to provide a full customer communication strategy that focuses on driving users down the funnel to the booking engine. This strategic plan will be provided in July for alignment. Optimization Cactus & Partner groups collaborate to continuously optimize content to maintain & improve site performance - Increased time on site - Maintaining pages per session of 2 or more Data Acquisition Cactus and Partner groups will collaborate on strategies to increase customer data acquisition. Direction and POV will be provided in July for alignment. Engagement , Newsletter Sign-ups, Booking Continuous site optimization is the approach we take to assess users engagement on the site as well as drive our desired customer actions. Desired Customer Actions: 1.Providing customer information 2.Bookings through BookDirect UX/Data HIGHLIGHTS: Overall metrics are improving indicating that the adjustments we are making to the site are supporting our goal to keep users engaged and on the site longer. Bounce rate has decreased as expected most likely due to paid media driving engaged users to the site. May bounce rate is 64% which is an improvement from 67% in April where more people were bouncing off the site. Pages per session is up to 2 per session compared 1.96 in April. We want to continue to see 2+ pages per session. LODGING UPDATE Lodging Liaison Vail Lodging Summer Roundtable June 9, 2021 A total of 58 lodging professionals attended Presenters: Vail Valley Partnership, Vail Local Marketing District, Town of Vail, Vail Resorts, Vail Chamber and Business Association, Malen Yantis Public Relations Topics: Destimetrics - industry and local view, lodging trends, air & flight trends into Vail Valley, Vail Local Marketing District update, Town of Vail Events, Transportation and Community Outreach Program, Vail Mountain update, Vail Resorts central reservations, upcoming lodging offers, VCBA and PrimaVail and Guest Experience update, Lodging Public Relations, Presenters Q&A TOWN OF VAIL UPDATES APPENDIX Find What Moves You Find What Moves You :60 https://vimeo.com/510457988/c80c67d88a (VLMD1149H) Find What Moves You :30 https://vimeo.com/510458173/0e90783dbd (VLMD1150H) Find What Moves You :15 (https://vimeo.com/510458258/4df0677e05 (VLMD1151H) Family Hiking :06 https://vimeo.com/510459432/f0cabb7b3 b (VLMD1203H) Video – Family Active Professionals :15 Rafting :06 https://vimeo.com/510459384/0d35b89b4a (VLMD1202H) Biking / Nightlife :06 https://vimeo.com/510459310/a0ee088288 (VLMD1200H) Outdoor Dining:06 https://vimeo.com/510459346/427b5568ab (VLMD1201H) Video Assets – Active Professionals Find What Moves You Early Season Boomer:15 *Updated to remove Village walking shot. Video Assets – Boomer Find What Moves You Family Village Hike :06 Rafting :06 Biking/Nightlife :06 Spark :30 https://vimeo.com/510460050/bf53773b5a (VLMD1197H) Joy :30 https://vimeo.com/510459800/ec3717c2eb (VLMD1195H) Spark :15 https://vimeo.com/510459616/9ee1f774c6 (VLMD1199H) New Dawn :30 https://vimeo.com/510459918/951774ebb9 (VLMD1296H) Find What Moves You Video Assets – All Personas Dallas :30 https://vimeo.com/538907066 Chicago :30 https://vimeo.com/547687251 Fall :15 *Requires creative optimizations for COVID Fall :30 *Requires creative optimizations for COVID Find What Moves You Fall / All Audience Families Vert 1 https://vimeo.com/510510386/de5cf5bff5 *Requires Creative Optimizations Families Vert 2 https://vimeo.com/510729600/f10225463b *Requires Creative Optimizations Video Assets – 9:16 Social Animations Find What Moves You Active Professionals Programmatic Banners - Prospecting Active Professionals Programmatic Banners - Prospecting Active Professionals Programmatic Banners - Prospecting Active Professionals Programmatic Banners - Retargeting Programmatic – Display Boomer Programmatic – Display Family Boomer & Family Programmatic – Retargeting In-Feed – Social Family & Boomer Social - FB / IG Story Active Professionals Print Ad