Transcript VLMDEventMeetingFINAL[Icon]

VLMD
SUMMER EVENTS/PARTNERSHIP
MARKETING & PR SUMMIT
March 1, 2012
AGENDA
•Introductions
•VLMD Summer 2012 Objectives & Strategies
•VLMD Summer 2012 Tactics
•Leveraging Efforts & Assets
VLMD PURPOSE & MISSION
The Vail Local Marketing District (VLMD) is the
administrative body responsible for marketing the spring,
summer and fall season on behalf of the Town of Vail.
The mission of the Vail Local Marketing District (VLMD) is to
market and promote Vail to attract destination overnight
visitors primarily during the May – October time frame,
creating economic vitality by increasing both the visitor base
and sales tax revenues.
The VLMD has committed to the strategy of supporting the
world-class event platform and is allocating summer
marketing initiatives accordingly.
-
SUMMER 2012
BRAND RESEARCH
BRAND RESEARCH – KEY FINDINGS
• Mountain summer vacations are almost always booked by the
individual directly with the resort.
• Booking the vacation a la carte is preferred, few purchase
bundled packages
• Most visitors have vacationed at Vail in previous summers,
although cross-seasonal visits are less likely
• Preferred activities at destination of choice include hiking,
shopping and enjoying a culinary experience.
• Vail is among the top summer destinations with strong total
brand awareness: #1 with Colorado guests; #3 with destination
guests
• Vail must focus on increasing conversion
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BRAND FUNNEL – BURKE RESEARCH
Out of Region Travelers – Summer 2011
Conversion
(Aware to Consider)
Conversion
(Consider to Recent)
Aspen
Vail
Beaver
Creek
Breckenridge
Keystone
Heavenly
96%
89%
54%
86%
65%
30%
27%
24%
16%
26%
21%
15%
26%
22%
9%
22%
13%
4%
15%
26%
23%
36%
30%
9%
4%
6%
2%
8%
4%
0%
8%
4%
2%
6%
2%
0%
(n=249)
(n=249)
(n=249)
(n=249)
(n=249)
(n=249)
SUMMER 2012
OBJECTIVES & STRATEGIES
TOWN COUNCIL MARKETING GOALS
• Improving economic vitality
• Embracing an international focus in our destination strategy –
flights, events, marketing
• Improving the quality of group business
• Being proactive in our event partnerships
• Advancing well-being
• Improving the quality of the resort experience and ensuring we
are on the cutting edge of technology
VLMD 2012 MARKETING OBJECTIVES
• Maintain/build brand strength – continue to build long term
brand awareness that drives short term sales and position
Vail as a world-class, year-round destination brand
• Solidify growth gains from FY11
• Increase volume – optimize mix
• Invigorate key destination markets
• Solidify Mexico
• Improve/maintain guest satisfaction scores
• Improve summer position to the industry leader in digital
presence
• Introduce concept of Vail’s 50th Anniversary
SUMMER 2012 STRATEGIES
Support a world-class infrastructure enabling the physical,
emotional and cultural pursuits of guest passions
Improve % of Destination and Mexico/Latin American guests
while retaining Front Range guests (optimize mix)
Focus on leveraging powerful brand awareness with increased
emphasis on product offerings
• Increase conversion - reason to believe followed by reasons to
choose Vail, return more than once, stay longer, repeat visit
• Emphasize product offerings/proof points while leveraging brand
• “Value” Message of summer
SUMMER 2012 STRATEGIES
Maximize high traffic periods, optimize off peak periods
• Groups, events, programs
Continue pulsing strategy by making Vail top of mind
Promote world-class event platform
Continue to leverage the loyal customer database
Continuous improvement of service initiatives
Continue to develop Vail’s brand platform in non-traditional and
emerging sectors
Leverage Vail Resorts Success in Winter
Introduce notion of Vail’s 50th
BRAND POSITIONING
TARGET AUDIENCE
Emotional connection between destination and guest
- well-traveled, they value rich experiences
- sense of adventure, challenge
- participants, not spectators
- edgy perception
Identifies our target in an emotional manner – behavior and
beliefs rather than the traditional drivers: geography, income
Not so much about the what, but about the who
VAIL BRAND POSITIONING
Winter
Summer
For passionate and dedicated skiers, Vail
Mountain is the preferred ski resort for whom
skiing represents an elemental expression of
personal achievement and singularity of man
against nature, or the Esprit d’ Corps of
belonging to an elite club.
For passionate mountain travelers and outdoor
adventurers, Vail in summer is the preferred
destination for those to whom the mountains
represent an elemental expression of physical,
emotional and cultural vitality.
Because of mother nature’s generosity in snow
and terrain, coupled with the vision inherent in
the spirit of Vail’s founders and the modern day
commitment to excellence in all aspects of
operation, Vail can credibly lay claim to being
an experience like nothing on earth.
Vail Like nothing on earth
Because of mother nature’s generosity,
coupled with the unique passion inherent in the
spirit of Vail’s founders and the modern day
community commitment to excellence in all
aspects, Vail can credibly lay claim to being an
experience like nothing on earth.
Vail Like nothing on earth
VAIL’S BRAND FRAMEWORK DIAGRAM
OUTDOOR
RECREATION
ACTIVITY
Outdoor Recreation
Sports
Hiking
Fitness
Adventure
Nature/Mountains
MINDSET
Participate/active
Live life to fullest
Engaged/connected
Energetic/Vivacious
VAIL =
PASSION
MINDSET
Rich experiences
FOR LIFE
Heritage
Vail Like
Vail’s Spirit
Fine living
Nothing on
Creative/Inspired
Artistic
Earth
Worldly/sophisticated
CULTURAL
ACTIVITY
Dance
Art
Music
Culinary
Festivals
Museum
Farmers’ Market
Galleries/Exhibits Appreciation
Shopping
International
WELL-BEING
ACTIVITY
Health/Wellness
Relaxation
Spa
Medical Assets
Healthy eating
Service
Beauty /Blue Sky
Friends/family
Connection
MINDSET
Calm/relaxed
Rejuvenate/Refresh
Healthy living
Vitality
Inspired/Aware
Togetherness
Arouse/Stimulate
Awaken
Sanctuary
SUMMER 2012 – WHAT’S NEW:
KEEP THE MOMENTUM OF $2.5 BILLION
INVESTMENT
New Restaurants
New Retail
• Matsuhisa
•Solaris
• Elways
•Arrabelle
• The 10th
•Meadow
Restaurant
Drive, Bridge
Street
• Flame
• Bol
New Lodging
• CineBistro
•Four Seasons
• Chophouse
•The Ritz
• Blue Moose Pizza
•Solaris
• The Tavern
•Arrabelle
• Sushi
New Events/World Class Event
Platform
•TEVA Winter Mountain Games
•Mojo Man Adventure Race
•Gran Fondo Vail Cycling Race
•Tour of Vail Cycling Race
•Soul Music Festival
•Vail Restaurant Month
•Living at Your Peak – Symposium
•50th Anniversary Launch
•Road to 2015’s
LionsHead Welcome Center
LionsHead Transit Center
Snowboard Museum Snowboard Exhibit
2012 TACTICS
DESTINATION MARKET – TACTICS
• Enhance/expand Video distribution efforts
• Enhance/expand paid search with mobile & content, expand on
contextual themes of keywords, unique phone # tracking, event kW
expand
• Display campaign utilizing more networks (vs. specific sites),
remarketing, 1st & 3rd party data, social targeting with additional
creative
• Develop relevant Social Media component and content
• Drive conversion by developing compelling and relevant content and
landing pages
• Targeted/focused email campaign (Vail Resorts & VLMD databases)
• Enhance/expand specific event Video efforts
• Enhance/expand/optimize SEO focusing on broad modifiers;
lodging/hotels, deals/offers, hotel names, events/activities
ONLINE EVENT SUPPORT
Paid Search
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Event KW Expansion
Channel Expansion
• Mobile
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Large events & events that fall by
holiday weekends will be incorporated
into digital web banner creative.
•
Media placements will fall within
summer media plan
• Geo Targeted to Top Markets
• 1st & 3rd Party Data Layer on media
buy for optimal efficiency
Lodging/vacation/travel
Event categories
Unique Phone # Tracking
• Per event
• Per campaign
Month Date, Year
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Content
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Brand
Lodging
Display & Creative
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Creative:
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Timing:
Video:
Lodging booking is the sale closer
Work from Vail Summer creative to
collaborate with event feature.
2-3 weeks leading up to the event.
Promoted Video, InStream TruView,
Click-to-Play
ONLINE EVENT SUPPORT
SEO
• Promote Vail assets (content, videos, events) by building
authority with 3rd party links [Vail & Destino sites]
• Provide depth within KW categories for Packages | Offers |
Deals | Promotions to support natural search and keyword
variations
• Expand website visibility for Signature Events to include
dedicated campaigns for targeted non-branded events
WEBSITE/SOCIAL MEDIA EVENT
SUPPORT
• Optimize Content for User Searched Terms Inline with
Branded Event & Optimize Content for Keyword
Rankings
• Promote Targeted Events with Link Building Activities
to Further Increase Keyword Rankings
• Enhance/expand specific event Video efforts
• Social Media messages
FRONT RANGE MARKET - TACTICS
•
Develop a highly targeted multi-media mix platform to multiple
consumer touch points to build brand awareness w/ tactical
event/lodging offer through pulsing strategy
Traditional Media: Pulsing, targeted & tactical campaign mid-May – Oct 1
Online: Carried through from Destination Tactics
Social Media: Carried through from Destination Tactics
Email: Vail Resorts + Vail Summer databases
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Drive conversion through compelling and relevant content
Align/integrate promotions/messages/media buys with online,
electronic, social media and PR efforts
Calibrate & refine advertising creative/messages
PUBLIC RELATIONS – TACTICS
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Identify opportunities to integrate Vail summer
ambassadors
Explore creative, value-added editorial opportunities
Collaborate with community partners to increase overall
Vail messaging
Target groups and meetings publications
Integrate traditional and electronic media efforts to garner
media coverage in Front Range, Destination and
International markets
Identify additional ways to engage the Front Range media
PUBLIC RELATIONS – TACTICS
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Collaborative with event promoters to actively support
signature events
Maximize media coverage by inviting journalists to
experience Vail in the summertime both individually and on
FAM trips
Host in-market media visits/events
Leverage opportunities with EGE
Maintain stakeholder relations in the community
Take advantage of one-time media/group opportunities
MEXICO - TACTICS
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Collateral for in-market wholesale distribution and on-site
consumer distribution (April)
Airline Consumer Publications (March – June)
Mexico Sales Missions (Feb/May)
Vail Mexico Fam Trips (June/Late July – early August)
Cross Marketing to Winter Guests (April)
Destino Vail Website
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SEO - Keyword Research, Keyword Target List, Content
Optimization, Link Building
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Mexico City Media Event
Host One Media/Influencer Visit
Summer Press Trip
Ongoing Pitching
GROUP SALES – TACTICS
•
Increase efforts at the medical meetings & education
•
Increase presence in key markets (Denver, Dallas, Chicago)
while exploring key secondary markets (Atlanta, Minneapolis)
•
Recruit groups stemming as byproduct of partnerships
•
Focus on experiential sales - reverse tradeshows, in-market
customer events, custom site tours & national sales
partnerships
Expand online marketing & industry partnerships in key
meeting markets (both vertical & geographic)
Continue collaboration with VRD & CSE to recruit new
events & serve as “one-stop” clearinghouse for recruiting
events to Vail including on-site coordination & pre-event
coordination
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LEVERAGING ASSETS & EFFORTS
VLMD ASSETS & CREATIVE PROCESS
Vail Brand “On A Stick”
• Brand Guidelines
• Logo & Standards
• Vail images
Keyword & Linking Direction
Creative approval process
LEVERAGING EFFORTS – WHAT WE
NEED FROM YOU
•Media Center (MYPR)
• Press Releases
• Blog Postings
• Photography/Videos
•In Market Media Visits (MYPR)
•Hosting Media/Wholesale FAMs (MYPR, SITE)
•Copy, high res images and video (SITE, MYPR, Vail
Marketing)
•Ticket pricing (Vail Marketing)
•Preferred properties (VBCR)
•Program Guide Details (if comp ad is provided to TOV)
•Message “Summer Vail” in your efforts using VLMD assets
CONTACT INFORMATION
Kristin Yantis
Malen Yantis Public Relations
(775) 351-7904 cellular
[email protected]
Vail Marketing/Website
Brian Rodine
[email protected]
Kristi Buse
[email protected]
Meggen Kirkham
SITE Marketing
(970) 331-5073
[email protected]
Amy Schwelling
SITE Marketing
(970) 470-9452
[email protected]
THANK YOU