vlmd summer events/partnership marketing & pr summit march 15, 2011
TRANSCRIPT
VLMD SUMMER EVENTS/PARTNERSHIP
MARKETING & PR SUMMITMarch 15, 2011
AGENDA•Introductions
•VLMD Summer 2011 Objectives & Strategies
•VLMD Summer 2011 Tactics
•VLMD Assets/Creative Process
•Leveraging Efforts
VLMD PURPOSE & MISSIONThe 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 lodging 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 2011
OBJECTIVES & STRATEGIES
2011 MARKETING OBJECTIVES
1. Drive incremental overnight spring, summer and fall bookings
2. Increase sales tax revenue at 1% above inflation
3. Continue to build long-term brand awareness that drives short-term sales
4. Increase market share by widening audience reach with Destination and International guests while maintaining loyal guest base
5. Continue to position Vail as a world-class, year-round destination brand
SUMMER 2011 STRATEGIES
• Support a world-class infrastructure enabling the physical, emotional and cultural pursuits of passions through leisure travelers and groups/programs/camps
• Improve % of Destination and International guests while retaining Front Range guests
• Provide reason to believe followed by reasons to make a decision/purchase
• Road to 50th Anniversary
SUMMER 2011 STRATEGIES
• Promote value message – But never “on sale”
• Continue pulsing strategy by making Vail top of mind
Right person, Right offer, Right time
• Promote world-class event platform, programs
Offer further proof and contribute to our economic vitality
• Continue to develop and promote Vail 360 programs and partnerships
2011 TACTICS
DESTINATION MARKET – TACTICS
• Focus 100% efforts online
• Enhance/expand paid search
• Display campaign utilizing audience/behavioral targeting, context targeted sites, verticals, retargeting (geo-targeting), Mobile display
• Develop relevant Social Media component and content
• Enhance/expand/optimize SEO focusing on lodging/hotels, deals/offers, hotel names, events/activities
• Drive conversion by developing compelling and relevant content and landing pages
• Targeted/focused email campaign (Vail Resorts & VLMD databases)
ONLINE EVENT MARKETING INITIATIVES
Paid Search• KW Expansion• Channel Expansion• National vs. Geo-targeting
campaigns• Event Specific Ads
Month Date, Year
10
Display & Creative• Event Placements
(all Geo-targeted to Front Range)• Facebook• Weather Underground• Google• Pandora audio ads + web and mobile
banners
• Creative: Work from Vail Summer creative to collaborate with event feature.
• Timing: 2-3 weeks leading up to the event.
EVENTS – WEB OPTIMIZATION SUPPORT
• Optimize Content for User Searched Terms Inline with Branded Event & Optimize Content for Keyword Rankings• 41 Event URLs Have Been Optimized To Date
• Promote Targeted Events with Link Building Activities to Further Increase Keyword Rankings
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
Newspaper & TV: Pulsing, targeted & tactical campaign
Online/Social: Carried through from Destination Tactics
Email: Vail Resorts + Vail Summer databases
• Drive conversion by developing compelling and relevant content
• Align/integrate promotions/messages with social media Facebook logo in print/TV ads/email
QRK Code delivers to unique page/offer
PARTNERSHIPS – CONFIRMED TO DATE
• Father’s Day Golf Package Program – June 18 - 20• Jeff Galloway Running Retreat - June 18 – 20• Carmichael Training Systems Vail High-Altitude Camp - June 21 – 25• Divas Half Marathon – August 20 - 21• Runners World/Bicycling Package Program – Aug. 18 - 21• Tour of Vail Amateur cycling race – July 16 - 17• Food Network Magazine Package Program – Sept. 23 - 25
Programming throughout summer:• Weekly slate of excursions from Trailwise Guides…multiple programs
in development from Mindful Warrior, etc.
PUBLIC RELATIONS - TACTICS
• Fully support the Vail360 initiative• Continue traditional and electronic media efforts in Front
Range, Destination and International markets• Collaborate with all VLMD partners• Actively support public relations efforts for Vail signature
events• Host targeted media on-site throughout the summer, both
individual and FAM• New York Media Event/In-market media visits• Leverage opportunities with EGE• Explore integrated family message/program• Groups, meetings media and participatory sports media
GROUP SALES - TACTICS
• Add sales manager to focus on Colorado
• Develop new video collateral piece
• Recruit group businesses stemming as byproduct of partnerships
• Recruit Participatory Sports
• Develop stronger content/depth on vail.com
• Focus on experiential sales, including in-market customer events, FAM tours & custom site tours
• Expand Search Engine/Online Marketing focus on groups• Continue with select trade shows and 3rd party partners with
increased focus on one-on-one tradeshows
HOW THE VLMD SUPPORTS EVENTS & PARTNERSHIPS
VLMD ASSETS & CREATIVE PROCESS
Vail Brand “On A Stick”• Brand Guidelines• Logo & Standards• Vail images• Vail copy/content
Creative approval process
LEVERAGING EFFORTS – WHAT WE NEED FROM YOU
•Media Center• Press Releases• Blog Postings• Photography/Videos
•In Market Media Visits•Hosting Media FAMs•Copy, 2 – 3 high res images and video•Lodging package (ticket pricing, preferred properties)•Message “Summer Vail” in your efforts using VLMD assets
CONTACT INFORMATION
Kristin Yantis
MYPR: Malen Yantis Public Relations
(720) 532-0211 office
(775) 351-7904 cellular
Meggen Kirkham
SITE Marketing
(970) 331-5073
THANK YOU