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 & 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 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

5

BRAND FUNNEL – BURKE RESEARCHOut of Region Travelers – Summer 2011

% A

ware

% M

ost

Likely Next

Conversion(Aware to Consider)

Aspen Vail Beaver Creek

Brecken-ridge Keystone Heavenly

27% 24% 16% 26% 21% 15%

15% 26% 23% 36% 30% 9%Conversion(Consider to Recent)

% C

onsider%

Most

Recent

26% 22% 9% 22% 13% 4%

4% 6% 2% 8% 4% 0%

8% 4% 2% 6% 2% 0%

96% 89% 54% 86% 65% 30%

(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

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.

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

Summer

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, 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

MINDSETParticipate/activeLive life to fullestEngaged/connectedEnergetic/Vivacious

MINDSETRich experiencesHeritageVail’s SpiritFine livingCreative/InspiredArtisticWorldly/sophisticatedAppreciation

ACTIVITYHealth/WellnessRelaxationSpaMedical AssetsHealthy eatingServiceBeauty /Blue SkyFriends/familyConnection

VAIL = PASSION FOR LIFEVail Like

Nothing on Earth

ACTIVITYOutdoor Recreation SportsHikingFitnessAdventureNature/Mountains

OUTDOOR RECREATION

ACTIVITYDanceArtMusicCulinaryFestivalsMuseumFarmers’ MarketGalleries/ExhibitsShoppingInternational

CULTURALMINDSETCalm/relaxedRejuvenate/RefreshHealthy livingVitalityInspired/AwareTogethernessArouse/StimulateAwakenSanctuary

WELL-BEING

SUMMER 2012 – WHAT’S NEW:KEEP THE MOMENTUM OF $2.5 BILLION INVESTMENT

New Restaurants• Matsuhisa• Elways• The 10th

Restaurant• Flame• Bol• CineBistro• Chophouse• Blue Moose Pizza• The Tavern• 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 CenterLionsHead Transit CenterSnowboard Museum Snowboard Exhibit

New Lodging• Four Seasons• The Ritz• Solaris• Arrabelle

New Retail• Solaris• Arrabelle• Meadow Drive,

Bridge Street

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• Event KW Expansion• Channel Expansion

• Mobile• Brand• Lodging

• Content• Lodging/vacation/travel• Event categories

• Unique Phone # Tracking• Per event• Per campaign

Month Date, Year

19

Display & Creative• 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 booking is the sale closer

• Creative: Work from Vail Summer creative to collaborate with event feature.

• Timing: 2-3 weeks leading up to the event.

• Video: 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

• 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

• 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

• 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• 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• SEO - Keyword Research, Keyword Target List, Content

Optimization, Link Building• 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

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 Vail Marketing/Website

Malen Yantis Public Relations Brian Rodine

(775) 351-7904 cellular brodine@vailresorts.com

kyantis@myprco.com Kristi Buse

kbuse@vailresorts.com

Meggen Kirkham Amy Schwelling

SITE Marketing SITE Marketing

(970) 331-5073 (970) 470-9452

meggen@sitemarketingco.com amy@sitemarketingco.com

THANK YOU