VLMD 2010 STRATEGIC, CREATIVE & TACTICAL PLAN

Presented to the

Commission on Special Events

On June 2, 2010

Vail Brand Goal: Lighthouse Concept

• Our goal: to develop the Vail brand as the clear leadership brand in the year round resort business– A brand that shows the way and leads– A brand that shines consistently– A brand that shines insistently– A brand that consumers, undecided and looking for choices,

will navigate towards

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

• Developing a platform leading up to 50th Anniversary• Aligned to brand positioning and key consumer insight• Communicating single brand benefit, VLNOE• Ensuring a brand leadership position and tonality• Focusing on increasing destination guests and

revenue per visit while maintaining FR guests• Implementing a pulsing strategy• Focusing on signature events and ambassadors to

help promote Vail and add credibility• Developing value messaging

Vail Brand Continuity

• Leveraging visual appeal of brand (through video)• Aligning through vail.com• Maintain commitment to highest level of guest service

Vail Brand Continuity

Summer 2010 Strategy

• Support a world-class infrastructure supporting and enabling the physical, emotional and cultural pursuits of passions

• Improve % of destination guests while retaining Front Range guests

• Focus on consumer psychographics based on physical, emotional and cultural passions (vs demographics)

• Provide reason to believe followed by reasons to make a decision/purchase

Summer 2010 Strategy

• Promote value message – But never “on sale”– By strengthening the brand– Offering proof points– Provide guests with Vail merchant offers and lodging/event

packages

• Continue pulsing strategy• Right person, Right offer, Right time

• Promote world-class event platform• Offer further proof and contribute to our economic vitality

Summer 2010 Strategy

• Continue to develop and promote Vail 360 programs (wellness, sports, fitness initiatives)

• Leverage partnerships and ambassadors• Chris Carmichael, Ellen Miller, Jenny Potter, Brad Ludden

• Keep Vail relevant and top of mind• Continue to push the Concierge Program• Leverage the loyal customer database and elevate

summer brand to winter guests

The consumer

One who is active and interested in pursing passions in a world-class environment

The consumer benefit

Vail is an experience like nothing on earth.

 

Summer 2010 Creative Platform

The reason to come to Vail

Vail is a place where your physical, emotional and cultural passions can be fulfilled in a world-class mountain environment.

 

Summer 2010 Creative Platform

The proof at Vail

Signature Events, Wellness, Sports and Fitness, Ambassadors/Partnerships, Vail Mountain and Activities, Dining, Culture, Guest Services/Concierge Program, The Community Experience, Vail’s $2 Billion Renewal

 

Summer 2010 Creative Platform

THE CREATIVE

2010 TACTICS

DESTINATION MARKET – TACTICS

• Focus 100% efforts online

• Expand paid search and search term list

• Re-build summer site on existing platform with updates and optimize key words

• Develop online campaign

• Leverage airline partnerships

• Social Media component

FRONT RANGE MARKET - TACTICS

• Develop a multi-media mix platform

Television

Online

Newspaper

Social Media

Email

GROUP SALES - TACTICS

• Develop new sales booth and brochure

• No print advertising

• Recruit participatory groups by partnering with CSE

• Recruit group businesses stemming as byproduct of partnerships

• Focus on in-market customer events & FAM tours

• Continue with select trade shows and 3rd party partners

VAIL 360 PARTNERHIPS

• Continue securing partnerships

• Use partners as appropriate proof points

• Use the programs to create call-to-action

• Leverage channels that partners bring (prospect list, email lists, website promotion)

• Use partners to develop photo and video assets, social media campaign, vail.com content

PUBLIC RELATIONS - TACTICS

• Fully support the Vail360 initiative

• Continue traditional and electronic media efforts, including social media strategies and partnerships

• Host targeted media in Vail

• Maintain a concerted Front Range PR effort, both for the Vail360 as well as for the overall Vail summer message

• Actively support the public relations efforts for Vail signature events

PUBLIC RELATIONS - TACTICS

• In-market media visits: Miami, Atlanta, Chicago

• Leverage opportunities with EGE

• Develop new market opportunities: NY, Philly, Atlanta, non-stop International markets (UK, South America)

• Target groups and meetings media and participatory sports coverage

ROI MEASUREMENT TOOLS

• Lodging Occupancy• Sales Tax• Reservations – Volume and Revenue/Leisure and Groups• Phone Calls – Volume and Conversions• Web Traffic – Volume and Conversions• Public Relations - # Stories and Target Media• Event and Camp/Programs Attendance• Enplanements and Load Factors at EGE• Net Promoter Score

NOTE: Priority as ranked by the Vail Town Council for 2010 is to grow sales tax revenue at 1% above inflation

NEXT STEPS

• Continue to evaluate consumer behavior and the marketing environment while measuring ROI

• Maintain the ability to be flexible with messaging• Right Person, Right Offer and Right Time

• Continue to develop In pursuit of Summer Specials• Including merchant offers and lodging/event packages

• Continue to leverage Partnerships