VLMD SUMMER EVENTS/PARTNERSHIP MARKETING & PR SUMMIT March 15, 2011

AGENDA Introductions VLMD Summer 2011 Objectives & Strategies VLMD Summer 2011 Tactics VLMD Assets/Creative Process Leveraging Efforts

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 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 50 th 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 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 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/ QRK Code delivers to unique page/offer

PARTNERSHIPS – CONFIRMED TO DATE Father’s Day Golf Package Program – June Jeff Galloway Running Retreat - June 18 – 20 Carmichael Training Systems Vail High-Altitude Camp - June 21 – 25 Divas Half Marathon – August Runners World/Bicycling Package Program – Aug Tour of Vail Amateur cycling race – July Food Network Magazine Package Program – Sept 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 3 rd 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) office (775) cellular Meggen Kirkham SITE Marketing (970)

THANK YOU