|July 08, 2014|
Las Vegas Campaigns Aimed at Attracting More Meetings and Corporate Events
|The Las Vegas Convention and Visitors Authority (LVCVA) today unveiled two new advertising campaigns reinforcing why Las Vegas is the world's premier venue for hosting successful, memorable and cost-effective meetings and events. |
"Las Vegas is the meetings and convention capital of the world, and we intend to keep that title for a very long time," said Cathy Tull, senior vice president of marketing for the LVCVA. "Our new campaigns stand out by capitalizing on the energy and excitement of Las Vegas and adding our unique flair to the serious business of conducting meetings and events. The creative emphasizes that no destination delivers on the promise of value, convenience, customer service and unlimited options like Las Vegas."
One campaign, titled "Entertain You," targets the business-to-consumer market of C-suite executives who make the final decision on selecting a corporate meeting venue. Using the tagline, "We're Here to Do More Than Entertain You," a series of print and digital ads speak directly to senior management emphasizing the return on investment for Las Vegas meetings while maintaining the destination's distinct personality. The ads feature iconic Las Vegas entertainers in office settings, including illusionist David Copperfield, a performer from Cirque du Soleil's Mystère and a Las Vegas showgirl.
While many know Las Vegas for its world-class entertainment, this creative underscores Las Vegas' value proposition, exceptional customer service, and unmatched ability to meet and exceed virtually any need a business might have when holding a corporate meeting or event. The media strategy for this campaign includes print, digital and radio spots in national business news outlets. The ads begin running this month.
The complementing campaign, called "Neon Signs," focuses directly on the business-to-business market segment of meeting and event professionals. With more than 22,000 meetings, events, conventions and trade shows a year, Las Vegas is already top-of-mind for industry professionals. The campaign seeks to fortify Las Vegas' popularity through a two-part approach, building on the destination's many strengths in hosting meetings. The first series of print and digital ads launching this month introduce the tagline, "Las Vegas Makes Every Meeting Exciting." The creative features the names of fictional, dry-sounding meetings illuminated in the famous neon lights of Las Vegas to underscore the point that any event immediately becomes a must-attend function when held in the Entertainment Capital of the World.
The campaign will add a new element in the first quarter of 2015 with the introduction of additional ads using the tagline, "Las Vegas Makes Events More Eventful." This series of digital and print ads feature common items found at meetings dramatically bejeweled and sparkling, playing off the energy and excitement that only Las Vegas delivers. The campaign will run in meetings and convention industry trade publications. The campaigns were created by the LVCVA's agency of record, R&R Partners.
Surveys show Las Vegas is popular with meeting professionals, scoring high on "likelihood to choose," "favorability as a meeting place" and "excellent/good value." Research also shows attendance increases on average 8 percent when meetings rotate into Las Vegas. Reasons behind these favorable ratings include the expansive variety of activities and venues providing unlimited numbers of options accommodating any budget. The destination offers more than 150,000 rooms, more than 10.8 million square feet of meeting and exhibition space and state-of-the-art facilities. In addition, more than 920 in and outbound flights per day from more than 130 cities make Las Vegas easily accessible. With nearly 275,000 dedicated resort and hospitality industry employees, Las Vegas provides superior customer service for meetings and events, ranging in size from 10 to more than 150,000 attendees. Earlier this year, Las Vegas was named the No. 1 trade show destination in the United States for the 20th consecutive year by Trade Show News Network -- a distinction no other destination can claim.
The meetings and convention industry is critical to Las Vegas' economy and a key growth market. Convention and trade show delegates represent approximately 12.7 percent of all visitors to the Southern Nevada region, or approximately 5.1 million business travelers a year. Las Vegas' meetings and convention industry supports approximately 61,200 local jobs with $2.3 billion in salaries and generates as much as $7.4 billion in local economic impact.