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Integrated marketing

Las Vegas, otherwise known as the Sin City has done quite well on the money rolled out of gaming that caught the nerve of the population of the place since the days of the early settlers from Southern California. It has been a long trail of effort and maintenance of The Las Vegas Conversation and Visitors Authority (LVCVA) to reap the revenue from yesterday’s narrow concept of gaming and tourists. But now things have changed, and the place has become wider in terms of landscape and international exposure.

This has unfolded a boom in the additional growth of multi-dimensional aspects of the city. Keeping this in mind, LVCVA has engaged itself with the visionary approach of taking the challenges to meet the success in the campaign of utilizing the available resources to create an idea of Las Vegas that will give the tourist an experience never before. But to attain these, products and existing services of the place can not meet the expectations. The authorities are planning a bigger picture, a holistic idea, where the city will not be just a city, but Las Vegas; a brand.

The paper will focus on this over all issue of the development of Las Vegas

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to analyze, how the place can graduate itself from its pre-existing gaming concept and a subsequent flow of revenue to an extra ordinary entertainment destination, resulting in quantum inflow of revenue. It is an analysis and presentation of the concept building exercise jointly by LVCVA and R&R Partners. The main aim of the campaign is to attract visitors in the city using the resources it has and give them a taste of Vegas through the integrated marketing that stays in Vegas itself.

Thus, it will follow the transit of advertising to branding to catch the emotion of the visitors in Las Vegas. It has portrayed some unique experiences that are only possible in Las Vegas. The history behind the name Las Vegas has started way back in the year 1855. Since then, the place started developing its unique character, which no other place could build the way Vegas did it. Eventually, with a considerable growth of tourists the place got christened and incorporated as Las Vegas in 1911.

Among the tourists gaming was the most popular activity that attracted the attention of the local authority to make it legalized in the year 1931. Apart from the other gaming parlours of the city, the first place to host the same in a bigger way to put it on the entertainment highway was the hotel Flamingo that opened in 1946. Soon the others followed the suite. The entertainment highway concept got the boost with the introduction of celebrity endorsement from the galore of music and film like, Elvis Presley, Frank Sinatra, Bing Crosby, Carol Channing, etc. and by 1975 the revenue count of Nevada couched $1billion plus.

This was a transit for Las Vegas to in for a big show with construction of hotels and resorts having “who is who” factor of 3,000 rooms’ hotels, then 5,000 rooms and a massive inflow of investment of $1. 7billion to making of mega resort by 2005. In the walk of time the city has developed the elaborate casinos with innovative performance, show rooms, sing and dance performance and the virtual entertainment like Star Trek and so on.

LVCA has put a considerable effort to transform the old time image of the west coast gamming and gambling centre to an extended concept of the hotels and resorts for family, theme and amusement park for children and activities positioned as the family-friend destination. Despite all these, Vegas proved to be a place of grown ups with its own rationale. This criticality led the authority to work jointly to create a brand image of the place, which will stay and help recall the uniqueness of Las Vegas.

LVCA, which is responsible for maintaining the flow of tourists, noticed the declining trend especially during the weekend and summer time, which again forced them to revamp the image of Las Vegas tour and the experience. Coupled with the partner agency LVCA implemented the brainchild of the agency’s branding strategy. The marketing division sub-divided it self into three departments to increase the focus areas and to spread the workload to gain maximum efficiency. Advertising, sports and sponsorship, and internet marketing are key factors to propel the branding of Las Vegas.

Advertising has started the campaign “what happens here, stays here” with the TVC and then to the magazine, which spread across the different industries and visitor centre. The message is quite strong, appealing and clear that the uniqueness of the experience a person will have, will not be found anywhere else. The experience; agency is talking about is not just the products that are tangible and one can buy and carry over to the native place. Rather it is the services in the entertainment sector in the most innovative way and the feeling that a person can have in that ambience.

The campaign went so hit that it caught the fever from airport, TV programmes to prizing ceremony, where the catch line has been used in different way indicating the purpose of the place. But the meaning behind the line remained same, that to enjoy the soul of Las Vegas; one needs to be here as the soul of a place can not be removed from that place. Along with all the existing activities, only the gaming revenue fetched $7billion and $23billion came from the other halves like, shows, hotels, restaurants, clubs and shops.

The branding agency is counting on other efforts where the population inflow is shifting its style from only visitors to settlers too; with more articulated services that will make them feel the new place like their home. The public relation or sports and sponsorship department created a wider awareness of the campaign by sponsoring different sports and news events with flagship channels like ESPN, Fox Sports, etc. making the gaming experience more accessible as the agency mainly sponsored on the poker shows and tournaments.

This has expanded the reach and awareness of the Vegas gamming scenario globally. The agency’s effort to get published the cover story of the campaign in the prestigious Time Magazine also helped attracting the attention of the global visitors who also could sense the revolutionary changes in the service concept that is controlling the meaning of the city Las Vegas. As the agency realized that most of the visitors use different media of communication, from TV, sponsorship, and print media information it has extended the concept to the online or internet service facilities.

With the interactive links about the campaign and the up to date information about the hotels, activities, personalized video messages of Vegas and the visitor to friends make the activities livelier. More than an e-commerce concept, it created the virtual dashboard with a sense of freedom in a free society where the visitor can perform what they want in Las Vegas. More personal offerings are made through elements with the brand message whose avenues are generally graduating travel agents, holding corporate meetings and conducting trade shows.

LVCA coupled with R & R Partner has taken a perpetual way to develop the branding concept and the brand image as well. With the help of the multiple media attention Vegas has gained a considerable inflows and benefits. It includes more visitors; thus more revenue due to the facilities availed by them like the gamming revenue, number of convention delegates and hence; revenue from air line passengers. It is a single input multiple output model, with potentiality of long way to travel (Video case 18 Las Vegas).

Reference Video case 18 Las Vegas: Creating a brand with IMC. McGraw-Hill. Irwin

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