Best Travel Integrated Ad Campaign

Objectives: Until November 2012, the Las Vegas Convention & Visitors Authority role was to increase interest in the destination and let consumers book whichever method they preferred. With the new transactional site, LasVegas.com, it was more important than ever to educate about the new URL and capability. Strategy: A campaign chronicling an unfortunately named man, Las Vegasdotcom, showed people bothering him for Las Vegas restaurant reservations, hotel deals and show tickets – confusing Las Vegasdotcom the man, with the website. The campaign was supported in an integrated fashion, relying heavily on video (TV and online), online display as well as opportunistic print. Execution & Use of Media: To support our strategy, a variety of tactics were executed spanning the purchase funnel – increasing awareness (video) as well as driving qualified leads to the site (SEM). Some of the notable executions included takeovers on Yahoo!’s Login, Travel and OMG! pages, a booking widget integration on USA Today’s Experience Las Vegas site and a retargeted sequential pre-roll buy where Las would ask you to “Stop Following Me.” Results & ROI: Since the campaign launch in January 2013, LasVegas.com has seen significant growth in site traffic (+40%) as well as units sold compared to the soft launch months of November/December. Direct response media partners are continuously monitored and optimized to drive the most efficient conversions. Through detailed return on media investment analysis, we have demonstrated that through our efforts from January – May, the return was 55%, or $1.55 revenue generated for every $1.00 spent.

Contributors:

Executive Creative Director:	Arnie DiGeorge
Associate Creative Director:	Jeffrey Butterworth
Executive Vice President:	Rob Dondero
Sr. Vice President, Media & Measurement:	Fletcher Whitwell
Group Media Director:	Chris Evans
Digital Media Director:	Megan Estrada
Associate Media Director:	Lindsey Patterson
Media Supervisor:	Brandi Skrtich
Digital Media Planner/Buyer:	Kris Cichoski
Digital Media Planner/Buyer:	Shane Haririan

R&R PARTNERS

Location: usa