AGENCY

GTI Tourism

Australia

CLIENT

Las Vegas Convention and Visitors Authority

USA

SITUATION

In 2017 Las Vegas Convention and Visitors Authority (LVCVA) wanted to highlight the impressive culinary offerings of the destination to the Australian market. To do this, GTI developed an activation led PR and marketing campaign to communicate the foodie message.

Action

To highlight the culinary offerings, expand destination awareness and increase brand affinity in the Australian market, a campaign was created to showcase the farm-to-table food philosophy of Harvest by Roy Ellamar within the iconic Bellagio Hotel and Casino and bring this food philosophy onto the plates of Australian consumers.

A well-known Australian food influencer and My Kitchen Rules semi-finalist, Jordan Bruno, travelled to Las Vegas to meet Roy Ellamar and create a dish that would resonate well with Aussie foodies. Video content of the collaboration was pushed out through social media and the campaign was brought to life through a Las Vegas food truck activation hosted by Roy and Jordan at Circular Quay in Sydney.

Results

The integrated approach saw coverage in Australian broadcast media, user generated and influencer generated content across social media platforms as well as reaching 10,500 consumers during food truck activation with 1,600 dishes served over two days.

17 Instagram posts, 1 YouTube Video and 40 Snapchat stories from influencer and 812,165 impressions and 25,264 engagements from influencer social content

3,713,612 impressions and 1,254 engagements on video via LVCVA’s social channels

77 UGC Instagram posts with 25,863 engagements and 730,093 impressions from the food truck activation

Interactive cooking and lunch event for 26 media and trade at The Sydney Seafood School

TV broadcast with cooking segment on The Morning Show, reaching over 247,000 people and with an estimated PR value of AUD$154,560

Proactive pitching around Las Vegas foodie experiences

Media call out to experience the food truck activation firsthand

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