The Las Vegas Convention and Visitors Authority (LVCVA) wanted to target several different markets worldwide to reaffirm their standing to the luxury audience as the most aspirational travel destination in the world. They wanted to focus specifically on their unparalleled performing arts, world-class music and exquisite high-end gastronomy offerings. Travel Consul focused on the Scandinavian, U.K., Australian and Brazilian markets.
In Sweden, a partnership with Norwegian Air and Swedish morning radio show Rix Morronzoo was set up for a joint radio campaign. Listeners had the chance to win a honeymoon-themed trip to Las Vegas with the hosts. Winners also had the opportunity to renew their marriage vows, and the show was broadcast live from Las Vegas for a week.
Australia and Brazil employed a form of culinary exchange between celebrity chefs from the target countries and Las Vegas with social media, street activations and influencer presence. Australian food influencer and semi-finalist from Australian TV show My Kitchen Rules Jordan Bruno partnered with Roy Ellamar, who is famous for the farm-to-table food philosophy of Harvest restaurant at the iconic Bellagio Hotel and Casino in Las Vegas. In Brazil, celebrity chef Bel Coelho, who hosts a TV show and runs a popular pop-up restaurant in São Paulo, partnered with Rick Moonen, a celebrated American chef with two restaurants in Las Vegas. These partnerships culminated in food truck activations hosted and designed by the pairs.
Finally, Travel Consul’s U.K. agency brokered a partnership with Tomorrowland, one of the world's largest and most notable EDM festivals. A brand-new stage called B-EATS by Las Vegas was created at Belgium’s world-famous festival, where some of the world’s best chefs and DJs performed together on stage. Hourlong sets were enjoyed with a three-course taste sensation to match. Six executive chefs and sous chefs from Las Vegas led a total of 12 sessions over the course of two festival weekends, serving everything from veal cheek to langoustine ravioli. Perfectly paired with these dishes were performances from the likes of Afrojack, Laidback Luke and W&W. All of these efforts were combined with social media content and media partnerships.
In Sweden, approximately 2.7million listeners per week were reached via Rix Morronzoo, plus more from the hosts’ active social media profiles: Laila Bagge has 319,000 followers on Instagram, and Roger Nordin has 32,500 followers.
The activations in Australia resulted in 17 Instagram posts, a YouTube video and 40 Snapchat stories from influencers. This content garnered 812,165 impressions and 25,264 engagements, while video on LVCVA’s social channels accrued 3,713,612 impressions and 1,254 engagements. The 77 Instagram posts by other users resulted in 25,863 engagements and 730,093 impressions. A cooking segment on The Morning Show reached over 247,000 people with an estimated PR value of AUD$154,560. The food truck served 1,600 dishes to 10,500 consumers over two days.
In Brazil, social media resulted in more than 2.1 million video views, over 9.7 million reach and more than 400,000 engagements. Media partnerships with Glamurama Group resulted in six pages in print magazines, six online articles and eight Instagram posts. PR results included a media value of US$560,000.
The Tomorrowland partnership by our U.K. agency enjoyed a social reach in excess of 38.1 million with engagement exceeding 166,000. Over 25 articles have been or are confirmed to be published, with the first 17 creating 245,579,755 opportunities to see the Las Vegas brand, worth more than $295,929.