LAS VEGAS -- A $40 million marketing campaign touting the city as
the ultimate escape to indulge in adult freedom was launched this
In a yearlong promotional blitz that will reach across the
country, the Las Vegas Convention and Visitors Authority (LVCVA)
will spread the word that the city is the place to go to shake the
pressures of work, traffic, kids, mobile phones and all the things
that can make life hectic.
The campaign's message -- "Las Vegas: What you want. When you
want." -- departs from traditional marketing ploys that have
emphasized "sweeping landscapes, happy couples dining at fine
restaurants or references to gaming," said Rossi Ralenkotter, vice
president of marketing of the LVCVA.
Instead, the new strategy targets consumers who are bogged down
by daily routines, delivering a message that they can be liberated
to eat, play and gamble in Las Vegas around the clock.
An opportunity to enjoy special events programming, such as the
presidential election and the Super Bowl, will be stressed.
The modus operandi being used are national cable and spot
network television and radio advertising, publications, promotions,
public relations, street marketing and the Internet, Ralenkotter
"In a time when people are feeling overwhelmed, not only by the
chores of their everyday lives, but also by the assault of
traditional advertising messages, we will surprise and delight them
when they least expect it," he said.
Indeed, the LVCVA and R&R Partners, a Las Vegas public
relations and creative research agency, concocted some far-out
gimmicks to catch consumers' attention in harried situations where
they are most open to suggestion.
In supermarkets, flyers will invite shoppers to "play with these
[potato] chips" and checkout counter dividers will remind them that
relief from the daily grind awaits in Las Vegas.
Little scenarios on airport lines will involve a harried looking
guy ripping off his tie and exclaiming, "I can't take it anymore;
I'm going to Las Vegas" and a second guy who shouts, "I'm going
A Freedom Tour will hit the streets Oct. 9 to 22 in Atlanta;
Chicago; Cincinnati; Dallas/Fort Worth, Texas; Detroit; Houston;
Indianapolis; Kansas City, Mo.; Minneapolis; Portland, Ore.; San
Francisco; Seattle, and St. Louis.
"Brock Wilder," a fictitious character played by an actor, has
been designated as the campaign's signature "spokesman."
As such, Brock will be making personal and television
appearances throughout the year extolling the city's entertainment,
shopping and diverse dining venues.
A number of television commercials, to be directed by filmmaker
Errol Morris and enacted by real tourists, will portray an escape
from real life.
Animated commercials, to be directed by Zack Snyder, will air in
New York, Los Angeles and Phoenix are earmarked for TV