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Viva Las Vegas!October 27,2009

Forrester Consumer Forum 2009

The Challenge

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The Overall Challenge

Sentiment towards the economy remains flat and relatively negative.

Consumers are worried about potential job loss.

The U.S. travel landscape continues a downward trend.

Source: LVCVA, Hearts + Mind

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Even the smallest downturn in the economy can mean

millions of dollars lost per day.

Leisure tripsForecast to be down 2.5% in 2009

Hotel occupancyIn Vegas down 6.2 points

Business travelForecast to be down 5.8%

Air capacity flat

Average daily rateFor Vegas hotels down over 25%

*August 2009 TTD

The Business Challenges

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The Marketing Challenges

Travelers want to “escape” all that’s going on around them.

Travelers remain concerned about taking time off from work.

Source: LVCVA, Hearts + Mind

Reports in the media paint a picture that Las Vegas is no longer exciting.

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Key Objectives

Provide a permission structure for concerned travelers

Show that Las Vegas is alive and well and as exciting and

vibrant as ever

Increase intent to travel to Las Vegas

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Consumer Insight

“It’s ok to take a break.” Vegas is the perfect place to do it.Research has shown that consumers have been inundated with negative news. They are overwhelmed by the troubled economy and fearful of the future, yet they still long to travel.

Our strategy reminds consumers that Vegas is an exciting and vibrant destination and gives them permission to take a break.

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Targeting the Relevant Channels

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360° Plan to Drive Engagement

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“Take a Break USA”Give consumers permission to take a break through special

offers and content that showcases Vegas’ offerings.

Vegas BoundCase Study

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Showcasing Vegas through the Eyes of Real People

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Who visits Vegas?

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14*2008 versus 2007

Driving cross-channel integration

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Vegas Bound: Measuring Success

Traffic & Referrals34% increase in website traffic and

36% increase in property referrals

Paid / Earned Media800+ million impressions Over $5.2 million in press coverage

Video ViewsOver 600,000 video views

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Vegas Bound: Measuring Success

Intent to travel to Vegas nearly tripledfrom 5% in November, 2008 to13% in January, 2009

In drive markets, intent to travel to Vegas nearly doubled

over the same time period

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Vegas Bound: Measuring Success

“The research prompted us to develop this campaign to address consumers’ growing concerns. The campaign provided a targeted approach to illustrate the excitement of Las Vegas, to deliver the message that it is OK to take a break and the best place to take that break is Las Vegas. The results far exceeded our expectations."

Rossi Ralenkotter, President, Las Vegas Convention & Visitors Authority

© 2009 Critical Mass, Inc. All Rights Reserved

A Framework for 360° Customer Experiences

1 IdentifyIdentify target and uncover key insights

2 DesignSelect the channels and build the multi-channel strategy

3 ExecuteDrive engagement through every touchpoint

4 AmplifyStimulate sharing of the experiences

5 EvolveAdapt approach based on key learnings

Questions?