Critical Mass Forrester 09: Marketing Vegas in a Recession


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Viva Las Vegas! Learn how Critical Mass and R&R Partners employed a 360 Degree Customer Experience strategy to drive travel to Las Vegas during these troubled economic times.

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Critical Mass Forrester 09: Marketing Vegas in a Recession

  1. 1. Viva Las Vegas!<br />Forrester Consumer Forum 2009<br />October 27,2009<br />
  2. 2. The Challenge<br />
  3. 3. 3<br />The Overall Challenge<br />Sentiment towards the economy remains flat and relatively negative.<br />Consumers are worried about potential job loss.<br />The U.S. travel landscape continues a downward trend.<br />Source: LVCVA, Hearts + Mind<br />
  4. 4. 4<br />The Business Challenges<br />Air capacity flat<br />Leisure trips<br />Forecast to be down 2.5% in 2009<br />Average daily rate<br />For Vegas hotels <br />down over 25%<br />Business travel<br />Forecast to be down 5.8%<br />Hotel occupancy<br />In Vegas down 6.2 points<br />Even the smallest downturn in the economy can mean <br />millions of dollars lost per day.<br />*August 2009 TTD<br />
  5. 5. 5<br />The Marketing Challenges<br />Travelers want to “escape” all that’s going on around them.<br />Travelers remain concerned about taking time off from work.<br />Reports in the media paint a picture that Las Vegas is no longer exciting.<br />Source: LVCVA, Hearts + Mind<br />
  6. 6. 6<br />Key Objectives<br />Increase intent to travel to Las Vegas<br />Provide a permission structure for concerned travelers<br />Show that Las Vegas is alive and well and as exciting and vibrant as ever<br />
  7. 7. 7<br />Consumer Insight<br />“It’s ok to take a break.” Vegas is the perfect place to do it.<br />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.<br />Our strategy reminds consumers that Vegas is an exciting and vibrant destination and gives them permission to take a break. <br />
  8. 8. Targeting the Relevant Channels<br />10<br />09<br />03<br />04<br />08<br />07<br />05<br />06<br />
  9. 9. 360° Plan to Drive Engagement <br />“Take a Break USA”<br />Give consumers permission to take a break through special offers and content that showcases Vegas’ offerings.<br />10<br />09<br />03<br />04<br />08<br />07<br />05<br />06<br />
  10. 10. Vegas Bound<br />Case Study<br />
  11. 11. Showcasing Vegas through the Eyes of Real People<br />11<br />
  12. 12. 12<br />Who visits Vegas?<br />
  13. 13. 13<br />
  14. 14. 14<br />Driving cross-channel integration<br />*2008 versus 2007<br />
  15. 15. 15<br />Vegas Bound: Measuring Success<br />Video Views<br />Over 600,000 video views<br />Paid / Earned Media<br />800+ million impressions <br />Over $5.2 million in press coverage<br />Traffic & Referrals<br />34% increase in website traffic and <br />36% increase in property referrals<br />
  16. 16. 16<br />Vegas Bound: Measuring Success<br />Intent to travel to Vegas nearly tripled<br />from 5% in November, 2008 to<br />13% in January, 2009<br />In drive markets, intent to travel to Vegas nearly doubled <br />over the same time period<br />
  17. 17. 17<br />Vegas Bound: Measuring Success<br />“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.&quot;<br />Rossi Ralenkotter, President, Las Vegas Convention & Visitors Authority<br />
  18. 18. A Framework for 360° Customer Experiences <br />1Identify<br />Identify target and uncover key insights<br />2Design<br />Select the channels and build the multi-channel strategy<br />3Execute<br />Drive engagement through every touchpoint<br />4Amplify<br />Stimulate sharing of the experiences<br />5Evolve<br />Adapt approach based on key learnings<br />
  19. 19. Questions?<br />