TBF 2011 - Jhon Bischoff: "What happens in Vegas stays in...America"

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  • Here is an overview of the brand marketing and other initiatives in which we at the LVCVA engage to promote Las Vegas and its surrounding destinations. Perhaps our most famous brand marketing campaign is the one that introduced “What Happens Here, Stays Here” into the global lexicon. This campaign is actually credited with being the most successful tourism branding campaign in history.
  • Here is an overview of the brand marketing and other initiatives in which we at the LVCVA engage to promote Las Vegas and its surrounding destinations. Perhaps our most famous brand marketing campaign is the one that introduced “What Happens Here, Stays Here” into the global lexicon. This campaign is actually credited with being the most successful tourism branding campaign in history.
  • Here is an overview of the brand marketing and other initiatives in which we at the LVCVA engage to promote Las Vegas and its surrounding destinations. Perhaps our most famous brand marketing campaign is the one that introduced “What Happens Here, Stays Here” into the global lexicon. This campaign is actually credited with being the most successful tourism branding campaign in history.
  • TBF 2011 - Jhon Bischoff: "What happens in Vegas stays in...America"

    1. 1. Tourism Branding Forum 2011 <ul><li>“ What Happens in Vegas Stays in…America” </li></ul><ul><li>  </li></ul><ul><li>The True Story of Las Vegas’ Struggle to Become a Global Brand </li></ul>
    2. 2. <ul><li>JHB CV Profile – LVCVA </li></ul><ul><li>The LVCVA Global Strategy Worldwide </li></ul><ul><li>The LVCVA Global Strategy Mexico, Latin and South America </li></ul><ul><li>Global Tourism Branding Executive Summary & Conclusions </li></ul><ul><li>Questions & Answers </li></ul>
    3. 3. The Las Vegas Brand – 3 Perspectives <ul><li>  </li></ul><ul><li>2005-2007 BISCH Global Branding Consultants </li></ul><ul><li>  </li></ul><ul><li>2007-2010 LVCVA Vice President – International Brand Strategy </li></ul><ul><li>  </li></ul><ul><li>2011+ Justin International – Managing Director </li></ul><ul><li>  </li></ul>
    4. 4. The LVCVA just published final data on 2010. <ul><li>“ International visitation to Las Vegas experienced unprecedented growth from 5% in 2006 to 18% in 2010 – with over 6 million annual international visitors to Las Vegas”. </li></ul>
    5. 5. The LVCVA <ul><li>Formed by Nevada Legislature in 1955 </li></ul><ul><li>Destination Marketing Organization </li></ul><ul><li>Quasi-governmental entity </li></ul><ul><li>14-member board of directors </li></ul><ul><li>Funded by room tax & building revenue </li></ul><ul><li>County-wide jurisdiction </li></ul><ul><li>Operates the Las Vegas Convention Center and Cashman Center </li></ul>
    6. 6. Allocation of Visitor Paid Room Tax NV Dept of Transportation Clark County School District County Transportation State Tourism Local Gov ’ t Entities City/County/Org Grants LVCVA 46% LVCVA 33.8% 53% 66.2% 2009 2010
    7. 7. LVCVA Mission Statement “ To attract visitors by promoting Las Vegas as the world’s most desirable destination for leisure and business travel.”
    8. 8. <ul><li>Advertising </li></ul><ul><li>Tradeshows & Meetings </li></ul><ul><li>Cashman Center </li></ul><ul><li>Special Events </li></ul><ul><li>Airline Development </li></ul><ul><li>Transportation Issues </li></ul><ul><li>International Sales </li></ul><ul><li>World-wide Media </li></ul><ul><li>Industry Voice </li></ul><ul><li>Laughlin, Primm & </li></ul><ul><li>Mesquite </li></ul>What happens here, stays here. ™
    9. 9. <ul><li>Advertising </li></ul><ul><li>Tradeshows & Meetings </li></ul><ul><li>Cashman Center </li></ul><ul><li>Special Events </li></ul><ul><li>Airline Development </li></ul><ul><li>Transportation Issues </li></ul><ul><li>International Sales </li></ul><ul><li>World-wide Media </li></ul><ul><li>Industry Voice </li></ul><ul><li>Laughlin, Primm & </li></ul><ul><li>Mesquite </li></ul>What happens here, stays here. ™ <ul><li>International Advertising </li></ul><ul><li>Int’l Tradeshows & Meetings </li></ul><ul><li>(International) Cashman Center </li></ul><ul><li>International Special Events </li></ul><ul><li>International Airline Development </li></ul><ul><li>Int’l Transportation Issues </li></ul><ul><li>International Sales </li></ul><ul><li>International World-wide Media </li></ul><ul><li>International Industry Voice </li></ul><ul><li>(International) Laughlin, Primm & </li></ul><ul><li>Mesquite </li></ul>???
    10. 10. <ul><li>International Advertising </li></ul><ul><li>Int’l Tradeshows & Meetings </li></ul><ul><li>(International) Cashman Center </li></ul><ul><li>International Special Events </li></ul><ul><li>International Airline Development </li></ul><ul><li>Int’l Transportation Issues </li></ul><ul><li>International Sales </li></ul><ul><li>International World-wide Media </li></ul><ul><li>International Industry Voice </li></ul><ul><li>(International) Laughlin, Primm & </li></ul><ul><li>Mesquite </li></ul>???
    11. 11. Global Branding Challenges 1. Brand USA - World perception – World competition 2. Natural & man-made disasters - Perception vs. reality 3. Homeland Security / U.S. Government - Visa & passport issues (biometric identifiers) - WHTI, MOU, Visa waiver program 4. Global Economics - GDP, consumer confidence index, recessions - Currency fluctuations, exchange rates 5. Global Airline Strategies - Open skies agreements, mergers and acquisitions - Direct service, one-stop service
    12. 12. LVCVA Global Strategy <ul><li>Focus: Tiered Approach </li></ul><ul><li>Local In-Country and Regionalization </li></ul><ul><li>Budget Flexibility </li></ul><ul><li>(Finite $, Chasing Infinite Opportunities) </li></ul><ul><li>Reactive and Proactive </li></ul><ul><li>Culturally Smart, Country Specific </li></ul><ul><li>International Bright Spots </li></ul>
    13. 13. <ul><li>Tier 1- Major Markets </li></ul><ul><li>Canada, Mexico, United Kingdom </li></ul>International Marketing Tiered Market Approach Tier 3 - Emerging Markets Brazil/South America, China, India, Russia/Eastern Europe Tier 2 - Primary Markets Australia/NZ/SE Asia, European Union, Japan, South Korea, Ireland
    14. 14. <ul><li>1. Travel Promotion Act </li></ul><ul><li>- Brand America (USTA – CPT) </li></ul><ul><li>2. U.S. Government Policies </li></ul><ul><li>- VWP, MOU, WHTI, Open Skies, etc. </li></ul><ul><li>3. Global Economics </li></ul><ul><li>- Recession & Recovery, H1N1 Pandemic, </li></ul><ul><li>- Exchange Rates = Flexibility. </li></ul><ul><li>4. Global Airline Strategies </li></ul><ul><li>- British Airways </li></ul><ul><li>- The Halo Effect </li></ul><ul><li>- Long Term = Terminal 3 (2012) </li></ul><ul><li>5. Global Strategic Updates </li></ul><ul><li>- Brand Presence – Brand Initiatives – Sales Programs </li></ul>Global Branding Opportunities
    15. 15. <ul><li>“ The really successful brands of the future are those already positioned for the next upturn.” </li></ul>

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