The document compares the marketing launches of the ultra-luxury Wynn Las Vegas resort and the Farmer's Pick Buffet at a smaller casino property. Wynn Las Vegas had a $2.7 billion budget and $10 million for marketing, focusing on limited advertising to build anticipation. In contrast, the buffet launch had a $67,000 budget and used social media, celebrities and the farm-to-fork movement to change perceptions on a limited budget. Both saw success, with Wynn achieving mega-media attention and high rates, while the buffet increased revenue and engagement through changing the conversation about the brand.

1. J Carcamo & Associates
Creating Brands. Engaging Customers
A Tale of Two Launches
AMA St. Louis
Annual Marketing Conference
21 February 2014

2. J Carcamo & Associates
Creating Brands. Engaging Customers
Wynn Las Vegas
• By far the most anticipated resort opening
since Bellagio opened in 1998.
• Undisputed luxury.
• Created by a visionary.
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3. J Carcamo & Associates
Creating Brands. Engaging Customers
Farmer’s Pick Buffet
• A game-changer for the casino industry and
for the company.
• Launched in the middle of nowhere.
• Had to overcome a serious image issue.
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4. J Carcamo & Associates
Creating Brands. Engaging Customers
The Budget
Wynn Las Vegas
Farmer’s Pick Buffet
• $2.7 Billion Capital
Construction
• $10 Million pre-opening
marketing
• Maintenance Capital
• $67,000 total advertising
budget had to cover
everything
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5. J Carcamo & Associates
Creating Brands. Engaging Customers
Strategy
Wynn Las Vegas
Farmer’s Pick Buffet
• Stoke the fire of anticipation
without showing anything
• Change the conversation
and build anticipation
– Social audience
– Celebrities
– Farm-to-fork movement
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6. J Carcamo & Associates
Creating Brands. Engaging Customers
Wynn Las Vegas
• Had to book business before opening.
• Advertising was limited to convention sales.
• Using the media that people went to for
inspiration and information.
• We teased a lot, and didn't show a thing until
the last moment.
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Creating Brands. Engaging Customers
Opening Exclusives
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16. J Carcamo & Associates
Creating Brands. Engaging Customers
Farmer’s Pick Buffet
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The challenge: our buffet SUCKED!
Small market.
Even smaller media budget.
BUT, we had a really creative property team.
Solid social media following.
Supportive corporate team.
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17. J Carcamo & Associates
Creating Brands. Engaging Customers
Farmer’s Pick Buffet
• Strategy was to leverage the anticipation to
create demand and reposition our food
product.
– We shared the inside scoop.
– We created celebrities where none existed.
– We excited the employees by having them
participate in the shaping of the life of the brand.
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18. J Carcamo & Associates
Creating Brands. Engaging Customers
Farmer’s Pick Buffet
• Communications Plan utilizing all of our channels
- Traditional offline media
- Website
- The property Facebook page
- The corporate Facebook page
- Let’s Eat! Food blog
- YouTube
- ….and the social power of our farmer partners
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Creating Brands. Engaging Customers
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Creating Brands. Engaging Customers
Sponsored by:
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32. J Carcamo & Associates
Creating Brands. Engaging Customers
Two Launches. One Strategy.
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33. J Carcamo & Associates
Creating Brands. Engaging Customers
The Results
Wynn Las Vegas
Farmer’s Pick Buffet
• Mega-media
• Highest rates on the Strip
• Incredible WOM
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Changed the conversation
9% increase in covers
16% increase in revenue
Increased FB PTAT and
engagement
• NO complaints

34. J Carcamo & Associates
Creating Brands. Engaging Customers
Takeaways
• Brand personas can be built and launched no
matter what your budget is.
• Big budgets help but creative thinking is the
key.
• Everything is scalable as long as you have a
clear strategy.
• PARTNER with your agency.
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35. J Carcamo & Associates
Creating Brands. Engaging Customers
My Thanks To
Allen Kay, Korey Kay & Partners
for digging in the archives!
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