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Peter Mayer - Destination Marketing

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Destination Marketing, Case Studies, Peter Mayer Advertising, New Orleans Tourism, Louisiana Tourism

Destination Marketing, Case Studies, Peter Mayer Advertising, New Orleans Tourism, Louisiana Tourism


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  • 1. HARRAH’s new orleans GAMING Establishing a Brand Public Relations Strategic Planning Pre & Post Launch Campaigns Traditional & Digital Media Direct Response TV
  • 2. In October 1999, Harrah’s faced the challenge of opening Louisiana’s only land-based casino in the heart of downtown New Orleans. To be successful, Harrah’s had to overcome numerous obstacles including negative perceptions associated with its problematic history in New Orleans, onerous operating restrictions and fierce competition. By all accounts, the opening of Harrah’s New Orleans was going to be an uphill battle. BACKGROUND Peter Mayer // Harrah’s New Orleans Case Study
  • 3. + Capture a dominant share of the local gaming market + Grow the New Orleans gaming market + Attract thousands of patrons through its doors daily + Enhance local entertainment options and local hospitality situation analysis Peter Mayer // Harrah’s New Orleans Case Study
  • 4. The grand opening campaign set out to accomplish four main objectives: + Achieve launch-period gross gaming revenue (GGR) goals + Grow the overall New Orleans gaming market + Achieve dominant share of the New Orleans gaming market from opening day + Drive 16,000 people a day through the casino doors OBJECTIVES Peter Mayer // Harrah’s New Orleans Case Study
  • 5. The grand opening campaign focused on three target markets: + New Orleans area gamers between the ages of 35-64, skewed toward females + In-market tourists 21+ + Regional gamers between the ages of 35-64, skewed toward females TARGET AUDIENCE Peter Mayer // Harrah’s New Orleans Case Study
  • 6. + Distinguish Harrah’s New Orleans and leverage the fun and excitement of New Orleans + Pre Opening Campaign – “The Game Changes” + Post Opening Campaign – “The Place to Be” + Local/regional media coverage to reach tourists pre-visit APPROACH Peter Mayer // Harrah’s New Orleans Case Study
  • 7. NEW ORLEANS TV Peter Mayer // Harrah’s New Orleans Case Study
  • 8. NEW ORLEANS PRINT Peter Mayer // Harrah’s New Orleans Case Study
  • 9. + The casino met and exceeded its GGR goals during its launch period + Harrah’s New Orleans increased the New Orleans gaming market by 63% percent to $391 million for the Jan. – Sept.’ 00 period over the previous year + In its first year of operation, Harrah’s New Orleans captured nearly half of the New Orleans gaming market, accomplishing its objective to attain a dominant share of the market + Harrah’s New Orleans’ objective to attract 16,000 patrons per day was surpassed. Opening weekend numbers averaged out to 41,000 patrons per day, and remained at nearly 20,000 patrons per day throughout its first year RESULTS Peter Mayer // Harrah’s New Orleans Case Study
  • 10. HARRAH’s LAke charles GAMING Rebranding Public Relations Direct Response TV Traditional & Digital Media Out of Home
  • 11. + Harrah’s Entertainment purchased Players Island Casino + Two-boat property > Previous owner stopped investing in property > Run-down > Losing customers and revenue + New boat to arrive in August 2001 Situation Long term + Rebrand Players Island Lake Charles as Harrah’s Lake Charles Short term + Develop and implement a summer 2000 promotion + Quickly increase GGR and average win per customer OBJECTIVES Peter Mayer // Harrah’s Lake Charles Case Study
  • 12. + Position Harrah’s Lake Charles as the newest, most exciting casino in the region + Reinforce that this is a new casino > New name, new casino, new slots, new rewards program, etc. + Develop a campaign that gives Harrah’s Lake Charles a new, unique image and voice APPROACH Peter Mayer // Harrah’s Lake Charles Case Study
  • 13. Peter Mayer // Harrah’s Lake Charles Case StudyLAKE CHARLES TV
  • 14. Promotion launched in July 2000 + Increased GGR 19% from May to July + Increased average win per customer 6% from May to July Launched grand opening in December 2000 + Increased GGR 32% from May to December + Increased average win per customer 27% from May to December RESULTS Peter Mayer // Harrah’s Lake Charles Case Study
  • 15. NEW ORLEANS TOURISM MARKETING CORPORATION destination tourism Brand Refresh Public Relations Strategic Planning Desktop & Mobile Website Traditional & Digital Media
  • 16. Peter Mayer // NOTMC Case Study In the wake of the 2010 BP Deepwater Horizon oil spill, the city’s image suffered. The New Orleans tourism industry needed to offset the negative impact of the oil spill and communicate to potential visitors that the city was still open for business. + Change false perceptions about the oil spill’s impact on the city + Entice leisure travelers to visit + Drive hotel bookings along with incremental room nights OBJECTIVE
  • 17. Peter Mayer // NOTMC Case Study According to research, respondents believed that, out of all the Gulf states, Louisiana was the most affected by the oil spill. Following the spill, 26% of those who planned to visit had either postponed or cancelled their trips. APPROACH
  • 18. Create a crisis communication plan focused on print-to-mobile integration to target three key audiences: + Leisure travelers + Group travelers + Business meeting planners Peter Mayer // NOTMC Case Study STRATEGY
  • 19. Print ads with QR codes in national and regional newspapers set the tone for the campaign. OIL SPILL RESPONSE PRINT Peter Mayer // NOTMC Case Study
  • 20. OIL SPILL RESPONSE PRINT Peter Mayer // NOTMC Case Study
  • 21. OIL SPILL RESPONSE PRINT & MOBILE SITE Peter Mayer // NOTMC Case Study QR codes sent users to a mobile site for more information and booking.
  • 22. MOBILE SITE Peter Mayer // NOTMC Case Study
  • 23. BANNER ADS & LANDING PAGE Peter Mayer // NOTMC Case Study
  • 24. Total visitation rose by almost 10%, from 7.5 million in 2009 to 8.3 million in 2010 Total visitor spending rose by 24%, from $4.3 billion in 2009 to $5.3 billion in 2010 RevPar rose 26.8%, from $48.07 in Q3 of 2009 to $60.97 in Q3 of 2010 Hotel occupancy rose 10.5%, from 51.3% in Q3 of 2009 to 61.8% in Q3 of 2010 Average daily rate (ADR) rose 5.2%, from $93.70 in Q3 of 2009 to $98.61 in Q3 of 2010 OTA (online travel agent) bookings rose by 16.5% from 2009 to 2010, exceeding pre-Katrina levels RESULTS Peter Mayer // NOTMC Case Study
  • 25. Paragon casino Resort gaming Establishing a Brand Public Relations Media Planning & Strategy Broadcast Media Traditional & Digital Media Out of Home
  • 26. Paragon Casino Resort, the Pearl of Louisiana, is a luxury casino resort that provides gaming, entertainment, dining, golf and a full- service spa, as well as great service and accommodations. Paragon primarily serves Louisiana and the neighboring states of Texas, Arkansas and Mississippi. BACKGROUND Peter Mayer // Paragon Casino Resort Case Study
  • 27. Main barriers to trial are: + Distance + Lack of awareness of all Paragon has to offer + Customers were identified as gamers RESEARCH UNCOVERED + Build awareness and drive trial of new customers to this destination casino resort + Reinforce loyalty and retention of existing customers + Increase revenue OBJECTIVEs Peter Mayer // Paragon Casino Resort Case Study
  • 28. + Paragon promises to surprise and delight you. + Launch “Find Your Happy Place” campaign. Campaign images used in TV, Print and Out of Home all showed people in their “happy place” at Paragon. This allowed the consumer to put themselves in the place of the person with whom they most identify with for their “happy place.” It was a break from the monotony of the daily grind and an escape to do something they enjoyed. STRATEGY Peter Mayer // Paragon Casino Resort Case Study
  • 29. Advertising target markets: + Alexandria, LA + Lafayette, LA + Baton Rouge, LA + Dallas, TX + Houston, TX + Austin, TX + Beaumont, TX The media mix in included: + TV + Out of Home + Radio + Print in newspaper and magazine + Online marketing Peter Mayer // Paragon Casino Resort Case Study
  • 30. Once on property the customer saw reinforced messaging of the campaign in signage for casino promotions, events and entertainment, as well as additional collateral pieces in hotel rooms welcoming them to Paragon. Created a loyalty campaign including direct mail and email touches with the same campaign messaging to retain visitors and encourage return visitation. Peter Mayer // Paragon Casino Resort Case Study
  • 31. FIND YOUR HAPPY PLACE TV Peter Mayer // Paragon Casino Resort Case Study
  • 32. WHERE LOUISIANA PLAYS PRINT GAME RESPONSIBLY. NEED HELP? CALL (877) 770-STOP (7867). 1-800-WIN-1-WIN . MARKSVILLE, LA PARAGONCASINORESORT.COM Join the party and do what ya wanna all night long. Pop in for a poboy. Side-step to a zydeco beat or game the night away on the casino floor. Because at Paragon, the gaming action never ends. Come see the way Louisiana plays. BOOK YOUR STAY TODAY Peter Mayer // Paragon Casino Resort Case Study
  • 33. WHERE LOUISIANA PLAYS TV Peter Mayer // Paragon Casino Resort Case Study
  • 34. + Over 50% unaided tagline awareness after three months + Over 90% ad awareness after one year + GGR increased 3.32% over previous year + Non-gaming revenue increased 6.82% over previous year RESULTS Peter Mayer // Paragon Casino Resort Case Study
  • 35. Rebranding Desktop & Mobile Website Traditional & Digital Media Print Collateral SONESTA INTERNATional hospitality
  • 36. SITUATION + Collection of 27 upscale hotels, resorts and cruise ships > No brand standards, each doing their own marketing Brand awareness research Key insight: Sonesta customers reject the rigidity and sameness of a chain hotel Peter Mayer // Sonesta International Case Study
  • 37. + Develop new brand positioning and a marketing strategy with focused promotions for four key niches: > Romance > Arts & Culture > Families > Adventure New positioning statement: “To experienced, confident, independent-minded travelers, Sonesta is the collection of upscale hotels that allows guests to relax and be themselves.” + Launch online brand and niche advertising campaigns and promotional minisites APPROACH Peter Mayer // Sonesta International Case Study
  • 38. WEBSITE Peter Mayer // Sonesta International Case Study
  • 39. REGIONAL PRINT Peter Mayer // Sonesta International Case Study
  • 40. NATIONAL PRINT Peter Mayer // Sonesta International Case Study
  • 41. CONVENTION & MEETING PLANNER PRINT Peter Mayer // Sonesta International Case Study
  • 42. + Brand awareness increased 37% among our target > From 44% to 61% over three years + Total advertising awareness more than tripled > From 12% to 45% + Unaided advertising awareness more than doubled > From 5% to 12% RESULTS Peter Mayer // Sonesta International Case Study