VEGAS IS FOR ...
vegas, baby, vegas.
When it comes to Las Vegas city, there's more than meets the eye. This campaign was crafted to help RCI members unearth the unseen, experience the unexpected, and truly discover Las Vegas beyond the glittering lights of the Strip.
Our goal was simple. Inspire and excite our members to explore the uncharted territories of Las Vegas. We wanted to offer a fresh perspective, showcasing opportunities beyond the stereotypical, and proving that Las Vegas is indeed for everyone.
In a city known for its unforgettable shows and 24/7 casinos, we delved deeper, presenting Vegas as the ultimate destination for families seeking adventure, foodies craving culinary delights, nature lovers yearning for outdoor experiences, and history buffs intrigued by the city's heritage.
To spark interest and encourage bookings for Las Vegas vacations, we created a captivating blend of content and imagery that brought the hidden essence of the Vegas to life.
The campaign's resounding success tells the story. We doubled our revenue goal, achieving not just a boost in numbers, but a testament to the power of uncovering hidden gems and redefining what Las Vegas has to offer.
Strategy and Creative Lead, Execution, Copywriting
Video, Print, Digital, Campaign Landing Page
Social Media, Email Marketing, Digital Advertising (inclusive of display and retargeting, paid social), Direct Mail, Call Center Contest, Social Media Takeover, Onsite Experience
Planning and development took two months.
Campaign run time one month.
boots on the ground coverage.
What better way to establish the story than to show it? To support the overall marketing theme, we sent a team of explorers to highlight the best Vegas has to offer.
you've got mail.
To broaden the reach of the digital marketing efforts and to ensure we are communicating to our target market (the average RCI member is 60+), we created beautiful jumbo postcard.
Oversized for a reason, we wanted this skinny, yet long, piece to stick out from the rest in the normal mail pile.
For this audience, direct mail definitely is not dead with this piece seeing almost 600% in ROI. (Yep, we were excited).
the big winner - email.
With an average email circulation of half-million per drop, email marketing alone for this campaign brought in $1.5 million in booking revenue.
Average open rate? 33% CTR? 4%. Unsubs? Averaged 12 per email. Not to brag, or anything.