Las Vegas Tourism / Experiential

Welcome to Fabulous Las Vegas

Target
Men and women, 25-54 years old

Market
Toronto

Objectives
Increase brand awareness.
Encourage drive to web and online contest participation.
Maximize brand exposure while communicating the excitement of visiting Las Vegas.
Bring the brand top of mind for the target market in a relevant and engaging way.

Strategy
A team of two ambassadors dressed in branded uniforms resembling flight attendants interacted with the target in high traffic areas downtown Toronto. They distributed boarding passes that highlighted the online contest and promoted the upcoming stunt at the Toronto Eaton’s Centre.
Shoppers at the Toronto Eaton’s Centre were welcomed by a team of four brand ambassadors encouraging them to have their picture taken with real Vegas Showgirls.
Pictures were taken in front of a green screen that transformed into a background of Las Vegas at night.
The ambassadors collected consumer’s information for future communication and to create a database.

Results
12,400 boarding passes were handed out (103% of objectives)
680 pictures were taken (170% of objectives)