Las Vegas StripAdvertising Plan Gaston Douglas

Table of Contents • Background • Current Situation• Current Situation Overview• Advertising Objectives• Overall Advertising/Creative Strategy • Media Plan• Budget• Commercial• Summary

Background

Background• Vegas Strip began in 1960• By 1990, new business owners and hotels• Elves Presley apart of Strip’s legacy• Located in Las Vegas, NV• #1 Attraction

Current Situation

Current Target MarketPrimary Target: Leisure Travelers• Take break from life• Price sensitive and brand switchers• Enjoy staying in nice hotels/resorts, tourist attractions,

and tours• Top sources for travel: food, hotel stay,

theater/amusement, and relaxation (US Travel)

Current Target Market Cont.Secondary Target: Business Travelers• Trips are for work/business• Loyal to hotel companies; highly participate in loyalty

programs• Hotels amenities are extremely important

Las Vegas Convention and Visitor Authority (LVCVA) statistics display over 50% of visitors are US residents; specifically from California.

Current Marketing MixProduct/Destination Attraction• 4.2 miles long• Majority of business are casinos• 62,000 hotel rooms• 3 of the world’s largest convention centers

Current Marketing Mix Cont.Price• Average hotel one-night cost range: $50-300 per person• Average meal $25 per person and restaurant meals are

double• Total average trip cost: $1,250

source: LVCVA Visitor Report

Current Marketing Mix Cont.Promotion• Vegas promoted as Premier Trade Show destination• Online and Print media• Social Media and Targeted Email messaging

source: LVCVA Visitor Report

Current Marketing Mix Cont.Distribution• Experiencing Vegas Strip available by physically visiting

or virtual tour at Vegas.com

Current Situation Overview

Overview• Current situation display a somewhat favorable market

position. • current target market growing weak. • My advertisingn plan helps overcome the weakness.

Advertising Objectives

Advertising Objectives• Within three months, communicate the existence of the

Vegas Strip to the 1.7 billion growing market of leisure travelers

• Motivate 80,000 Millennial and 25,000 Generation Xers to go on Vegas’ website for a virtual tour of the Vegas Strip or visit the Vegas Strip for at least one weekend.

source: US Travel and CNN Money

Overall Advertising & CreativeStrategy

Advertising/Creative Strategy

Millennial Leisure Traveler • Born between 1980-2000• 81 million population• Located mostly in DC & Utah• Enjoy convenient and

personalized vacation• Online main booking avenue

source: US Census/US Travel

Generation X Leisure Traveler• Born between 1960-82• 60 million population• Located mostly in DC &

Georgia• Enjoy family friendly

vacations and once-in-a-lifetime experience• Book travel onlinesource: US Census/US Travel

Advertising/Creative Strategy Cont.

Destination Concept: Position Strategy• Like c/s, market Vegas Strip as separate attraction• Create all-inclusive vacation destination perception• Slogan: “What happens on the Vegas Strip?

Everything!”• IMC will highlight top traveling activities

Advertising/Creative Strategy Cont.

Creative Strategy• Unlike c/s promotion, advertise on TV and billboards• TV Show: “Black-ish”; 11.9 million viewers btw ages 18-

49• Billboards: San Jose, CA US-95 S; roads leads to LV, NV

and majority of visitors commute by car from California

source: Neilson, LVCVA Visitor Report

Media Plan

2016

May June July

WEEK 1 2 3 4 1 2 3 4 1 2 3 4TV Commercial: Black-ish          

Every Wednesday night @ 9:30p (30

seconds)

       

                         

San Jose, CA Billboards 

                       

Budget

Medium Ads Purchased Rate Total

Black-ish TV Commercial

330 second commercial

 

$155,928 cost per commercial @ 9:30pm

 

(3 x 155,928) $467,784 

San Jose, CA Billboard8

14x48 Billboards 

$24,580cost space per month

 

(8 x 24,580) $196,640 

Miscellaneous 15% of total   

[(196,640 + 467,784) x 15%]$99,664 

    total $764,088 

Billboard AD &Commercial

Summary

SummaryMy plan will• Sustain and increase leisure visitors within Millennial

generation• Improve brand image with “What happens on the Vegas

Strip? Everything!” campaign• Increase revenue by the increase in visitors

Using Inquiry and Sales Posttests, attention-getting value and sales can be measure to determine the effectiveness of the campaign. Surveying visitors and monitoring hotel room purchases are methods for each posttest.