Las Vegas is always a good place filled with excess and mirth, but these days it is doing a bit better than usual, and Sin City has digital advertising to thank for that! This is largely in part to a campaign that the city did which advertised the fact that the city has a burgeoning EDM (electronic dance music) scene in its clubs, which bring in famous DJs from all over the world. They used the music streaming app Pandora in order to advertise this fact, targeting seven major cities from which people often fly to Las Vegas for a vacation. “Music is one of our most prominent verticals when we come to promoting the entire destination,” explained Carolyn Coyle, who is the Vice President of Strategy at the LVCVA (Las Vegas Convention and Visitors Authority), about why they decided to do such a music centered campaign.
Not only did they put audio ads on Pandora, but they also created a branded radio station which featured EDM music from artists who frequently play the Las Vegas scene. Both the ads and the radio station had links to the Las Vegas tourism website. The campaign was a hit. It allegedly created an overall 6% increase in travel to Glitter Gulch, bringing in more than 150,000 new travelers, experts estimate. Based on how much the average person spends on a visit to Vegas, experts believe that this created a $110 million increase in revenue overall for the city.
This is a great example of an ad initiative which took into mind a clear goal, targeted ads very directly and achieved some great success. What initiative do you have that could use a more focused approach? Perhaps you can take a clue from Las Vegas – just don’t stay gambling all night long.
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