Summer in Las Vegas is hot and dry, and the room vacancies often times reflect that. But from the day parties to the night clubs, and all the food, shopping, and entertainment in between, in many ways summer is the greatest season to be in Vegas. It just needed a hook. Thus Vegas Season was born.
This fully integrated campaign spanned TV, digital, social, radio, out of home, you name it. For three months we spread the word loud and clear, including a one-day activation featuring 100 carolers who brought the spirit of the season to locations across Chicago.
Along with getting people on the streets in the mood forLas Vegas, this activation also included a series of scheduled appearances on local news programs and at Wrigley Field, all of which made Vegas Season a lead story.
Followers on social were invited to help define the season by creating "Naughty or Nice" themed trips – part of an online sweepstakes that rewarded Las Vegas fans with two Naughty or Nice getaways to take part in Vegas Season.
What once was termed "the off season" became the most wonderful time of year to be in Las Vegas.
Wanting to ensure everyone would be prepared for the season, we included Vegas Season drink recipes on Vine, offered wardrobe suggestions on Pinterest, summer playlists on Spotify, and an interactive digital catalog where people could interact with the sights of the season.