Las Vegas: Creating a Brand with Imc

1) The information about consumers that led the advertising agency to suggest a shift from product advertising to brand marketing is that when doing their market research they wanted to manage a consistent brand message across all audiences and all media. They wanted to not advertise the hotels and specific features of the city, but instead the experience and the emotions that visitors experience when they are in Las Vegas. The product advertising specifically targeted hotels, restaurants, and special events to visit while in Las Vegas. Brand marketing isn’t a specific attraction in Las Vegas, but instead is marketing an emotion, experience, or feeling one would have by visiting Las Vegas.

2) The characteristics of Las Vegas visitors that suggested that an integrated marketing communications campaign would be necessary is that Las Vegas visitors are many type of people. Men, woman, business and leisure travelers, people from other states or countries, make up the visitors to Las Vegas and with so many different people to market to the integrated marketing communications is perfect to carefully blend the promotion tools. Due to the diversity of the visitors to Las Vegas this meant that they used many different types of media in their travel decisions. Also the other segments that visited Las Vegas were multi-taskers and used multiple sources of information at the same time. This is how the agency knew that an integrated marketing communication campaign would be efficient.

3) In the “What Happens Here, Stays Here” campaign the promotional elements used by the Las Vegas Convention and Visitors Authority were advertising, with the commercial and media ads, personal selling, with the message of the ads being an emotion or feeling one is going to get, and direct marketing, they advertised using channels to target the direct audience they wanted to include.

4) The several new strategies Las Vegas might pursue as it continues its brand marketing activities could be...