vegas b2B

In a city that is known for escapism, our challenge was to position Las Vegas as the leading resource for meetings and conventions while not undermining the brands equity as a leisure destination.

We needed to speak directly to the decision makers — The Meeting Planner — a target who is accustomed to fielding complaints and rarely receives praise. With this insight, along with the brands equity,  established the unique benefit without directly suggesting debauchery or hungover meetings.
All great heroes have a trading-card so we distributed the packs at trade shows and meeting planner conventions.

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