vegas business

Boasting world-class convention facilities, our challenge was to position Las Vegas as the top place to hold a business meeting while not undermining the brands equity as a leisure destination.

We decided to speak directly to the decision makers — The Meeting Planner. Insight informed us this target rarely receives praise and is more accustomed to fielding complaints. The solution was to provide them what no other meeting destination could offer — an opportunity to finally be the Office Hero. The meeting planner hero trading card packs (below) were distributed at trade shows and conventions.
I brought in photographer Jim Fiscus to bring the everyday heroes to life. Together, we developed the characters and everything was done in camera. 

Other Projects