r o b i n • art direction x design - Las Vegas Convention and Visitors Authority

Be The Office Hero

With hundreds of thousands of feet of convention and meeting space to fill in Las Vegas, the challenge was to position the city as a business resource without compromising the brands renowned equity as a leisure destination.

To solve for this, our team at R&R Partners decided to speak directly to the decision makers, The Meeting Planner. Data told us meeting planners never get praise for a successful meeting or job well done and often just field complaints, we found the way-in while remaining true to the brand—neither suggesting, nor denying your business cohort may show up at the meeting hung-over.

No matter, the office mates will certainly celebrate you for not choosing to send them to Des Moines. You may even become an office legend.

Connecting with Audiences

I pulled legendary photographer Jim Fiscus to help us bring the idea to life, and fashioned our Office Meeting Planners as real life heroes—crafting each cubical scene and persona with iconic comic-book cues and unique personas that feel authentic and relatable.

To reach our audience, our team at R&R Partners ran the print ads in Meeting Planner trade pubs and in-flight magazines along with digital and out-of-home. We also created a set of trading-cards, randomly placing a limited-edition animated lenticular card into the packs making them buzz worthy and coveted at events and trade-shows.