Be the Office Hero — Las Vegas Tourism B2B
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.
From Concept and Promotions to Package Design
As CD Art Director I pulled legendary photographer Jim Fiscus to bring the idea to life, and fashioned our unsung Office Meeting Planners into real life heroes—crafting each cubical scene and average persona with iconic comic-book cues in color, posture, camera angle, and type—while my copy partner and I crafted each unique persona to feel authentic and relatable.
To drum-up excitement at trade-shows, I designed a set of trading-cards and randomly tucked a number of limited-edition animated lenticular cards into the card packs making them the most buzzed about coveted promotion at events. The print ads ran in Meeting Planner trade publications and in-flight magazines along with digital and out-of-home.
Credits + Contribution
+ Strategic Concept
+ Treatment
+ Design
+ Art Direction
+ Casting Direction
+ On-Set Direction
+ Package Design
+ Print Production
ECD: Randy Snow
ACD/Copywriter: Jason Luery
Photography x Set Production: Jim Fiscus
