Be the Office Hero.
With brand like Las Vegas, the challenge was to position their B2B convention offerings for general meetings, while not undermining the brands equity as a leisure destination.
With insights and a smart media-buy aimed at meeting planners, I uncovered the way to communicate both the unique offering as well as benefit and remains true to the leisure brand. Neither suggesting, nor denying, the team may show up hung-over, I designed the campaign to make the often forgotten meeting planner the hero.
The ads ran in magazine, trade-shows, and out-of-home. The card-packs came with a limited-edition animated lenticular card, making them a hit at trade-shows.