The client wanted to brand Las Vegas as a music destination and we gave them a reason why a concert is better there. The team developed the message and I designed the campaign to provide for numerous unique executions that took-over all the media in and around Madison Square Garden in New York City, with the intention of continually engaging people as the move around the arena.
The ads drove people to were upon purchasing concert tickets where prompted to "Play Louder" by pairing the event with nearby dining and nightlife. The one of the first comprehensive databases connecting the cities many resorts with events and dinning options by proximity was developed in part of the project.

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