The client wanted to brand Vegas a music destination and we gave them a reason why a concert is better there. To reach our audience, the team secured all the media in and around Madison Square Garden. My partner and I came up with a singular message and I designed the campaign providing numerous unique executions that filled the space entirely and engaged as people moved around the arena.
The campaign drove people to visitilasvegas.com were they could purchase concert tickets and then prompted to "Play Louder" by pairing the event with nearby dining and nightlife options in only Vegas style, supporting the USP. The team developed comprehensive database connecting the cities many resorts with events and dinning options by proximity.