The Challenge
Before Life is Beautiful and other famed Vegas concert festivals the tourism client simply wanted to increase ticket sales at the cities numerous concert venues. At the time, Vegas was not known among younger demographics as a place to see the hottest bands. We needed a way-in that would not only align with the established brand position, but also connect with a new generation of concert goers.
To reach our audience, the creative agency R&R Partners took-over ALL the media in and around Madison Square Garden in New York City along with other concert venues. As art director, I knew we needed a platform with the kind of legs to tell the story in such context, along with visual system that would not only grab eyeballs, but scale across media and continue to deliver surprise and delight.
The Solution
Since our audience was already at a show, my parter and created a campaign platform the quickly indicated the offering, and I designed a visual system allowing for each placement to be unique and arresting in the dark and cluttered arena space.
With numerous media placements, the entire out-of-home experience included video, turn-style wraps, floor-clings, stanchion covers, print and digital banners, posters and more — all driving audiences to www.visitlasvegas.com where users could find upcoming shows, purchase tickets, and plan their Las Vegas itinerary around a concert.
Driving Traffic, Ticket Sales and Tourism
Our team complied the very first comprehensive database of the many Las Vegas hotels, theaters, arenas, restaurants and night clubs. Now with the previously unprecedented ability to filter by proximity, users were prompted to "Play Louder" when purchasing tickets by booking dining near the show, along with coveted access to afterparties.
+ Creative Strategy, Concepts, and Naming
+ Creative Team Lead, Art Director
+ Visual Systems Designer
+ Digital Team Lead, Creative Direction
+ Digital Billboard Video x Motion Creative Director
Illustrations: Katie Kirk
Logo Design: Rany Heil
