The Challenge
Before Life is Beautiful and other Las Vegas concert festivals the agency R&R Partners tourism client simply wanted to drive concert ticket sales at numerous venues in the city. At the time, the Las Vegas brand had little awareness among younger demographics as a place to see the latest bands, so we needed a device that not only would align with the brands established position of adult escapism and define the offering, but connect with an all new generation of music lovers and concert goers.
The Solution
To reach our audience, our team took-over all the media in and around Madison Square Garden in New York City and other concert venues. Understanding the need for a single-minded approach and a design system that could scale, I designed the campaign platform and system with no two visual solutions alike, providing continued surprise and delight for our captive arena audience. With each unique visual story cueing music and/or pop-culture, the pop-of-pink duotone color palette made the ads visually bold in the vast, darkened arena.
Along with the multiple back-lit duratrans and digital billboards, the entire out-of-home experience included digital video, turn-style wraps, floor-clings, stanchion covers, print and digital banners—all driving audiences to www.visitlasvegas.com where users could see a list of shows by listed artist and venue, purchase tickets, and plan their itinerary around the event.
Driving Traffic, Ticket Sales and Tourism
Along with our digital partner, our team complied the very first comprehensive database of the many Las Vegas hotels, theaters, arenas, restaurants and night clubs. Now, with the ability to filter by proximity, upon purchasing tickets online, users would be prompted to "Play Louder" by also booking nearby dining and coveted afterparties near the show.
+ Concept x Creative Team Art Director
+ Campaign Designer
+ Digital Partner Team Lead, Creative Direction
+ Digital Billboard Storyboard x Motion Creative Director
Recognized by Lürzer's Archive
