A concert experience turned-up louder.
Before Life is Beautiful and other music festivals the Las Vegas Convention and Visitors Authority simply wanted to sell more tickets at the cites numerous venues so our team at R&R Partners positioned the city as a concert destination. To reach would-be concert goers and live music lovers, we took-over of ALL the media in and around the concert mecca of Madison Square Garden New York City and other venues—creating a scaleable multimedia campaign that blanketed the entire space with a loud and clear message and numerous visual-stories with no-two executions alike to continually engage as people walked around the arena.
Driving Traffic, Ticket Sales and Tourism
The effort drove audiences to visitlasvegas.com where they could plan a trip around a concert and select nearby activities unlike any other destination. Our team complied the first comprehensive database enabling search of events, restaurants and night clubs by proximity, so upon selecting a concert users were prompted to "Play Louder" by pairing the event with nearby dining and coveted Vegas afterparties, fulfilling the brand promise in Only Vegas style.
Credits + Contribution
Design and Campaign System
Creative Lead/Art Director
Conceptual Platform
Visual Stories and Concepts
Tagline and Naming​​​​​​​
ECD: Daniel Russ
CD: Arnie DiGeorge
Copywriter: Christian Durrett
Illustrator: Katie Kirk
Digital Dev: Critical Mass