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 and define the retail offering, but connect with an all new generation of music lovers and concert goers, which is lot of info to get into an ad!
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 stand out in the vast and darkened arena environment.
Along with the many back-lit duratrans and digital billboards shown here, the entire out-of-home experience included OOH digital video, turn-style wraps, floor-clings, stanchion covers, print and digital banners—all driving audiences to www.visitlasvegas.com where users could review a list of shows by artist and venue, buy tickets, and plan their trip itinerary around the event.
Role
+ Creative Team Conceptual Art Director
+ Campaign Designer
+ Digital Team Lead x Creative/Design
+ Motion/Video Creative Lead
Driving traffic, ticket sales and tourism
Our team along with our digital partner Critical Mass 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 Vegas afterparties near the show.
