Las Vegas x Madison Square Garden —The Challenge
Before Life is Beautiful and other popular Las Vegas music festivals, our destination/tourism client at R&R Partners needed a way to bring visitors to the city and drive ticket sales at the city’s numerous resort venues. At the time, the brand had established equity in adult escapism and everything over-the-top yet no modern precedent for music, let alone as a place to discover the latest bands. We needed a device that would quickly tell the full story of the destinations offering and position the brand for an all new generation of music lovers.
The Solution
To reach our audience our agency took over all the media in and around famed Madison Square Garden in New York City as well as other concert arena venues. I understood the need single-minded approach, along with a visuals that would not only encourage continued engagement as people walked, but a design system that could scale for varied executions and placements. My partner and I came up with multiple visual stories cueing music and pop-culture with no two executions alike. I designed the simple pink and black play and "play louder" construct, simple monotone illustrations to be seen across the vast arena space.
Role
+ Brand Strategy
+ Visual Identity
+ Design
+ Campaign Art Direction
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.
