The Challenge
Before Life is Beautiful and other Las Vegas concert festivals the agencies 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 campaign that would not only connect with an all new generation of music lovers and concert goers, but also align with the established brand position.
The Solution
The agency R&R Partners took-over all the media in and around Madison Square Garden in New York City and other concert venues to reach our audience and I designed the campaign platform and visual system that would stand out in the arena and allow us to scale across varied platforms and placements, while each unique execution delivered on-going surprise and delight for our captive audience.
With numberous digital billboards and back-lit duratrans, the entire out-of-home experience included video, turn-style wraps, floor-clings, stanchion covers, print and digital banners—all driving audiences to www.visitlasvegas.com where users could search upcoming shows, purchase tickets, and plan their Vegas itinerary around a concert.
Driving Traffic, Ticket Sales and Tourism
With our digital partner, our team complied the very first comprehensive database of the many Las Vegas hotels, theaters, arenas, restaurants and night clubs. With the previously unprecedented ability to filter by proximity, upon purchasing tickets online users would be prompted to "Play Louder" by also booking nearby dining and access to coveted afterparties around 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
