The Challenge
Our agencies destination/tourism client needed a way to drive concert ticket sales at the cities numerous resort venues. At the time, the Las Vegas brand had no modern relevance as a place to see the latest bands. So, we needed a device that not only would tell the story of the destinations offering and connected with an all new generation of music lovers, but also supported the brands established position in escapism.
Role
+ Creative Team Conceptual Art Director
+ Campaign Designer
+ Digital Team Lead x Creative/Design
+ Motion/Video Creative Lead
The Solution
To reach our audience, our team at R&R Partners took-over all the media at Madison Square Garden in New York City and along with other music arena venues. Understanding the need single-minded approach and a design system that could scale for varied executions and placements, my creative team and I came up with visual solutions that encourage continued engagement as people walked around the arena.
We developed multiple visual stories cueing music and pop-culture with no two executions alike, and I designed the visual device and monotone color palette so the media would visually pop in the dark, vast arena environment.
Driving traffic, ticket sales and tourism
Our digital team complied the very first comprehensive database of Las Vegas events, restaurants and night clubs that could be filtered by proximity. The entire effort drove audiences to visitlasvegas.com where they could plan and book a trip around a concert. Upon purchasing tickets on the website, users would be prompted to "Play Louder" by also booking nearby dining and coveted afterparties.
