Driving Tourism,Traffic, and Ticket Sales
Before Life is Beautiful and other famed Las Vegas concert festivals, the tourism client simply wanted to increase ticket sales at the cities numerous venues. At the time, Vegas was not widely known among younger demographics as a place to see the hottest bands. We needed a way-in that would not only align with the brand position, but also connect with a new generation of concert goers.
To reach our audience, the creative agency R&R Partners took-over ALL the media in and around Madison Square Garden in New York City along with other concert venues. As art director, I knew we needed a platform with the kind of legs to tell the story in such context, along with visual system that would not only grab eyeballs, but scale across media, and most importantly, continue to surprise and delight as people moved around the arena.
The Solution
Our team created a campaign platform, indicating an offering bold and clear, ever so gently playing-off the placement without insulting our music arena media host at Madison Square Garden. I designed a visual system, focusing on each placement being unique and standing-out with a quick read in the dark space.
The entire out-of-home experience included video, turn-style wraps, floor-clings, stanchion covers, print and digital banners, posters and more—all driving audiences to www.visitlasvegas.com where users could search upcoming shows, purchase tickets, and plan their Vegas itinerary around a concert.
On the web, our team complied the very first comprehensive database of the many Las Vegas hotels, venues, restaurants, and night clubs. With the unprecedented ability to filter by proximity, users were prompted to "Play Louder" when purchasing tickets by making dining reservations and coveted access to afterparties and nightlife passes near the show.
+ Creative Team Lead, Art Director
+ Visual Designer
+ Creative Strategy and Development (Concepts, Copy, Naming)
+ Digital and Production Team Lead, Creative Direction
+ Digital Billboard Video x Motion Creative Director
Illustrations: Katie Kirk
Logo Design: Rany Heil
