Vegas.com, Sin City’s trip-planning Web site destination, is set to launch a new multichannel campaign this week called “The Vegas Experts.”
The campaign aims to depict Vegas.com employees looking for the best hotels and entertainment in Las Vegas. Three 30-second spots, directed by Vegas-based Stella Productions, debut on television and online this week. In addition, backstage footage will be posted on the site and artwork inspired by this campaign will be featured in e-mails and search ads. The company invested $20 million in a national cable buy.
“We’ve done TV for a couple of years and have found that it is a great way to reach a wider audience,” said Bryan Allison, VP of marketing for Vegas.com. “It reinforces our online message and gives us credibility. It lets people know that Vegas.com is a real brand.”
While they haven’t done any exact measurements, in the past Vegas.com has seen an increase in traffic around the times that TV ads have run.
The spots feature popular Las Vegas celebrities, as well as performers from many Vegas shows.
Allison said the ads target anyone, from teens to retirees, interested in coming to Vegas. The main site demographic is 35 to 55-year-olds. The call-to-action is to visit the Vegas.com site, where people planning trips can research shows, golf courses, hotels, flights and restaurants, and book them all through one shopping cart.
“There are 130,000 hotel rooms,” Allison said. “It’s not just about the Palms and the Hard Rock and the big nightclubs. People of all ages come to Las Vegas.”
