Get ready for ‘HyperVegas,’ the next phase in Las Vegas marketing

The next iteration of how R&R Partners will market Las Vegas as a tourism destination under its $15.5 million annual advertising and marketing contract with the Las Vegas Convention and Visitors Authority has arrived.

It even has its own name: HyperVegas.

Members of the R&R team shared concepts of the plan with the LVCVA board last month and produced a website, Mission2020.vegas, to explain how “the travel universe has changed” and what the 70-plus R&R team members dedicated to the Las Vegas account plan to do about it.

And if you’re wondering what will happen to those funny “What happens here, stays here” television ads, don’t despair — they’re still going to be a part of the plan.

HyperVegas refers to the rapid pace at which people consume media content on their mobile devices and how Las Vegas needs to be prepared to react with each news story, tweet and post directed at those considering a Las Vegas experience. It also references how rapidly Las Vegas and its attractions can and will change over the next three years.

While initially promoted as a look at R&R’s upcoming marketing strategy, the explanation of the plan evolved into how Las Vegas is going to be different with major-league sports and new convention facilities in the mix.

Las Vegas already has seen more transformations in the past two decades than most communities see in a century.

Las Vegas’ reinvention

Since the early 1990s, Las Vegas has moved from a casino-centric destination to themed integrated resorts with convention and meeting facilities to entertainment capital to dining wonderland to spa central to a home base for outdoor adventure. It tried and failed at being a family destination, circled back to adult-centered attractions and now sees before it an opportunity to become the place to go for only-in-Vegas experiences (shooting machine guns from helicopters?), major-league hockey, football, NASCAR and esports with boxing and mixed martial arts. All within a background of a growing number of hotel rooms that it will be the LVCVA’s responsibility to help fill.

“We know that three years from now, our community isn’t going to look the same,” LVCVA President and CEO Rossi Ralenkotter told the board before introducing the R&R team.

“We challenged our teams here at the LVCVA to really think ahead. What’s happening in the destination? What’s being built? We’ll have a lot of new meeting space, convention space, T-Mobile and the hockey team will be going, the Raiders are coming into town, and you’re seeing more and more things being proposed every single day so here we are again reinventing the destination.”

While there are those who say Las Vegas doesn’t have to advertise and everybody already knows what it is, Ralenkotter contends that the competition is stiff and consumers always need a nudge to consider coming here.

“Las Vegas, no matter what anyone says, does not sell itself,” he said. “You cannot expect people to come here every year without giving them the information and the knowledge to understand what this destination is all about.”

Key takeaways

Some key takeaways in R&R’s HyperVegas strategy:

Adult freedom is still the key. R&R based its “What happens here, stays here” campaign on people’s desire to experience freedom and indulgence in Las Vegas. That will be a continuing theme.

Deliver the message inexpensively through social media. R&R’s research found that people spend six hours a day on digital and social channels. It therefore makes sense to reach people through that means.

“To effectively reach our segments, we’re going to behave more like an entertainment and lifestyle publisher of content, similar to Buzzfeed or Refinery29. That means curating peers that our audiences trust and creating or inventing dynamic work with those influencers who can authentically advocate on our behalf,” R&R’s HyperVegas site says.

Move TV ads to late night. To reach a younger hip audience, television spots will run with “Saturday Night Live” and “Jimmy Kimmel Live” instead of with morning news shows.

Show off with some cool high tech. R&R is creating a virtual-reality experience that can be viewed through 3-D goggles to be taken on LVCVA road trips and buyer meetings. They’ll immerse people in a Las Vegas experience without being here.

Focus on “bleisure” travelers. There will be an added emphasis on business people, those attending conventions and conferences, to encourage them to add time before or after their meetings and to bring a companion to experience the fun of Las Vegas with them.

Show international visitors the whole picture. The agency will create content that will move beyond the Strip, showcasing Boulder City, Laughlin and Mesquite as well as downtown Las Vegas.

China, of course. With 100 million Chinese expected to be traveling abroad by 2020, the LVCVA will work with its overseas partners to produce content that will resonate with Chinese travelers, the same way they did with visitors from Mexico, Canada and the United Kingdom.

Be nimble. One of the advantages to digital-based marketing is that it can maneuver quickly if something doesn’t pan out the way it was expected. The LVCVA was able to divert campaigns when hurricanes battered Houston and the East Coast when people were more worried about their surroundings than making a trip out of town. R&R also expects to change strategies on the fly if a specific aspect of a campaign isn’t working or achieving anticipated results.

More “What happens here, stays here.” The ads have won awards. They’ve been copied and mimicked. Their themes produce a good laugh. Why not? A new batch is on the way.

Contact Richard N. Velotta at rvelotta@reviewjournal.com or 702-477-3893. Follow @RickVelotta on Twitter.

ad-high_impact_4
Local
Underground home was built as Cold War-era hideaway
The underground house at 3970 Spencer Street is one of the valley’s most unusual homes built 26 feet underground in 1978 by Girard “Jerry” B. Henderson, who, planned to survive the end of the world there.
Lip Smacking Foodie Tours takes you where the locals go
Donald Contursi talks about Lip Smacking Foodie Tours, which offers walking tours of restaurants on and off Las Vegas Boulevard with food samples and tidbits of history about the places they visit.
Bump stock manufacturers under fire
The Justice Department said last month that it had started the process to amend federal firearms regulations to clarify that federal law defines bump stocks as machine guns.
Art Bell’s Top 10 Shows
A selection of radio host Art Bell’s most popular shows.
Longtime Las Vegas attorney John Momot dies at age 74
Criminal defense attorney John Momot, who represented mob figures and even played himself in the movie “Casino,” has died.
David Copperfield in court after man injured during magic trick
The attorney for a British man who is suing illusionist David Copperfield said his client suffered serious injuries after being called on stage during Copperfield's show at MGM Grand.
5 things connecting Las Vegas and Marilyn Monroe
1. Marilyn Monroe, known then as Norma Jeane, obtained her first divorce in Las Vegas at the age of 20 on September 13, 1946. 2. According to some biographers, Monroe lived at 604 S. 3rd Street for four months during the summer of 1946. The house has since been torn down and is now the site of a parking lot. 3. In 1954, Monroe almost married Joe DiMaggio in Las Vegas but the wedding was called off last minute. The wedding was to be held at the Hotel El Rancho Vegas which was located on the southwest corner of Sahara Avenue and Las Vegas Boulevard. 4. Las Vegas has at least one road dedicated to the star. Marilyn Monroe Avenue is located in east Las Vegas and intersects with Betty Davis Street and Cary Grant Court. 5. There are currently more than 20 Marilyn Monroe impersonators for hire in the Las Vegas Valley.
Sir Richard Branson announces purchase of Hard Rock Hotel
Sir Richard Branson, founder of the Virgin Group, has acquired the Hard Rock Hotel with partners and plans to turn it into a Virgin-branded property by the end of 2019.
3 Centennial High School students killed in Calif. crash (Full)
Three Centennial High School students were killed Thursday morning in Southern California when their vehicle was struck by a suspected drunken driver while they were enjoying their spring break, according to a family member of one of the victims.
Retail Restroom Sexual Assault Suspect
Las Vegas police are asking for help finding a man they said groped a woman in a south Las Vegas Valley restroom. (Las Vegas Metropolitan Police Department)
Calvary Christian Learning Academy, “There was no fair warning.”
Samantha O’Brien, whose three-year-old daughter attended the Calvary Christian Learning Academy daycare, found out Monday night when her daughter’s teacher called about the school closing.
Mojave Max at Springs Preserve
File footage of Mojave Max at Springs Preserve. (Springs Preserve)
Companies bet their futures on cryptocurrency
Two Las Vegas entrepreneurs talk about finding their niche in blockchain enabled technologies and digital currency.
Solar panels reduce energy bill for CCSD
Wilbur and Theresa Faiss Middle School is one of 42 CCSD schools with solar panel installations, saving approximately $514,000 per year in energy costs.
Red carpet at MGM for Dan Reynolds Believer screening
Kats on the red carpet for the VIP screening of "Believer," the documentary by Imagine Dragons frontman Dan Reynolds about how the Mormon Church treats its LGBTQ members.
Driver dies in single-vehicle crash
One person is dead after an early Wednesday morning crash in the northwest valley. The single-vehicle crash was called in about 1:35 a.m. on Jones Boulevard just north of Deer Springs Way, according to Metropolitan Police Department Sgt. Robert Stauffer. The driver, who was the only person inside the vehicle, died at the scene.
Uber Health to Improve Patient Ride-Hailing Services
Uber Health to Improve Patient Ride-Hailing Services On Thursday, Uber launched its Uber Health platform for healthcare providers. Medical facilities, rehab centers, clinics and hospitals can book rides for patients from a centralized dashboard – no app required. According to Techcrunch, Uber Health general manager Chris Weber noted some 3.6 million Americans miss appointments due to lack access to reliable transportation. Uber’s endeavors into health care trace back to 2014, when Uber first offered on-demand flu shots in large markets across the U.S. Since then there have been similar efforts throughout the world, from diabetes and thyroid testing in India, to subsidized rides for breast cancer screening in the U.S., to many more. Last summer, over 100 healthcare organizations joined the platform during a private beta. (Las Vegas Review-Journal)
Las Vegas firefighters put out blaze along Bonanza Road
Las Vegas firefighters put out a blaze that burned for about 15 minutes Feb. 20, 2018, along Bonanza Road, across from the Las Vegas Review-Journal. (Jeff Mosier/Las Vegas Review-Journal)
Business
Small businesses struggle to find qualified candidates
A 2018 survey found that over two-thirds of small businesses in Nevada find it somewhat to very difficult to recruit qualified candidates. Bailey Schulz/Las Vegas Review-Journal
Nevada secretary of state website offers little protection against fraudulent business filings
Property developer Andy Pham tells how control of his business was easily seized by another person using the secretary of state website.
Caesars may be going solo in its marijuana policy
Several Southern Nevada casino companies aren’t following Caesars Entertainment’s lead on marijuana testing.
How much is the Lucky Dragon worth?
Less than a year-and-a-half after it opened, the Lucky Dragon was in bankruptcy.
Gyms and discount stores take over empty retail spaces
Grocery stores used to draw people to shopping centers. But many large retail spaces have been vacant since 2008. Discount stores like goodwill and gyms like EOS Fitness are filling those empty spaces, and helping to draw shoppers back in. K.M. Cannon/Las Vegas Review-Journal
Funding source of Las Vegas stadium for the Raiders is sound, expert says
The stadium is funded in part by $750 million of room taxes, the biggest such tax subsidy ever for a professional sports stadium. Robert Lang, executive director of Brookings Mountain West and The Lincy Institute at UNLV, says that is a good use of public funds. (Richard Velotta/Las Vegas Review-Journal)
Las Vegas needs light rail, expert says
Robert Lang, executive director of Brookings Mountain West and the Lincy Institute said he is afraid of a "congestion mobility crisis." Las Vegas needs a light rail system, he said, to accommodate the city's growing number of attractions. (Richard Velotta/Las Vegas Review-Journal)
Three takeaways from Wynn Resorts' Earnings Call
Matt Maddox came out swinging in his first earnings conference call as Wynn Resorts chief executive officer, boasting of record Las Vegas quarterly revenues and applicants lining up for work.
Star Wars VR Comes to Las Vegas
Sneak peak at the new "Star Wars: Secrets of the Empire" VR experience at the Grand Canal Shoppes.
Elaine Wynn continues her fight to change Wynn Resorts board
Elaine Wynn, the largest shareholder of Wynn Resorts Ltd., is seeking to kick a friend of her ex-husband Steve Wynn off the company’s board of directors. (Todd Prince/Las Vegas Review-Journal)
Zillow is getting into house flipping in Las Vegas
Las Vegas Review-Journal real estate reporter Eli Segall says flipping houses has waned in popularity after the housing bubble burst.
Ellis Island Buys Mt. Charleston Lodge
Ellis Island, which operates a casino, brewery and hotel just off the Strip, purchased the Mt. Charleston Lodge in early April.
Casinos to be penalized for allowing drug-impaired customers to gamble
Nevada Gaming Commission Chairman Tony Alamo talks about an amendment making casinos subject to the same disciplinary standards of preventing people to gamble if impaired by drugs as they are for letting them play while intoxicated by alcohol.
Terrible Herbst to open large travel center in Southern Nevada
The 50,000-square-foot commercial travel center will include 96 fuel pumps and the third White Castle restaurant in Southern Nevada. Wade Tyler Millward reports.
Art Bell’s Top 10 Shows
A selection of radio host Art Bell’s most popular shows.
Hooters owner talks about room upgrades at his hotel-casino
George Ruff, founder and senior principal of Trinity Hotel Investors L.L.C., owner of Hooters Hotel and Casino in Las Vegas, talks about recent room upgrades at the hotel. K.M. Cannon/Las Vegas Review-Journal
Passengers Discuss Allegiant Air
Allegiant Air passengers voice their views on the airline at McCarran International Airport on April 16, 2018. (Bailey Schulz/Las Vegas Review-Journal)
Longtime Las Vegas attorney John Momot dies at age 74
Criminal defense attorney John Momot, who represented mob figures and even played himself in the movie “Casino,” has died.
Trump Slams Amazon for Not Paying Enough in Taxes
Trump Slams Amazon for Not Paying Enough in Taxes Trump tweeted his concerns about the company on Thursday. This isn't the first time Trump commented on the issues via Twitter. August 2017 December 2017 Amazon did hold back on paying state taxes in 1995, but the company has been routinely collecting state sales taxes since then. In 2016, the company's report from the Securities and Exchange Commission confirmed it paid $412 million in taxes.
David Copperfield in court after man injured during magic trick
The attorney for a British man who is suing illusionist David Copperfield said his client suffered serious injuries after being called on stage during Copperfield's show at MGM Grand.
eyecandylab CEO shows augmented reality during NAB
Robin Sho Moser, CEO and co-founder of eyecandylab gives an augmented reality demonstration at his booth during the National Association of Broadcaster Show at the Las Vegas Convention Center. K.M. Cannon/Las Vegas Review-Journal
Trends in access to capital for local black business owners
Denette Braud, owner of Braud’s Funnel Cake Cafe, talks about what owning her own business means to her.
Sir Richard Branson announces purchase of Hard Rock Hotel
Sir Richard Branson, founder of the Virgin Group, has acquired the Hard Rock Hotel with partners and plans to turn it into a Virgin-branded property by the end of 2019.
Calvary Christian Learning Academy, “There was no fair warning.”
Samantha O’Brien, whose three-year-old daughter attended the Calvary Christian Learning Academy daycare, found out Monday night when her daughter’s teacher called about the school closing.
Adobe unveils #HackTheBracket application for March Madness
Adobe unveiled their #HackTheBracket application at the Adobe Summit trade show at Sands Expo. People can use data from Adobe Analytics to make their bracket for March Madness. K.M. Cannon/Las Vegas Review-Journal
Adidas Signs Yankees' Star Aaron Judge
Adidas Signs New York Yankees Star Aaron Judge The slugger is set to don a new set of stripes this season after signing with the apparel company. Aaron Judge Terms of the deal were not disclosed. The deal includes branding on his batting gloves and wristbands. Judge, the AL's reigning Rookie of the Year, was previously under contract with Under Armour since 2014. Judge won the American League Rookie of the Year award last season after setting an MLB record for most homers in a rookie season (52).
Esports athletes are sponsored, too
Meet Red Bull-sponsored professional esports player Daryl S. Lewis, better known by his in-game name Snake Eyez. Nicole Raz Las Vegas Review-Journal.
Bettor Investments turned into a bad bet
Bettor Investments formerly operated a Nevada-licensed entity betting operation. The company promised “conservative growth, profits and stability for our investors.” Matt Stuart, who ran the fund, shut it down in late 2016 and never made good on an agreement with shareholders.
Starbucks Will Give You $10 Million for a Better Cup Design
Starbucks Will Give You $10 Million for a Better Cup Design Get your thinking caps on because the company is looking for a new cup that's easier to recycle. The $10 million grant challenge sees Starbucks partnering with investor group Closed Loop Partners for the project. According to CNN Money, Aside from the new cup design challenge, Starbucks stated it will test a cup with an inner lining made from plant fibers to prevent hot liquid from leaking. Will you join the challenge for #Bettercups?
Las Vegas bartenders who worked the Route 91 Harvest Music Festival question what they were paid
Reneé Black, left, and her husband Griffin Black talk to the Review-Journal at their home in Las Vegas, Tuesday, March 6, 2018. Reneé was a bartender at Route 91, and Griffin was a bar back. They were hired as independent contractors, but received forms months later indicating they were employees. They also were never paid their last day of tips. Nicole Raz/Las Vegas Review-Journal.
TOP NEWS
News Headlines
Events
Home Front Page Footer Listing
Circular
You May Like

You May Like