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Las Vegas StripAdvertising Plan Gaston Douglas
Table of Contents • Background • Current Situation• Current Situation Overview• Advertising Objectives• Overall Advertising/Creative Strategy • Media Plan• Budget• Commercial• Summary
Background
Background• Vegas Strip began in 1960• By 1990, new business owners and hotels• Elves Presley apart of Strip’s legacy• Located in Las Vegas, NV• #1 Attraction
Current Situation
Current Target MarketPrimary Target: Leisure Travelers• Take break from life• Price sensitive and brand switchers• Enjoy staying in nice hotels/resorts, tourist attractions,
and tours• Top sources for travel: food, hotel stay,
theater/amusement, and relaxation (US Travel)
Current Target Market Cont.Secondary Target: Business Travelers• Trips are for work/business• Loyal to hotel companies; highly participate in loyalty
programs• Hotels amenities are extremely important
Las Vegas Convention and Visitor Authority (LVCVA) statistics display over 50% of visitors are US residents; specifically from California.
Current Marketing MixProduct/Destination Attraction• 4.2 miles long• Majority of business are casinos• 62,000 hotel rooms• 3 of the world’s largest convention centers
Current Marketing Mix Cont.Price• Average hotel one-night cost range: $50-300 per person• Average meal $25 per person and restaurant meals are
double• Total average trip cost: $1,250
source: LVCVA Visitor Report
Current Marketing Mix Cont.Promotion• Vegas promoted as Premier Trade Show destination• Online and Print media• Social Media and Targeted Email messaging
source: LVCVA Visitor Report
Current Marketing Mix Cont.Distribution• Experiencing Vegas Strip available by physically visiting
or virtual tour at Vegas.com
Current Situation Overview
Overview• Current situation display a somewhat favorable market
position. • current target market growing weak. • My advertisingn plan helps overcome the weakness.
Advertising Objectives
Advertising Objectives• Within three months, communicate the existence of the
Vegas Strip to the 1.7 billion growing market of leisure travelers
• Motivate 80,000 Millennial and 25,000 Generation Xers to go on Vegas’ website for a virtual tour of the Vegas Strip or visit the Vegas Strip for at least one weekend.
source: US Travel and CNN Money
Overall Advertising & CreativeStrategy
Advertising/Creative Strategy
Millennial Leisure Traveler • Born between 1980-2000• 81 million population• Located mostly in DC & Utah• Enjoy convenient and
personalized vacation• Online main booking avenue
source: US Census/US Travel
Generation X Leisure Traveler• Born between 1960-82• 60 million population• Located mostly in DC &
Georgia• Enjoy family friendly
vacations and once-in-a-lifetime experience• Book travel onlinesource: US Census/US Travel
Advertising/Creative Strategy Cont.
Destination Concept: Position Strategy• Like c/s, market Vegas Strip as separate attraction• Create all-inclusive vacation destination perception• Slogan: “What happens on the Vegas Strip?
Everything!”• IMC will highlight top traveling activities
Advertising/Creative Strategy Cont.
Creative Strategy• Unlike c/s promotion, advertise on TV and billboards• TV Show: “Black-ish”; 11.9 million viewers btw ages 18-
49• Billboards: San Jose, CA US-95 S; roads leads to LV, NV
and majority of visitors commute by car from California
source: Neilson, LVCVA Visitor Report
Media Plan
2016
May June July
WEEK 1 2 3 4 1 2 3 4 1 2 3 4TV Commercial: Black-ish
Every Wednesday night @ 9:30p (30
seconds)
San Jose, CA Billboards
Budget
Medium Ads Purchased Rate Total
Black-ish TV Commercial
330 second commercial
$155,928 cost per commercial @ 9:30pm
(3 x 155,928) $467,784
San Jose, CA Billboard8
14x48 Billboards
$24,580cost space per month
(8 x 24,580) $196,640
Miscellaneous 15% of total
[(196,640 + 467,784) x 15%]$99,664
total $764,088
Billboard AD &Commercial
Summary
SummaryMy plan will• Sustain and increase leisure visitors within Millennial
generation• Improve brand image with “What happens on the Vegas
Strip? Everything!” campaign• Increase revenue by the increase in visitors
Using Inquiry and Sales Posttests, attention-getting value and sales can be measure to determine the effectiveness of the campaign. Surveying visitors and monitoring hotel room purchases are methods for each posttest.