Upload
critical-mass
View
103
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Viva Las Vegas! Learn how Critical Mass and R&R Partners employed a 360 Degree Customer Experience strategy to drive travel to Las Vegas during these troubled economic times.
Citation preview
© 2008 Critical Mass, Inc. All Rights Reserved
Viva Las Vegas!October 27,2009
Forrester Consumer Forum 2009
The Challenge
© 2009 Critical Mass, Inc. All Rights Reserved
3
The Overall Challenge
Sentiment towards the economy remains flat and relatively negative.
Consumers are worried about potential job loss.
The U.S. travel landscape continues a downward trend.
Source: LVCVA, Hearts + Mind
© 2009 Critical Mass, Inc. All Rights Reserved
4
Even the smallest downturn in the economy can mean
millions of dollars lost per day.
Leisure tripsForecast to be down 2.5% in 2009
Hotel occupancyIn Vegas down 6.2 points
Business travelForecast to be down 5.8%
Air capacity flat
Average daily rateFor Vegas hotels down over 25%
*August 2009 TTD
The Business Challenges
© 2009 Critical Mass, Inc. All Rights Reserved
5
The Marketing Challenges
Travelers want to “escape” all that’s going on around them.
Travelers remain concerned about taking time off from work.
Source: LVCVA, Hearts + Mind
Reports in the media paint a picture that Las Vegas is no longer exciting.
© 2009 Critical Mass, Inc. All Rights Reserved
6
Key Objectives
Provide a permission structure for concerned travelers
Show that Las Vegas is alive and well and as exciting and
vibrant as ever
Increase intent to travel to Las Vegas
© 2009 Critical Mass, Inc. All Rights Reserved
7
Consumer Insight
“It’s ok to take a break.” Vegas is the perfect place to do it.Research has shown that consumers have been inundated with negative news. They are overwhelmed by the troubled economy and fearful of the future, yet they still long to travel.
Our strategy reminds consumers that Vegas is an exciting and vibrant destination and gives them permission to take a break.
© 2009 Critical Mass, Inc. All Rights Reserved
Targeting the Relevant Channels
03
04
05
06
07
08
09
10
© 2009 Critical Mass, Inc. All Rights Reserved
360° Plan to Drive Engagement
03
04
05
06
07
08
09
10
“Take a Break USA”Give consumers permission to take a break through special
offers and content that showcases Vegas’ offerings.
Vegas BoundCase Study
11
Showcasing Vegas through the Eyes of Real People
© 2009 Critical Mass, Inc. All Rights Reserved
12
Who visits Vegas?
© 2009 Critical Mass, Inc. All Rights Reserved
13
© 2009 Critical Mass, Inc. All Rights Reserved
14*2008 versus 2007
Driving cross-channel integration
© 2009 Critical Mass, Inc. All Rights Reserved
15
Vegas Bound: Measuring Success
Traffic & Referrals34% increase in website traffic and
36% increase in property referrals
Paid / Earned Media800+ million impressions Over $5.2 million in press coverage
Video ViewsOver 600,000 video views
© 2009 Critical Mass, Inc. All Rights Reserved
16
Vegas Bound: Measuring Success
Intent to travel to Vegas nearly tripledfrom 5% in November, 2008 to13% in January, 2009
In drive markets, intent to travel to Vegas nearly doubled
over the same time period
© 2009 Critical Mass, Inc. All Rights Reserved
17
Vegas Bound: Measuring Success
“The research prompted us to develop this campaign to address consumers’ growing concerns. The campaign provided a targeted approach to illustrate the excitement of Las Vegas, to deliver the message that it is OK to take a break and the best place to take that break is Las Vegas. The results far exceeded our expectations."
Rossi Ralenkotter, President, Las Vegas Convention & Visitors Authority
© 2009 Critical Mass, Inc. All Rights Reserved
A Framework for 360° Customer Experiences
1 IdentifyIdentify target and uncover key insights
2 DesignSelect the channels and build the multi-channel strategy
3 ExecuteDrive engagement through every touchpoint
4 AmplifyStimulate sharing of the experiences
5 EvolveAdapt approach based on key learnings
Questions?