EXCLUSIVE MEDIA PLACEMENTS: OVERVIEW
With finite opportunities to reach the Las Vegas tourist market, Kirvin Doak Communications has excelled in ways to break through the clutter by working with media to create new effective media opportunities exclusively for KDC clients.
Considering 80% of the Las Vegas tourist market makes entertainment decisions upon arrival, initial messaging to this consumer is key. Doing so in an impactful manner is what sets our clients apart from the norm. The following are three successful media initiatives developed by the Kirvin Doak Communications Marketing Division.
OBJECTIVES AND GOALS INCLUDED
- Utilize media offensively rather than defensively
- Maximize awareness of entertainment clients to tourist market to drive ticket sales
- Extend budgets with combined media efforts
LAS VEGAS MAGAZINE INSERT: OVERVIEW
Las Vegas Magazine is the predominant Las Vegas tourist publication. With a weekly circulation of 130,000 and unique in-room distribution at virtually every on-strip, off-strip and downtown hotel, it has always been an important tool to reach the captive tourist audience. With a slew of standard full-page paid positions occupying the first third of the book, KDC developed an out-of-the-box approach by negotiating an exclusive 6-page insert, which effectively switched media dollars from a defensive to an offensive position. Exclusive to our client base at the Venetian, this special insert on 100 lb. glossy paper naturally stands out within this publication, highlighting high-profile entertainment options.
RESULTS
Jersey Boys, Phantom – The Las Vegas Spectacular, Blue Man Group and Wayne Brady enjoy an exclusive position with stopping power inside Las Vegas Magazine to create entertainment awareness.
US AIRWAYS IN-FLIGHT VIDEO: OVERVIEW
As the number two airline carrier into McCarran International Airport with an average of 340,000 monthly passengers, KDC entertainment clients wanted to break through the clutter from traditional full page ads in the in-flight magazine to target tourists en route to Las Vegas.
As an alternate form of advertising on US Airways flights, KDC’s Marketing team explored options for utilizing the in-flight video entertainment system. Traditionally, the in-flight video provided advertising within content of programming. The main challenge was that only those passengers with audio headphones plugged in would be able to hear the audio portion. Without audio showcasing major entertainment shows, the wow factor of show content would be lost. To overcome this challenge, KDC negotiated an exclusive pre-boarding video loop of entertainment clients to include audio and video to be seen by all passengers boarding the plane. The pre-boarding loop is the first touch point passengers have with Las Vegas entertainment messaging.
RESULTS
The combined efforts to include both audio and video provide the most impactful way for Jersey Boys, Phantom – The Las Vegas Spectacular and Blue Man Group to interact with passengers heading to Las Vegas in an exclusive format.
McCARRAN INTERNATIONAL AIRPORT/ BAGGAGE CLAIM: OVERVIEW
Approximately 2 million deplaned passengers pass through McCarran International Airport per month. Parking, ground transportation, taxis and shuttles are all accessible through the baggage claim level which makes it a coveted advertising opportunity to reach not only those passengers collecting luggage but also those exiting the airport. The baggage claim area is unique in that it can be viewed both on the ground and gate level. Advertising consists mostly of static backlit duratrans bordering the perimeter with limited views from surrounding baggage carousals. All of this traditional space was sold out.
KDC worked intensely with the airport to create an advertising opportunity that previously did not exist – permanent custom airport banner drops. Exclusive to Jersey Boys and PEEPSHOW, each client posted three 8 x 18 banners at the north end of baggage claim facing directly towards incoming pedestrian traffic.
RESULTS
Jersey Boys and PEEPSHOW enjoy an exclusive opportunity to dominate the baggage claim arena with highly visible messaging. The banners are strategically placed in North baggage claim due to the propensity for Southwest Airlines and US Airways, the top two airlines into McCarran respectively, to utilize carousels in this area.
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