Las Vegas Springs Preserve - Marketing

OVERVIEW

Kirvin Doak Communications was tasked with identifying ideal media vehicles to build awareness for the launch of Las Vegas Springs Preserve that would create interest among both local residents and Las Vegas tourists.

STRATEGY

Understand the competitive Las Vegas arena and its effect on entertainment decisions.
Maximize efficiency:
- Use a multi-media approach to drive awareness
- Target specific categories that index well against the audiences
- Build frequency of message to the target audience
- Create unique media opportunities that allow LVSP to stand out
- Negotiate added value to bring more to client and to elongate the media reach
  - Negotiated an overall deal with a local media group that provided Springs Preserve with 100% added value in advertising within their six publications
  - Negotiated placement for movie theatre advertising during launch of Spring/Summer theatre blockbusters (Spiderman 3, Pirates 3, Shrek 3, Oceans Thirteen)
  - Negotiated city banners and wraps on alternative energy city busses
  - Negotiated Review Journal wrap with full diagrams of facility offerings and opening weekend schedule

CAMPAIGN STATS BY MEDIA TYPE

Print Media	Adults 18+ Total reach 72.6% Total frequency 3.1	Adults 25-54 Total reach 91.6% Total frequency 4.2
Radio	Adults 18+ Total reach 65 % Total frequency 5.0	Adults 25-54 Total reach 75% Total frequency 6.0
Television	Adults 18+ Total reach 95% Total frequency 11.0	Adults 25-54 Total reach 95% Total frequency 15.0

RESULTS

Brand awareness research conducted in 2008 confirmed the effectiveness of this campaign. This data shows an extremely strong 84% awareness among Las Vegas residents 25-54.

'Kirvin Doak Communications has long been a vital partner in our media relations programs. Their tireless commitment, dedication, media relationships and knowledge of the field enable us to tell our stories to targeted audiences in an efficient and timely manner. Every client is assured a professional and dedicated effort and results, results, results.'

- Jenn Michaels
Vice President of Public Relations, MGM Resorts International