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December 01, 2010

Las Vegas refining its ad strategy for a post-recession consumer

By David Kiefaber on Wed Dec 1 2010


Las Vegas's bold new post-recession branding initiative is ... doing the same crap they've always done. They're trying to lure "recession survivors," defined as people 21-54 with money to burn, back to Sin City with $8 million worth of advertising in 2011. The new campaign will highlight discounted travel packages and the value of the Las Vegas experience to a "more prudent" consumer. Which, again, is pretty much what they were doing before the country went broke. Vegas has always offered travel discounts to that demographic because it's essentially Pleasure Island for adults; the only difference now is that the stakes are higher. Visitors are spending less now—about $590 per trip—but there are still 150,000 rooms to fill. If they're going to make this work, they need to shift their image from one where lucky rollers get rich (or laid) to one where people with extra cash can have fun and blow off a little steam. In other words, it's all about subtlety and moderation. How Vegas will navigate such unfamiliar territory is anyone's guess.


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