Las Vegas Convention And Visitors Authority (LVCVA) Case study CAMP VEGAS by, R&r Partners


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Industry Destinations (Countries & Places), Travel Agencies, Tour Operators & Travel Services
Media Case study
Market United States
Agency R&r Partners
Associate Creative Director Tony Marin, Mark Naparstek Producer, Chris Hagan
Executive Creative Director Arnie Digeorge
Creative Director Doug Finelli
Art Director Jessica Hazen
Copywriter Carrie Evans, Leo Dekelbaum, Kim Webster, Jason Luery, Jill Beeler
Released May 2011

Credits & Description

Category: Titanium and Integrated
Product/Service: LAS VEGAS TOURISM
Date of First Appearance: May 10 2010
Executive Creative Director: Arnie DiGeorge (R&R Partners)
Creative Director: Doug Finelli (R&R Partners)
Associate Creative Director: Mark Naparstek (R&R Partners)
Associate Creative Director: Chris Hagan (R&R Partners)
Art Director: Jessica Hazen (R&R Partners)
Copywriter: Leo Dekelbaum (R&R Partners)
Copywriter: Jill Beeler (R&R Partners)
Associate Creative Director: Tony Marin (R&R Partners)
Copywriter: Kim Webster, Jason Luery, Carrie Evans (R&R Partners)
Production Company: @ Radical (@ Radical Media)
Media placement: TV Campaign- 3 Spots - National TV - 5/10/2011
Media placement: Youtube Video Series - Youtube - 5/10/2011
Media placement: Print Campaign- 7 Ads - Magazine/ Newspaper - 5/10/2011
Media placement: Newspaper Insert - Newspaper - 5/10/2011
Media placement: Radio- 2 Spots - Drive Market Radio - 5/10/2011
Media placement: Events - Conerts/pool Parties/ Sand Castle Building - 5/10/2011
Media placement: Integrations- Jimmy Kimmel Live - ABC/ Jimmy Kimmel - 5/10/2011
Media placement: PR Stunts - Fabulous Las Vegas Sign/ Major League Baseball - 5/10/2011

Describe the campaign/entry
Summer will never be the same. Introducing Camp Vegas for grownups, where sexy camp counselors, waterfront recreation and luxurious high-rise cabins created a summer camp experience like no other. Summer camp is where kids get their first taste of freedom. Camp Vegas is where adults reclaim it.

Describe how the campaign/entry was launched across each channel in the order of implementation
Summer camp is where kids first taste freedom. Camp Vegas was created to give adults a place to reclaim that freedom.

Camp Vegas kicked off with earned media supported by TV and print. Bikini-clad women parachuted into MLB stadiums where Vegas celebrities threw out the first pitch.

A second television commercial announced a YouTube contest searching for camp counselors. They became the online face of the campaign - reporting on events around Las Vegas via postings on YouTube. Web banners and social media drove traffic to the postings.

Then Camp Vegas hit the road with a newspaper insert and street teams in our feeder markets. Las Vegas showgirls attended events where elaborate sand castles represented iconic Las Vegas resorts.

Camp Vegas created a unique framework to remind consumers about the only-in-Vegas diversions waiting for them. And it worked. In July 2010, Vegas saw its largest year-over-year visitation increase since 2005.

Give some idea of how successful this campaign/entry was with both client and consumer
Summer has always been slower for Las Vegas visitation. Camp Vegas created a unique framework to remind consumers about the over-the-top pools and only-in-Vegas diversions waiting for them. We questioned why kids should be the only one’s having summertime fun. They shouldn’t. Apparently, consumers agreed. In July 2010, Vegas saw its largest year-over-year visitation increase since 2005. Last summer there were two billion impressions in both paid and earned media.