RIGHT AMOUNT OF WRONG by Fallon Minneapolis for Cosmopolitan

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RIGHT AMOUNT OF WRONG

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Industry Hotels & Resorts
Media Promo & PR
Market United States
Agency Fallon Minneapolis
Director Tarsem Singh
Art Director Christy Peacock
Photographer Tony Duran
Released October 2010

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: THE COSMOPOLITAN OF LAS VEGAS
Product/Service: THE COSMOPOLITAN OF LAS VEGAS
Agency: FALLON
Date of First Appearance: Oct 17 2010
Entrant Company: FALLON, Minneapolis, USA
Chief Executive Officer: John Unwin (The Cosmopolitan of Las Vegas)
Senior Vice President of Brand Marketing: Lisa Marchese (The Cosmopolitan of Las Vegas)
Director of Advertising: Angela Wise (The Cosmopolitan of Las Vegas)
Chief Creative Officer: Darren Spiller (Fallon)
Art Director: Christy Peacock (Fallon)
Writer: Leon Wilson (Fallon)
Integrated Producer: Angie Schoemer (Fallon)
Head of Integrated Production: Corey Esse (Fallon)
Art Buyer: Jason Hall (Fallon)
Director: Tarsem (@radical)
Executive Producer: Frank Scherma/Tommy Turtle (@radical)
Photographer: Tony Duran
Print Producer: Kirsten O'Callaghan (Fallon)
Chief Communications Officer: John King (Fallon)
Business Affairs: Brendan Lawrence & Mona Morris (Fallon)
Planner: Adam Crandall (Fallon)
Media placement: TV Campaign - AMC - 10/17/2010
Media placement: Print Brand Campaign - Magazines Including W, Rolling Stone, Esquire, & Vanity Fair - December 2010
Media placement: Print Pre-Launch Campaign - Magazines Including Rolling Stone And Golf Digest - 10/28/2010
Media placement: Banner Campaign - Websites Including GQ, Esquire, Huffington Post, & Rolling Stone - 11/1/2010

Describe the objective of the promotion.
The Cosmopolitan of Las Vegas, a 3,000-room luxury resort, was determined to bring a sophisticated and stylish product offering to Vegas - something that was potentially at odds with your average Vegas consumer. The objective in launching The Cosmopolitan was to attract a new target audience to the hotel, people we called “The Curious Class.” These people are interested in the antithesis of “What happens in Vegas stays in Vegas.” Instead, they seek out interesting and creative new experiences - things that are worth talking about.

Describe how the promotion developed from concept to implementation.
The brand idea, “Just the right amount of wrong,” was played out across a variety of touch points to create a comprehensive integrated launch campaign. There were teaser print ads, brand print, outdoor, and a 60-second brand TV ad. The brand idea also formed the criteria for the in-hotel brand experience, such as “Just the right amount of wrong” room packages, like “Book a room for 3 adults and only pay for 2”, or the “Nightcap with your breakfast” package.

Explain why the method of promotion was most relevant to the product or service.
Because the hotel is an experiential product, it is able to “walk the walk, not just talk the talk.” It can be tailored or customized to embody the brand idea. For this reason, implementing experiences like the “Just the right amount of wrong” room packages were possible, meaning the idea could live beyond purely being an advertising message.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A month before the hotel opened its doors, 79% of those aware of The Cosmopolitan of Las Vegas said they would visit. On the third weekend they were open, The Cosmopolitan sold out – something it took the Aria, a competitive luxury property, 11 months to achieve. The Cosmopolitan has been sold out every weekend for the last three months.