Las Vegas Case Study

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Overview of Las Vegas & LVCVA
Most people might not even think of Las Vegas as a “product”, or even they think of it as a brand. Places are included in the concept of product. Places could be cities, states, regions, or entire nations. Place marketing involves marketing strategies which contribute to create, maintain and change attitudes and behavior towards particular places. Behind the scenes, the image of Las Vegas is created and maintained by LVCVA, Las Vegas Convention and Visitors Authority. LVCVA is a private-public agency with the mission statement of “To attract visitors by promoting Las Vegas as the world’s most desirable destination for leisure and business travel.” Las Vegas has a perception in people’s minds as “Sin City” for long time, a town full of smoke-filled casinos, bawdy all-girl revues and no-wait weddings. LVCVA wants to broaden the segment of their tourists and reposition the image of Vegas. Some family oriented facilities were added in the 1990s. However, this family image did not seem to accomplish LVCVA’s purpose. While they are still struggling with a better positioning, the dramatic decline of tourism due to the 9/11 attack forced them to proclaim Las Vegas as a destination of adults. The new Vegas has reinvented itself as a luxury and gaming destination with classy resort hotels & casinos, shopping malls with luxury goods, first-run entertainment & world-renowned restaurants. LVCVA figured that Vegas is more than an assortment of facilities and amenities and what truly attracts tourists is the “Las Vegas experience” – the adult freedom. The phase “What happens here, stays here” was created to capture the essence of the Las Vegas experience. The campaign went very well and the tourism industry rose dramatically. Moreover, this thoughtful brand image has been well established because Las Vegas was named as the number two hottest brand by brand consultancy Landor Associate. Unfortunately, the recent recession hit Las...
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