To attract new visitors to Las Vegas, the city’s Convention and Visitors Authority created five virtual reality videos in partnership with international artists. The brand invited guests to view the 360-degree content at Miami Art Week to see a whole new side of Sin City.
Objective and Context:
The Las Vegas Convention and Visitors Authority’s brand platform is “Adult Freedom.” The concept means that Las Vegas is place where adults can experience freedom from the constraints of everyday life. In Las Vegas, visitors can be, see, do, eat, wear, and find something different.
The objectives for the program were to:
The target audience consisted of males and females ages 21 to 54. The audience included art enthusiasts, technology enthusiasts, and travel-minded individuals from key domestic locations such as Miami, New York City, Chicago, and Los Angeles. The campaign also targeted international markets including Toronto, São Paolo, and London. The targets might not have considered Las Vegas as a destination before, and they might only have known Las Vegas as it is portrayed in pop culture.
The Las Vegas Convention and Visitors Authority wanted to reach potential new visitors in an innovative way. The brand approached the challenge with technology and culture at the forefront of the campaign.
Overall Campaign Execution:
First, the brand invited five artists from around the world to visit Las Vegas. Then each artist collaborated with 3D animators and sound engineers to create a unique VR experience inspired by his or her trip to Las Vegas. The five resulting VR experiences reflected the artists’ style and perspective.
By utilizing technology to create an immersive VR experience, the brand could invite its target audience into an artistic representation of Las Vegas. The hope was to introduce Las Vegas as an exciting destination full of intrigue and out-of-this-world experiences.
“Vegas: Alter Your Reality” debuted in December 2017 at Miami Art Week at the Zadok Gallery. In the gallery, each artist had a dedicated space designed to reflect his/her creation. Guests could experience the works through VR headsets. Media drove traffic to the event.
The new VR content was readily incorporated into the brand’s existing VR app, Vegas VR. This made the content available to Android and Apple mobile devices. Also, for the in-person viewing experience at the art gallery, Las Vegas Convention and Visitors Authority used Samsung Gear VR headsets, which required Samsung phones to enable the viewing experience.
During the four-day activation there were 11,837 total views in the VR headsets; 23,662 minutes were spent viewing the five two-minute videos. Since the launch event, there have been over 2.7 million views of the VR experiences through YouTube and Facebook.
The overall tone from those who experienced the creative was positive. Many of visitors shared that they loved the experiences, watched several times, and left with a different view of Las Vegas.