Cannes Lions

THE COSMOPOLITAN OF LAS VEGAS IN-FLIGHT PROGRAM

ALL TERRAIN, Chicago / COSMOPOLITAN OF LAS VEGAS / 2014

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Overview

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Credits

Overview

Execution

From the time they depart, consumers heading to Las Vegas are anxious for the excitement and unexpected experiences that await them. It was identified that air travel was an effective, untapped and platform to interact with each potential consumer before they vanish into the Las Vegas clutter. By capturing this last moment of undivided attention, it is possible to change minds and alter the itineraries of our target audience. Through this realization, the first-ever on-board experiential marketing campaign was born.

Expectations of the campaign were to reach 500,000 unique impressions and achieve an expected loyalty program sign-ups of .5%.

Outcome

The Cosmopolitan of Las Vegas In-Flight Program has exceeded anticipated response rates by over 100%. With over 30,000 new loyalty membership registrations in the first six month of the campaign’s life, it surpassed annual loyalty program sign-ups acquisition goals within the first eight months of activation. This program achieved the highest ROI of any COLV out-of-market program in 2013, sees an average of 3-minute engagement time with its target audience, and enjoys tremendous social media traction among its target market.

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