Wednesday, January 23, 2008

Happening Vegas Branding Campaign Has Staying Power Story For Meeting Planners

You don't have to be promoting an iconic destination such as Las Vegas to drive traffic to your next convention or special event. So says Reno, NV advertising executive Randy Snow of R&R Partners. Snow, who serves as Creative Director for the firm, is best known as the man behind branding campaign, What Happens Here, Stays Here.

R&R Partners - The Work

I met Snow today after he spoke to the Cincinnati Advertising Club. He says about ten years ago R&R began offering business-to-business campaigns for meeting planners and C Suite executives, the audience corporate planners need to convince when making decisions on where such events are held. This was done under the financing and supervision of the Las Vegas Convention & Visitors Authority.

Quantitative (800-1,000 surveyed) and qualitative (three to four in a focus group) research is performed (Snow says the Authority spends $7 million annually in just research). They ask the same question every time to planners, he says: What Things Drive Planners? The top two answers never change: 1. How to make things go right; and 2. How do I get recognition when things don't go wrong.

Snow says the underlying truths in each of these statements is that you have to "ask the customers what matters to them and then deliver. There are emotional connections in every destination. It's devilishly simple. Give people what they want."

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