Viva Las Vegas! Learn how Critical Mass and R&R Partners employed a 360 Degree Customer Experience strategy to drive travel to Las Vegas during these troubled economic times.

1. Viva Las Vegas! Forrester Consumer Forum 2009 October 27,2009

2. The Challenge

3. 3 The Overall Challenge Sentiment towards the economy remains flat and relatively negative. Consumers are worried about potential job loss. The U.S. travel landscape continues a downward trend. Source: LVCVA, Hearts + Mind

4. 4 The Business Challenges Air capacity flat Leisure trips Forecast to be down 2.5% in 2009 Average daily rate For Vegas hotels down over 25% Business travel Forecast to be down 5.8% Hotel occupancy In Vegas down 6.2 points Even the smallest downturn in the economy can mean millions of dollars lost per day. *August 2009 TTD

5. 5 The Marketing Challenges Travelers want to “escape” all that’s going on around them. Travelers remain concerned about taking time off from work. Reports in the media paint a picture that Las Vegas is no longer exciting. Source: LVCVA, Hearts + Mind

6. 6 Key Objectives Increase intent to travel to Las Vegas Provide a permission structure for concerned travelers Show that Las Vegas is alive and well and as exciting and vibrant as ever

7. 7 Consumer Insight “It’s ok to take a break.” Vegas is the perfect place to do it. Research has shown that consumers have been inundated with negative news. They are overwhelmed by the troubled economy and fearful of the future, yet they still long to travel. Our strategy reminds consumers that Vegas is an exciting and vibrant destination and gives them permission to take a break.

8. Targeting the Relevant Channels 10 09 03 04 08 07 05 06

9. 360° Plan to Drive Engagement “Take a Break USA” Give consumers permission to take a break through special offers and content that showcases Vegas’ offerings. 10 09 03 04 08 07 05 06

10. Vegas Bound Case Study

11. Showcasing Vegas through the Eyes of Real People 11

12. 12 Who visits Vegas?

13. 13

14. 14 Driving cross-channel integration *2008 versus 2007

15. 15 Vegas Bound: Measuring Success Video Views Over 600,000 video views Paid / Earned Media 800+ million impressions Over $5.2 million in press coverage Traffic & Referrals 34% increase in website traffic and 36% increase in property referrals

16. 16 Vegas Bound: Measuring Success Intent to travel to Vegas nearly tripled from 5% in November, 2008 to 13% in January, 2009 In drive markets, intent to travel to Vegas nearly doubled over the same time period

17. 17 Vegas Bound: Measuring Success “The research prompted us to develop this campaign to address consumers’ growing concerns. The campaign provided a targeted approach to illustrate the excitement of Las Vegas, to deliver the message that it is OK to take a break and the best place to take that break is Las Vegas. The results far exceeded our expectations." Rossi Ralenkotter, President, Las Vegas Convention & Visitors Authority

18. A Framework for 360° Customer Experiences 1Identify Identify target and uncover key insights 2Design Select the channels and build the multi-channel strategy 3Execute Drive engagement through every touchpoint 4Amplify Stimulate sharing of the experiences 5Evolve Adapt approach based on key learnings

19. Questions?