Fun and Marketing in Las Vegas | Kate Wik, Las Vegas Convention and Visitors Authority
Full transcript
Marketing a traditional brand is one thing. Marketing an entire city — specifically, Las Vegas — is something else altogether.
For Kate Wik, CMO of the Las Vegas Convention and Visitors Authority (LVCVA), executing a massive campaign means getting hotel owners, elected officials, and local stakeholders to completely buy in. When making cultural waves, like turning the city's casinos purple for the K-pop group BTS, collaboration is everything.
"That's not my building or my assets," Kate explains. "It's bringing others along with you. That's what drives the scale of a great idea."
Today on Building Better CMOs, Kate and Greg discuss the complexities of serving Las Vegas' distinct audiences, spanning luxury, leisure, budget, and convention travelers. They dive into the unique challenges of destination marketing organization (DMO) attribution when you don't actually own the transactions, as well as how the LVCVA approaches brand health tracking, PR, and digital targeting. Plus, why Vegas has moved away from the iconic tagline "What happens here, stays here," and what it takes to produce massive recent events, such as Super Bowl LVIII and the Formula 1 Las Vegas Grand Prix.
Chapters:
00:00 Introduction
02:05 How the LVCVA Markets Las Vegas
08:26 Data, Attribution, and Marketing Complexity
15:20 Evolving "What Happens Here Stays Here"
19:23 Driving Demand for a Category of One
25:13 The Best Marketing Advice Kate Ever Received
28:01 Experiential Marketing: F1, Shoeys, and BTS
36:26 Measuring Long-Term Brand Value vs. ROI
39:48 The Brand Impact of Hosting the Super Bowl
43:09 Brand Health Tracking and the "Pack for Vegas" Campaign
Kate's LinkedIn
LVCVA
This episode was produced and edited by Eric Johnson from LightningPod
Follow Building Better CMOs in your podcast app
Rate and review the podcast
Marketing a traditional brand is one thing. Marketing an entire city — specifically, Las Vegas — is something else altogether.
For Kate Wik, CMO of the Las Vegas Convention and Visitors Authority (LVCVA), executing a massive campaign means getting hotel owners, elected officials, and local stakeholders to completely buy in. When making cultural waves, like turning the city's casinos purple for the K-pop group BTS, collaboration is everything.
"That's not my building or my assets," Kate explains. "It's bringing others along with you. That's what drives the scale of a great idea."
Today on Building Better CMOs, Kate and Greg discuss the complexities of serving Las Vegas' distinct audiences, spanning luxury, leisure, budget, and convention travelers. They dive into the unique challenges of destination marketing organization (DMO) attribution when you don't actually own the transactions, as well as how the LVCVA approaches brand health tracking, PR, and digital targeting. Plus, why Vegas has moved away from the iconic tagline "What happens here, stays here," and what it takes to produce massive recent events, such as Super Bowl LVIII and the Formula 1 Las Vegas Grand Prix.
Chapters:
00:00 Introduction
02:05 How the LVCVA Markets Las Vegas
08:26 Data, Attribution, and Marketing Complexity
15:20 Evolving "What Happens Here Stays Here"
19:23 Driving Demand for a Category of One
25:13 The Best Marketing Advice Kate Ever Received
28:01 Experiential Marketing: F1, Shoeys, and BTS
36:26 Measuring Long-Term Brand Value vs. ROI
39:48 The Brand Impact of Hosting the Super Bowl
43:09 Brand Health Tracking and the "Pack for Vegas" Campaign
Kate's LinkedIn
LVCVA
This episode was produced and edited by Eric Johnson from LightningPod
Follow Building Better CMOs in your podcast app
Rate and review the podcast
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