The LINQ Promenade was set to open, bringing a first to Las Vegas and the United States – The High Roller. Until then, no other high wheel existed in the States, bringing a whole new level of excess to an already over-the-top destination. The challenge would be standing out in a city with so many head-turning attractions.
A series of special events and over-the-top packages and promotions were created to generate a steady stream of consumer press, while brand ambassadors were leveraged as experts in the hospitality industry for commentary in business press and in live interviews, ongoing.
The agency secured more than 1.65 billion earned media impressions across print, broadcast, and digital mediums, including national TV with outlets like CBS This Morning, critical travel media with luxury magazines like Dujour, and a mix of men’s and women’s lifestyle with features in Cosmopolitan, among others.