Creativity

Las Vegas Convention and Visitors Authority: Heroes

"What happens here, stays here," Las Vegas loves to say, but when it comes to business events, what happens there is supposed to have a positive ripple effect that spreads everywhere. Which is to say, Las Vegas loves meeting planner

Published on Jul 21, 2006

Editor's Pick

"What happens here, stays here," Las Vegas loves to say, but when it comes to business events, what happens there is supposed to have a positive ripple effect that spreads everywhere. Which is to say, Las Vegas loves meeting planners. "These are the folks who fill our thousands of hotel rooms during weekdays and bring millions of dollars to the economy," says R&R Partners CD Randy Snow. "We worship them, and this campaign shows them for the airbrushed superheroes that they are." Trade print ads and cute collateral in the form of a package of trading cards represent a new direction for the Las Vegas Convention and Visitors Authority, stressing that even if a meeting is small by Vegas standards, the planners and the events are treated with the same respect that a large convention demands, according to Terry Jicinsky, senior VP-marketing at the LVCVA. "We're positioning the LVCVA as the resource to help meeting planners become heroes in the eyes of their company or client." In keeping with that theme, the backs of the trading cards feature Topps-style facts, including a catchphrase. For example, "The Pink Lady, aka Penelope Popodopolus," who opens this PDF, likes to say, "It's faboo." Photography by faboo Jim Fiscus, www.fiscusphoto.com.

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About

Credits

Date
Jul 21, 2006
Creative Director:
Randy Snow
Art Director:
Robin Milgrim
Production Artist:
Brooke Bertuzzi
Production:
Pat Carrigan
Photographer:
Jim Fiscus
Copywriter:
Jason Leury
Client:
Las Vegas Convention and Visitors Authority
Agency:
R&R

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