Las Vegas

The Brief

• Drive sales
• Increase awareness of the wide variety of activities in Las Vegas
• Position Las Vegas as the ultimate adults’ playground
• Provide ongoing PR support, maintain momentum and give campaigns longevity

Rooster’s Solution

• Rooster devised and sold in its own social media releases, containing packaged images, video clips, sound bites and web links, to targeted journalists and bloggers
• Rooster invited social media journalists on individual visits, tailoring trips to specific areas of interest to each journalist and encouraging blogging whilst in Las Vegas to secure varied online coverage
• Established links to Flickr, Facebook and Twitter
• Rooster posted regular tweets and Facebook updates on group, club and individual member pages
• Trip specific websites were set-up
• Rooster forged relationships with various organisations and partners in Las Vegas to involve them in the social media campaign

Campaign Highlights

• Rooster secured online editorial coverage for Las Vegas in every UK national newspaper’s website (it is vital to exploit traditional media to promote any online campaign)
• In addition, Rooster secured destination articles and/or blogs and/or video blogs from the following social media outlets, among others: Sky.com, HarpersBazaar.co.uk, FoodTV.co.uk, Alotonherplate.wordpress.com, Handbag.com, OK.co.uk, BBC World News - BBC.co.uk, Stylebible.com, WeddingMagazine.co.uk, iVillage.co.uk
• Rooster created a Facebook page for journalists who attended the Las Vegas Spirits press trip. The page engaged with the journalists, allowed pictures to be uploaded and was accessible to partners connected to the Rooster team. The page encouraged the journalists to become brand ambassadors

Key Learnings

• Established the need to be in daily contact with partners during press trips due to the immediate nature of social media
• Crucial to monitor all bloggers, Tweeters etc, at regular intervals throughout the day from the UK during their press trips to Vegas to flag up positive feedback to clients and respond to any issues raised straight away
• Exploit traditional media alongside social media channels – a campaign only on Twitter is half a campaign