Don’t come to Las Vegas
OBJECTIVE: Get Gen Z travelers to see Vegas beyond its hedonistic reputation and consider it for their next vacation spot with friends.
STRATEGY: Gen Z is not a rule-following generation. If someone tells us NOT to do something, we usually want to do it even more.
The Airport Takeover
For a limited amount of time, we'll transform big-city, college-town airports (think LA, Dallas, and Miami) into FOMO hotspots.
Each of these copy executions have a little jab to them, but that's the point. How else are we going to get the point across to chronically-online, self-depricating Gen-Zers?
We're talking to them like they talk to everyone else, and sprinkling in a little FOMO to the mix. So really...don't come to Vegas.
Seriously…don’t come.
We’re flipping the classic Las Vegas sign on its head, telling everyone not to come to Vegas. We’ll position people in front of the Las Vegas sign taking videos of actual tourists experiencing the sign for the first time, and get videos of tourists straight up lying, saying “Don’t come to Vegas! It’s not fun at all!” playing on the fact that everyone should want to gatekeep Vegas.
OOH
Spring Break...aka the great migration. We’re going to target Gen Z where we’ll know they’ll be: Fort Lauderdale, Cabo, Puerto Vallarta...all the classic spring break spots. While they’re trying to convince themselves they’re having fun, we’ll hit them with a little bit of FOMO. They’ll start wondering why they didn’t think of Vegas for their ideal spring break spot, and increase their consideration of Vegas as a top vacation destination.
How it comes to life
According to LinkedIn 63% of Gen Z visits LinkedIn at least once a week, so we're targeting Gen Z where we know we can find them.
The Las Vegas Tourism board will list a job posting for the "Vegas Residen-Z." To apply, an applicant has to both apply through LinkedIn and also post a TikTok of why they should be hired for this position.
The job description is simple: we're looking for a Gen Z spokesperson to get the point across and tell everyone they know: Don't Come to Vegas.
The winner (or winners) of this Residen-Z will spend 1 month in Vegas, all expenses paid, and create content with the Las Vegas Tourism Board, giving viewers just a taste of what Vegas has to offer.
Vegas gets earned media through the application TikToks, the winner gets a free month-long trip, and Vegas' social media platforms get tons of content while they follow along the winner in his or her journey around the hidden spots of Vegas. So really, it's a win-win-win situation here.
