The Challenge:
A year after opening, The Cosmopolitan of Las Vegas had established itself as a thriving lifestyle brand, but the casino floor wasn’t performing as well. The goal was to find a way to drive foot traffic to the casino in a highly competitive and noisy market like Las Vegas, where traditional marketing was already saturated.
A year after opening, The Cosmopolitan of Las Vegas had established itself as a thriving lifestyle brand, but the casino floor wasn’t performing as well. The goal was to find a way to drive foot traffic to the casino in a highly competitive and noisy market like Las Vegas, where traditional marketing was already saturated.
The Opportunity:
By identifying an untapped marketing space—the serene environment of an airplane cabin, where 1 in 7 Vegas-bound travelers make plans after landing—we launched a first-of-its-kind in-flight gifting program. During beverage service on United Airlines flights to Las Vegas, flight attendants offered passengers a sleek, beautifully designed gift box from The Cosmopolitan featuring on-property food, beverage, and gaming offers. The response was overwhelmingly positive, with seatmates trading offers and making plans at 30,000 feet.
Results:
In the first 6 months, 600,000 gifts were distributed, resulting in 30,000 new loyalty members joining within the first 6 weeks of activation. The initiative achieved a remarkable 5% redemption rate and paid for itself within the first 6 months. Due to its success, the campaign was extended for another two years, ultimately distributing over 5 million gifts and cementing its position as The Cosmopolitan's best-performing out-of-home (OOH) campaign.
In the first 6 months, 600,000 gifts were distributed, resulting in 30,000 new loyalty members joining within the first 6 weeks of activation. The initiative achieved a remarkable 5% redemption rate and paid for itself within the first 6 months. Due to its success, the campaign was extended for another two years, ultimately distributing over 5 million gifts and cementing its position as The Cosmopolitan's best-performing out-of-home (OOH) campaign.
Awards:
Gold Reggie Award
Gold Davey Award
Gold MarCom Award
Featured on Design Bureau
Gold Reggie Award
Gold Davey Award
Gold MarCom Award
Featured on Design Bureau
