"We asked Critical Mass to deliver a website that could do double duty - speaking both to tourists and businesses. What we got in addition to that site was a reliable strategic partner that we're finding to be more and more indispensable every day."
- Rob Dondero
R&R Partners
The Las Vegas Convention and Visitors Authority is the official destination marketing organization for the most exciting city in the world, responsible for maintaining and growing hotel occupancy rates and room revenue. They have worked with Critical Mass to develop an online experience that represented the "Only Vegas" image, engaging site visitors with all the Vegas information they need to plan their visit.
Over the last century, Las Vegas has become a city - and a brand - unparalleled in the world of travel and entertainment. The LVCVA's offline marketing agency came to Critical Mass looking to forge a partnership that would leverage the advantages of the Internet to bring the Vegas experience to a global audience. They were looking for a one-stop resource that would provide information, build relationships and motivate transaction for individual consumers as well as businesses. More importantly, they wanted the site to feature an experience only Vegas could deliver.
With Vegasfreedom.com and LVCVA.com, we transformed the LVCVA's previous information portal into two destination-branding devices that are unequivocally Vegas. With its innovative Flash interface, Vegasfreedom.com treats visitors to a virtual suitcase loaded with entertaining online activities, while also giving them the depth of information they need to completely plan their own Vegas getaway.
LVCVA.com is the organization's new business-facing Web site, built to satisfy the needs of meeting planners, trade show producers and travel trade groups with a wealth of informative content for those interested in doing business in and around the city. Traffic is pushed to both sites through integrated banner, rich-media and e-mail campaigns, complemented by a complete search engine marketing and optimization campaign.
With huge gains in site visits, page views, site registrations and e-mail opt-ins, Vegasfreedom.com and LVCVA.com generated approximately 1.5 million qualified leads for Las Vegas area hotels last year. Our banner campaigns have resulted in click-through rates that are 19 times higher than the industry average. And the new site integrates with the "Only in Vegas" offline campaign that launched nationwide.
