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Male Digital, TV Opps: Las Vegas Convention & Visitors Authority restarting search for new full-service AOR
This month, the here). LVCVA is reportedly offering a five-year contract with this review & the agency remit will cover Las Vegas and four rural Nevada communities, as well as possible work for new assets.
Last July, we suggested the LVCVA would seek a new agency partner after hiring CMO Kate Wik. Here it is, folks!
The global pandemic has disproportionately impacted the travel & tourism industry, but leaders of the LVCVA leaders are counting on a strong bounce back in tourism by the end of 2021. Sports events are expected to resume later this year, and Resorts World Las Vegas is expected to open, both offering more reasons to visit. The LVCVA will wait for vaccines to start rolling out in larger quantities (expected in March) before it turns its focus to increasing visitation (hence the timing of the review).
Last year's national TV spend targeted a large demographic with a slight male skew, iSpot reports; its top targeted shows included Today, NFL Football, Good Morning America, Jimmy Kimmel Live and The Late Show With Stephen Colbert. Full 2020's full-year spend - $27m - was a slight (8%) increase from the ~$25.1m spent during 2019.
In 2020, the LVCVA allocated an estimated $3.3m toward digital ads, according to Pathmatics, down 15% from the estimated $3.9m it allocated in 2019. The organization earned ~272.8m digital impressions last year via investments in desktop display (40%), desktop video (25%), Instagram (20%), Facebook (8%), mobile display (7%) and Twitter (1%) ads. 94% of desktop display ads were placed site direct onto destinations such as expedia.com, hotels.com, orbitz.com, travelocity.com and cheaptickets.com. We don't know this for a fact, but I would imagine that LVCVA's target audience is not just men, but affluent men (or at least those with some disposable income to gamble away).
With revamped marketing efforts expected for 2021, the LVCVA's ad spend should pick up this year; it's honestly impressive the organization's spend didn't drop more last year. Leaders typically hold planning conversations in Q1 and buying conversations in Q2, but be ready to reach out in late summer after the review is complete.
Agency & martech readers - It's now or never to secure work here, folks. The LVCVA tends to employ full-service AORs rather than divvying up work. If you are unable to get in on the review, there could be project-based work to pick up later in the year as tourism kicks back up.