Millennial, Gen-X Opps: Resorts World Las Vegas launches campaign

Sales Lead: To celebrate its two-year anniversary, Resorts World Las Vegas (RWLV) just launched a new brand campaign.

• Made by a B&P team led by creative director Bruce Logan, "Rule the World" kicked off at a premiere event at Zouk Nightclub hosted by Mark Shunock.
• The company will likely:
  • Continue rolling out new work
  • Advertise at events
  • Keep increasing digital spend
• Target demographic: 
  • Older millennials and Gen-X

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: RWLV made its first foray into national TV earlier in June 2023; since then, it has spent roughly $20.9k on this channel.
  • 2023 ad programming: The company's 2023 commercials have aired during shows such as KTLA 5 Morning News at 7, KTLA 5 News at 10, KTLA 5 Morning News at 6, KTLA 5 News at 6, and MLB Baseball.
• Digital insights (digital display spend and placement)
  • YTD spend: So far this year, RWLV has spent roughly $115.2k on digital display ads, more than double the roughly $47.7k spent within the same 2022 timeframe.
  • YTD data: Most of this year's spend has gone toward programmatic ads placed via Google DV360 (91%) and Google Display Network (5%) onto site destinations such as dallascowboys.com (23%), yahoo.com, espn.com, weather.com, and accuweather.com.
  • Last year: RWLV spent approximately $161.3k on this channel in 2022, a massive decrease from the approximately $1.1m spent in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with Facebook and online video (via Youtube.com) ads.

Additional agency insights:

• Opportunity: RWLV may seek new agency partners as it ramps up marketing efforts, so reach out to be top-of-mind.
• Current agency roster:
  • B&P: Media AOR
  • Allied Global Marketing: PR agency partner
  • Hooray Agency: Creative and digital AOR

Insight Sources: National TV spend insights estimated by iSpot; digital spend insights estimated by Adbeat; additional channel insights estimated by Vivvix.