With over 42 million visitors annually, the Vegas Strip is considered to be the epicenter of entertainment. And the neon lights shine brightest for the Las Vegas Residency, when a well-known musical artist is under contract to perform scheduled shows at a single venue over several months or even years.
One of the most iconic hosts for such residencies has been the Flamingo Hotel & Casino. The Flamingo’s headliners have included Wayne Newton, Donny & Marie Osmond, Toni Braxton, Paula Abdul, and many stars.
Challenge: Vegas’ competitive landscape is notorious. Despite hundreds of performances, the Flamingo’s headlining show fell victim to an influx of impressive performances featured elsewhere on the Strip. The Flamingo’s show producers realized it was time to look for a meaningful edge. They sought a marketing agency with a track record of winning big-time results for entertainers on the grandest scale. Based on Bauer Entertainment Marketing’s proven success in delivering more fans, more sales, and more profit for musicians, comedians, magicians, and shows, they wasted no time in hiring BEM.
Solution: Our team started with a deep dive into the Flamingo’s historical event sales and audience data. This process revealed several opportunities to optimize promotional messaging and audience targeting to convey the exceptional value provided by the Flamingo’s show.
With such an abundance of choices for entertainment, BEM knew that we had to emphasize the show's competitive advantages. One method we implemented was to highlight the show’s current popularity with accolades such as “Best Headliner” at the Best of Las Vegas Awards. There was also high praise coming from Vegas legends such as David Copperfield and Penn & Teller. Moreover, generating appearances on high-profile television shows added credibility. The awards, celebrity endorsements, and prime-time TV appearances provided perfect “social proof” to use as convincing advertising content.
To further raise awareness among prospective buyers, BEM strategized and implemented detailed audience targeting in conjunction with Caesars Entertainment, parent company of the Flamingo. For instance, we ensured Flamingo hotel guests were served ads since they have a very strong potential to attend the show. We also gave the event visibility for Vegas locals by carefully crafting and placing ad content that excited magic fans, comedy lovers, and families who live in the area.
Results: Soon after our campaign launched, awareness and ticket sales for the show improved dramatically. In just 10 weeks, BEM generated over 14 million impressions. Our client’s show soon became packed including several sold-out performances. Specifically, there was a whopping 709% increase in ticket sales when comparing the three months before our campaign to the three months after we launched our promotions.
BEM is proud to have helped the Flamingo’s show rise above the crowded Las Vegas entertainment marketplace. And we’re thrilled that this client recently extended our engagement for another 6 months based on our positive impact!
Do you want to stand out from the competition like the Flamingo’s show did? Start by requesting 3 free growth ideas from BEM!