Luxury hotelier The Cosmopolitan of Las Vegas, in a bid to rise above the cluttered Las Vegas marketing landscape, literally is taking to the friendly skies of United Airlines to reach potential customers for its restaurants, casino and other experiences.
“We wanted to have a meaningful conversation with our customers,” Angela Wise, vp-marketing at The Cosmopolitan, told attendees at the Event Marketing Summit in a session entitled “Guerrilla at 30,000 Feet: Taking Your Brand Connections Airborne.” Sean Burke, senior manager, media and business development at United Airlines and Brook Jay, founder-cmo at All Terrain, which handled the program, also led the session.
“The travel experience on an airline is really a unique and compelling platform,” Burke says. “We have target demographics that everyone is trying to reach. But the first criteria is it has to enhance the customer experience, be something they will enjoy and has value. It has to be something our crews are proud to deliver.”
Through the partnership, travelers flying from one of United’s domestic hubs to McCarran International Airport in Las Vegas will receive a purple gift box from the hotel containing six cards featuring special offers and a pocket-sized case of mints. The offers include deals such as two-for-one dining at Wicked Spoon, located in the hotel; $25 towards play in the hotel casino, complimentary wine and more.
“We didn’t want to compete with everyone and we didn’t want to yell the loudest,” Wise says. “People are very easy to reach but hard to engage. We were looking to engage with them in a meaningful way when they were coming into the marketplace and no one else was talking to them.”
The program, originally scheduled to conclude in July 2014, has been extended for two more years. “Being able to create a great narrative is one thing, but it comes down to results,” Wise says. “It has allowed us to have a longer engagement time with the consumer, on average three minutes, and has generated new revenue channels for us.”