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Las Vegas Convention and Visitors Authority (LVCVA) has unveiled its marketing plan for the next two years

( Initiatives Target Leisure, Business and International Travelers

LAS VEGAS – The Las Vegas Convention and Visitors Authority (LVCVA) has unveiled its marketing plan for the next two years.

The marketing initiatives outlined in the plan illustrate how the LVCVA will drive visitation to the destination during the coming years, during which Las Vegas is projected to add an unprecedented $40 billion in investment in resorts, restaurants, retail and more.

“As Las Vegas continues to reinvent itself, the LVCVA must continue to aggressively and effectively market the destination,” said Rossi Ralenkotter, president and CEO, LVCVA. “Our ability to generate brand awareness and to drive visitor demand depends on it.”

Key areas of focus and strategies include:

Domestic Leisure - The What Happens Here, Stays Here campaign will continue as the lead branding effort while product awareness campaigns continue to evolve. Music and sports will join dining, shopping and entertainment as primary product promotional areas and a more aggressive partnership marketing program will align Las Vegas with other advertisers to leverage brand synergies and secure added-value marketing funds. Diversity marketing efforts will be expanded to capitalize on the growing power of the Hispanic, African-American, Asian-American, and Lesbian/Gay/Bisexual/Transgender markets. Sales efforts will see further development of travel agent booking incentives and education programs that help keep Las Vegas top of mind among travel trade partners.

Business - New sales and media strategies targeting event and meeting planners who book convention business in Las Vegas will incorporate integrated solutions to further the message that Las Vegas is a serious business destination. A continued two-pronged advertising approach will target both meeting planners and executive-level decision makers with this message.

International - With international audiences representing one of the largest opportunities for increases in visitation, the LVCVA’s international program will be realigned to support this potential growth. Centered around a reorganized international department, the enhanced international strategy includes 12 international markets, with a special focus on enhancing consumer brand marketing and public relations programs in Canada, Mexico and the United Kingdom.

The Las Vegas Convention and Visitors Authority (LVCVA) is charged with marketing Southern Nevada as a tourism and convention destination worldwide, and also with operating the Las Vegas Convention Center and Cashman Center. With approximately 133,000 hotel rooms in Las Vegas alone and 9.5 million square feet of meeting and exhibit space citywide, the LVCVA's mission centers on attracting ever increasing numbers of leisure and business visitors to the area. For more information, go to

Sheila Witte Administrative Specialist T: 702-892-0711 | F: 702-892-6200 Las Vegas Convention and Visitors Authority | 3150 Paradise Road, Las Vegas NV 89109

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