Adrian Awards 2017
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Entry Title
The Dorsey Launch PR Campaign
Division
Public Relations
Category
NEW OPENING/LAUNCH
Sub-category
PR Campaign
First Name
Bryant
Last Name
Nguyen
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
• Generate local and national attention for The Dorsey through impactful media coverage, including reputable travel and culinary publications. • Drive a steady stream of visits from influential writers and editors, as well as social media influencers. • Secure appropriate awards for The Dorsey, to use in future PR and social media. • Put the Dorsey on the map among the influential Los Angeles and New York crowd. • Position The Dorsey as the ultimate destination for cocktail enthusiasts.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Potential future guests, especially influential Los Angeles visitors, and cocktail enthusiasts.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
Prior to launch, we researched media and social media influencers who were cocktail enthusiasts and/or who have covered cocktails extensively. These became our “A List” targets for our campaign. In addition, we identified newsworthy hooks for exclusive interviews, newsworthy milestones, and other cocktail “news hooks” on the calendar. We also identified appropriate national partners who closely matched the demographics we desired, such as Variety, Vanity Fair, and Food & Wine.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
•Cocktail Culture: The Venetian is rewriting the rules for Vegas nightlife with the debut of The Dorsey, a new “must-visit” spot for innovative craft cocktails. This must-visit bar features an inventive cocktail menu with pedigree, designed by award-winning barman Sam Ross of New York City’s Attaboy and Milk & Honey fame. Manned by the city’s top drink makers, The Dorsey is the perfect place to pop-in for a meticulously prepared drink or settle in for the evening with friends over signature cocktails. •Nightlife for Grownups: The new bar is the ultimate destination for enthusiasts to experience innovative craft cocktails served in a comfortable and upbeat atmosphere, with a balance of finesse and sophistication unmatched in Las Vegas. David Rabin, the creative mind behind NYC hot spots, assisted The Venetian in creating a new concept that would be unlike anything else in Vegas, putting The Venetian back at the forefront of sophisticated and “grown-up” nightlife in Las Vegas.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
Since opening, we have hosted a steady stream of influential writers and editors. In the first 6 months, we hosted nearly 35 media and 50 social influencers for a drink at The Dorsey. These enthusiastic encounters netted 356,000,000 media impressions, including Robb Report, DuJour, Food & Wine, Marie Claire, Variety, Eater LA, LA Times, and WWD. We have received several of our “target” local awards, including Best Cocktail Bar. The Dorsey’s head bartender, Jyoung Kang, was named on the Wine Enthusiast list of Top 40 Tastemakers Under 40. With the help of a constant flow of visits by social media influencers – heavy on the LA and NYC crowd – influencer posts about The Dorsey have reached more than 30.1 million followers. In addition, The Dorsey had surpassed all internal projections for revenue within the first month of operation. It indeed had become the “talk of the town” and the place recommended for a great cocktail.
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
As a rule, Las Vegas Sands does not release financial numbers for its public relations campaigns. However, the campaign was absorbed into the regular operating budget for the public relations department. Also, no social influencers were paid for their posts.
Entry Award:
Gold