Adrian Awards 2017
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Entry Title
BAZ Boot Camp
Division
Public Relations
Category
NEW - Experiential
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?
First, we wanted the program to spur buzz within the Las Vegas community. Second, we were looking for an opportunity for media and influencers to feel further "connected" to this very special and unusual show, by meeting the cast and having the opportunity to be part of the show (if only for an afternoon). Third, we wanted a social and media presence just prior to the VIP performance and party, ensuring those who attended were further excited, having seen the social posts and media hits earlier in the week.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
For BAZ Boot Camp, we targeted Vegas and LA media and influencers who had fans who closely aligned with demographics of "BAZ - Star Crossed Love."
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.
First, we created a wish list of media and influencers to take part in BAZ Boot Camp. This included Vegas and LA media and influencers who closely aligned with the demographics of the show. Once word was out, we were surprised at the enthusiasm of those invited. In the end, we had a great group that included media, bloggers, and social influencers. We even had an actor from LA - Barrett Foa of NCIS LA - who was a big fan of BAZ and was eager to participate. To prepare for the event, we needed to get tuxedo sizes from the men, and the women were able to choose one of 40 different "Flapper-style" dresses from an online catalog. This definitely got the group excited before they even arrived. We hired a photographer and videographer, both prepared to turn over assets right away. The videographer was charged with creating a "doughnut" video of the experience that he could drop in soundbites and footage of each participant, making it Instagram ready.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
All along, we have promoted the show as something special. It is not your ordinary Las Vegas production. People simply fall in love with the show. We wanted our influencers and media to fall in love with the show all over again - but from the inside. It was our hope that they could become advocates for the show, and remind everybody that this is a spectacle that needs to be seen. There are dozens of shows in the crowded Las Vegas marketplace, and media always experience it from the view of the audience. This was the opportunity to see a show through another lens.
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.
It was our goal to have about 8 people participate, a number we thought was manageable. These were people who we knew were "influential" in Las Vegas and LA, and that the guests attending the One Year Anniversary VIP Performance and Party would likely be connected to. In all, about 150,000 followers were exposed to posts and tweets related to BAZ Boot Camp. This was in addition to the posts on three local popular blogs, and KTNV Morning Blend. The VIP party was a resouding success, with RSVPs picking up after BAZ Boot Camp posts began appearing. Percentage of RSVPs from total list was high - the highest event of the year. BAZ Boot Camp was a big topic of conversation, as a majority of the participants returned for the VIP Performance and Party.
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 share the specific costs of its PR programs. However, the event was very low cost and covered in the existing PR budget. The only hard costs for the event were makeup, costumes and photography. Ticket sales for BAZ spiked noticeably following event publicity.
Entry Award:
Silver