Brief: Increase consumer awareness of Nevada’s experiences beyond Las Vegas and increase product offering with Flight Centre Global Product.
Idea: In 2017, Flight Centre, the market’s leading retail travel group for outbound sales, launched its first season of 48 Hours. The objective of the program is to focus on Flight Centre’s major selling destinations and to provide more reasons to visit and to extend stays. The program airs across Channel 9 in Australia and Channel 1 in New Zealand and through digital channels.
On hearing of the program, we immediately reached out to Flight Centre to identify opportunities for Canuckiwi clients. Flight Centre was interested in a “48 hours in Vegas” program with production fees of AUD 50K, focusing on the traditional glitz and glamour of the city. This did not meet the overall Travel Nevada goals or KPI’s. Our State goal was to extend stays in Nevada by showing an AU/NZ consumer what was available just beyond the Las Vegas strip.
Canuckiwi met with Flight Centre and pitched a strategy for a 48-hour episode. We proposed an itinerary with one night in Las Vegas seeing different sides of Las Vegas like the Mob Museum and Neon Sign museum, and then heading out for one night in rural Nevada, teasing the ultimate Nevada road trip. We were also able to negotiate a AUD 33k reduction for the sponsorship fee with the inclusion of AUD 90K worth of value-added marketing elements. We assisted Flight Centre Global Product (receptive based in New Jersey) with product contracting of many of the attractions or elements they didn’t have (i.e., Mizpah Hotel, Tonopah).
- 4.9 million impressions generated
- 3 new packages created by Flight Centre Global Product
- Extensive PR coverage with an estimated value of over $750,000 AUD