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Visit Las Vegas​
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Heading into the holiday season, the city of Las Vegas had a simple message: If you’re tired of the same old family get-togethers—filled with awkward small talk, offhand comments, and a healthy dose of stress—then skip it. Choose an elevated and untraditional experience instead.  

I helped come up with the overall concept, wrote the above spots and all other pieces of the campaign which ran across TV, YouTube, print, social, digital, and web.
I also created an Excuse Generator for VisitLasVegas.com that people could use to get out of their traditional holiday plans.
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I also helped create an Excuse Generator, which people could use to get out of their traditional holiday plans.

Results

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  • Ad favorability of over 73% with an increase in consideration to visit after seeing the ad over 61%

  • PR coverage driving over 34,000 total impressions

  • A thru-play rate almost double the brand’s standard benchmarks

  • From Oct. 14 – Nov. 21, VisitLasVegas.com/Thanksgiving received over 45,700 page views

  • Time spent on VisitLasVegas.com increased by one minute over the site average

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