Change Your Thanksgiving

Heading into the 2019 holiday season, the city of Las Vegas had a simple message: If you’re tired of the same old family get-together – filled with awkward small talk, offhand comments, and a healthy dose of stress – then skip it. Choose an elevated and untraditional experience instead.  

TV

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.

Print

I also created an Excuse Generator for VisitLasVegas.com that people could use to get out of their traditional Thanksgiving plans.
I also created an Excuse Generator, which people could use to get out of their traditional Thanksgiving plans.

Web

Results

  • 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