TRAVEL & TOURISM
las Vegas Sands
SITUATION
The Venetian in Las Vegas stands as one of the most renowned brands of the Las Vegas Sands Corporation. Right next door sits The Palazzo, another gem within the Las Vegas Sands portfolio. The two resorts shared similarities and differences, but how clear and unique were each of the brands in the eyes of guests and potential visitors? What could be done to create a more unique and meaningful brand experience for each property?
OBJECTIVES
The client sought unique ways to enrich and clearly differentiate the brand experiences of both properties while also outshining competitors.
STRATEGY
Because there are so many facets to a resort stay in Las Vegas, this program required an approach that considered the entire guest journey to assess brand experiences and opportunities for meaningful differentiation.
Marketing communications audits
Operations audit (property stays)
In-person guest research
Brand experience / Property alignment assessment
RESULTS
Through this work, we uncovered opportunities to differentiate the properties from one another and recommended ways to effectively communicate and consistently deliver on-brand experiences for the two properties.
The client retained our team for a follow-on project to present its findings to the Development group for consideration as they design and remodel properties, with the goal of supporting a defined and consistent brand experience throughout the property stay.
KEY ROLES & DELIVERABLES
Conducted competitive marcom audits of six brands, analyzing dimensions like verbal messaging, sensory cues, consistency, tone of voice, and brand positioning.
Conducted in-person research with hotel guests via in-depth interviews to analyze guest experience at critical points of the guest journey, from pre-arrival to post-departure.
Prepared and presented research findings to client executives.
Created recommendations for a custom “Brand Focus Workshop” based on findings.
