WHHSH Story (‘What Happens Here Stays Here’) by Rob O’Keefe Whhsh story A few months ago I spoke at a travel conference about the ‘What Happens Here, Stays Here’ ad campaign for Las Vegas -I covered the strategy, showed some ads, results and took some questions. Afterwards, someone approached me and with a cynical expression asked what the real secret was -‘tell me the truth, how did you really get that campaign made in the first place?’ As we enter the fifth year of the campaign it’s a good point to reflect upon. I wouldn’t call it a secret, but in my experience the difference between break out creative and mediocrity is this -lose the fear. Uncommon success requires uncommon thinking and the willingness to embark on a new path. Let’s face it, there is a lot of travel and tourism advertising that shows pretty pictures and promises you’ll see/experience/ discover/explore a real good time. Las Vegas has done some of this in its history. But to really get noticed, you need a bigger idea -and for Las Vegas that meant fully embracing a brand driven approach. wide occupancy below 80%. Hotel-casino developers apparently thought if the 1990s allowed for that kind of increase in supply being matched by a commensurate increase in demand plus an increase in revenue (visitor dollar contribution increased by more than 100%) -‘let it roll’ seemed to be the mantra. Into the new century, it became clear the development boom in Las Vegas was still picking up steam with new properties such as the Wynn, expansions at the Venetian and Caesars, and mega-developments such as MGM/Mirage’s Project CityCenter and Boyd Gaming’s Echelon coming on line within the next decade. With this continued investment came the expectation that the It was not lost on us that while the destination saw terrific growth and success during the 90s, competition was less a factor. Indian and other competitive gaming was gaining ground but had not yet blossomed. After years of smooth sailing, the cruise industry began a significant growth spurt in the late 90s -according to CLIA (Cruise Line Industry Association) the 2-5 day cruise segment grew by a whopping 869% between 1980 and 2005. Clearly, the year 2000 represented a competitive turning point for Las Vegas. There were more players in the ‘tourism economy’ and many of them openly declared their intention of going after a piece of the Las Vegas tourism pie. Fear is kryptonite to the super ad campaign -an iceberg to the unsinkable big idea. The key ingredient is being able to stand for something, to not try to be something for everyone, to go to the edge. That means deciding what you are -and what you are not. And that can be scary sometimes, but that is how great brands are built. Of course, there’s a lot more to it, but after painstakingly developing the strategy, writing a rock solid creative brief, running through tedious focus groups and finalizing the idea -someone still has to sign off. That’s what it came down to with this campaign. My agency, R&R Partners, has a 25 year relationship with the Las Vegas Convention & Visitors Authority (LVCVA), which certainly helps when presenting a risky idea -but let’s just say with the original concept we were on the thin end of the limb. The Business Challenge Go back to Las Vegas in 2000. The city had just shy of 125,000 rooms and was coming off a decade long growth spurt. In 1990, the destination had less than 74,000 rooms -so in ten years the room inventory increased by almost 70%, and not a single year in that timeframe saw annual city- The difference between break out creative and mediocrity is this -lose the fear. city would continue to draw new demand and maintain mid-80ish occupancy with increasing revenue. The organization tasked with driving demand is the LVCVA and as their ad agency -we felt the heat too. The Marketing Approach For Las Vegas to remain one of the world’s most successful tourism destinations a new approach was required. The basis for a lot of tourism/travel advertising is features and benefits -show pretty pictures and guarantee a good time. What was needed was a shift to a brand-driven approach that would define the Las Vegas experience based on an emotional connection between consumers and our destination. After all, ‘brand’ really exists in the hearts and minds of consumers. We needed an emotionally charged advertising campaign that would tap into both. Here’s the approach in three steps: Fa l l 2 0 0 7 T r av e l M a r k e t i n g D e c i s i o n s 3 WHHSH Story 1. Account Planning -you can’t spend enough time speaking with your customers. Not just talking to them, but interacting with them. Learning not just what they say, but what they actually mean. Finding out not just what they want, but what they need. This is the essence of account planning and we went through an extensive 18 month process engaging consumers in search of the One Thing -the single truth that is relevant, compelling and is the building block to defining the experience your destination offers. Consumers told us time and time again that in Vegas they feel like they can cut loose like nowhere else -this was a key insight to build on. 2. Brand Positioning -You might have heard that if you can’t boil down your brand to three words you’re not trying hard enough. For Las Vegas we boil it down to two words: ‘Adult Freedom.’ 4 Fa l l 2 0 0 7 T r av e l M a r k e t i n g D e c i s i o n s This is the essence of the Las Vegas brand and sets up our positioning statement -‘Adult Freedom means Las Vegas is the place where you do things you can’t or wouldn’t do anywhere else.’ This is the guiding principle for the entire marketing effort. 3. ‘What Happens Here, Stays Here’ -your brand is not simply your ad campaign, rather the campaign is the articulation of the brand. In our case, we needed something that not only conveyed ‘Adult Freedom’ but actually encouraged it. Something that gave consumers permission to enjoy themselves in a way they don’t do elsewhere. The ‘What Happens Here’ campaign became the means of delivering the brand message and reflecting the Las Vegas experience. Sure ‘What Happens Here, Stays Here’ (W HHSH) is provocative. Las Vegas has always been provocative, sexy and suggestive. All we did was tap into what Las Vegas has always stood for; we packaged its fundamental brand truth. But it was still scary. Even after all the homework, the focus groups, countless iterations of creative concepts -the final campaign was met with more than a little trepidation. The initial presentation of the advertising to hotel stakeholders was met with a daunting silence. Where were the gorgeous hotels, the fabulous spas and pools, not a single Cirque de Soleil dancer? Instead the first television spot involved a very seductive woman taking a limo ride to the airport who upon exiting the limo had transformed from her ‘Vegasself’. Even with the planning and customer insights to back up the creative approach it was a tough sell. We shifted from showing what Las Vegas has to the attitude that Las Vegas represents -ultimately a much more compelling proposition. So with much Whhsh story hand wringing the campaign was approved and more than a few fingers were crossed as we launched. Here’s where luck favors the prepared -we sought very high profile programming to launch the new effort, where else but the Super Bowl? As it turns out, the NFL is somewhat picky about who runs ads during their broadcast and gambling was on the no-no list. Yet the spot was not about gambling -they didn’t care. So we protested. And that protest was picked up in the news -in fact by dozens of national news outlets. With lead-in lines such as ‘The TV commercial the NFL doesn’t want you to see…’ most of the news programs showed the ad for us. In the end, we gained over $6 million in earned media before spending our first paid media dollar. Touchdown! Five Years Later We are just entering our fifth year of the campaign and the results speak for themselves. The phrase ‘What Happens Here, Stays Here’ has become embedded in the popular vernacular. We’d like to say we knew this campaign would take off like it did, but we were even surprised. The line has been used by Jay Leno, Billy Crystal when he hosted the Oscars, as the puzzle on ‘Wheel of Fortune’, and dozens of other television shows -even the First Lady quoted the line when on the Late Show. My personal favorite was the use of the line in news coverage on selecting a new Pope -‘What happens in conclave, stays in conclave’. Research shows that the campaign has played a significant role in making consumer perceptions about Las Vegas much more positive and our unaided awareness when asked about tourism slogans is regularly over 85%. In 2005, the campaign was credited with assisting Las Vegas in being named the #5 ‘hot brand’ in America by an independent study conducted by Landor & Associates and it was predicted to go to #4 the following year. In fact, in 2006 Las Vegas reached #2 only behind Google. Most importantly, Las Vegas has continued to flourish as one of the top tourism destinations in the world. The year before the launch we had just over 35 million visitors with an average occupancy rate of 84%; we ended 2006 with nearly 39 million visitors and average occupancy of 89.7%. Of course, none of this would have been possible if the destination didn’t deliver on the brand promise. Our hotel partners invest in that promise to fulfill the expectations of visitors. Las Vegas is in a continuous state of evolution, constantly reinventing itself, creating ever-more possibilities of what can happen here. All we did was tap into what Las Vegas has always stood for; we packaged its fundamental brand truth. Key Insights 1. I don’t know if there are any real secrets left in destination marketing. The success enjoyed by Las Vegas begins and ends with the customer. The account planning process we utilized was crucial because you aren’t going to discover fundamental ‘truth’ about consumer’s passions and desires in focus groups alone. Would you share that with a room full of strangers? There’s more to account planning than covered here and you’ll find a decent description at: http://en.wikipedia. org/wiki/Account_Planning. 2. Make sure your brand accurately reflects what you have to sell. Find and tell the truth about the experience (not just the attractions and amenities) of fered. Remember when some thought that Las Vegas was trying to target families and kids? That’s a bit of a myth -yes, some of the hotel properties built attractions such as theme parks to broaden their appeal. But the LVCVA never actually shifted its marketing effort towards families and children. The result was the product offering starting to deviate from the brand -people didn’t ‘buy’ Las Vegas as a family destination. In the years since, the product and brand are in sync. 3. Finally, don’t be afraid to take a chance. Do the homework, hold your agency and/or marketing department accountable, let your customers into your planning process -and when it’s done right, let the dice roll. You might just be surprised by how successful you can be. Rob O’Keefe, Group Account Director, R&R Partners. As the leader of the Las Vegas Convention and Visitors Authority (LVCVA) account, Rob manages an $90 million budget, a staff of over 30 people and coordinates the combined efforts of domestic and global branding, public relations, research, media and digital marketing for the largest tourism account in the country. His ability to juggle the many demands of this dynamic tourism client, stay abreast of industry trends and assist his team in starting a few new ones has made him an invaluable asset to R&R Partners. Though he helps oversee the wildly popular ‘What happens here, stays here’ campaign, which was labeled by The New York Times as ‘a stroke of marketing genius,’ Rob is never content to rest on the campaign’s laurels. His philosophy is always to push the brand further than anyone imagined possible and has led to Las Vegas’ being named the #2 brand in the country behind only Google, according to Landor & Associates’ 2006 Newsmakers Survey. Prior to joining R&R Partners, Rob worked for Caesars Entertainment, where he managed all marketing and promotional efforts for Bally’s Hotel & Casino and Paris Las Vegas. He initiated the first ever branding campaign for Paris Las Vegas, which led to the highest summertime occupancy and average daily rates that the property had ever enjoyed. He also spearheaded an entertainment strategy that increased profits by creating a new channel of revenue and spiking ticket sales during a traditionally soft period for the property. Rob is a sought-after speaker on the topics of brand development and strategically integrated communications. He has delivered addresses on ‘Maximizing Brand Power’ at the Travel Industry A ssociation’s national conference ; ‘Driving Promotional ROI’ at the Promotions Marketing Association annual meeting; and ‘Building Brand Equity’ for the New York Advertising Club. He earned a Bachelor of Arts Degree in mass communications from the University of Missouri and has completed graduate studies in marketing and finance at the Henry Block School of Business. Fa l l 2 0 0 7 T r av e l M a r k e t i n g D e c i s i o n s 5 Discussion Post 1 The Whoopsery -Chick-Fil-A https://www.youtube.com/watch?v=vvPRdk2i0_0 In this commercial, a family is decorating for Christmas when one of the girls accidentally breaks a family heirloom -an egg ornament. Her mother, visibly upset, leaves the room to help her father outside. While her mother is away, the girls are transported to The Whoopsery -a bakery where every mistake is turned into something as equally extraordinary as the original design. After touring The Whoopsery, the girls get to work transforming the broken ornament into something new and different -a sunny-side up egg. After, they are transported home where they show the mom the new ornament. She, of course, loves it, puts it on the tree and remarks, ‘Nana did always have a way of looking on the sunny side.’ The brand position statement for Chick-Fil-A with this campaign would be Family Matters Most as Chick-Fil-A’s campaign would focus on the magic of the holidays and the importance of family -especially during difficult times. It’s Not Complicated -AT&T https://www.youtube.com/watch?v=GqKJahgLXlA In this commercial, a man in a suit and tie is sitting in a classroom with four elementary-aged children. He asks them a simple question: ‘Do you guys think being fast is better than being slow?’ All the children respond in the enthusiastically yes. One girl, then proceeds to explain how being slow will lead to being caught and bitten by a werewolf wherein one would have to stay inside and away from people as she makes werewolf noises. The man, with a serious look, responds only with, ‘What?’ before the tagline resumes showing that AT&T is the fastest cell phone brand. The brand position statement for AT&T with this campaign would be, Be The Best as the this campaign would showcase the best features and would float with a sense of arrogance typically associated with being the best at what you do. Ryanville -Hyundai https://www.youtube.com/watch?v=4t0_hX5PdJo In this commercial, two women are driving a car down the street when they notice an attractive man who looks like Ryan Reynolds. As they continue to drive, every man they meet -another drive, a policeman, construction workers, and two guys playing football -are all Ryan Reynolds. As the women become increasingly distracted by all of the Ryan Reynolds’ around them, the car beeps rapidly and quickly stops before hitting another Ryan Reynolds walking a bunch of dogs. A voiceover comes on and mentions how the car doesn’t get distracted while driving. The brand position statement for Hyundai with this campaign would be Safety First. Especially at the time this campaign came out, safety features like collision detection and blind-spot monitoring were less-common in vehicles. So Hyundai would want to make a point to showcase their top-of-the-line safety features. Discussion Post 2 #LikeAGirl The set of a production site is visible. Several people are asked individually to show what it looks like to run, throw, or fight like a girl. Each of the participants displays the given action using dainty or fussy mannerisms with clear intent to make fun of girls. Next, only young girls are asked to run, throw, or fight like a girl. Each of these participants displays actions showing power, determination, and strength in their movements. The phrase “Let’s make #LikeAGirl mean amazing things” appears on the screen followed by the Always logo. Brand Positioning Statement: Female Empowerment Puppy Love A puppy adoption sign is visible with a horse ranch in the distance. An adventurous yellow lab puppy sneaks into a barn to play with one of the iconic Clydesdale horses. A handsome rancher takes the puppy back to its owner who happens to be a beautiful woman. Repeatedly, the puppy breaks out to see the horses and is returned to its owner by the rancher. Next, the puppy is adopted and is seen crying out for the pony as they drive away. Yet, the horse leaps over the fence chasing after the puppy, and a group of Clydesdale horses surround the car. The final scene shows the rancher and woman joyfully watching the horse and puppy playing in a field. In the final moments, the Budweiser logo appears with #BestBuds beneath. Brand Positioning Statement: Unbreakable Bonds Purchase answer to see full attachment

Mastering the Art of Online Learning: Your Guide to Acing Online Courses

Introduction

In recent years, the popularity of online courses has skyrocketed, offering learners the flexibility to acquire new skills and knowledge from the comfort of their homes. However, succeeding in online courses requires a different approach compared to traditional classroom settings. To help you make the most of your online learning experience, this article presents essential strategies and tips to ace your online courses.

1. Set Clear Goals and Plan Ahead

Before embarking on an online course, establish clear goals and objectives. Determine what you hope to achieve by the end of the course and break down your goals into manageable milestones. Create a study schedule that aligns with your other commitments, ensuring you allocate dedicated time for coursework, assignments, and revision.

2. Create a Productive Study Environment

Establishing a conducive study environment is crucial for online learning success. Find a quiet, well-lit space where you can concentrate without distractions. Remove any potential interruptions, such as notifications from social media or email. Organize your study materials and have a reliable internet connection to ensure seamless access to course materials.

3. Actively Engage in the Course

Active participation is key to mastering online courses. Engage with course materials, including videos, readings, and interactive components. Take comprehensive notes, highlighting key concepts and ideas. Participate in discussion boards, forums, and virtual meetings to interact with instructors and peers, fostering a sense of community and enhancing your understanding of the subject matter.

4. Manage Your Time Effectively

Online courses offer flexibility, but it’s essential to manage your time wisely to avoid falling behind. Create a detailed schedule, allocating specific time slots for coursework, assignments, and studying. Break down larger tasks into smaller, manageable segments to prevent procrastination. Prioritize tasks based on deadlines and dedicate focused time to each one, ensuring consistent progress throughout the course.

5. Develop Effective Communication Skills

Online courses often rely on written communication, making it crucial to hone your skills in this area. Be concise and clear in your written responses, paying attention to grammar and spelling. Actively participate in discussions, asking thoughtful questions and providing constructive feedback to your peers. Regularly check your course emails and notifications, ensuring you stay updated with any important announcements or changes.

6. Utilize Available Resources

Take full advantage of the resources provided by your online course platform and instructors. Familiarize yourself with the learning management system (LMS) and explore its features. Access supplementary materials, such as textbooks, lecture slides, and external resources recommended by instructors. Utilize online libraries, research databases, and tutorial services to deepen your understanding of the subject matter.

7. Stay Motivated and Engaged

Maintaining motivation throughout an online course can be challenging, particularly when faced with competing priorities or a lack of face-to-face interaction. Set short-term goals and reward yourself upon their completion. Connect with fellow learners through virtual study groups or online forums to foster a sense of camaraderie. Regularly remind yourself of the benefits and personal growth associated with completing the course successfully.

8. Seek Support and Clarification

Don’t hesitate to seek support or clarification when needed. Reach out to your instructors for guidance or clarification on course material. Utilize online discussion forums to ask questions or engage in collaborative problem-solving. Leverage the support services provided by your course platform or institution, such as technical support or academic advising.

Conclusion

Online courses present unique opportunities for self-paced learning and personal growth. By setting clear goals, creating a productive study environment, actively engaging with course materials, and managing your time effectively, you can maximize your chances of acing online courses. Remember to stay motivated, seek support when needed, and make the most of the available resources. Embrace the flexibility and adaptability of online learning to achieve your educational goals.