National Broadcast


London Location

AGENCY

Hills Balfour Ltd

London, UK

CLIENT

Las Vegas Convention & Visitors Authority

SITUATION

Maximize awareness of the luxury wedding offering in Las Vegas through a high profile TV broadcast medium.

Action

To celebrate Valentine’s Day, Las Vegas partnered with national morning TV show Good Morning Britain, to launch a nationwide campaign fronted by celebrity couple Kian Egan (Westlife) and Jodi Albert, to find a UK couple to get married in Las Vegas.

Working in partnership with Virgin Atlantic and MGM Resorts, the team organised a surprise proposal at Gatwick Airport before flying the wedding party to Las Vegas. Ahead of the wedding the team set up activities for the group to experience the wider destination for pre-promotion on the show in the three day build up. The wedding was filmed live on Valentine’s morning in front of the Bellagio fountains and streamed to 3 million viewers in the UK. Flights, accommodation, experiences and the wedding itself were offered complimentary by Las Vegas’ partners.

Results

1.5 hours of dedicated national broadcast prime time morning TV coverage was secured, with a daily audience of 3 million. The value of the press coverage totaled £1,125,530.00, achieving a return on investment of 608:1 based on the amount invested.

Bellagio Las Vegas
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