tbf 2011 - jhon bischoff: "what happens in vegas stays in...america"
TRANSCRIPT
Tourism Branding Forum 2011
“What Happens in Vegas Stays in…America”
The True Story of Las Vegas’ Struggle to Become a Global Brand
1. JHB CV Profile – LVCVA
2. The LVCVA Global Strategy Worldwide
3. The LVCVA Global Strategy Mexico, Latin and
South America
4. Global Tourism Branding Executive Summary &
Conclusions
5. Questions & Answers
The Las Vegas Brand – 3 Perspectives
2005-2007 BISCH Global Branding Consultants
2007-2010 LVCVA Vice President – International Brand Strategy
2011+ Justin International – Managing Director
•
The LVCVA just published final data on 2010.
“International visitation to Las Vegas experienced unprecedented growth from 5% in 2006 to 18% in 2010 – with over 6 million annual international visitors to Las Vegas”.
• Formed by Nevada Legislature in 1955
• Destination Marketing Organization
• Quasi-governmental entity
• 14-member board of directors
• Funded by room tax & building revenue
• County-wide jurisdiction
• Operates the Las Vegas Convention Center and
Cashman Center
The LVCVAThe LVCVA
Allocation of Visitor Paid Room Tax
NV Dept of TransportationClark County School District
County TransportationState Tourism
Local Gov’t Entities City/County/Org Grants
LVCVA
46%LVCVA
33.8%
53% 66.2%
2009 2010
“To attract visitors by promotingLas Vegas as the world’s most desirable destination
for leisure and business travel.”
LVCVA Mission StatementLVCVA Mission Statement
1. Advertising
2. Tradeshows & Meetings
3. Cashman Center
4. Special Events
5. Airline Development
6. Transportation Issues
7. International Sales
8. World-wide Media
9. Industry Voice
10. Laughlin, Primm &Mesquite
What happens here,
stays here.™
1. Advertising
2. Tradeshows & Meetings
3. Cashman Center
4. Special Events
5. Airline Development
6. Transportation Issues
7. International Sales
8. World-wide Media
9. Industry Voice
10. Laughlin, Primm &Mesquite
What happens here,
stays here.™
1. International Advertising
2. Int’l Tradeshows & Meetings
3. (International) Cashman Center
4. International Special Events
5. International Airline Development
6. Int’l Transportation Issues
7. International Sales
8. International World-wide Media
9. International Industry Voice
10. (International) Laughlin, Primm &Mesquite
???
Global Branding Challenges
1. Brand USA- World perception – World competition
2. Natural & man-made disasters- Perception vs. reality
3. Homeland Security / U.S. Government- Visa & passport issues (biometric identifiers)- WHTI, MOU, Visa waiver program
4. Global Economics- GDP, consumer confidence index, recessions- Currency fluctuations, exchange rates
5. Global Airline Strategies- Open skies agreements, mergers and acquisitions- Direct service, one-stop service
LVCVA Global Strategy
• Focus: Tiered Approach
• Local In-Country and Regionalization
• Budget Flexibility
(Finite $, Chasing Infinite Opportunities)
• Reactive and Proactive
• Culturally Smart, Country Specific
• International Bright Spots
Tier 1- Major MarketsCanada, Mexico, United Kingdom
International MarketingTiered Market Approach
Tier 3 - Emerging MarketsBrazil/South America, China, India, Russia/Eastern Europe
Tier 2 - Primary MarketsAustralia/NZ/SE Asia, European Union, Japan, South Korea, Ireland
1. Travel Promotion Act- Brand America (USTA – CPT)
2. U.S. Government Policies- VWP, MOU, WHTI, Open Skies, etc.
3. Global Economics- Recession & Recovery, H1N1 Pandemic, - Exchange Rates = Flexibility.
4. Global Airline Strategies- British Airways- The Halo Effect- Long Term = Terminal 3 (2012)
5. Global Strategic Updates- Brand Presence – Brand Initiatives – Sales Programs
Global Branding Opportunities
“The really successful brands of the future are those already positioned
for the next upturn.”