The Las Vegas Convention and Visitors Authority (LVCVA), the official destination marketing organization that promotes tourism and hospitality for all of Southern Nevada, leveraged Pandora, the world’s most powerful music discovery platform, to support awareness, conversion, and drive visitation to Las Vegas.
Using Placed, the leading ad to offline attribution firm, Pandora’s media efforts helped support a lift in visitation that generated $110 million in revenue to Las Vegas. R&R Partners, the integrated marketing agency of record for the LVCVA that also coined the term “What Happens Here, Stays Here,” shepherded the media strategy which led to these strong results. A mix of upper and lower funnel media drove the lift in visitation.
LVCVA and R&R needed a strategic and contextually relevant media partner to support their key objectives of awareness, excitement, education, converting sales of destination offerings (e.g., dining, entertainment, sports, music and fashion), and driving incremental visitation while maintaining ownable “on-brand” content with complementary lower funnel tactics.
Based on these objectives, Pandora created a strategic three-pronged solution.
Awareness, Education, and Intent through Pandora’s Brand Station Platform: LVCVA supported its branded content station on Pandora – Vegas 24/7 Radio – to attract new listeners and continue to bring them back through new content. The station featured a customized playlist filled with EDM artists who have residency shows in Las Vegas. Additionally, the creative display and audio messaging in the station showcased the thrill of the destination and all the entertainment it has to offer. The execution resulted in higher than average time spent listening of 34 minutes per user.
- Strong Conversion through Pandora’s Audio Everywhere Product: Audio captures the attention of people in a multi-tasking, always connected world. Through Pandora’s Audio Everywhere solution, LVCVA drove direct conversion, promoting the hottest events happening in Las Vegas (e.g., Rock in Rio) and sending listeners to come for more information on upcoming events and to purchase their travel itineraries directly through the website. Custom-built audio messages captured listener attention across multiple platforms, creating a powerful ubiquitous approach and connecting LVCVA with consumers wherever they were. With this strategy, LVCVA messaged more than 75% of listeners off-web and on mobile, tablet, connected devices, and in-car. Due to the bond listeners have with their personal devices, LVCVA created a deeper emotional connection by reaching users on these platforms.
- Measurement and Optimization through Pandora’s Partnership with Placed: When tasked with finding a way to measure any increase in visitation and return on investment for the destination, Pandora needed to think outside the box. As a result, we partnered with Placed, a third-party attribution company independent of media, focused on location analytics and attribution. Placed’s attribution solution had traditionally been tied to measurement to brick & mortar store visits, and was excited at the opportunity to test visitation for a larger geographic area. Placed’s methodology measures listeners exposed to a mobile campaign on Pandora and then matches their log-in information with the Placed audience who have an app that measures location persistently in the background of their phones all through a double opt-in. By measuring location continuously, Placed can determine when a visit has occurred with the highest level of accuracy without a check-in or survey. The foot traffic of exposed listeners is then compared to the foot traffic of the control listeners so Placed can attribute lift in visitation to campaign exposure on Pandora.
By combining solutions that garnered awareness and conversion with an innovative measurement opportunity, LVCVA was successful in driving additional visitation to Las Vegas. The campaign helped generate a 6 percent lift in visitation among Pandora users, which equates to 152,462 additional visitors to the destination. Multiplying the additional visitors with the average spend per visitor to Las Vegas ($724) results in an incremental $110 million in revenue for Las Vegas, supported by the campaign.
LVCVA were very pleased with the results as well! Caroline Coyle, Vice President of Brand Strategy for the company, tells us:
“Pandora was an outstanding partner to LVCVA for this campaign. The 24/7 Vegas playlist and cross-platform audio messaging were on-brand solutions that accomplished our campaign objectives, and they provided us with a first-to-market measurement opportunity to prove that when Pandora plays, our message truly works.”Back to all insights