Case Study

With the continued evolution of Las Vegas’ offerings post-pandemic in mind (e.g., Sphere, F1, new properties, etc.), a new brand campaign was developed to focus on the new, novel, and exciting travel experiences that could help travelers break free from the constraints imposed by daily life.

Research was needed to build out the brand pillars underpinning the new campaign, to identify language to guide the articulation of how the various experiences are distinctly different in      Las Vegas, and to understand the extent to which some pillars may appeal more to different generations of first-time visitors.

Heart+Mind Strategies conducted a 6-week long online insights community among 1,000 travelers across the different generation groups to identify daily stressors, destination selection criteria, and the role of novel experiences in leisure travel. We also used the insights community to understand how travel experiences unlock personality traits that are often muted by everyday life.

During the 6-week long engagement, travelers participated in several activities that included itinerary planning, website evaluation, message testing, and even an exercise in which they created their own advertisements for the destination based on their perceptions of how they would feel when experiencing various verticals.