The Venetian

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Play the Venetian for 13 years in a row

Objective

Brand The Venetian Resort and Grand Canal Shoppes to the southern Nevada and southern California markets.

Strategy

Capture the spirit, fun and diversity of Venice, Italy and communicate that it is alive and well on the Las Vegas Strip.

Tactics

The Grand Canal Shoppes reflect the architecture, culture and spirit of the city of Venice more so than The Venetian Resort/Hotel/Casino property. Our montage-like video was shot entirely inside the Shoppes with the exception of the final aerial footage of the resort’s exterior. We hired the Lead Tenor of the Los Angeles Opera to voice a lively version of Funiculi Funicula as the soundtrack to our commercial.

Results

The best way to characterize the results derived from the spot is to say that The Venetian aired it exclusively for the first 13 years of the their existence. It ran in both the Las Vegas and Los Angeles markets. It played on the giant video screens at McCarran International Airport approximately 20 times a day over that time period.