United Airlines + The Cosmopolitan of Las Vegas

United Airlines + The Cosmopolitan of Las Vegas


The Cosmopolitan of Las Vegas Plays Their Cards Right to Target High-End Air Travelers

With a unique in-flight experience, the premier resort and casino gets in front of Vegas-bound consumers and subsequently increases the number of visits.

Overview
Imagine you’ve just gotten settled into your seat to prepare for takeoff to Vegas. Your choices for distraction include an in-flight magazine, Skymall and a little black gift box. Which do you choose? If you’re like most people, you’ll skip the magazines and go straight for box to discover what’s inside.

With the goal of getting more people to visit The Cosmopolitan of Las Vegas to shop, eat and play, All Terrain developed a unique marketing approach to target high-end Vegas consumers. Thanks to the intriguing and captivating in-flight experience, The Cosmopolitan of Las Vegas was able to get in front the right audience at exactly the right time.

Inside that black box was a deck of cards, each with a different offer to Cosmopolitan experiences. Once they landed, these air travelers instantly became consumers wanting to make the most of their Vegas experience — with offers to one of the Strip’s premier resorts and casinos literally in hand.

Insights
The sights, sounds and thrills of Vegas appeal to visitors from a variety of socioeconomic and demographic backgrounds, but The Cosmopolitan of Las Vegas wasn’t interested in reaching all of them. As a luxury resort and casino on the Strip, Cosmopolitan attracts a higher-end consumer.

To isolate those who were most likely to shop, eat and play at the resort and casino, All Terrain identified an unusual, but effective location. Flights en route to Vegas were the perfect place to get in front of potential consumers. The Cosmopolitan of Las Vegas could offer this captive audience an in-flight experience that created intrigue and excitement upon their arrival to their destination.

Strategy
Travelers on Las Vegas-bound United Airlines flights (SFO, LAX, DEN, IAH, ORD, CLE, IAD, and EWR) received a complimentary black gift box. The custom-designed box contained a set of six Cosmopolitan-branded “playing cards” decorated with urban poster art based on the resort’s restaurants, shops, events and attractions. The cards featured Las Vegas factoids or special offers for Cosmopolitan.

Offers on the cards included a 2-for-1 dining promotion, credit towards slots and video poker at at The Cosmopolitan’s 100,000 square-foot casino, a three-night stay for the price of two nights and complimentary drinks at two restaurants in the resort’s award-winning restaurant collection. Travelers were not only presented with attractive offers to redeem, but also learned about The Cosmopolitan’s entertainment and amenities.

Outcome
Though travelers may had previously seen commercials or advertisement for the Cosmopolitan, the deck of cards gave them an up-close-and-personal chance to get to know the brand’s personality and what entertainment the resort had to offer.

The Cosmopolitan of Las Vegas saw an increase of the number of visitors and enrollment in their loyalty program, which could be directly linked to the cards consumers presented when they redeemed the offers. Additionally, on-property spend has also significantly increased. Due to the test program’s proven success, the program was extended for another six months.