Australian travellers were urged to share their most “un-Vegas-like” images in a recent campaign designed the raise the profile of entertainment capital Las Vegas.
Over three weeks, more than 380 images were tagged with the hashtag #VegasNotVegas, based on the trending #SorryNotSorry hashtag. iTravel enhanced the reach of the campaign via its channels – the itravel website, social media profiles and in-store, enhancing the reach of the campaign to encourage more consumers to enter.
Amanda Le Bon, Juan Velozo and David Glass were selected as the winners, with a Las Vegas showgirl turning up on their doorsteps to hand them each an all- inclusive trip for two to Las Vegas, provided by retail travel agency iTravel.
The social campaign, which ran from August 17 to September 6, reached more than 2.7 million people, according to Las Vegas Convention and Visitors Authority senior director of digital engagement Nick Mattera.
“Las Vegas is the antidote to boredom. A destination that stands for everything daily life isn’t and we wanted to highlight this comparison,” he said.
“Our objective was to create an exciting and different campaign which engaged Aussies on social media platforms and this campaign certainly sparked conversations, making noise in that space.”