THE WHEELS of the slot machines in Las Vegas aren’t the only things that can turn on a dime. After the events of Sept. 11, the Las Vegas Convention and Visitors Authority scrapped a year-long nationwide campaign that was set to debut Sept. 24.
In its place, it has begun a $13 million effort targeting only six major markets.
The campaign marks a shift in priority for the Authority from convention sponsors and meeting planners to consumers. But there’s a good reason for it.
Immediately after the terrorist attacks, 249 business groups, representing 78,000 delegates, cancelled their reservations. Most were for small meetings set from September 2001 through March 2002.
The consumer print ads debuted in newspapers in the target markets Sept. 30, and were followed by television advertisements. All cite a redesigned Web site (vegasfreedom.com) and a toll-free number (877-VISIT-LV).
More than 1,000 calls came in during the first week and a half of the campaign. Volume was handled by the existing 30-seat center, which had been servicing the city’s visitors.
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