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Zipcar Essay

1474 words - 6 pages

* Problem statement

The problem for Las Vegas is they are losing revenue because of the September 11, 2001 terrorist attack. People also see Vegas as Sin City and a place where people go to gamble. Vegas do not have a good image to a lot of people. Even though they are trying to turn it around and create a place for families they will never lose that Sin City label.

* Company Analysis

Las Vegas Convention and Visitors Authority (LVCVA) fielded several national ad campaigns. Tourism is Las Vegas’s biggest industry, and LVCVA is charged with maintaining the city’s brand image and keeping visitors coming to one of the world’s most famous cities. As the 1900s rolled around, many Las ...view middle of the document...

The campaign transformed Las Vegas’s image from the down and dirty “Sin City” to the enticing and luxurious “Only Vegas.” In 2008 Las Vegas suffered another punch, first the worst recession since the Great Depression had consumers scaling back on unnecessary expenses. Second, in the wake of the government bailouts and a collapsing financial industry, company CEOs and executives everywhere came under scrutiny for lavish expenses. After years of successfully pedaling Las Vegas naughtiness as the primary selling point, the LVCVA realized it had to make a shift. A new ad campaign, “Vegas Bound,” urged hard-working North Americans to take a well-deserved break in Las Vegas to recharge their batteries before returning home to brave the tough economy. A series of Vegas Bound ads and online mini-documentaries showed average North Americans in high-end nightclubs, spas, and restaurants. After so many years of hearing about Las Vegas as a guilt-free playground even after all the campaigns, consumers had a hard time seeing Vegas as prudent. It took the LVCVA only five months to pull the plug on “Vegas Bound” and resurrect “What happens here, stays here.”

* SWOT

* Strengths
* Entertainment for the whole family
* Great place for an indulgent vacation
* Major tourist attraction

* Weaknesses
* Portrayed as “Sin City”
* Don’t have a good image
* Known as an anything goes gambling town full of smoked filled casinos, bawdy all girl revues, all you can eat buffets, Elvis impersonators, and no wait weddings

* Opportunities
* To be a great family vacation destination
* They have potential to a lot of business

* Threats
* Terrorist attacks
* People seeing Las Vegas for something it’s not

* Current Situation
Tourism is Las Vegas’s biggest industry, and LVCVA is charged with maintaining the city’s brand image and keeping visitors coming to one of the world’s most famous cities. Las Vegas is still in the process of recovering from some major down falls of being portrayed as “Sin City”, the LVCVA has tried many different campaigns to attracted new customers but still lost a lot of business. Although there is rarely a magic bullet in a situation like the one Las Vegas faced, the LVCVA’s return to its core brand message seems to be working. In 2011 alone, visitor numbers increased by 4.3% and totaled 38.9 million. Just as the needle started to budge, MGM Resorts International opened the most ambitious project Las Vegas had ever seen. In fact, its 8.5 billion CityCenter was said to be the largest privately funded construction project in U.S. history. A pedestrian friendly resort, CityCenter was designed as a small city in and of itself with four luxury hotels, two residential condo towers, and a 500 000 square foot high-end shopping and dining center. Adding 6000 room and 12 000 jobs to the Las Vegas Strip has met with mixed reactions. Some speculate this game changing property will put an...

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