A Tale of Two Launches

AMA St. Louis Annual Marketing Conference

21 February 2014

J Carcamo & AssociatesCreating Brands. Engaging Customers

Wynn Las Vegas

• By far the most anticipated resort opening since Bellagio opened in 1998.

• Undisputed luxury.• Created by a visionary.

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Farmer’s Pick Buffet

• A game-changer for the casino industry and for the company.

• Launched in the middle of nowhere.• Had to overcome a serious image issue.

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The Budget

Wynn Las Vegas• $2.7 Billion Capital

Construction• $10 Million pre-opening

marketing

Farmer’s Pick Buffet• Maintenance Capital• $67,000 total advertising

budget had to cover everything

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Strategy

Wynn Las Vegas• Stoke the fire of anticipation

without showing anything

Farmer’s Pick Buffet• Change the conversation

and build anticipation– Social audience– Celebrities– Farm-to-fork movement

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Wynn Las Vegas

• Had to book business before opening.• Advertising was limited to convention sales.• Using the media that people went to for

inspiration and information.• We teased a lot, and didn't show a thing until

the last moment.

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Opening Exclusives

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Farmer’s Pick Buffet

• The challenge: our buffet SUCKED! • Small market. • Even smaller media budget.• BUT, we had a really creative property team.• Solid social media following.• Supportive corporate team.

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Farmer’s Pick Buffet

• Strategy was to leverage the anticipation to create demand and reposition our food product.– We shared the inside scoop.– We created celebrities where none existed.– We excited the employees by having them

participate in the shaping of the life of the brand.

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Farmer’s Pick Buffet

• Communications Plan utilizing all of our channels- Traditional offline media- Website- The property Facebook page- The corporate Facebook page- Let’s Eat! Food blog- YouTube- ….and the social power of our farmer partners

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Sponsored by:

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Two Launches. One Strategy.

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J Carcamo & AssociatesCreating Brands. Engaging Customers

The Results

Wynn Las Vegas• Mega-media• Highest rates on the Strip• Incredible WOM

Farmer’s Pick Buffet• Changed the conversation• 9% increase in covers• 16% increase in revenue• Increased FB PTAT and

engagement• NO complaints

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Takeaways

• Brand personas can be built and launched no matter what your budget is.

• Big budgets help but creative thinking is the key.

• Everything is scalable as long as you have a clear strategy.

• PARTNER with your agency.

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My Thanks ToAllen Kay, Korey Kay & Partners

for digging in the archives!

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J Carcamo & AssociatesCreating Brands. Engaging Customers