a tale of two launches
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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.
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
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.
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
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
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
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
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
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.
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
Opening Exclusives
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
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.
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
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.
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
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
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
Sponsored by:
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
©J Carcamo &Associates, LLC
Two Launches. One Strategy.
©J Carcamo & Associates, LLC
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
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
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.
J Carcamo & AssociatesCreating Brands. Engaging Customers
©J Carcamo & Associates, LLC
My Thanks ToAllen Kay, Korey Kay & Partners
for digging in the archives!
©J Carcamo & Associates, LLC
J Carcamo & AssociatesCreating Brands. Engaging Customers
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