The ask:
Create a social strategy that gets Gen Z traveling to Vegas.
The insight:
Gen Z wants to thrive, not just survive.
The strategy:
Let your impulsivity be your guide.
Why I believe in this:
-
We researched the heck hell out of this (in Vegas, we say hell).
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Gen Z sees impulsivity as a positive - a way to live their life to the fullest when everything else is so structured and out of their control.
Research
In order to fully get Gen Z on board, we first had to dive into how Gen Z thought. We did this by conducting interviews, looking into conversations and comments online, and backing up all of these findings with MRI.
TL;DR:
Gen Z is not afraid of impulsivity. In fact, they thrive in it.
Gen Z are impulsive
"If I have a weekend off, I find the cheapest hotel and go." -M, 21
"Booking a last minute trip is like finding money in a coat that was stored away for winter - unexpected but still valuable." -F, 22
Gen Z trusts social media as a guide
"I am more likely to purchase products I see used or recommended by friends on social media, gen z" -MRI: 141
"Compared to other sources, I am more likely to trust social media for information, gen z" -MRI: 152
What does this mean for Vegas?
Lucky for Gen Z, Vegas is full of impulsivity. Rather than continuing to allow Gen Z to dismiss Vegas, the LVCVA can use their social media platforms to highlight that the city is more than gambling and dancers. To do this, we took their current Brand Strategy and transformed it into a more appropriate social strategy.
LVCVA's Brand Strategy
“Find Your Own Version of ‘What Happens Here’ here”
New Social Strategy
"Let your impulsivity be your guide."
Messaging Strategy
In Vegas, you can let impulsivity be your guide. But that doesn’t have to mean just gambling and shotgun weddings...
Food
Impulse-led bites
you’ve never had before.
Celebrations
Entertainment
Picking a show on a whim and knowing it’ll be good.
Outdoors
Sports
Following the crowd and discovering a new game.
Values
Celebrating first.
Asking why later.
Listening to that need-to-be-outside feeling.
Getting lost in what made this city.
Platform Strategy
We recommended the top 3 most popular social media apps for Gen Z (according to MRI Simmons)
The Opportunity: Use the @vegas TikTok page as a playground for Gen Z to create their own Vegas adventure.
Content should feel casual and inviting
The Opportunity: Make the @vegas Instagram page feel like a real local tour guide showing all that Vegas has to offer.
Content should feel visually inspiring, without being “perfect”
The Opportunity: Make the @LasVegas YouTube channel the one-stop shop for Gen Z to learn about Vegas beyond surface level information.
Content should feel educational
Influencer Recommendations
Gen Z listens to online influencers more than any other generation. In order to get Vegas back into the minds of Gen Z, we strategically selected four influencers who at their core are impulsive and have an impressive following.
61%
of Gen Z follow travel influencers.
40%
have booked a trip after seeing it
recommended by an influencer.
Who we recommended:
Charisma Mastev
1M on Tik Tok
220K on Instagram
7.5K on YouTube
Anna Sitar
1.6M on Tik Tok
2M on Instagram
200K on YouTube
Brinda Sharma
1.6M on Instagram
146K on YouTube
ISHOWSPEED
48M on Tik Tok
47M on Instagram
50M on YouTube
This new social strategy equips LVCVA to excite Gen Z about Vegas at all touchpoints of their online experience. So are your bags packed yet?
Partner: Caroline Thomas