Las Vegas VR art activation
Creating Las Vegas in London, through pioneering VR art
Is this the real life, or is this just fantasy?
“Las Vegas creates what they like to call the neon you. This is the you enhanced by the lights, calmed by the luxe, fed by the imagination and energised by the show. It is the penultimate you...the you who can make anything happen. What's that like? It's like an alternate reality.”
Hills Balfour, an MMGY company, provided PR, social and digital media, and event management support to the Las Vegas Convention and Visitors Authority (LVCVA) to raise awareness of the destination and to promote their latest ‘Vegas: Alter Your Reality’ activation. Hills Balfour was tasked with organising and managing the VR Art activation, attracting Londoner’s to experience the distinct VR artwork of five artists from around the world.
After sourcing one of the city’s hottest event spaces, Hills Balfour brought the pioneering, pop-up art sensation to Flat Iron Square, London, for three days, giving passers-by the opportunity to immerse themselves in five international street artist’s impressions of Las Vegas, all in virtual reality. Fafi, Beeple, Signalnoise, Adhemas, and UK graffiti-artist Insa, took consumers on a trip through their alternate Vegas and their own unique experiences of the destination in a stunning 360 art experience.
Hills Balfour secured 14 pieces of coverage ahead of the event and secured 35 media to attend a press launch at the activation, giving them the chance to speak exclusively with Insa. Hills Balfour staff were present at the event each day and ensured that the activation ran smoothly and successfully. The social media and digital team at Hills Balfour created a dedicated social media calendar to run pre, during and post event.
Hills Balfour also secured a partnership with Virgin Holidays which was a fantastic way to further engage consumers. Virgin Holidays flight attendants were on hand at a Virgin check-in desk to encourage visitors to enter a competition to win a four-night holiday to Las Vegas. To experience more of the magic of Las Vegas, a secret magician was also present at the event to entertain the audience.
The Las Vegas ‘Alter Your Reality’ activation took place from 6th – 8th June and was a free event which offered commuters the chance to experience a taste of Las Vegas in London as they donned their VR headset to experience the city through innovative and pioneering VR Art.