Action
Hills Balfour was tasked with creating highly shareable video content during a social & digital activation that could be seeded out across Las Vegas’ UK social channels as well as partner channels to encourage visitation to the destination and position Las Vegas as the ultimate place to spend a holiday.
Brief
For four days only, Hills Balfour brought a piece of Las Vegas to a secret East London location in the form of a speakeasy, which gave guests a hidden taste of the incredible city, and a world of Instagrammable moments to experience the adult freedom the city is so famous for. Partnering with The Cosmopolitan of Las Vegas and Virgin Atlantic, the glitz and glamour of Las Vegas mixed seamlessly with world-class mixology from Mariena Mercer and entertainment experiences , giving lucky attendees an indulgent and true escape from the ‘real world’. In order to gain maximum exposure and drive consumers to our microsite used for ticket sales, and ultimately our event, we partnered with Secret London – an entertainment and lifestyle website, providing a guide to the hottest London events. Virgin Atlantic also provided two economy return flights to Las Vegas for the social media giveaway, which The Cosmopolitan of Las Vegas also provided accommodation and credit for. We hosted an exclusive opening night party with influencers, media and trade in attendance as well as some cocktail masterclasses for media with Mariena Mercer to garner further editorial coverage.
Results
- Sign ups for tickets: 1,170 (sold out)
- Video views: 537,492
- Social reach: over 2 million
- Impressions: over 5.6 million
- Public posts using #HiddenVegas: 295
- Partners hosted: 49
- Journalists hosted: 31
- Articles secured: 11
- Publicity value: $79,531
