Las Vegas Convention and Visitors Authority
Meanwhile in Vegas: Something way better is happening
Visit Las Vegas boosted brand awareness by creating high-quality ads for Pinterest
On Pinterest, Las Vegas is reminding people that the city has something for everyone. From business meetings to family getaways, Vegas is the destination for great entertainment, world-class eateries, sporting events and thrilling activities.
To reach people seeking travel inspiration, the Las Vegas Convention and Visitors Authority, more commonly known as Visit Las Vegas, turned to Pinterest. The social-first “Meanwhile in Vegas” campaign highlights all the city has to offer on and off the Strip.
Although Las Vegas is a globally recognized destination, Visit Las Vegas' goal was to show, not just tell, that the city has something entertaining, delicious and exciting to offer for everyone. To do this, they ran a multi-objective campaign to increase people’s consideration for Las Vegas for their next trip and boost awareness of their "Meanwhile in Vegas" messaging.
+37.7%
lift in Pin awareness1
+7.9%
lift in brand favorability1
Vegas 2.0: A reimagined vacation destination
Visit Las Vegas knew their brand evolution would resonate with people on Pinterest who use the platform to find inspiration for their next trip with friends and family—55% of parents on Pinterest plan to travel more in the next year.2 Visit Las Vegas wanted to remind travelers that no matter what you’re doing, something more exciting, fun and entertaining is happening in Vegas. But how do you capture that feeling in an ad?
Visit Las Vegas partnered with Tastemade to create static ads and a series of videos to capture the attention of people looking for their next unforgettable trip. With help from their creative agency, Grey, Visit Las Vegas wanted their ad creative to evoke high energy, glamorous vibes by showcasing things like dining scenes from Italian eatery Carbone and kinetic shots of ziplining under neon lights.
Using Pinterest’s insights about travelers, Visit Las Vegas defined their key travel audiences, such as foodies, outdoor explorers, sports enthusiasts and adventurous getaway seekers. They measured the ad impact through a Pinterest Brand Lift measurement study, which surveyed people’s intent to visit the city and measured increased Pin awareness of their “Meanwhile in Vegas” campaign.
“
On Pinterest, we can reach people who are further into their travel planning stages than those on other platforms. This campaign was so successful because we reached people who are already intending to travel and are on Pinterest specifically finding inspiration for their next bucket list destination.”
Michael O’Brien,
Senior Director, Digital, LVCVA
High-quality assets show off the high-quality happenings
Visit Las Vegas shortly learned that not all assets are created equal. The highly engaging video content drove brand favorability metrics. As their videos reached more people on Pinterest, there was a direct correlation to higher lifts on all brand measurements. In other words, people who saw these ads were 37.7% more likely to remember the “Meanwhile in Vegas” campaign and 7.9% more likely to view Las Vegas more favorably.1
Throughout this multi-objective campaign, Visit Las Vegas scored big by mixing static images and max-width videos, reaching different audience segments at various frequencies.
Splitting the campaign into two parts, the team ran the awareness campaign during spring 2022—followed by the video-focused campaign in the summer. Doing those in two parts allowed the team to test and learn campaign strategies and realign campaign goals to best optimize results.
Using Pinterest’s measurement capabilities quarter over quarter, the strategy drove powerful results for Visit Las Vegas. The team is now looking at Pinterest as an always-on platform for keeping the bright lights of Vegas top of mind for all kinds of travelers.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
Bring in specialty creative partners
Working with a content partner that specializes in creative asset production can help increase the effectiveness of your Pinterest campaigns.
Maximize the reach and frequency to support awareness campaigns
Try targeting different kinds of people on Pinterest, not just the obvious ones. Broadening your audience targeting will attract people who otherwise wouldn’t click on your ads. Work with Pinterest’s measurement products to gain key insights from campaign performance and to develop learnings from survey respondents from brand lift studies.
Mix up your ad formats and objectives
Using a mix of static and video assets can open the aperture on what you can offer your audience. For example, text overlay can help pull people into the ad’s context. Be sure to include notable and useful content for your audience in your creative assets.