Behind Closed Doors || The Cosmopolitan of Las Vegas
R/GA Chicago and The Cosmopolitan of Las Vegas partnered to launch Behind Closed Doors, a campaign focused on reigniting the Just the Right Amount of Wrong ethos for the brand. The campaign invited consumers to take a peek behind the doors of The Cosmopolitan to explore intriguing tales of mischief and revel in the thrill of the unexpected.
Through our connected media approach, our creative messaging (and expressions) were tailored to specific mindsets in the booking cycle and the guest journey. We focused on reaching the most qualified prospects for room bookings, with eye-catching and relevant creative.
Then, we established a consistent communications strategy which drove key messages to guests at the most receptive time.
RESULTS:
+ 37% Increase in direct bookings over the first two years
+ 60% Increase in direct booking revenue over the first two years
+ 4x Performance against the Skippable View Rate benchmark on YouTube for the 60-second Behind Closed Doors video
+ 30% Increased spend on-premise by guests who interacted with Rose compared to the average guest
+ 9.1/10 Average satisfaction with the entire stay for guests who interacted with Rose. 80% rate their stay a 9+, up from 68% of all guests
My Role: Senior Vice President, Managing Director
Credits:
Vice President, ECD: Matt Marcus
Executive Technology Director: Michael Morowitz
Executive Media Director: Andy La Fond
Creative Director: Manny Fernandez
Executive Content Producer: Julie Benevides
