Since its debut in March 2014, the High Roller has not had brand standards developed to support ongoing creative for the attraction. As a result the attraction has had creative in market that made it hard for consumers to interpret the experience since it is the first of its kind in the market. Consumers were confused and didn’t know if it was only open at night vs. day and the actual experience inside. The key business opportunity that we have is to increase ridership and revenue by providing this brand with standards that will help sell new/ongoing experiences for years to come.
Consumer Intercepts and Comparative Study:
Data Top Key Findings
#1: Ride because they see it when they get to Vegas
#2: Ride because they were recommended
#3: Ride because they learn about it on web/social channels
Establish Clarity And Brand Awareness
Using consumer intercept date we received from the Brand team, we changed direction in our creative approach to address many of the findings. Through the use of this strategy we will ESTABLISH CLARITY and BUILD AWARENESS which will increase ridership, sharing and revenue.
Logomark study: Customer Intercept surveys indicate potential guests are unaware of what the High Roller is until they actually arrive and see the wheel. To visitors and locals alike, the term “high roller” may define a person who gambles for high stakes. By exploring new logo variations paired with the phrase “Observation Wheel,” clarity and awareness can be attained.
Instantly identifies the observation wheel as “HIGH ROLLER.” Instantly describes “HIGH ROLLER” as an observation wheel.
Campaign Strategy: The Idea of a Recurring Campaign
WHAT IS OUR PRODUCT?
At its core, the High Roller offers a single-time, time-limited experience. It makes this offering different from a property and/or brand that needs to build loyalty.
WHY IS THIS THE RIGHT APPROACH?
• Needs to feel new to experienced riders, reignite their curiosity
• Remains visually and culturally fresh, even to the repeat guest, and our primary demographic of Millennials.
• Solidifies an emotional attraction through visuals and voice
• Allows for specialty, limited edition merchandise
HOW WILL WE DO THIS?
Create unique, recurring campaigns that allow for flexibility to differentiate from the competition in Vegas and throughout the world.
Research: Examples of Successful On-trend Brands
Brand VS Functional Creative
BRAND - Aspirational, Simple, Experience Driven
• Evoke curiosity and brand awareness
• Top funnel communications, advertising, digital, billboards and off-property signage
FUNCTIONAL - Fast, Easily Understood, Offer Driven
• Direct guest to take action
• The closer the guest gets to a property the message should be functional
• Informative communication
Brand Direction 1:
A DRAMATIC TURN
BOLD WORD • BUILD CURIOSITY • EMOTIONAL ANTICIPATION
Dynamic, unexpected, sweeping angles add a level of excitement and capture a sense of drama. Curiosity is built through anticipation and delivered through the experience.
Brand Direction 2:
STRAIGHTFORWARD • PHYSICALLY RECOGNIZABLE • HEART OF THE STRIP
Wheel is physically recognizable through its distinct and unique design. Its location in the heart of The Strip has changed the Las Vegas landscape.
Brand Direction 3:
SOMETHING FOR EVERYONE
WHIMSICAL • MAGNETIC CHARM • BRAND TO GUEST VOICE
A snapshot of spontaneous experiences displayed through variety. Multifaceted offers are delivered through personality-filled messaging.
The wheel is not easily visible from Las Vegas Blvd.
Clear acrylic signs aligned with skyline in places where other buildings partially block view of the High Roller.
Tower viewers placed strategically on our properties to view the wheel from the best vantage points.
Modular Layout System