Jones said R&R Partners, the brand agency of record for the Las Vegas Convention and Visitors Authority (LVCVA), built the campaign around Johnson, and he proved to be a great collaborator with the agency and Nwigwe.
“Chad is notorious for being a showman, and quite literally antagonizing the NFL in a way that’s really based on fun and entertainment. It was good spirited, never malicious. We’re really just trying to entertain the fans in a way that made the game more enjoyable,” said Jones.
To get the word out, Las Vegas partnered with late-night host Jimmy Kimmel, with a special appearance by Johnson on his show. The spot debuted on the Thanksgiving Day game between Washington and Dallas.
The campaign is a ramp-up to the Super Bowl, and Las Vegas will have an in-stadium activation the day of the game that Jones said will be a “punctuation mark to the campaign,” though he wouldn’t say if there will be an in-game spot from the city.
“Las Vegas is built for celebration,” said Steve Hill, president and CEO of the LVCVA, in a statement. “People come to Vegas because they know that the excitement surrounding the game is just as important as the game itself. … As we prepare to welcome the Super Bowl for the first time, we are determined to show the world that when it comes to celebration, Las Vegas is in a category of one.”
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