The Cosmopolitan and United Airlines find a new way to engage flyers

This event report shows how The Cosmopolitan Hotel of Las Vegas and United Airlines created a new media channel to connect with flyers travelling to the city.

The Cosmopolitan and United Airlines find a new way to engage flyers

Stephen WhitesideWarc

As exercises in city branding go, it is hard to beat the iconic, decade-old tagline for Las Vegas: "What Happens Here, Stays Here."

But for The Cosmopolitan of Las Vegas, the luxury hotel that opened in 2010, and United Airlines, one of America's largest air carriers, what actually does happen on the journey to Sin City now is an equally important component within the marketing mix.

Angela Wise, vp/marketing at The Cosmopolitan of Las Vegas, told delegates at Advertising Week 2014 in New York that...

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