The Cosmopolitan of Las Vegas: Just the Right Amount of Wrong

Category: Travel/Tourism/Destination
Brand/Client: The Cosmopolitan of Las Vegas
Lead Agency: Fallon

Strategic Challenge

It couldn't have been much worse. One year after telling companies, "You can't go take a trip to Las Vegas or go down to the Super Bowl on the taxpayer's dime," the President of the United States stood up in front of the country and said, "You don't blow a bunch of cash on Vegas when you're trying to save for college. You prioritize. You make tough choices."

And business in Sin City suggested that, for once, Americans were listening to their President. City-wide occupancy was at 81.5%—its lowest in over a decade. The average daily rate (ADR) for a room was $94.91, the lowest since 2005.

Las Vegas was on life support and desperately needed an infusion. Just one year prior, City Center was supposed to be that life-saving injection. But fast-forward to 2010, when a sharp fall in domestic travel and those 4,000 new City Center rooms left Las Vegas a city where supply greatly exceeded demand.