Campaign details
Brand: Marina Bay SandsBrand owner: Las Vegas Sands CorporationLead agency: Iris WorldwideCountry: Asia (general region)Industries: Hotels, Luxury travelMedia channels: Online video, Outdoor, out-of-home, Packaging & design, Print - general, unspecified, Programmatic display, Websites & micrositesBudget: 1 - 3 million
Executive summary
I've read and marked enough papers which begin with some empty rhetoric about 'category-defining' creative and 'smashed' KPIs. This paper makes no such promises.
As is the case with any significant brand repositioning, success is measured by whether it lasts the test of time and still...