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Reinvigorates Efforts To Appeal To The Global Travel Market

Las Vegas introduces new international brand strategy

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eTN  Jun 13, 2008

LAS VEGAS, NV - The Las Vegas Convention and Visitors Authority (LVCVA) has launched a new international brand marketing strategy that will expand Las Vegas' global reach.

Effective July 1, 2008, the LVCVA will partner with 12 representative offices serving a total of 75 countries spanning the globe. The organization will enhance its longstanding commitment to its existing eight international markets while establishing a first-ever presence in four additional countries.

Of the 39 million visitors who traveled to Las Vegas in 2007, international visitors accounted for 4.7 million, or 12 percent. By the end of the decade, the goal for Las Vegas is to attract an estimated 1.5 million additional annual international visitors, or 15 percent of the overall 43 million projected.

"Expanding our brand throughout the world and growing our international market is a priority," said Rossi Ralenkotter, president and CEO, LVCVA. "As more and more visitors around the world acquire the ability to travel, we want to ensure that Las Vegas is a destination they include when visiting the United States."

Travel industry policy initiatives being developed or implemented to increase visitation to the United States include the expansion of the Visa Waiver program, the Open Skies agreement with the European Union, Memorandum of Understanding between China and the United States, and the Travel Promotion Act. All play an important role for Las Vegas to meet its international objectives.

Las Vegas already has more hotel and motel rooms than any destination in North America and is scheduled to add more than 30,000 new rooms between now and 2011, bringing the total number of rooms to approximately 175,000. The financial investment is more than $30 billion. Meanwhile, Las Vegas continues to lead the industry in room occupancy, achieving more than 90 percent in 2007.

"We have established three distinct market segments, providing more focus and flexibility to achieve our objectives," said John Bischoff, vice president of International Brand Strategy. Major markets include Canada, Mexico and the United Kingdom, which collectively account for 70 percent of overall international visitation to Las Vegas. Primary markets consist of the European Union, Ireland, Japan and South Korea, as well as Australia, New Zealand and Southeast Asia. Emerging markets consist of China, Brazil/South America, Russia/Eastern Europe and India, and represent new opportunities for Las Vegas.

A country-specific business model will be adopted for all three major markets (Canada, Mexico and the United Kingdom), as well as select primary (Japan, South Korea, Ireland) and emerging (China and India) markets to account for the uniqueness and significance of those particular markets. Markets where a regional strategy will be adopted include Russia/Eastern Europe; South America; Australia, New Zealand and Southeast Asia and the European Union.

Las Vegas introduces new international brand strategy

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