Tuesday, August 28

Vegas Stands By Her Man - Prince Harry


This is one of the best examples that I have ever seen of a brand staying true to its voice, its promise ... its experience.

The Las Vegas Tourism Board and their infamous "What Happens in Vegas, Stays in Vegas" campaign -- yes it's a voice, a promise, and an experience -- and the brand is certainly sticking to its story.

Last week when Prince Harry had the unfortunate experience of being ratted out, the Las Vegas Tourism Board took it seriously as a violation of its brand promise.  Clearly, for Prince Harry, his experience didn't stay in Vegas.

So the brand took out an ad in USAToday to shame the photo sharers into submission and to rally others to stick to the code.  If you are going to stay in Vegas, you need to abide by the rules.  "What Happens in Vegas, Stays in Vegas."  You can see it here.

Brilliant.  Notice how the brand uses traditional "paid" media to generate a firestorm of activity in social or "earned" media.  And also notice how the brand is capitalizing on the "news" to garner attention.  But in this case, the news is directly tied to their brand's premise and experience.  Makes me wonder how other brands could and should be doing the same.

Now this is not the first time that brand has taken this stance ... here's a tv spot warning people about what happens when you break the code.


I guess Harry's new "friends" are finding out as well.

What I also find interesting in this whole "game" is how the Prince Harry brand is emerging.  Doesn't appear that he's getting much criticism, really.  He's living large, doing his bachelor Prince "I'm the spare" thing.  Now imagine if he were married ..... a totally different brand experience.  Just ask Tiger Woods.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU

1 comment:

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