If you’re walking around midtown Manhattan this week, don’t be surprised if a Las Vegas-style “showgirl” walks up to you and hands you something. No, it won’t be her phone number or an invitation to watch her dance. It’ll be a brochure highlighting shopping opportunities in Las Vegas. It’s all part of a guerrilla marketing campaign targeting fashionistas who are in town for Fashion Week to see all the big design houses exhibit their latest apparel lines. The campaign also features Elvis impersonators, who will prance around on foot (handing out the same brochures) or zip around on motor scooters, with mini Las Vegas billboards in tow. The campaign, promoting Sin City’s evolving fashion flair, is sponsored by the Las Vegas Convention and Visitors Authority and was implemented by Interpublic Group’s out-of-home agency, Outdoor Services Inc., and its client, R&R Partners, the Las Vegas ad agency for the LVCVA. Scooter Media of Los Angeles rigged the scooters and billboards.
—Posted by Steve McClellan