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While Luxor’s ad budget was stamped at $3-million for presentation purposes, it’s likely to go higher, said Luxor vp/gm Bill Paulos.
The decision concluded what has been a drawn-out review process for this Las Vegas property. After contacting a number of shops in December, Luxor invited six – GSD&M/Austin, Texas; Kresser/Craig and Rubin Postaer, both Santa Monica, Calif.; Larsen/Colby, Pool Communications and Stranger, all L.A., to present a budget, creative and media plan. Pallas Advertising/S.F. got into the review late and was runner-up to Stranger.
Paulos said Stranger’s creative work ‘captured the essence of Luxor with uncanny positioning that meshed with the creative direction we wanted to pursue. Looking at how they were conceiving the TV ad, and how we could do it in a cost-effective way, they were right on.’
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