The builders of the world's largest planned casino resort have started a national search for a shop to handle advertising, public relations and possibly media buying duties on its $10 million account.
The Venetian Resort Hotel Casino, a $2 billion complex scheduled to open in the heart of the Las Vegas Strip in April 1999, has been meeting with a "handful" of shops from Los Angeles, New York and Las Vegas, based on "their reputation and their ability to produce results," said Kurt Ouchida, director of communications for The Venetian. He declined to name the agencies.
"We're going after real top-notch ad firms that are creative and can get our message out," Ouchida said.
Separately, The Venetian is also meeting with three national public relations shops. It has not been determined whether the selected ad agency will handle media buying duties. "Creative would be the biggest part of it," Ouchida said. The Venetian expects to pick its shops by the first quarter of 1998.
The resort will be developed in two phases on the site of the former Sands Hotel/Casino resort. The Venetian is projected to be the latest and largest in the procession of themed resorts opening in Las Vegas in recent years, such as Monte Carlo, New York/New York, Luxor, Treasure Island, MGM and The Mirage.
The resort will "recreate Venice, Italy's most romantic city," complete with canals, gondolas and full-size replicas of Venetian landmarks such as Campanile Tower, Rialto Bridge and the Bridge of Sighs. Entertainment and dining at the complex, which will be linked to the Sands Expo Center, will include a Billboard Live club and Wolfgang Puck's ObaChine restaurant.
By the year 2000, Las Vegas is expected to attract 40 million visitors spending over $30 billion annually.
Monte Carlo resort, one of the newest hotel/casinos, spent $8 million on advertising in 1996, according to Competitive Media Reporting.