Brown Adds Vegas Monorail to Transit Portfolio

LOS ANGELES The Las Vegas Monorail Co. has hired Brown & Partners as its advertising and marketing agency, a new assignment, the shop said.

The Las Vegas-based independent agency edged out Nostrum in Long Beach, Calif., and MassMedia in Las Vegas following a review, according to the client. Billings are $1 million for 2004.

Jerry Haar, director of sales and marketing for the client in Las Vegas, said Brown & Partners was selected because of its creativity, design capabilities, work plan and overall knowledge of the project. He added that the monorail wanted to work with a local firm.

Brown & Partners is charged with branding the monorail system, which is slated to begin operations in early 2004, and promoting it as a new Las Vegas “experience,” said agency managing partner Chuck Johnston in a statement. The agency will focus on the monorail’s unique and convenient facets, which include its connections to eight major resorts and nine convention facilities.

The shop’s first ads for the monorail are expected to break in late January or early February. The media mix will include in-market tourist publications, some spot radio, closed-circuit television advertising appearing in local hotels, airport signage and outdoor ads. Agency and client will share media buying duties, Haar said.

Brown & Partners also handles transportation-related clients like the California-Nevada Interstate Maglev Super Speed Train project and the Regional Transportation Commission of Southern Nevada, which includes the Citizens Area Transit and the Metropolitan Area Express bus system.