‘Vegas Is Back’—According to Clear Channel Outdoor’s New Massive Digital Displays

The pandemic isn’t over by a long shot—but Las Vegas is all about going for broke and feeling lucky. That’s the spirit behind a giant digital out of home display being unveiled by Clear Channel Outdoor Americas and the soon-to-be-open Resorts World Las Vegas. The two companies have created three walls of digital signage totaling 135,000 square feet that herald Nevada’s ending of social distancing measures on May 1 and the full reopening of business in the state by June. The first OOH ads feature a message to businesses and tourists from the Las Vegas Convention and Visitors Authority and its locally based agency, R&R Partners. The message: Vegas Means Business. It's all part of a big push by Resorts World, which debuted a new set of TV spots during Sunday's Oscar's broadcast. That TV ads star a half-dozen celebrities, among them Celine Dion, Katy Perry, Luke Bryan and Carrie Underwood, for its first national ad campaign. Viva Las Vegas 2021 Style The full-motion DOOH displays promise advertisers “premium visibility” on what the companies claim is one of the largest exterior LED building displays in the U.S. The displays also allow for geo-location targeting of smartphones in the area courtesy of existing CCOD partner Arrivalist, a geo-data analytics platform. Future creative executions on the Resort World walls will “require a degree of customization and our award-winning designers,” Dan Levi, EVP & CMO, Clear Channel Outdoor Americas told Adweek. The designers are based in Vegas and in regional hubs across the nation. “They are prepared to work with advertisers to optimize their creative for these unique digital out of home displays.” In terms of advertisers, Levi said the focus will be on spirits/beverage brands, social media, tech, entertainment and retail categories, “which are integrating these displays into their plans.” The big DOOH splash is also timed for Resorts World’s grand opening on June 24. The new hotel is located on the footprint of the iconic and infamous Stardust, which inspired the Robert De Niro film Casino, and has been in planning and construction for several years. Feeling Lucky Resorts World is being billed as the first integrated resort to be built on the Las Vegas Strip in more than a decade. It has 3,500 guest rooms and suites, a “next-generation” gaming floor and boasts “over 40 world-class food and beverage options.” It also houses a 5,000-capacity theater, distinct nightlife venues, an extensive retail collection and more. The pandemic represented another stroke of bad luck for the project. The idea of social distancing was not just anathema to the city that thrives on closeness. It was seen as a potential death knell, given the reliance on in-person conferences from businesses and tourist decadence that was all but shuttered by the Covid-19 health crisis, which is only now showing signs of abating in the U.S. This project, and the rising numbers of vaccinations, could be the rebirth Vegas needs as Resorts World caters to pent-up travelers’ demand for a return to hedonism and extravagance. “Las Vegas has long been the premier meetings and conventions destination, consistently providing world-class facilities and services to help brands and business travelers connect,” said Kate Wik, chief marketing officer for the Las Vegas Convention and Visitors Authority. “We are excited to be the epicenter of the meetings industry and once again show the world that Vegas Means Business.”

Out of Home Advertising News

‘Vegas Is Back’—According to Clear Channel Outdoor’s New Massive Digital Displays

The Strip is open for business on May 1 and Resorts World is providing a visual welcome to brands

David Kaplan

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David Kaplan