By: Furniture World Magazine \u00c2\u00a0
\nWhen defining a concept and marketing strategy for the Winter 2014 Las Vegas
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\nMarket, organizers needed to look no further than Vegas itself.<\/p>\n
The campaign theme is \u00e2\u20ac\u0153Not Just Market, Las Vegas Market,\u00e2\u20ac\u009d with the powerful message and main imagery of this campaign featuring Las Vegas and conveying an overall experience that can only be had in Las Vegas. Supporting imagery demonstrates business getting done during Market. The campaign launches this fall in more than 20 publications covering all segments of the home furnishings industry, plus several major international publications.<\/p>\n
The integrated campaign \u00e2\u20ac\u201c including print, direct mail and other targeted communications vehicles \u00e2\u20ac\u201c is designed to promote Las Vegas Market to the retail community, drive pre-registration and spur hotel room bookings for the Jan. 29-Feb 2, 2014 Market.<\/p>\n
\u00e2\u20ac\u0153World Market Center is a boost for the home furnishings industry. It\u00e2\u20ac\u2122s sort of the \u00e2\u20ac\u0153got milk\u00e2\u20ac\u009d campaign for the entire industry in that it has created an exciting platform and renewed interest in markets again,\u00e2\u20ac\u009d said Dana Pretner, Director of Marketing and Public Relations at World Market Center. \u00e2\u20ac\u0153Buyers and exhibitors are excited to do business at World Market Center and that translates into better business for the industry overall.\u00e2\u20ac\u009d<\/p>\n
The unique branding approach, created by Sand Diego-based MDG Group, was designed to set Las Vegas Market apart, promote the January event and tout the grand opening of the second building.<\/p>\n
\u00e2\u20ac\u0153The campaign is focused on what only Las Vegas can offer buyers and exhibitors alike – the Las Vegas experience and state-of-the-art venues. The location, the buildings themselves and the amenities we have to offer are simply unmatched,\u00e2\u20ac\u009d added Pretner. \u00e2\u20ac\u0153Now that the industry knows who we are, it\u00e2\u20ac\u2122s time to focus on our competitive advantage. The bold images and strong headline tell our story and grab attention.\u00e2\u20ac\u009d<\/p>\n
St. Charles, Ill-based retail and branding expert Georganne Bender, of Kizer & Bender Speaking, said the city itself provides a strong selling point for Las Vegas Market. \u00e2\u20ac\u0153I like the ad campaign\u00e2\u20ac\u2122s tagline because its says in a powerful way that you can have a Market anywhere, but you don\u00e2\u20ac\u2122t get the Las Vegas experience anywhere else,\u00e2\u20ac\u009d Bender said of \u00e2\u20ac\u0153Not Just Market, Las Vegas Market.\u00e2\u20ac\u009d She added, \u00e2\u20ac\u0153When the Market closes at the end of the day, Las Vegas is still open for business. In fact, Las Vegas itself is like a personal tour guide that\u00e2\u20ac\u2122s ready when you are. Every world class chef is clamoring to open a restaurant there, there\u00e2\u20ac\u2122s great shopping and amazing entertainment. And you can get a gorgeous hotel room for a fair price.\u00e2\u20ac\u009d<\/p>\n
Las Vegas-based award-winning journalist Steve Friess, whose credits include Newsweek, The LA Times, The New York Times, Time and USA Today, recently wrote of the city, \u00e2\u20ac\u0153Las Vegas is what it is because everybody, the world over, wants to go there. They travel across oceans, they make it the highlight of cross-country road trips, they gravitate to movies, books, TV shows and podcasts about it. Its history, its lure, its distinct personality are endlessly fascinating.\u00e2\u20ac\u009d<\/p>\n
World Market Center is an integrated home and hospitality contract furnishings showroom and convention complex in Las Vegas. When fully built, at 12 million square feet in eight buildings, World Market Center will be the largest trade show complex in the World. The next Las Vegas Market will be held January 29 \u00e2\u20ac\u201c February 2, 2014 at World Market Center and Pavilions, and will also run January 30 \u00e2\u20ac\u201c February 2 at Cashman Center.<\/p>\n","protected":false},"excerpt":{"rendered":"
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