Case Study- LAS VEGAS: What's Not Happening in Vegas
Questions for Discussion
1. Given all the changes in the branding strategy for Las Vegas over the years, has the Vegas brand had a consistent meaning to consumers? Is this a benefit or a detriment in as the city moves forward?
2. What is Las Vegas selling? What are visitors really buying? Discuss these questions in terms of the core benefit actual product, and augmented product levels.
3. Will the most recent ad campaign work? Why or why not?
4. What recommendations would you make to the managers at the LVCVA for Las Vegas's future?