Las Vegas To Debut Virtual Reality Marketing Campaign During Miami Art Week
The Las Vegas Convention and Visitors Authority (LVCVA), will unveil a groundbreaking destination marketing program, Vegas: Alter Your Reality (VAYR), at the world's premier modern and contemporary art event during Miami Art Week, Dec. 7-9.
A concept previously untapped by destination marketers, VAYR is a creative interpretation of the Las Vegas experience, direct from the minds of five distinguished, international artists. Transformed into vibrant and immersive content pieces, their personal narratives are given the ultimate presentation as a virtual reality art collection that consumers can enjoy around the globe.
"We are committed to constantly exploring new and innovative avenues through which we can reach potential visitors," said Cathy Tull, senior vice president of marketing at the LVCVA. "By uniting art and virtual technology to reflect the vibrancy of the destination, Vegas: Alter Your Reality will inspire travelers to create their own Las Vegas journey."
What began as five independent journeys through the sights and sounds of Las Vegas, ultimately evolved into a collection of individualized, emotional narratives. Each artistic interpretation, with raw creative provided by the artists themselves, was later brought to life via virtual reality technology to create the various two to three-minute content pieces. The final videos are unique to each artist's personal style and successfully showcase the feelings, thoughts and desires that Las Vegas evoked within them.
The brand hosted Adhemas Batista, Brazil; Beeple, U.S.; FAFI, France; INSA, U.K.; and Signalnoise, Canada; in early spring 2017, allowing them to experience the destination prior to bringing their Las Vegas interpretation to life in their respective art forms.
From strolling the streets to flying in a helicopter over the Strip, the artists took part in a variety of only-in-Vegas moments and explored the city on their own terms. To comprehend each artist's preferred method and successfully communicate his or her connection with the brand post-trip, the program's creative team collaborated with them during in-destination brainstorms and remote working sessions to develop narratives and storyboards.
"Las Vegas is all about adult freedom, meaning you can be and do things here you can't be and do at home," said Arnie DiGeorge, executive creative director at R&R Partners, the agency of record for the LVCVA. "Art is a similar experience; it can take you to new places and on flights of fantasy. Vegas: Alter Your Reality puts the two together. It is ultimate freedom."
Open to the public, art enthusiasts are invited to adorn VR headsets and observe the exclusive artwork during Las Vegas'three-day, multi-sensory event, powered by Samsung Gear VR and taking place at Zadok Art Gallery (ZAG), Dec. 7-9. On Dec. 6, the brand will host VIP media and guests for an exclusive viewing, featuring world-class desserts by The Venetian Las Vegas' Mercato della Pescheria and a variety of craft cocktails.
Following the Miami event, the exciting content will be shared on the Vegas VR app, which is free and available for download on iOS and Android platforms. In addition, the brand plans to announce the campaign's future event presence in early 2018.
For more information, to watch an exclusive VAYR video or to book a Las Vegas adventure, visit www.visitlasvegas.com/alteryourreality.
