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VEGAS.COM LAUNCHES NEW CAMPAIGN AND TAGLINE

Campaigns Created by kirshenbaum bond san francisco

LAS VEGAS -- March 31, 2005 -- VEGAS.com, the largest purveyor of information about the city of Las Vegas and the world's most-visited city travel site (Media Metrix) today announced the launch of a new $20 million advertising campaign. Building on the successful campaign that won VEGAS.com the Travel Industry Association Odyssey Award for Best Domestic Marketing in 2004, the new campaign, created by kirshenbaum bond san francisco, includes a series of four television spots, as well as print and online components, and introduces the new tagline "Do Vegas Right."

The "Arrow" campaign, which immortalizes the VEGAS.com arrow logo in giant form, brings to life the powers of the VEGAS.com portal in delivering wishes and dreams, by transforming the mundane and real into outrageous Vegas scenarios starring the visitor.

"A dull life that suddenly changes, where the spectacular happens unexpectedly ? this is what occurs when a visitor comes in contact with the buzzing VEGAS.com logo," explained Porter Gale, General Manager, kirshenbaum bond san francisco. "This creative allows us to communicate the site's capability to deliver unrivaled Vegas experiences."

"We're excited to further grow sales by embarking on another groundbreaking campaign that will benefit both the city and our partners" says Bryan Allison, Senior Director of Marketing, VEGAS.com.

The broadcast campaign includes four 30-second spots with 45-second versions, each starting with a regular person in the midst of a ho-hum day. Characters hear a buzzing sound and see a large VEGAS.com sign hanging in the sky pointing them toward an object, such as a refrigerator or a small pool. After a short pause, each character enters the "portal" and then pops out the other side, emerging in the middle of an outrageous Vegas experience and leaving the mundane world far behind. The spots feature an array of Vegas attractions that appeal to a diverse audience mix.

"In a complete departure from the swamp of discounts and special offers that pervade the category, we focused on a simple idea that embraced the URL and branded the experience," said Chas McFeely, Associate Creative Director, kirshenbaum bond san francisco. "By giving the logo mysterious power and grandeur, we further the promise to the customer that VEGAS.com is the way to do Vegas right," he continued.

Spots include "Cement Mixer," in which a construction worker enters a cement mixer and is transported to the middle of a Chippendales show, where he proceeds to join the fun of the striptease; "Kiddie Pool," in which a man barbecuing in the backyard enters a blow-up kiddie pool and surfaces in a Vegas hot tub in the middle of a group of scantily clad women; "Box," in which a man working late at the office enters a cardboard box and emerges as part of Lance Burton's magic show; and "Fridge," in which a man watching late-night television enters a refrigerator and pops out in the midst of a wild Vegas hotel suite party. Each spot demonstrates how VEGAS.com makes things happen by transforming a wish or fantasy into reality.

Both the television and print campaigns will launch on April 15, 2005.

About kirshenbaum bond + partners
kirshenbaum bond + partners is a network of marketing communications specialty companies founded by Richard Kirshenbaum and Jon Bond, including kirshenbaum bond new york, kirshenbaum bond san francisco, Dotglu, LIME public relations + promotion, and The Media Kitchen. Founded in 1987, kirshenbaum bond + partners has since grown to include over 200 employees, offices in New York and San Francisco and combined billings of over $500 million. In 2004, MDC Partners acquired a majority stake in the company. Clients include Target, Verizon, Liberty Mutual, Kao Brands and The Timex Corporation.

About www.VEGAS.com
VEGAS.com is the most comprehensive website for the most entertaining city in the world: Vegas. Ranked as the world's No. 1 city travel site by comScore Media Metrix, and one of the world's top 50 travel sites by Alexa, VEGAS.com features nearly all of the city's hotels, shows, restaurants, tours and golf courses in one place. Book online at www.vegas.com or espanol.vegas.com, call 1-800-851-1703 or 1-888-719-4040 in Spanish, or visit one of more than a dozen retail locations at major hotels including the MGM Grand, Mandalay Bay, Paris, Bally's, the Palms and the Stardust. VEGAS.com is the key to finding, planning and reserving at spas, restaurants, entertainment and strip clubs, casinos, attractions nightclubs and events and provides up-to-date and extensive information that enables visitors to effectively plan their entire trip. Located in Henderson, Nevada, VEGAS.com was launched in 1998 and is owned by the Greenspun Family, who has significant interests in the media, communication, real estate and gaming industries. In addition, the family is partners with Cox Communications of Las Vegas and Landmark Communications in a 24-hour local, all-news cable channel.

Creative Credits:

kirshenbaum bond san francisco
Associate Creative Director(s): Rickie Daghlian and Chas McFeely
Senior Producer: Claire Anderson Londa
Production Company: MJZ
Directors: Kuntz & Maguire
Executive Producer: Jeff Scrutin
Producer: Darrin Ball
Editing Company: Rock Paper Scissors
Editor: Kirk Baxter
Assistant Editor: Matt Murphy
Producer: Scott Friske
Sound Effects: The Orphanage
Supervisor: Rick Schulze
Producer: Lawson Owen

 

Contact: Randi Wolfson
kirshenbaum bond + partners
212-337-4026
rwolfson@kb.com

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