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Branding in small towns and rural markets topic of April Ad Fed luncheon

March 20, 2008

MUNCIE—John Mollison, CEO of The Runaway Company, a Whole Communications firm specializing in franchises and chains located in Sioux Falls, South Dakota, will be the guest speaker at the April 11 luncheon, 11:30 a.m., at the Horizon Convention Center, Muncie sponsored by the Advertising Federation of East Central Indiana. Mollison’s presentation, “Building Brands in Small Towns and Rural Markets,” will provide insight about turning marketing limitations into advantages by formulating strategies based on the size of the market.

Mollison’s background includes 18 years of leadership in marketing, brand development and training in hospitality, finance and retail food industries including more than 75 comprehensive advertising and public relations campaigns, the creation of three franchise brands, leadership of more than 20 successful, comprehensive new-product launches, the creation and management of multi-unit COOP systems and the training of thousands through the development of education systems in the hospitality and banking industries.
He credited with pioneering the pizza industry “value meal,” and HR-based marketing that cut annual training costs by 45% and increased effectiveness by over 20%. Mollison developed snack-food products for marketing in Japan and Europe and lead and directed new product development and launches that have resulted in more than $100 million in sales. He has also received more than 65 national and regional awards for excellence in advertising.

Cost for the luncheon and program is $15 for members, $7 for students and $20 for non-members. Advance reservations are due by 4 p.m., Friday, April 2. Call (765) 289-3676, e-mail to acondran@comcast.net or on-line RSVP through www.adfedeci.org.

Ad Fed of ECI is part of the American Advertising Federation, a national organization that promotes excellence in advertising. The local club meets regularly to connect, create and inspire professionals involved in advertising and related fields by holding workshops and programs relevant to those interested and working with students to connect them with professional opportunities. For more information about Ad Fed, please contact Anne Condran, (765) 289-3676.

Destination marketing success in Vegas

March 8, 2008

MUNCIE—“What happens in Vegas stays in Vegas,” and ad campaign developed by R&R Partners, has become the best know mantra to Americans in the last few years. The number of tourists in Vegas has jumped remarkably from 35 million in 2002 to nearly 39 million in 2006 from this marketing campaign launched in 2003. Randy Snow, vice president and creative director for R&R provided his expert advice on destination marketing strategies for tourism as applied to this ad campaign at the recent Ad Fed luncheon, Friday, March 7, at the Horizon Convention Center, Muncie.

“Over the past 10 years, Las Vegas tourism advertising has changed its way of reaching out to potential clients by thinking outside the box and giving people what they really want,” said Snow. After a year and a half of account planning, research results found that those who traveled to Las Vegas did so because they felt free—free to eat, see, do and wear whatever they wanted because it was a great escape from the everyday life. Tourists feel an emotional connection with Vegas. It was clear to advertisers that Vegas is a state-of-mind vacation, people can do things in Vegas they would not do at home. “Adult Freedom” became their brand positioning, a fundamental truth they have used for the last four years.

Consequently, destination marketing strategies shifted gears to include other benefits of tourism and travel featuring other benefits Vegas offers. A Las Vegas experience provides the tourist that emotional connection with their destination.

Many celebrities including Jay Leno and Billy Crystal have used the line “What Happens Here, Stays Here”. Even the Wheel of Fortune and several other TV shows have quoted this famous line. In an independent study by Landor & Associates, this advertising campaign is credited with assisting Las Vegas in being named the #5 hot brands in America. And in 2006, Las Vegas was second behind Google the #1 brand.

Snow advised attendees to listen to customers, believe what they tell you. And when opportunity knocks on the door with new creative advertising ideas, be flexible enough to improvise and embrace change. His presentation showed how the evolving strategy and creative campaign “What happens here.” multiplied its impact to attract new visitors to Vegas. “The key to selling is a great brand,” he said, “however, don’t be afraid to take a chance. The customer is the most important part of the planning process.”
Snow has been pushing the creative envelope for more than 20 years with award-winning creative including Las Vegas Convention and Visitors Authority (LVCVA), the Reno Sparks Convention and Visitors Authority, Nevada Commission on Tourism, MGM Grand Las Vegas, Luxor, Excalibur, Circus Circus, Bally’s Las Vegas and many more. During his tenure at R&R, Randy has recruited a world-class team of no-holds-barred creatives who produce work that consistently lands in the pages of The Wall Street Journal, Archive, Adweek, Shoot and Communication Arts. Under his direction, R&R Partners’ work has been honored, both locally and regionally—including finalist positions for several Golden Pencils in The One Show Awards, and back-to-back “Best of Show” ADDY awards.

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Ad Fed Scholarship Honors Executive Director Anne Condran - September 16, 2007