World Market Center (Las Vegas) Announces New Marketing Campaign

Furniture World Magazine

When defining a concept and marketing strategy for the Winter 2007 Las Vegas Market, organizers needed to look no further than Vegas itself. The campaign theme is “Not Just Market, Las Vegas Market,” 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. The integrated campaign – including print, direct mail and other targeted communications vehicles – 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, 2007 Market. “World Market Center is a boost for the home furnishings industry. It’s sort of the “got milk” campaign for the entire industry in that it has created an exciting platform and renewed interest in markets again,” said Dana Pretner, Director of Marketing and Public Relations at World Market Center. “Buyers and exhibitors are excited to do business at World Market Center and that translates into better business for the industry overall.” 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. “The 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,” added Pretner. “Now that the industry knows who we are, it’s time to focus on our competitive advantage. The bold images and strong headline tell our story and grab attention.” 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. “I like the ad campaign’s tagline because its says in a powerful way that you can have a Market anywhere, but you don’t get the Las Vegas experience anywhere else,” Bender said of “Not Just Market, Las Vegas Market.” She added, “When 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’s ready when you are. Every world class chef is clamoring to open a restaurant there, there’s great shopping and amazing entertainment. And you can get a gorgeous hotel room for a fair price.” 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, “Las 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.” 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 – February 2, 2007 at World Market Center and Pavilions, and will also run January 30 – February 2 at Cashman Center.