As we reflect on the past year, what comes to my mind are the brands that revolutionized new media and the evolving marketplace.
Branding is pervasive, reaching around the globe and into the hearts and minds of consumers. You can’t help but sit up and take notice when an integrated message reaches you – changing your consumer behavior and making a life-long impression. You may think you don’t like commercials (or love branding as much as I do), but no one can deny that a strong message hits home, provoking an emotional response that compels you to share it with others.
In 2009 we saw a great many of these campaigns…they made us chuckle, they made us cry…they affected us. I decided to focus on two brands that most affected those of us here in Las Vegas.
I selected these two brands based on five criteria: creative success; social networking prowess; search engine optimization; public relations; corporate philanthropy. Though coming from two different spheres, you had to pay attention to both of these brands this year, for very different (but still very relevant) reasons.
Hard Rock Hotel Las Vegas rebranded its Joint by Rogue (newly expanded with 4,000 seats and superior
Hard Rock Hotel is a top brand for 2009
audio/video) and launched its Vanity nightclub (opened New Year’s Eve) this past year.
- Creativity: Capitalizing on the “I” in Vanity, HRH is focusing on its core group: hip locals and visitors looking for a glamorous experience off the Strip. Forging the partnership with Rogue – a media company – and Verizon took the rock venue to a new level. In addition to this, HRH opened its new HRH Paradise Tower (stylish suites) and $750 million casino expansion. What does all this shake out to? A renewed hope for entertainment and attraction in a recession-battered Las Vegas. The rock n’ roll theme works, making this a distinctly Vegas spectacle in its opulence, which visitors from around the world can relate to. We line up to see Bob Dylan at The Joint. We ogle the beautiful people at the Rehab pool party, Body English nightclub, Wasted Space and Nobu. And by visiting the casino, or crashing in an HRH suite, a tourist can feel like one of them. Everyone wants to be a star – and this is the brand feeling that HRH so successfully evoked in its guests.
- Social networking: HRH attracted nearly 5,500 Facebook fans and 11,000 Twitter followers with informative updates and special offers. Social media was embraced by owner Morgans Hotel Group and equity partner DLJ Merchant Banking Partners. Fans post photos on Flickr, videos on YouTube (many featuring the scandalous Rehab, which also has a reality TV show). HRH media managers respond to client comments and keep updates current, exactly as it should be done.
- SEO: Perhaps one area where HRH could improve on, but it still has a top showing with all the competition between Las Vegas hotel/casinos.
- Public relations: Google Las Vegas Hotels and one of top returns is a news story about the HRH expansion. Staying in the news is key to successful public relations. The company also manages an integrated pressroom online with celebrity booking news and up-to-date announcements.
- Corporate philanthropy: Morgans Hotel Group sponsored an innovative lifestyle branding event in late 2009 during Art Basel Miami Beach. It collaborated with international curator Natalie Kovacs to create an interactive performative public art project called PDA, a peace-inspired programming agenda that celebrates contemporary dance, art, and performance.
Three Square is the valley’s food hub; a central location where donated and rescued food can be collected and
Three Square is a top brand for 2009
distributed. It facilitates childhood and senior nutrition programs. This is where Las Vegans meet to serve and collaborate as part of the food solution.
- Creativity: Along with a well-organized, interactive Web site with informative components, Three Square launched a creative campaign this past year. Steven Jackson’s BackPack GiveBack fed nearly 6,000 children. Every time Steven Jackson scored a touchdown this year, he pledged $2,000 to Three Square’s BackPacks for Kids Program. Every time he scored, he fed 200 hungry kids with a backpack full of food. This hometown hero also challenged all of Las Vegas to contribute to the program. Barrick Gold responded with a $50,000 donation.
- Social networking: It has a strong social media presence with nearly 500 followers on Twitter and 1,800 fans on Facebook. Media managers post frequently, and update sites with photos. Fans comment, which makes this a dynamic social media example for us all.
- SEO: Stay in the media eye, and you’ll receive the benefit. Three Square comes out on top on a Google search, and its Web site is easy to find.
- Public relations: Look at any news stories about feeding the hungry in Southern Nevada and you will come across the Three Square brand. It has gotten the word out for its cause through an energetic CEO, staff and volunteer base.
- Corporate philanthropy: A national model project, Three Square is a community collaborative partnership with the gaming industry, businesses, nonprofit agencies, food distributors, UNLV, the CCSD, governmental entities, the media and hundreds of volunteers to efficiently and effectively serve hope to the hungry.
Please let me know what you think, or let me know who else has done an awesome branding job in 2009. These two brands are leading us into 2010. And through their examples, we’re all poised for prosperity.
Tags: best of 2009, branding, Hard Rock Hotel Las Vegas, Las Vegas business, Three Square
