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Case7 - :LVCVA VivaLasVegas In2003,morethan35.. visitorsthe...

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Chapter 7 - CASE ASSIGNMENT: LVCVA  Viva Las Vegas In 2003, more than 35.5 million travelers made Las Vegas their destination of choice. It was the second largest volume of  visitors the city has ever entertained, lagging just slightly behind the 35.8 million recorded for the year 2000. Those  numbers are remarkable given the recent slump in the travel industry, and the city has the Las Vegas Convention and  Visitors Authority to thank. For almost 50 years, the LVCVA has been promoting Las Vegas in an effort to maximize  occupancy for the city’s hoteliers who suffer from the cyclical demand in the travel industry. The authority’s marketing of  the   city’s   convention,   lodging,   and   entertainment   facilities   to   convention   organizers,   meeting   planners,   and  leisure  travelers plays an integral role in keeping hotel rooms and convention facilities occupied during off-peak times of the year.  Many types of visitors go to Las Vegas for a variety of reasons, and the LVCVA uses a multilevel promotions  strategy   to   reach   them   all.   The   organization’s   promotional   mix   includes   national   television   advertising,   grassroots  marketing, and relationship building with a variety of organizations. Each element is specifically designed to address  issues within particular segments of its growing target market, such as changes in the composition of the visitor pool,  shifts in visitors’ travel preferences, the emergence of potentially lucrative metropolitan markets, and trends in foreign  visitors.  An LVCVA study of the area’s visitors for 2001, for example, found that African Americans, Hispanics, and Asian  Americans accounted for 9, 5, and 4 percent, respectively, of the total visitor pool. The same study also revealed that the  number of visitors from each of those groups had been steadily rising and that all U.S. visitors were beginning to prefer  two- or three-day stays to weeklong vacations. With those data in hand, the LVCVA produced its award-winning “Vegas  Stories” series of TV commercials for 2003 and 2004. The irreverent ads poke fun at the sticky situations travelers may 
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