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Golden Nugget

Golden Nugget Presentation

Justin Killingsworth

on 28 April 2010

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Transcript of Golden Nugget

Golden Nugget Hotel and Casino Every year over 36 million people visit Las Vegas 77% stay on the "Strip" ... while only 6% stay Downtown The "Strip" Nearly 28 million people staying only 2 miles away The Killingsworth Agency Rely heavily on internet for trip planning Prefer to stay on the "Strip" Hotel ratings and quality are important 73.1% prefer "Comedians" Only 36.6% "have ever heard of the Golden Nugget" Primary Media Schedule Secondary Media Schedule The Budget Always stayed on the "Strip" 80% used the internet to plan
their Las Vegas trip Perceived as "historical" Creative Executions Targeted Areas Houston, TX
Los Angeles, CA
Honolulu, HI
Las Vegas, NV Internet Advertising Primary Target Market

Secondary Target Market
Twitter.com 41% made over $80,000 a year 80% were married 66% employed 90% were White 42% are 40-59 years old 85% of Las Vegas visitors gamble “The interior of the Nugget is so beautiful and upscale. The atmosphere is elegant, but not stuffy. The Freemont Street Experience is FABULOUS...and you can’t get any more convenient then right outside the front doors. We highly recommend the Golden Nugget.” - a traveler from Monticello, MN (Expedia.com “Hotel was great and don’t forget to check out their amazing pool with REAL SHARKS inside.” - user Soniya80 from San Francisco, CA (TripAdvisor.com) “Wonderful room, great casino and all the action on Fremont Street just steps away.” - user Bob, from Yahoo Travel “I think it’s a well known casino, but not as highly regarded as such hotels as the Belaggio or the Venitian.” - 21 yr old, Tuscaloosa, AL “If you like going to Las Vegas and are considering an alternative to the mega-resorts of The Strip, I would suggest The Golden Nugget as your first choice.” - Expedia.com review Communication Objective To reinforce Golden Nugget’s image as THE classic, luxurious Las Vegas hotel-casino.
Creative Strategy Presenting the Golden Nugget is a more luxurious, more "Vegas-style" hotel-casino than other more "gimmicky" properties that are often found on the "Strip".
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