THE VENETIAN LAS VEGAS / SANDS CORP. Repositioning a convention mega-venue for mid-size event planners
Client: The Venetian (via SkiftX)
Industry: Meetings & Events, Hospitality
Services: Concept Development, Content Direction, Video Production, Interactive Development
Role: Concept Creator & Creative Lead
The Brief
The Venetian has one of the largest convention spaces in Las Vegas but needed to prove to small and mid-size event planners that the space was adaptable to their needs.
The Approach
I created “City Within a City,” a video series and choose-your-own-adventure digital experience structured around four themes based on the outcomes planners care about most: unforgettable evenings, personalized experiences, networking, and VIP spaces. Each chapter featured real events to prove the venue’s flexibility.
The Outcome
The campaign moved the conversation from square footage to experience design, showing planners that a venue built for 50,000 could also create intimate, customizable moments for 50.
The Venetian
Incredible experiences.
Unforgettable environments.
Capturing the essence of Las Vegas’ most adaptable creative events space.
City Within A City
To show The Venetian’s breadth of scaleable, customizable spaces, we created a video series and digital experience called City Within A City.
The first visit to a new city may feel chaotic and overwhelming at first — but once you embrace the environment with a sense of adventure, you discover it’s exactly what you’ve been looking for. The Venetian is that city: a mecca where meeting planners can design and customize every aspect of the environment to get the vibe just right. An energetic, always evolving city of its own tucked inside Las Vegas.
Knowing that planners have a unique vision how their event comes to life, we developed the content as a choose-your-own-adventure digital experience told through an introductory video and four chapters, prompting viewers to select which video to watch based on the specific experience they’d want to create for their attendees.
Video - Introducing City Within A City
Landing Page
Chapters Page
To inform the content direction for each video, we identified four themes based on the needs most common to event planners and the specific outcomes they want for their attendees.
An Unforgettable Evening
Transforming a private airplane hangar into a multi-sensory event space
Personalized Experiences
Experiential activations at IMEX America, from a wellness lounge to puppy cuddling
Networking and Connections
Empowering attendees to build relationships at Money 2020, the world’s largest FinTech event
Unique VIP Spaces
An intimate poolside gathering, complete with synchronized swimming
Beyond the videos and digital content, we caotured and delivered high quality photo assets for Venetian’s owned channels, sales materials and marketing efforts.
“We’re committed to making sure the experience that a guest can have here is fresh and new, that we are constantly reinventing it. Whether it’s a co-working pop-up or a new restaurant, it’s paramount for us that just like a city, it’s always changing.
A city within a city means a sense of discovery. It's large, it's combustible energy, it's chaotic, it's boisterous. It moves and vacillates with you. You will seek out the thing that is the most interesting and relevant for you.”
–Lisa Marchese,
Former Chief Marketing Officer, Venetian