WASHINGTON, March 27, 2014 /PRNewswire/ -- Heart+Mind Strategies—a full-service market research and consulting firm—along with R&R Partners, won the Gold Travel & Leisure award at the 2014 ARF David Ogilvy Awards last night for the LasVegasDotCom Campaign.
The LasVegasDotCom Campaign successfully leveraged research to position LasVegas.com as the official Las Vegas website, driving visitation and booking:
- Between January and June 2013, national unaided recall of LasVegas.com advertising went from 15% to 35% (+20).
- Website visitation in 2013 increased 51% for LasVegas.com over the 2012 VisitLasVegas.com site. Email signups on the site increased over 400%, from an average of 383 to 1,931 per month.
- Average time spent on the website increased 82% vs. the previous website design.
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"This is a significant achievement and highly desirable recognition because of the competition and selection criteria, and we thank the Advertising Research Foundation for sponsoring this important event," said Mike Dabadie, President of Heart+Mind Strategies and lead consultant on the LasVegasDotCom Campaign. "I was the lead consultant along with R&R Partners back in 2005 on the Alibi Campaign that won a Silver award, so we find an additional win on the Las Vegas brand especially rewarding."
The annual awards cover various categories and tiers, each offering a Gold Award that requires compelling evidence that research strategy guided the marketing campaign and creative development, informed the business and strategy goals of the campaign, and that research measured the positive results tied back to the business objectives.
Heart+Mind Strategies is extremely grateful for its relationship with the Las Vegas Convention and Visitors Authority (LVCVA) and R&R Partners. Our collective partnership and willingness to experiment with a fusion across creative, marketing, advertising, and research has resulted in the Las Vegas brand continuing its broad appeal and returning to record visitation.
Gretchen Comey / email@example.com / 571-484-8083
SOURCE Heart+Mind Strategies