Absinthe Anniversary
The Challenge
Proclaimed “The #1 Greatest Show in Las Vegas History” by Las Vegas Weekly, longtime client ABSINTHE by Spiegelworld tasked KDC to lead publicity efforts for its 7th anniversary celebration, which also marked the start of an unprecedented performance schedule of two shows per night every night of the year on its stage at Caesars Palace. Breaking through the noise of the Entertainment Capital of the World is no easy task, especially for a show that’s been around for less than a decade. However, the show’s outlandish nature and non-traditional format allowed for boundary-less creativity and opportunity. Our objective was to generate significant media coverage and create destination-wide buzz, which is often unmeasurable, for the show’s non-milestone anniversary and new performance schedule.
Absinthe Anniversary
The Challenge
Proclaimed “The #1 Greatest Show in Las Vegas History” by Las Vegas Weekly, longtime client ABSINTHE by Spiegelworld tasked KDC to lead publicity efforts for its 7th anniversary celebration, which also marked the start of an unprecedented performance schedule of two shows per night every night of the year on its stage at Caesars Palace. Breaking through the noise of the Entertainment Capital of the World is no easy task, especially for a show that’s been around for less than a decade. However, the show’s outlandish nature and non-traditional format allowed for boundary-less creativity and opportunity. Our objective was to generate significant media coverage and create destination-wide buzz, which is
Our Approach
Our publicity efforts for the 7th anniversary of ABSINTHE included a full day of media events that saw weeks of advance planning and reliance on a campaign that was launched seven months prior. With 7 being a sacred number in Las Vegas, it was decided that ABSINTHE would celebrate this anniversary in high roller style.
- In October 2017, we launched a campaign on National Boss’s Day on behalf of The Gazillionaire’s assistant Wanda Widdles, to rename the Las Vegas Strip in honor of The Gazillionaire and his show’s continued success. Over the next several months, we created opportunities to stay top of mind through in-studio TV segments, a Change.org petition, a letter to the editor published by the Las Vegas Sun, and more.
- In January 2018, we arranged for ABSINTHE’s 7th anniversary to be a featured subject on the season two premiere of TLC’s Vegas Cakes, where local shop Freed’s Bakery was commissioned to create a celebratory cake to feed the cast, crew and audience. The cake featured a larger-than-life Gazillionaire popping out of his Spiegeltent, and the episode aired during the show’s anniversary month for a half-million viewers.
- On the day of the anniversary celebration, KDC executed a press conference style event at the corner of Flamingo and Las Vegas Blvd, where Clark County Commissioner Lawrence Weekly presented The Gazillionaire a street sign to recognize the temporary renaming of Las Vegas Blvd as Gazillionaire Blvd, and a proclamation declaring May 7, 2018 “ABSINTHE Day” on The Strip and throughout Clark County. All of Las Vegas’ local TV affiliates were onsite to cover the event, as well as writers from the Las Vegas Review-Journal, Las Vegas Sun, and others.
- That night, we arranged media attendance for a special performance of ABSINTHE, which was presented as a one-night-only dinner theater style gala: The Gazillionaire’s Gala of Gluttony, featuring eight courses from the property’s top restaurants. Proceeds from the special event generated more than $15,000, the equivalent to 90,000 meals, for Three Square Food Bank.
Results
The public relations campaign for ABSINTHE’s 7th anniversary delivered more than 20 million earned media impressions. Notably, the buzz generated drove ticket sales and led Spiegelworld to a record-breaking year in sales. Since then, it’s not uncommon for ABSINTHE to be sold out nearly every night of the week. In addition to being featured on the second season premiere of TLC’s Vegas Cakes, ABSINTHE’s anniversary received media attention by all of our local TV affiliates, a four-page Las Vegas Magazine cover feature, multiple print and online spreads by Las Vegas Sun, Las Vegas Review-Journal and its Spanish-language affiliate El Tiempo, and more. Highlights include:
- The Gazillionaire worthy of a street name – Las Vegas Sun; Letter to the Editor by Wanda Widdles
- ‘ABSINTHE’ CELEBRATES SEVEN YEARS OF BAWDY FUN – Las Vegas Magazine
- ‘Absinthe’s’ Gazillionaire makes his mark on Las Vegas – Las Vegas Review-Journal
- On The 7th Anniversary Of Absinthe Las Vegas It’s Good To Be The Gazillionaire – Haute Living
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