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British Airways launched its inaugural flight between Heathrow and Las Vegas on 25 October 2009. Cass Helstrip worked on behalf of the LVCVA with the in-house team at British Airways and Hills Balfour Synergy to execute this launch party as her last project at Rooster Creative.

The BriefOn behalf of LVCVA help l create awareness of the new British Airways route to Las Vegas.Generate interest amongst high profile UK media, partners of the Las Vegas Convention and Visitors Bureau (LVCVA) and core travel industry figures. Ensure the celebrations position Las Vegas as more than a gambling destination by featuring highlights of its significant entertainment, fine dining and spa offering.Create a platform to enhance share of voice for the Las Vegas brand whilst also achieving coverage surrounding the event.

LimitationsA number of agencies involved.Short time for execution.Creating an event that would appeal to a diverse audience.Ensuring the party was media worthy or generating a hook surrounding the event to entice media coverage.

MechanicsHigh profile media party the week in advance of the inaugural flight.Launch of Paul Oakenfold’s album at the event .Attendance by ex Spice girl Mel B to announce the award of two business class tickets to Las Vegas (organised by British Airways).Extensive media mission the week prior to the launch with the President of the LVCVA Rossi Ralenkotter and the Mayor of Las Vegas.Gate party and champagne (executed and organised by British Airways).Media trip to launch the flight and party held in Las Vegas (executed and organised by British Airways and Hills Balfour).

Campaign HighlightsPress coverage in: Sky NewsCNBCCNNBBC World NewsBBC NewsThe TimesEvening StandardHello MagazineThe London PaperBA Highlife