THE COSMOPOLITAN DIGITAL EXPERIENCE|图文|广告营销案例【ADGuider广告指南】

国际化的数字体验

案例简介：简要说明: 拉斯维加斯曾经是罪恶之城。现在它已经成为一个陈词滥调的城市。酒店依靠噱头和主题来脱颖而出，创造了一个混乱的市场。拉斯维加斯的大都会致力于为位于艺术和技术交汇处的新鲜而挑衅性的内容搭建一个平台。整个度假村有多个景点供顾客体验数字艺术品，包括建筑中内置的 500 多种不同形状、尺寸和分辨率的显示器。我们面临的挑战是为酒店客人创造一种身临其境的体验，让大都会在这条街上脱颖而出。描述客户的简报: 拉斯维加斯的大都会是一个价值 39亿美元的度假胜地、赌场和酒店，位于大道的中心。当大都会酒店计划在除夕 2010 开门时，他们开始为不同阶层的旅行者创造更有意义的客人体验。我们的任务是帮助拉斯维加斯的大都会将自己定位为豪华目的地，为拉斯维加斯的体验增加一个全新的维度。描述你是如何到达最终设计的: 数字厨房作为数字画布进入门户网站，整个度假村作为一个策划的艺术画廊。我们发明了一种叙事展示，将优雅、幻想和对生活的诗意诠释融入到一个开明、清晰的梦境中，将过去、现在和未来的线条模糊成一种经典永恒的视觉风格。故事直接向我们的目标观众，创意阶层，5900万思想开放并喜欢冒险的美国人讲述。叙事中的每个故事都联系在一起，一整天都在演变，并且可以灵活地为特殊事件 (新年、中国新年等) 量身定制。表明市场的结果有多成功: 拉斯维加斯大都会酒店在新年前夕 2010 开幕，是最近拉斯维加斯历史上最受期待的酒店之一。虽然我们无法报告确切的预订和业务数字，因为酒店还没有 100% 完成，但酒店对迄今为止的业务结果非常满意。

国际化的数字体验

案例简介：Brief Explanation: Las Vegas was once the city of sin. Now it has become a city of clichés. Hotels have relied on gimmicks and themes to distinguish themselves, creating a cluttered marketplace. The Cosmopolitan of Las Vegas is committed to building a platform for fresh and provocative content that sits at the intersection of art and technology. Throughout the resort are multiple points for customers to experience digital artwork, including more than 500 displays of different shapes, sizes and resolutions built into the architecture. Our challenge was to create an immersive experience for hotel guests that set The Cosmopolitan apart on the strip. Describe the brief from the client: The Cosmopolitan of Las Vegas is a $3.9 billion dollar resort, casino and hotel located on the center of the strip. When the Cosmopolitan Hotel planned to open its doors on New Year’s Eve 2010, they set out to create a more meaningful guest experience for a different class of traveller. Our assignment was to help The Cosmopolitan of Las Vegas position itself as a luxury destination, adding an entirely new dimension to the Las Vegas experience. Description of how you arrived at the final design: Digital Kitchen approached the portals as digital canvases and the entire resort as a curated art gallery. We invented a narrative showcase incorporating elegant, fantastical, and often poetic interpretations of life travels in an enlightened, lucid dream, blurring the lines of past present and future into one classic-timeless visual style. The narrative spoke directly to our target audience, the Creative Class, 59 million Americans who are open minded and enjoy adventure. Each story within the narrative tied together, evolved throughout the day and had the flexibility to be tailored for special events (New Years, Chinese New Year, etc). Indication of how successful the outcome was in the market: The opening of The Cosmopolitan of Las Vegas on New Year's Eve 2010 was one of the more highly anticipated hotel openings in recent Las Vegas history. While we cannot report exact booking and business figures since the hotel is not 100% completed, the hotel is extremely satisfied with business results to date.