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J Carcamo & Associates
Creating Brands. Engaging Customers

A Tale of Two Launches
AMA St. Louis
Annual Marketing Conference
21 February 2014
J Carcamo & Associates
Creating Brands. Engaging Customers

Wynn Las Vegas
• By far the most anticipated resort opening
since Bellagio opened in 1998.
• Undisputed luxury.
• Created by a visionary.

©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

Farmer’s Pick Buffet
• A game-changer for the casino industry and
for the company.
• Launched in the middle of nowhere.
• Had to overcome a serious image issue.

©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

The Budget
Wynn Las Vegas

Farmer’s Pick Buffet

• $2.7 Billion Capital
Construction
• $10 Million pre-opening
marketing

• Maintenance Capital
• $67,000 total advertising
budget had to cover
everything

©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

Strategy
Wynn Las Vegas

Farmer’s Pick Buffet

• Stoke the fire of anticipation
without showing anything

• Change the conversation
and build anticipation
– Social audience
– Celebrities
– Farm-to-fork movement

©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

Wynn Las Vegas
• Had to book business before opening.
• Advertising was limited to convention sales.
• Using the media that people went to for
inspiration and information.
• We teased a lot, and didn't show a thing until
the last moment.
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

Opening Exclusives

©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

Farmer’s Pick Buffet
•
•
•
•
•
•

The challenge: our buffet SUCKED!
Small market.
Even smaller media budget.
BUT, we had a really creative property team.
Solid social media following.
Supportive corporate team.

©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

Farmer’s Pick Buffet
• Strategy was to leverage the anticipation to
create demand and reposition our food
product.
– We shared the inside scoop.
– We created celebrities where none existed.
– We excited the employees by having them
participate in the shaping of the life of the brand.
©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

Farmer’s Pick Buffet
• Communications Plan utilizing all of our channels
- Traditional offline media
- Website
- The property Facebook page
- The corporate Facebook page
- Let’s Eat! Food blog
- YouTube
- ….and the social power of our farmer partners
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers
Sponsored by:

©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
©J Carcamo & Associates, LLC
©J Carcamo &Associates, LLC
©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

Two Launches. One Strategy.

©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

The Results
Wynn Las Vegas

Farmer’s Pick Buffet

• Mega-media
• Highest rates on the Strip
• Incredible WOM

•
•
•
•

©J Carcamo & Associates, LLC

Changed the conversation
9% increase in covers
16% increase in revenue
Increased FB PTAT and
engagement
• NO complaints
J Carcamo & Associates
Creating Brands. Engaging Customers

Takeaways
• Brand personas can be built and launched no
matter what your budget is.
• Big budgets help but creative thinking is the
key.
• Everything is scalable as long as you have a
clear strategy.
• PARTNER with your agency.
©J Carcamo & Associates, LLC
J Carcamo & Associates
Creating Brands. Engaging Customers

My Thanks To
Allen Kay, Korey Kay & Partners
for digging in the archives!

©J Carcamo & Associates, LLC

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A Tale of Two Launches

  • 1. J Carcamo & Associates Creating Brands. Engaging Customers A Tale of Two Launches AMA St. Louis Annual Marketing Conference 21 February 2014
  • 2. J Carcamo & Associates Creating Brands. Engaging Customers Wynn Las Vegas • By far the most anticipated resort opening since Bellagio opened in 1998. • Undisputed luxury. • Created by a visionary. ©J Carcamo & Associates, LLC
  • 3. J Carcamo & Associates Creating Brands. Engaging Customers Farmer’s Pick Buffet • A game-changer for the casino industry and for the company. • Launched in the middle of nowhere. • Had to overcome a serious image issue. ©J Carcamo & Associates, LLC
  • 4. J Carcamo & Associates Creating Brands. Engaging Customers The Budget Wynn Las Vegas Farmer’s Pick Buffet • $2.7 Billion Capital Construction • $10 Million pre-opening marketing • Maintenance Capital • $67,000 total advertising budget had to cover everything ©J Carcamo & Associates, LLC
  • 5. J Carcamo & Associates Creating Brands. Engaging Customers Strategy Wynn Las Vegas Farmer’s Pick Buffet • Stoke the fire of anticipation without showing anything • Change the conversation and build anticipation – Social audience – Celebrities – Farm-to-fork movement ©J Carcamo & Associates, LLC
  • 6. J Carcamo & Associates Creating Brands. Engaging Customers Wynn Las Vegas • Had to book business before opening. • Advertising was limited to convention sales. • Using the media that people went to for inspiration and information. • We teased a lot, and didn't show a thing until the last moment. ©J Carcamo & Associates, LLC
  • 7. ©J Carcamo & Associates, LLC
  • 8.
  • 9. ©J Carcamo & Associates, LLC
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. J Carcamo & Associates Creating Brands. Engaging Customers Opening Exclusives ©J Carcamo & Associates, LLC
  • 15. ©J Carcamo & Associates, LLC
  • 16. J Carcamo & Associates Creating Brands. Engaging Customers Farmer’s Pick Buffet • • • • • • The challenge: our buffet SUCKED! Small market. Even smaller media budget. BUT, we had a really creative property team. Solid social media following. Supportive corporate team. ©J Carcamo & Associates, LLC
  • 17. J Carcamo & Associates Creating Brands. Engaging Customers Farmer’s Pick Buffet • Strategy was to leverage the anticipation to create demand and reposition our food product. – We shared the inside scoop. – We created celebrities where none existed. – We excited the employees by having them participate in the shaping of the life of the brand. ©J Carcamo & Associates, LLC
  • 18. J Carcamo & Associates Creating Brands. Engaging Customers Farmer’s Pick Buffet • Communications Plan utilizing all of our channels - Traditional offline media - Website - The property Facebook page - The corporate Facebook page - Let’s Eat! Food blog - YouTube - ….and the social power of our farmer partners ©J Carcamo & Associates, LLC
  • 19. ©J Carcamo & Associates, LLC
  • 20. ©J Carcamo & Associates, LLC
  • 21. ©J Carcamo & Associates, LLC
  • 22. J Carcamo & Associates Creating Brands. Engaging Customers ©J Carcamo & Associates, LLC
  • 23. J Carcamo & Associates Creating Brands. Engaging Customers Sponsored by: ©J Carcamo & Associates, LLC
  • 24. ©J Carcamo & Associates, LLC
  • 25. ©J Carcamo & Associates, LLC
  • 27.
  • 28.
  • 29.
  • 30. ©J Carcamo & Associates, LLC
  • 31.
  • 32. J Carcamo & Associates Creating Brands. Engaging Customers Two Launches. One Strategy. ©J Carcamo & Associates, LLC
  • 33. J Carcamo & Associates Creating Brands. Engaging Customers The Results Wynn Las Vegas Farmer’s Pick Buffet • Mega-media • Highest rates on the Strip • Incredible WOM • • • • ©J Carcamo & Associates, LLC Changed the conversation 9% increase in covers 16% increase in revenue Increased FB PTAT and engagement • NO complaints
  • 34. J Carcamo & Associates Creating Brands. Engaging Customers Takeaways • Brand personas can be built and launched no matter what your budget is. • Big budgets help but creative thinking is the key. • Everything is scalable as long as you have a clear strategy. • PARTNER with your agency. ©J Carcamo & Associates, LLC
  • 35. J Carcamo & Associates Creating Brands. Engaging Customers My Thanks To Allen Kay, Korey Kay & Partners for digging in the archives! ©J Carcamo & Associates, LLC