Company: Wynn Las Vegas
Company Description: Wynn Las Vegas is a luxury hotel and destination casino resort located on the Las Vegas Strip. Wynn opened in April 2005 and it's sister property, Encore, opened in December 2008. Combined the company employs over 12,000 employees. Wynn Las Vegas holds more Forbes Five Star Awards than any other independent hotel company in the world. Wynn also ranked on Fortune Magazine's 2013 Most Adm
Nomination Category: Marketing Campaign Awards Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Hospitality & Leisure

Nomination Title: Wynn Digital Taxi Cab Marketing Program

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Every year, millions of travelers visit the city of Las Vegas. With that in mind, Wynn Las Vegas sought to create an innovative, interactive way to directly communicate with visitors and assist them with making informed decision about their plans while in Las Vegas.

Through a partnership with Show Media, a digital out-of-home media company, Wynn developed a comprehensive GPS-based audio advertising campaign that is featured in 2000 taxi cabs in the city. Each taxi cab is equipped with a mobile device system which includes a 10.1” high-definition monitor with touch screen technology and is built on Google’s Android operating system. The technology is GPS driven and geo targets visitors based upon the point of embarkation. The exact locations are determined by a geo fence—a boundary defined around the location or area on the Earth’s surface—with accuracy up to a 300 foot radius. The geo fence zones allow for relevant messaging to play, greeting visitors with a precise location-specific message from Steve Wynn, chairman and CEO of Wynn Resorts.

Programming is specific to the Las Vegas Strip and Downtown, offering real-time information to visitors. Additionally, the system offers video tours of Wynn Las Vegas and Encore dining, entertainment, attractions, shopping and nightlife—ultimately creating brand awareness and showcasing one of the premier resorts in Las Vegas.

Other features of the Wynn Digital Taxi Cab Marketing Program include:

• A welcome video that plays in multiple languages including English, Chinese, Korean, Japanese, Portuguese and Spanish.

• Microtargets with five messages based on consumer needs:

o General information on Wynn and new resort offerings
o Entertainment
o Restaurants
o Nightclubs
o Shopping

• Programming that addresses consumer needs based on time of day and location.

• An up-to-date information source for visitors that is consistently updated via Mobile Device Management (MDM).

The program launched in March 2012 and to date has been viewed by more than 31 million passengers.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Casino Developer Stephen A.Wynn is widely credited with transforming Vegas into a world renowned resort and convention destination. He built The Mirage, Treasure Island and Bellagio. Now, as Chairman of the Board and Chief Executive Officer of Wynn Resorts, Limited, Mr. Wynn has developed Wynn Las Vegas and Encore and Wynn and Encore Macau. Time Magazine recognized Mr. Wynn as one of the “World’s 100 Most Influential People” in 2006 and Forbes Magazine named him a “Captain of Capitalism” in 2007. He received the Manfred Steinfeld Humanitarian Award at the 22nd Annual Platinum Circle Awards and in 2011 Barron’s named him one of the 30 “World’s Best CEOs” while Fortune simultaneously recognized Wynn Resorts as one of the “World’s Most Admired Companies.”